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Franchising--Just Dogs - Research Paper Example

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Franchising – Just Dogs Name University EXECUTIVE SUMMARY The franchising business is one of those business domains that have seen an exponential increase in the last 2 decades. Every industry in the world has some of its players operating under franchised operations…
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Franchising--Just Dogs
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Franchising--Just Dogs

In the following report I have analysed the feasibility of marketing operations of opening a franchise of “Just Dogs” Gourmets Company in Washington, USA. I have analysed that the strategy of franchising will work if only the company works affectively on its promotion schemes and position strategies. The franchise will have to carry the same value proposition as laid down by the parent company and streamline its operations with it. In this way, the franchise will be able to gain innumerable benefits of the franchising strategy. SITUATION ANALYSIS Just Dogs! Gourmet is a dog food manufacturing company that specializes in all natural Dog treats and sells them through Bakeries throughout the United States. Handmade Dog delights and gourmet treats are the specialities of Just Dogs! Gourmet Company. As far as the franchising strategy and success of the company is concerned, it is counted among the Companies with the fastest growing franchises throughout the world. The company focus on providing the best Dog treats to the customers to ensure that every Dog in the target market is satisfied. Dog accessories are also some counted as the major products of the company. The company provides a lot of incentive for the franchisees in order to extend its business on the geographical landscape (Help, 2012). IT is also worth considering that the US pet food industry is growing at a very fast pace and only in 2009; the US people spent 12.6 billion dollars on the pets industry. This means that from an investors point of view, investing in a Dog food company for franchising is a very feasible job. Hence we have chosen the “Just Dogs!” Gourmet Company to analyse the prospects of franchising (Barnes, 2005). REASONS FOR CHOOSING JUST DOGS FRANCHISE OFFER: There are, in all 100000 dog food manufacturers in the United States and out of these only few offer appropriate franchising opportunities for business initiatives. Of these few people, we have chosen Just Dogs! Gourmet Company, because of the following reasons: The total investment that would be needed in establishing franchises $750000 to $150000. This counts a lot if the long term investment is considered. The franchising fee is only $25000 and the ongoing Royalty fee is 4%. The terms of Franchise agreement is 10 years which is enough to show the feasibility of a long term business solution considering the reputation of the company in the market (United States, 2011). Other than that, the company provides regular training facilities to the franchisee staff at its head quarters as well at the franchise vicinity. The company also offers a range of services to the employees at the franchise through toll free phones, Newsletters, meetings, guiding missions. The company also offers a strong marketing support to the franchises to ensure sales to full potential. Considering all these facts in mind we can easily conclude that the franchising offer of the company is a great business initiative opportunity. MARKET ANALYSIS We have chosen to open a franchise of Just Dogs! Gourmet in Washington, primarily because Washington seems to be a promising market for the business. According to reports, the total population of Washington is 6830038 while the number of housing units in the city is 2882677. According to reports, 65% of the households own dogs. This shows that the 1873740 houses can be the complete target market in the city. This figure is obviously optimistic and shows great prospects to the business. The ... Read More
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