Standardized marketing concept for Manito’s franchise business model

Abstract

The company Manito Ltd. operating as a burger bar in the city of Baden, Switzerland intends to expand nationwide by means of franchising. For the successful implementation of the business model aimed at the cities of Aarau, Winterthur, and Zug, the company requires a standardized marketing concept to ensure efficiency. The authors are challenged to establish a concept within the given framework, applying significant franchising and marketing theories.