Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce Master
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Institucional da UNESP |
Texto Completo: | http://dx.doi.org/10.18696/reunir.v10i4.991 http://hdl.handle.net/11449/209051 |
Resumo: | Choosing the path to be used to deliver products and services to the intended audience is one of the key decisions for organizations or all efforts employed to produce the goods and services will be in vain. However, different distribution channels require different strategies that need to be well aligned to deliver value to the customer. This article aims to analyze the marketing strategies involved in the development of a new marketing channel for the Agua Doce Sabores do Brasil Group. Specifically, we sought to analyze the marketing compound of the Water Sweet Express and Sweet Water Master franchise models. It was noted that the business focus of this study differ in the initial investment, target audience, format of products offered, price, franchisee profile, physical structure and process. Thus, as they reach different consumer profiles, there is less likelihood of conflicts between the two distribution formats. The introduction of the new franchise format will enable the company to expand its market, reaching a new customer profile. However, the creation of the new business model will require the franchisor to better strategic planning and management of the franchisees in order to be successful. |
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Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce MasterDistribution ChannelsMarketing mixFranchisingChoosing the path to be used to deliver products and services to the intended audience is one of the key decisions for organizations or all efforts employed to produce the goods and services will be in vain. However, different distribution channels require different strategies that need to be well aligned to deliver value to the customer. This article aims to analyze the marketing strategies involved in the development of a new marketing channel for the Agua Doce Sabores do Brasil Group. Specifically, we sought to analyze the marketing compound of the Water Sweet Express and Sweet Water Master franchise models. It was noted that the business focus of this study differ in the initial investment, target audience, format of products offered, price, franchisee profile, physical structure and process. Thus, as they reach different consumer profiles, there is less likelihood of conflicts between the two distribution formats. The introduction of the new franchise format will enable the company to expand its market, reaching a new customer profile. However, the creation of the new business model will require the franchisor to better strategic planning and management of the franchisees in order to be successful.Univ Estatual Paulista, UNESP, Agronegocios & Desenvolvimento, Sao Paulo, SP, BrazilUniv Estatual Paulista, UNESP, Sao Paulo, SP, BrazilUniv Estatual Paulista, UNESP, Agronegocios & Desenvolvimento, Sao Paulo, SP, BrazilUniv Estatual Paulista, UNESP, Sao Paulo, SP, BrazilUniv Federal Campina Grande, Centro Ciencias Juridicas & SociaisUniversidade Estadual Paulista (Unesp)Mendes de Oliveira, Thamara Cristina [UNESP]Pigatto, Gessuir [UNESP]Camargo Ferraz Machado, Joao Guilherme de [UNESP]2021-06-25T11:46:57Z2021-06-25T11:46:57Z2020-01-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article56-68http://dx.doi.org/10.18696/reunir.v10i4.991Reunir-revista De Administracao Contabilidade E Sustentabilidade. Sousa: Univ Federal Campina Grande, Centro Ciencias Juridicas & Sociais, v. 10, n. 4, p. 56-68, 2020.2237-3667http://hdl.handle.net/11449/20905110.18696/reunir.v10i4.991WOS:000603136000006Web of Sciencereponame:Repositório Institucional da UNESPinstname:Universidade Estadual Paulista (UNESP)instacron:UNESPporReunir-revista De Administracao Contabilidade E Sustentabilidadeinfo:eu-repo/semantics/openAccess2021-10-23T19:23:31Zoai:repositorio.unesp.br:11449/209051Repositório InstitucionalPUBhttp://repositorio.unesp.br/oai/requestopendoar:29462024-08-05T17:44:58.869363Repositório Institucional da UNESP - Universidade Estadual Paulista (UNESP)false |
dc.title.none.fl_str_mv |
Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce Master |
title |
Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce Master |
spellingShingle |
Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce Master Mendes de Oliveira, Thamara Cristina [UNESP] Distribution Channels Marketing mix Franchising |
title_short |
Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce Master |
title_full |
Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce Master |
title_fullStr |
Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce Master |
title_full_unstemmed |
Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce Master |
title_sort |
Comparative analysis of the franchise services marketing mix: a study on Agua Doce Express and Agua Doce Master |
author |
Mendes de Oliveira, Thamara Cristina [UNESP] |
author_facet |
Mendes de Oliveira, Thamara Cristina [UNESP] Pigatto, Gessuir [UNESP] Camargo Ferraz Machado, Joao Guilherme de [UNESP] |
author_role |
author |
author2 |
Pigatto, Gessuir [UNESP] Camargo Ferraz Machado, Joao Guilherme de [UNESP] |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
Universidade Estadual Paulista (Unesp) |
dc.contributor.author.fl_str_mv |
Mendes de Oliveira, Thamara Cristina [UNESP] Pigatto, Gessuir [UNESP] Camargo Ferraz Machado, Joao Guilherme de [UNESP] |
dc.subject.por.fl_str_mv |
Distribution Channels Marketing mix Franchising |
topic |
Distribution Channels Marketing mix Franchising |
description |
Choosing the path to be used to deliver products and services to the intended audience is one of the key decisions for organizations or all efforts employed to produce the goods and services will be in vain. However, different distribution channels require different strategies that need to be well aligned to deliver value to the customer. This article aims to analyze the marketing strategies involved in the development of a new marketing channel for the Agua Doce Sabores do Brasil Group. Specifically, we sought to analyze the marketing compound of the Water Sweet Express and Sweet Water Master franchise models. It was noted that the business focus of this study differ in the initial investment, target audience, format of products offered, price, franchisee profile, physical structure and process. Thus, as they reach different consumer profiles, there is less likelihood of conflicts between the two distribution formats. The introduction of the new franchise format will enable the company to expand its market, reaching a new customer profile. However, the creation of the new business model will require the franchisor to better strategic planning and management of the franchisees in order to be successful. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-01-01 2021-06-25T11:46:57Z 2021-06-25T11:46:57Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://dx.doi.org/10.18696/reunir.v10i4.991 Reunir-revista De Administracao Contabilidade E Sustentabilidade. Sousa: Univ Federal Campina Grande, Centro Ciencias Juridicas & Sociais, v. 10, n. 4, p. 56-68, 2020. 2237-3667 http://hdl.handle.net/11449/209051 10.18696/reunir.v10i4.991 WOS:000603136000006 |
url |
http://dx.doi.org/10.18696/reunir.v10i4.991 http://hdl.handle.net/11449/209051 |
identifier_str_mv |
Reunir-revista De Administracao Contabilidade E Sustentabilidade. Sousa: Univ Federal Campina Grande, Centro Ciencias Juridicas & Sociais, v. 10, n. 4, p. 56-68, 2020. 2237-3667 10.18696/reunir.v10i4.991 WOS:000603136000006 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
Reunir-revista De Administracao Contabilidade E Sustentabilidade |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
56-68 |
dc.publisher.none.fl_str_mv |
Univ Federal Campina Grande, Centro Ciencias Juridicas & Sociais |
publisher.none.fl_str_mv |
Univ Federal Campina Grande, Centro Ciencias Juridicas & Sociais |
dc.source.none.fl_str_mv |
Web of Science reponame:Repositório Institucional da UNESP instname:Universidade Estadual Paulista (UNESP) instacron:UNESP |
instname_str |
Universidade Estadual Paulista (UNESP) |
instacron_str |
UNESP |
institution |
UNESP |
reponame_str |
Repositório Institucional da UNESP |
collection |
Repositório Institucional da UNESP |
repository.name.fl_str_mv |
Repositório Institucional da UNESP - Universidade Estadual Paulista (UNESP) |
repository.mail.fl_str_mv |
|
_version_ |
1808128852988264448 |