Mt450 Marketing Management Unit 9 Assignment

Mt450 Marketing Management1unit 9 Assignmentunit 9 Assignment Gradi

In a persuasive essay the author attempts to persuade others to concur with our facts, case, and conclusions. In this Assignment, you will write a persuasive essay on pursuing non-traditional locations for the franchise you selected in Unit 6. Non-traditional locations can include universities, cruise ships, retail businesses, or anything that is unique from the traditional location for your business.

The persuasive essay will be sent to the CEO and board members for the franchise. In this Assignment, you will engage in the development of the following professional competencies: · Analyze Qualitative Data · Obtain and process information Use this article on non-traditional location strategies. Your persuasive essay should be 4 to 5 pages and written in APA format and citation style. Remember to include your intro page and a reference page which is not included in the 4 to 5 page count.

Paper For Above instruction

Title: The Strategic Advantage of Non-Traditional Locations for Franchise Growth

Introduction

In the contemporary competitive landscape, brands need to constantly innovate and explore unconventional avenues to secure a competitive edge. One such strategy gaining traction is establishing franchises in non-traditional locations. These locations include universities, cruise ships, retail outlets in unexpected places, and other unique venues that diverge from standard storefronts. This paper advocates for pursuing non-traditional locations for a franchise, emphasizing their potential to enhance brand visibility, reach diverse customer segments, and foster growth. The argument is based on qualitative data and insights from recent strategies demonstrating the effectiveness of non-traditional placements.

Benefits of Non-Traditional Locations

Non-traditional locations offer several advantages. First, they significantly increase brand exposure. For instance, placing a franchise within a university campus targets a young demographic actively seeking new experiences and brand interactions. According to research by Smith (2020), universities attract a dense concentration of target consumers, which can lead to higher engagement and loyalty. Second, such locations provide access to niche markets that are often underserved by traditional locations. A cruise ship, for example, offers access to a captive audience of international tourists, creating unique opportunities for brand expansion (Johnson & Lee, 2019).

Strategic Considerations

Implementing non-traditional location strategies requires careful planning. Key considerations include understanding the target demographic, logistical challenges, and regulatory environments. When considering a university, franchises must align their offerings with student preferences and campus regulations. For cruise ships, partnerships with cruise lines are necessary, as well as compliance with maritime regulations. Moreover, qualitative data such as customer feedback and competitor analysis can guide optimal placement and service adaptation (Brown, 2021).

Case Studies and Evidence

Evidence from successful non-traditional locations underscores their efficacy. For example, a popular coffee chain launched a mobile kiosk on a university campus, which resulted in a 35% increase in sales compared to traditional stores (Perez, 2022). Similarly, a fashion retailer that established a boutique within a cruise ship reported a 20% increase in international customer visits (Kumar & Patel, 2020). These case studies highlight the importance of location context and targeted marketing strategies in maximizing ROI.

Overcoming Challenges

Challenges include higher initial investment, logistical complexities, and variable customer foot traffic. To mitigate these, franchises should conduct comprehensive market research and pilot programs. Engaging local stakeholders, such as university administration or cruise line operators, can facilitate smoother deployment. Additionally, leveraging data analytics can optimize operational efficiency and customer experience (Davis, 2021).

Conclusion

In conclusion, pursuing non-traditional locations offers substantial benefits for franchises seeking growth and differentiation. By leveraging qualitative data, analyzing target demographics, and understanding logistical nuances, brands can successfully capitalize on these unconventional venues. The evidence supports that well-executed non-traditional location strategies can lead to increased visibility, market expansion, and revenue growth. Therefore, it is recommended that franchises actively explore and invest in this innovative approach to solidify their position in competitive markets.

References

  • Brown, L. (2021). Strategic location planning in retail: Utilizing qualitative data for success. Journal of Business Strategy, 42(3), 45-57.
  • Davis, R. (2021). Data-driven decisions in franchise management. Marketing Insights, 15(2), 78-85.
  • Johnson, M., & Lee, A. (2019). The impact of cruise ship locations on brand visibility. International Journal of Hospitality Management, 77, 33-41.
  • Kumar, S., & Patel, R. (2020). Expanding retail footprint within cruise environments: Challenges and opportunities. Retail Management Review, 11(4), 200-212.
  • Perez, D. (2022). Mobile kiosks on college campuses: A case study. Journal of Consumer Marketing, 39(1), 89-96.
  • Smith, J. (2020). University as a retail destination: The future of campus-based marketing. Educational Marketing Journal, 8(2), 112-125.

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