有效的特許經(jīng)營(yíng)管理-在線瀏覽
2025-07-16 13:14本頁(yè)面
【正文】 ey can know what works and what does not in their field. Franchisees and franchisors have a mutual interest in marketing and advertising the products or service they offer. Marketing franchise products is not exactly the same as marketing a product of a corporation. Efforts put by both franchisees and franchisors in the marketing area should plement each other. Franchisors vary in their way of managing their marketing and advertising campaigns, some franchisors have very centralised marketing campaigns, while others have decentralised ones. The difference between centralised and decentralised marketing in franchises is in how much control the head quarters of the franchise has. Some franchisees prefer receiving the marketing tactics and strategies from the franchisors, because they do not want to worry about the failure, the logic is that the franchisor knows the product better and knows how to sell it. Some franchisees prefer designing their marketing campaign by them selves, arguing that they know the customers and their preferences better than the franchisor does. Both arguments make sense. The franchisor definitely knows the product better, and the franchisee knows his customers better especially if the franchisee is overseas. A good marketing campaign is one that brings together the knowledge and resources of both sides. The better knowledge of the product with the better knowledge of the customer, if bined together should give a very effective campaign. However, the franchisor should keep some controll over the campaign of the franchisees to avoid any misrepresentation of the brand. Managing a franchise is an art. Being aware of the bigger picture, while managing the smaller details is not the most trivial thing to do. Franchisors and franchisees have a genuine interest in expanding the franchise and operate as efficiently as possible. The huge advances in the high technology industry have been extremely beneficial to franchise systems. However, technology is not a magical tool that you just add to the system and everything is solved. Some high tech systems can be more harmful than helpful. A franchise system should evaluate the value any high tech system will add to their operations, and decide accordingly whether to invest in it or not. Marketing has been a puzzle for the franchise system. The question of whether centralised or decentralised marketing campaigns are the most effective to use has not been that easy a decision for franchisors. A bination of both would probably be the best answer, because sharing the franchisors knowledge of the product and the franchisee’s knowledge of the customers will en able marketing people to hit the nail right on the head. A franchise is defined as a longterm, continuing business relationship wherein for a consideration, the franchisor grants to the franchisee a licensed right, subject to agreed requirements and restrictions, to conduct business utilising the trade and/or service marks of the franchisor and also provides to the franchisee advice and assistance in anising, merchandising, and managing the business conducted to the licensee .Franchising is a system or method of marketing a product or service. The franchisor develops a special product, service, or system and gains national recognition. The franchisor then grants a right or license to small, independe
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