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Sasol Fuel Retail Franchise: Contextualizing Entrepreneurship’s Role in Women Empowerment
內容大綱
In 2018, the owner of a Sasol Limited (Sasol) fuel retail franchise in Pretoria, South Africa, was facing the challenge of how to continue growing her business by retaining her existing customers and offering the products and services they expected. A woman entrepreneur in a male-dominated industry, the franchisee had worked her way up the corporate ladder in the financial services industry and, after being retrenched from her position at a bank, had purchased a fuelling station. She now wanted to gather information on her customers’ needs in order to make an informed decision about how to scale the service offerings at her site to increase revenue, but she was unsure as to how to go about gathering this information. Various brands in the service station industry had seen decreased customer visits, and in this competitive environment, it was important to increase her efforts in building loyalty among her service station’s customers.
學習目標
The case is suitable for undergraduate- and graduate-level courses on corporate strategy, marketing, entrepreneurship, and organizational behaviour. It offers background on franchising models and the choices that a woman entrepreneur made over the years to grow her business, helping students gain insight into the challenges faced by women in a male-dominated industry. After working through the case and assignment questions, students should be able to do the following:<ul><li>Understand the franchise business model by applying it to the franchise in the case.</li><li> Analyze contextual variables in the empowerment and scaling of women’s entrepreneurship.</li><li>Consider various solutions to increase the revenue of a franchise, such as building customer loyalty.</li></ul>