Franchising Case Study

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For the past few years, franchising has been rapidly growing due to result of business format franchising in which the franchisee has rights to handle product, trademark as well as complete operating system. (Kantamneni, 2004)
One of the many few reasons of its popularity is that the customer’s needs, product, marketing method based on convenience and economy have already been determined by the franchiser. For example, these days mostly both the parents are working which makes it difficult to prepare breakfast so they prefer franchises like Dunkin Donuts or Cinnabon to handover readymade and affordable meals. Another reason for franchising’s rapid growth is that the …show more content…
The coffee is made from company’s plants therefore providing quality and saving time making quality and timeliness one of the factors for its growth. Other strength for its expansion includes variety in the menu such as hot chocolate, coffee, samosas, puffs, sandwiches and burgers giving it a both European and Indian touch so as to fulfil needs of people from different cultures as well. Having a large number of outlets across India adds up to its strengths and innovativeness sums up its strength since COFFEE DAY EXPRESS keeps introducing new flavours and foods from time to time so that people don’t get bored of the same taste. Most of the houses these days have dual career parents who strive to maintain the two local factors that affect expansions of CDX; rising standard of living and convenience. These parents prefer ready to go meals which automatically make COFFEE DAY EXPRESS kiosk the best choice for them since it saves their precious time and convenient to eat. One of the main environmental factor responsible for its expansion in business these days is hygiene. The more a franchise concentrates on it the more successful it is. Hygiene is one of the key environmental factor for growth of COFFEE DAY EXPRESS kiosk since it offers clean food with wraps. Furthermore, COFFEE DAY EXPRESS kiosk is not only convenient due to its take away concept but it’s also affordable. Finally, factors like low investment and franchisee-franchiser relationship have a major contribution to its expansion. It provides well-paid partnership opportunities for concerned franchisees resulting in more number of outlets with
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