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Case Study: Franchise Strategic Planning 1. What inputs did Allegra management use to formulate their strategic plan?
The basic model management of Allegra is franchising. Franchising - is an organization of business in which the company (the franchisor) transfers to an independent person or company ( franchisee) the right to sell the products and services of this company. Franchisee agrees to sell the product or service at a predetermined laws and regulations of doing business that sets the franchisor. In exchange for the implementation of all these rules franchisee receives permission to use the name of the company, its reputation , product and service marketing technology , expertise, and support mechanisms . Thus, the implementation of the rules is not a disadvantage, on the contrary, following the rules means that the franchisee has an excellent opportunity to make a profit and to understand the profitability of their investments. To obtain such rights, the franchisee franchisor makes an initial payment and then pays monthly installments. This kind of rent, because the franchisee is never complete the trademark owner , but simply has the right to use the trademark for a period of payment of monthly contributions. The sum of these contributions is specified in the franchise agreement (contract) and is negotiable. Franchise package (complete system of business transferred franchisee) permits a businessman to run your business successfully, even without prior experience, knowledge or training in this area. Franchising opens up the possibility of rapid expansion in the new market and strengthens its reputation in the existing market. Increasing the amount of contributions paid by the franchisor allows quickly and efficiently develops the market. Each individual franchisor receives enormous benefits to all market because franchisees rapidly expanding into new

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