BEC Presentation and Discussion topics

(10) Advantages of Owning a Franchise 特许经营的优势A person who has never owned or managed a business needs guidance to operatesuccessfully. This guidance can be provided by a well-run franchise organization. Also, franchisors can provide a brand name, products or services, and financial assistance.Guidance A glaring weakness in small businesses is the lack of managerial ability. A person with limited managerial skills may be able to get by in a large organization because he or she is just one of many managers. But no one can cover up or “carry” a franchise manager.Many franchisors try to overcome managerial deficiencies or inexperience by providing some form of training.Brand name The investor who signs a franchise agreement acquires the right to use a certain brand name. this identifies the local unit with a recognized product or service.Travelers recognize the Holiday Inn sign and the colors of a Pizza Hut building. Promotion brings these features and characteristics to the attention of potential consumers.Product The franchisor can offer the franchisee a proven product and methods of operating the business. The product or service is known and accepted by the public.Financial assistance By joining a franchise company, the individual investor may be able to secure financial assistance. Start-up costs of any business are often high, and the prospective investor usually has limited funds. In some cases, association with a well-established franchisor – through its reputation – may enhance the investor’s credit rating with local banks.171(11) Creating a Company Image 打造企业形象A company image is an intangible item, but it’s as important, if not more so, than the raw materials you fashion into a tangible product, machinery you use to make products or your product inventory.Established company images can be changed and shaped through planned, consistent marketing strategies. Creating a company image is similar to gardening. You can do nothing and most likely something will grow, from pleasant wildflowers to ugly weeds. Or, you can carefully plan and tend to your garden to create any number of landscapes such as rock garden, flower garden, cactus garden, etc. just as certain plants compliment each other to create a pleasing whole, your marketing strategy, communications, and product and market positioning should work together to create the image you desire.To get started on creating your company image, analyze how your company and its products are the same and different from your competition. You might conduct a survey to learn what image your target audience currently holds of you and your business. (it’s important to view your company from the perspective of your customers and prospects, not yours.) if possible, find out what your competitors and your competitors’ customers think of you, too. Based on the feedback you’ve gathered, develop a plan to change or to continue to support your company image through all your communication efforts.Consider these items when establishing or changing your company image.Marketing Communications–Make sure your brochures, advertisements, product packages and business cards reflect your image. For example, a children’s party planning service might create materials that look fun and youthful by using bright colors and cheery images.Pricing Strategy –You might think the “cost-plus-profit”formula or what your accountant tells you are the best methods for setting prices for your products and services. But your desired company image has an impact here, too. Do you want to be the price leader with the lowest price in town? Or, do you want to focus on exceptional customer service at a slightly higher price?Sales Strategy– Gimmicky, high-energy sales pitches work well for some products or172services, but don’t fit a sophisticated marketing service firm’s image, for example. Align your sales strategy and tactics with your company image.Customer Service–Your customer service policies, such as your merchandise return policy, impacts your image. Nordstrom, a retail chain, is famous for its “we’ll take anything back”policy. Company legend tells of an employee that gave a customer a refund for returned auto tires. But, Nordstrom doesn’t sell tires! Through this policy, Nordstrom has created an image that it will do anything to please its customers. Make sure your customer service policies are consistent with your desired image.Publicity–Are you focusing your publicity efforts on publications that match your image? For example, the owner of a luxurious bed and breakfast would focus publicity efforts on magazines such as Town and Country rather than publications appealing to bargain shoppers.Promotions– Match the promotional events in which you participate to your image. For example, if you own a wedding planning service you might sponsor or participate in a wedding gown fashion show. A four-star restaurant might support the local opera or symphony ( or advertise in event programs ) because people frequently enjoy a meal before or after these events.173(12) Green Travel Plan 绿色出行计划Many businesses have developed a Transport policy sometimes called a Green Travel Plan. This policy demonstrates corporate commitment to encouraging environmentally friendly forms of transport both for business travel and in getting employees to and from work. A business travel plan is a set of measures that provide your staff with more efficient and environmentally friendly options for travelling to work and travelling on business.A travel plan can improve access to your site and reduce complaints about parking and traffic levels. It can also enhance your company’s environmental image. A business travel plan can count towards developing a Green Travel Plan and for a travel plan to be effective it is important to involve staff and secure the support of senior management.Typical measures:●Developing and encouraging staff car pool or car-sharing schemes.●Encouraging use of cleaner and less polluting fuel.●Providing bike racks and shower and changing facilities for cyclists.●Promotion of public transport●Paying mileage for employees using cycles on business errands.●Avoiding unnecessary travel e.g., using IT systems such as videoconferencing andE-mail.●Looking at alternative methods of distribution i,e. rail or shipping wheneconomical.●Providing on-site facilities such as a cash machine to reduce the need forjourneys offsite.174。