INTERNAL ENVIRONMENT

1. The Company

Top manager is at the very top levels of the organizational hierarchy who are ultimately responsible for the entire organization that comes out with a set of procedures for making decisions about the organization's long-term goals and strategies and come out with the detailed act to reach strategic goals. They are the most important role in the company as they are the one who lead the whole company to achieve the goals. Besides that, the company may not be able to run routine activities without the leading of the top managers. Soall the department have to cooperate and work closely with each of the departments such as finance, accounting, operating, and others related department for understanding customer needs and creating value and satisfaction for them. For example, the marketing department has to work with production department to ensure the sales can be made on time and etc.

2. COMPETITORS

The competitors of Big Apple are J.CO Donuts & Coffee, Dunkin' Donuts, Krispy Kreme, Mister Donut, Starbucks and The Coffee Bean & Tea Leaf. The Krispy Kreme and Dunkin' Donut was the international retailer all over the world. They have done many researches on producing the donut and come out a lot of strategy along the way. Therefore, there is a threat for the Big Apple Donut & Coffee Company which introduced in late to the customer. For instance, Krispy Kreme and Dunkin' Donut have come out with the strategy of designing the love shape of donut to attract the customers from their competitors on valentine days. Therefore, the company has to provide greater customer value and satisfaction than its competitors do because the competitors will have direct effect on the sales of the Big Apple Donut And Coffee Company if the company did not come out with a good offering.

3. Suppliers

Suppliers form the important link within the company as every supply chain is beginning with the firms or supplier that creates value and deliver the goods and services to the end of the customer. This is because without the supplier, no one will provide them the resources needed to produce the donut. Thus, the Big Apple needed to make a good relationship with their supplier. Assume there have no supplier supply flour for the Big Apple; Big Apple would not be able to use that resource to make the donut and carry out the routine activity. If there is no donut for sale, company will lost the sales and the customers as the results. Thus, the customer will have a bad impression about the Big Apple's company and the goodwill of the company will been influenced. Furthermore, customer will switch to ours competitors and reduce the frequency of the visit on our company.