Marble Slab Cremery

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Penny Thomas, an Ivey graduate with the help of her daughter, who also is an Ivey graduate, decides to purchase a license to open a Marble Slab franchise in the Great Toronto Area. After paying her fees of $25,000 to the company, she starts thinking of her marketing plan for her grand opening that she has two weeks to hand to the Marble Slab head-quarters in Calgary . So she hired a marketing consultant (me) to help her. First, the corporate capabilities of the company had to be defined, financial capabilities, Marketing capabilities, Operational capabilities and the available human resources. After comprehensively studying the internal capabilities of the company, the external forces affecting the business are analyzed. The two external…show more content…
Another ability and privilege that comes with a franchise is that the financial risk of any financial disaster is reduced and the consequences wouldn’t be as severe because the store is backed up by a large well-established company that acts as a safety net for Penny Thomas’s store, which is helpful and the store can feel more secure. On the other hand, marketing budget was set at $10,000, which can cover all the costs of the grand opening adequately, which is good for the starting company because budget is tight for any new project and efficiency is a key player in making the starting of this store follow more smoothly. Marketing capability wise, Penny Thomas enjoys Marble Slab’s already existing prominent name, so the store isn’t a new store that the target market must discover and learn about. Therefore, the franchisor made Thomas’s promotional task easier, and many existing Marble Slab customers will come to this location. As well, Marble Slab is already known for its high quality products that many customers around the 37 Ontario locations enjoy and crave. Thomas’s operational activities offer a great deal of mainly quality, freshly made ice-cream, with the option of letting the customer customize their purchases with a choice of toppings blended into their ice-cream flavour of choice, these

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