Experiential Learning – SFCM

Pickup a company in line with the topic given to your team.

Study the sales structure of the company allocated to your group.
Write a review paper for the above study.
The format for the review paper is given below.

Class to be divided into 9 teams. The topics for the teams are as follows:
1. Franchise - B2C - Food Restaurant Eg: Pizza hut
2. Franchise - B2C - Entertainment Industry (Media) eg: Voice of America
3. Franchise - B2C – Sports Industry eg: IPL
4. Personal Selling - B2C – Home Broadband eg: Jio Fiber
5. Personal Selling - B2B – SME – Photocopying Machine - Xerox
6. Personal Selling - B2B – Enterprise – Cloud Services (IBM/Amazon)
7. Channel Selling - B2B - Dealer Network – Cisco Switches
8. Channel Selling - B2C – Distributor/Dealer – Flavored Water eg: O’cean One8
9. Channel Selling - B2B - Omni Channel – Laptop eg: IBM Thinkpad

Format for a review paper

Title page:

Title-- reflecting topic of review Your Name

Date

Abstract: An abstract should be of approximately 200-300 words. Provide a brief summary of

the review question being addressed or rationale for the review, the major studies reviewed, and
conclusions drawn. Please do not cite references in the Abstract.

Introduction: Introduce the topic and your rationale for addressing this topic focusing on why
this topic is important. Clearly define exactly what this article will discuss, outline the order in
which you will discuss each subtopic to give the reader any background information needed to
understand the coming sections.

Body (subtopics being addressed): Although the structure may vary based in the sub-topics
or review questions being addresses. For example, if you are reviewing three different
methodologies, you might divide the body of the article into three sections, each discussing one
of the methods. In these sections, be sure to describe the research methods and evaluate how
studies were conducted focusing on the study design and analysis.

Conclusions: You should develop the conclusion by briefly restating the rationale for your
review and the purpose of the article, then discussing the conclusions you have drawn. You
should also discuss the implications of your review findings and where you think research in this
field should go from here.

Literature Cited: Use a standardized referencing system.

Franchise Basic:
A franchise business is a business in which the owners, or "franchisors", sell the rights to their business
logo, name, and model to third party retail outlets, owned by independent, third party operators, called
"franchisees". Franchises are an extremely common way of doing business. In fact, it's difficult to drive
more than a few blocks in most cities without seeing a franchise business. Examples of well-known
franchise business models include McDonalds, Subway, UPS, and H & R Block. In the United States,
there are franchise business opportunities available across a wide variety of industries.

Investing in a Franchise Business

To invest in a franchise, the franchisee must first pay an initial fee for the rights to the business, training,
and the equipment required by that particular franchise. Once the business begins operating, the
franchisee will generally pay the franchisor an ongoing royalty payment, either on a monthly, quarterly, or
annual basis. This payment is usually calculated as a percentage of the franchise operation’s gross sales.

After the contract has been signed, the franchisee will open a replica of the franchise business, under the
direction of the franchisor. The franchisee will not have as much control over the business as he or she
would have over their own business model, but may benefit from investing in an already-established,
name brand.

Read What's in a franchise agreement? to learn more about these contracts.

Control of the Franchise
Generally, the franchisor will require that the business model stay the same. For example, the franchisor
will require the franchisee to use the uniforms, business methods, and signs or logos particular to the
business itself. The franchisee should remember that he or she is not just buying the right to sell the
franchisor's product, but is buying the right to use the successful and tested business process.

The franchisee will also usually have to use the same or similar pricing in order to keep the advertising
streamlined. For example, if you saw an advertisement for $75 tax preparation from a well-known tax
preparation franchise, you would expect to find this deal at the franchise operation closest to you. Aside
from using the business model determined by the franchisor, the franchisee will otherwise remain an
independent owner of the franchise.

While there are many benefits to investing in an already-successful franchise business model, there are
drawbacks as well. As with any investment you make, you should do your research thoroughly before you
make any franchise purchasing decisions. If you are considering buying into a franchise, you should
contact an experienced franchise attorney for further assistance.

Read more: ///business-law.freeadvice.com/business-

law/franchise_law/franchise_business.htm#ixzz60vxDGLO6
Under Creative Commons License: Attribution
How To Franchise a Great Business Idea
Deciding to create a franchise is a great way to expand your business because it is an opportunity to get your idea
out there without having to assume the risks and come up with the capital on your own. When you franchise a
business, the franchisee pays the franchisor a fee up front. This fee generally covers the right to operate a business
under the franchise trademark.

The franchisee then invests the capital, hires the employees, and signs the leases. This relieves the franchisor of
most of the risk and burden that comes along with starting a business.
However, franchising a business is not the right method of expansion for everyone. You must first determine if your
business is “franchisable.” Doing your homework first will save you a lot of time, effort, advertising, and legal fees
when another expansion option may have been the better choice.

Things to Consider Before Franchising Your Business

An owner who wants to franchise should have a passion for management and a strong ambition to grow their
business. If you are the type of owner that likes to play a more behind-the-scenes role, franchising your business may
not be the right decision for you. Once you have decided that you are, you should subject your concept to a careful
feasibility study to see if the business you have makes sense as a franchise concept.

Other considerations come into play: is there a large market for my business? Many great business ideas are not
suited for a large market. You should determine if your idea is, or could be, a commonly desirable good or service.
Furthermore, determine if there is something about your business that is unique so that potential customers are
attracted to your product.

Moving Forward with Your Franchise

If you believe that your business idea is both unique and marketable to a large market, you should then determine
how difficult it will be to train a franchisee to operate a successful duplicate of your business. If there is a lot of
specialized knowledge involved or if your business has had the majority of its success because of relationships that
you have built over the years, training could be difficult.

Once you have determined that your business is marketable, and that a franchisee will be able to learn how to run
your business fairly easily, you should put yourself in the shoes of a potential franchisee. Will a potential investor see
the advantages of investing in your business? Is it a business that can make a profit so your annual royalty fee can
be paid? While you may have a marketable business, that does not necessarily mean that you will have a marketable
franchise.

Making Your Franchise Marketable

To make your franchise marketable, your business should be profitably operating and have a strong team of
employees. These elements are crucial because someone will not want to invest in an untested concept. A potential
franchisee should be able to see the value of your business. They should be able to see a business in which will be
worth investing their time and capital.

Getting Help with Your Franchise

Once you are convinced franchising does make sense, you should contact a franchise law attorney. A franchise law
attorney can help you with the intellectual property protections you'll need for your franchise. These protections
include trademarks, patents, and trade secrets. A franchise law attorney will also help you make sure you comply
with Federal Trade Commission (FTC) laws and the franchising laws of the key states in which the franchise would
be offered or before you start to sell the franchises.

Read more: ///business-law.freeadvice.com/business-

law/franchise_law/business_franchise.htm#ixzz60vxbVkQ6
Under Creative Commons License: Attribution
What is omni-channel marketing?
A simple definition of omni-channel is a cross-channel business model designed to optimize the
customer experience. Whether customers are on desktop computers, mobile devices, conventional
advertising channels, or inside actual brick-and-mortar retail establishments, omni-channel
marketing gives businesses the ability to integrate channels through the back end.
In marketing, then, omni-channel tools use integration capabilities to connect data sources. These
sources give marketers a complete view of the customer journey, and allow them to configure
marketing messages to specific channels and devices.
For example, marketers can collect data or customer habits across all social networks, and use that
data to automatically know which channel is the best to reach certain customers, with the best offer
for them at exactly the right time.
When a client makes a purchase in a store, emails can automatically be sent to the client with
coupons for similar products. Retailers can track shopping frequency with reward apps to gamify the
experience, allowing customers to collect points, load cash cards, and set personal preferences of
various retail rewards programs. Omni-channel marketing strategies make it all possible.

What are the advantages of an omni-channel approach to retail?

Retail doesn’t exist in a vacuum. As customers enter your store, you can bet that they’ve already
completed the first steps of their customer journey. Eighty percent of consumers research a product
prior to entering the store, and 44% of customers are so well informed that they believe they know
more about a product than store associates. In fact, 71% of in-store shoppers who use mobile smart
devices for research say their device is actually more important to their shopping experience than in-
store resources.
The point is that when it comes to retail, customers already expect some form of omni-channel
accessibility. Going beyond fulfilling those expectations shows customers that you care more about
their overall experience than you do about your store’s bottom line. When you do, the advantages
can be game-changing.
Customer satisfaction may be the most prominent of those advantages. Companies with
strong omni-channel marketing strategies retain on average 89% of their customers, while
companies with weak omni-channel marketing strategies retain only 33%. This is because, as stated
above, customers expect a unified experience. Providing one leads to increased customer
satisfaction, resulting in loyal customers who continue to bring in business well beyond the first
sale.
Improved, unified, consistent cross-channel data provides other benefits. Retailers can be more
confidant in their decisions, and create a more accurate picture not only of their customers, but also
of their business and industry. Additionally, accurate inventory and forecast data can lead to
improved inventory management, in turn leading to decreased markdowns and resulting in improved
margins.
All of these benefits are a natural result of effective omni-channel marketing strategies, but only if
you find the right omni-channel marketing platform.

A SHIFT FROM SINGLE-CHANNEL TO MULTI-CHANNEL RETAILING

Single-channel is the traditional retail model. It focuses on one sole channel sale based on the single-
distribution system. The retailers own only brick-and-mortar stores (offline) or web-stores (online).
Initially, this model achieved a lot of accomplishment because focusing on a single channel might minimize all
expenses as well as drive sales growth. Moreover, if a provider dominated a market for their product or service, a
single-channel strategy could help them keep that control.
However, one channel sale encountered many limitations as the age of digital came and many more sale channels
arose.
Customers expected a more convenient experience and used multiple channels as well as
multiple devices and platforms.
As a result, a single-channel strategy is no longer enough to attract increasingly demanding customers. That put
retailers under a pressure of reshaping their store management work as well as business models for fear of lagging
behind in the sale-growth race.
At that moment, multi-channel arose as a new retailing approach that could take advantage of the digital age to
satisfy customers with whatever channels they chose. This business model quickly dominated the retail industry and
continuously developed.

A SHIFT FROM MULTI-CHANNEL TO OMNI-CHANNEL RETAILING

Multi-channel retail is a business model born with the digital revolution.

Retailers adapting this strategy offer customers a choice of ways to purchase their products, via both online and
offline channels. Therefore, it’s more flexible and convenient for consumers to purchase goods or services, which
helps dramatically boost sales.
Another advantage of this strategy is that it brings about a 24-hour access to customer, which helps build brand
loyalty. Retailers also benefit from multi-channel by improving analytics to understand consumer behaviors since
building a personalized customer experience is a must in the digital age.
However, many questions had risen along with the expanding of multi-channel retail, including how to bring
customers a seamless experience across channels and which could help smoothly operate the internal
process.
As customers had become more demanding, fulfilling their expectation went
beyond retailers’ infrastructural development.
Creating a seamless experience over different channels, while at the same time ensuring the accuracy and efficiency,
was almost impossible.
For example, retailers found it hard to manage purchases from various channels or struggled with order
fulfillment and speedy delivery. Besides, customer service was also a big concern since retailers communicated with
shoppers in multiple channels and became confused with data synchronization in separate systems.
Multi-channel adopting retailers also encountered problems related to the internal process. Supply chain must be
the first and the most important matter to be mentioned.
More channels involved in the distribution system required more available warehouses with higher inventory
accuracy, whereas multi-channel strategy lacked inventory visibility and an efficient multi-warehouse management.
That caused a supply-demand gap that was almost impossible to be closed without a centralized management
system.
Furthermore, this business model also caused difficulties in measurement analysis when collecting data from
separate channels, leading to an inefficient strategy.
As the retail landscape continued to change and multi-channel seemed to reach its limitation, the retail world moved
forwards a new phase so-called Omni-channel retail model.
Omnichannel Retail optimizes multiple sales channels while at the same
time brings about a high level of integration among them.