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Ferns N Petals: Flowering Through a Unique Franchising Model
內容大綱
The successful rise of Ferns N Petals, a branded flower boutique, coincided with the post-liberalization retail boom in India, a period of rapid growth for organized modern retailing, including online retailing. As the economy grew, disposable incomes rose, driving demographic and lifestyle changes and fuelling aspirations. The Ferns N Petals chain tapped franchisees aggressively. In a predominantly unorganized and localized market, the company successfully convinced potential franchisees to become part of the chain of nationwide branded stores. However, Ferns N Petals’ unique franchising business model faced many challenges — including creating and sustaining volume growth for franchisees while continuing to widen and deepen its retail footprint and replicating its model in the high-priced, highly skill-oriented and competitive wedding segment.
學習目標
<ul><li>To analyze the company’s unique “hybrid” business model and understand how value was created for expansion through franchising, considering that the business was largely dominated by the unorganized sector.</li><li>To discuss the issues and challenges related to branding and franchising, especially for a perishable commodity.</li><li>To examine and debate the operationality of the “blue ocean” strategy and discuss the sustainability of a competitive edge with imminent competitive pressures.</li><li>To understand the value chain and the role of the franchisor in managing franchisee lifecycles.</li></ul>