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MARKETING STRATEGY (Threats (Lack of knowledge, Cultural differences,…

- - - - Management conflict
      - Profits shared
    - - Gain important local knowledge
      - Enabl a more successful entry into the new market
  - - - Products do not have to be physically transport
      - Safe time and transport cost
    - - Inexperienced licensee
        
        Licensee could damage brand reputation
      - Licensee now has access to information about how the product is made- could develop a better version and become a competitor
  - - - Gain local knowledge
    - - Quality problems are poor services offered by franchisee could damage brand image
      - Training and support need to be provided by franchiser
  - - - It has adapted to local taste and cuture, therefore increasing sales
    - - Less successful than a new product made to meet local market.
      - Expensive to change packaging and promotion