• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Thorntons. For the business I am going to be setting up I have chosen to be a franchisee for many different reasons which consist of reduced risk, training, advertising and promotion etc.

Extracts from this document...

Introduction

Why join Thorntons Franchise Franchising is a network of interdependent business relationships that allows a number of people to share brand identification, a successful method of doing business, and a strong marketing and distribution system. A franchisee is a business which wants to use the idea and is willing to pay the franchisor for the right to use their brand identification and idea. For the business I am going to be setting up I have chosen to be a franchisee for many different reasons which consist of reduced risk, training, advertising and promotion etc. The risks setting up as a Franchisee may be reduced as the name I will be trading under is already a well-known franchise opposed to building a new business which will be un-known and may have to face aggressive competition which could lead to the business being unsuccessful as custom will be purchasing products elsewhere. Whereas being a franchisee will allow me to pay the franchisor for the image they have already established. The Franchisor will be providing the training as they do not want to damage their reputation through incompetence on my behalf. The training will include all business skills, sales etc. The franchise I have chosen are Thornton's. I have chosen Thornton's because the initial costs for purchasing this the franchise is quite low compared to a franchise like Domino's which will allow me to raise the capital needed for me to giving me more chance to raise the capital needed to afford the cost of using Thornton's ideas. Also I have chosen Thorntons Huntingdon is a market town in the south east of England in the county of Cambridgeshire and its affluent, people can afford and want to pay �20 for a chocolate bar, whereas in other parts of the country, they might not. Niche market in Huntingdon for selling luxury chocolates (nowhere else sells luxury, quality chocolate.) ...read more.

Middle

If however the business does lose money I can arrange an overdraft to help cover any debt and I will reduce the running costs of the business or ask less members of staff to come in and work myself on the shop floor until I can improve sales to help make money. Other steps like monitoring the performance of the staff will also contribute to the survival of the business. Thorntons have very high standards and to sell the finest confectionary you should be able to purchase it with the best possible customer service. By monitoring the staff you will be able to see if the staff has had the adequate training to ensure the best performance, if they have then other motivational strategies will have to be considered, like incentive schemes. Thorntons can have motivated staff by: * Training workers to their specific jobs. To do this I will be able to coach them and send them on courses to learn about the technology involved in their job and courses that can help improve sales techniques which will benefit us as they will be able to put their training into practice which will mean they are providing a better customer service. With a quality customer service Thorntons will gain an even better reputation and improve our sales figures. * Paying them a suitable wage i.e. if you pay them the minimal wage �3.30 or �4.40 then you would expect staff to work to the amount they get paid. Therefore paying them a wage above the minimal it will encourage them to work to the requirements of Thorntons which are to have staff working to the highest possible standards. * Promotion Prospects- At Thorntons the staff can be promoted to supervisor etc. Being promoted not only gives the member of staff a higher wage, but a greater incentive to work as there are new skills and techniques involved in different duties which they will have to undertake. ...read more.

Conclusion

Pressure Groups Pressure groups are groups that put pressure on organisations to make specific changes in their policies or even plans and activities. For example friends of the earth put pressure on businesses to recycle their product packaging. If the pressure group is not happy with certain activities that Thorntons are doing they would certainly humiliate them in local/national newspapers or televise this information to damage the reputation on Thorntons who would then have to act accordingly; like ensuring all their packaging is recyclable and also that the delivery lorries are full and not just transporting a few products whilst polluting the air with the fumes from the exhausts. Thorntons packaging is cardboard and the bags are recyclable and reusable, to help save the planet. Also they are using cocoa beans from five different countries such as; Cuba, Tanzania, Java, Papua New Guinea and Sao Tome. Also Thorntons made charitable contributions too. Below is a how much they donated to which charities. During the period, the Group made charitable contributions to Childline of �25,000 (2005: �22,000), and to Charitable Christmas Cards of �2,000 (2004: �Nil). It is the policy of the Board not to make political donations and accordingly none were made in the period (2005: �Nil). Suppliers Our supplies come from the franchisor as the confectionary being sold is specific to Thorntons. The franchisor is much bigger to me the franchisee they can dictate the payments. I will expect the stock to arrive on time and the quality of the confectionary to be perfect and no damages to the packaging if there is then there could be a decline in sales from the faulty confectionary being sold to a customer. This would be the fault of the franchisee and the franchisor for the delivery process would have to be secure and there could be a problem with the employees making the chocolate contaminating the food. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Marked by a teacher

    Primark. The company I have chosen to look at is Primark, in this ...

    4 star(s)

    developing their skills, adapting them to a "fast-moving, people orientated fashion environment" http://www.primark.co.uk/background.shtml. At the moment Primark's organisation employee over 15'000 people, which is expected to rise to 24'000 over the next year. As an employee I was involved, in a comprehensive induction within a group of 10, which included

  2. Unit 9: Marketing Strategy

    The male to female ratio for Alford is 1:1.01, less than the UK average, this shows that there are far fewer females with relation to males in the town of Alford. I assume that, like my own, the target market for Gray and Goodliffe is also female giving Fabulous Frostings the upper hand.

  1. Free essay

    Investigating business. Within my business I am going to be meeting many different ...

    Then the telephone number will be situated on the website of PDW so that you can get in touch with us and how we will deal with your complaint or issue. Once PDW has the full details of a customer's complaints our promise is that we will normally take no

  2. Microsoft Case Study. Objectives, structure and marketing.

    Relative market share and market share. Both of aspects range from high to low as show in the above graph. To create a portfolio you would take each of the products and place it on the graph. This would allow you to find out how each of the products are doing and is the company losing customers or gaining customers.

  1. Investigating Internet Marketing

    Promotion The first element to be considered when it comes to e-promotion is domain name. It is necessary to have a recognisable domain name which is shown on all advertisements. Placing banner promotions on other web pages is a common form of e-promotion; they must be placed where potential customers browse.

  2. Small Business Strategies - identifying the target market, necessary skills, plans for development and ...

    Segmentation also helps in identifying and refining new products as well as improving customer service. All this important as it allows the business to build and develop a good relationship with customers by developing and offering them the products and services which they require which really helps in increasing consumer loyalty.

  1. Nestle stakeholders and business environment

    As a food and beverage enterprise, the responsibility to ensure quality of its products is vital and the key factor of its existence. Nestlé’s commitment is never to compromise on the safety of any product. It is Nestlé’s responsible to implement their commitment of “Good food, good life”.

  2. Unit 4 P1 explain different types of business information, their sources and purposes

    knowledge about the organisations and its activities Informing future development: The investment team may produce a report suggesting future markets that would be best beneficial to Tesco PLC an example of this was when Tesco PLC entered the banking market their investment team provided and undertook many years of investigating

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work