Service Marketing

1. How did Christine Taylor succeed in evolving the local dogwashing service she developed as a teenager into an international franchise business?

The first reason Taylor succeed to develop her local dogwashing business from small size into an international franchise business most likely is because Taylor had position her business different and unique from the other competitors. Consumers do not need to take their dog to the store, the Aussie Pooch will come to customers’ home and they only need to provide the water and electricity. Another position strategy is Taylor created value to customers from the slogan “We Care”, make the customers think that the Aussie Pooch Mobile is the company that can be trusted.

The second reason is Taylor used a fully focused strategy means that Aussie Pooch Mobile provides a limited range of services to a specific market segment.(Johnston, 1996) Aussie Pooch Mobile only focused on the dogbathing industy and do not sell any kinds of dog’s products in the aim to increase profit, while the market segment is specifically to people who owned dog(s). As Taylor think that every body has their own specialized, no body can be good at anything.

The third is because since young Taylor already has an experience in customer service, working in her parent shop. And the last but not least is because of the trend in franchising. At he time she developed the Aussie Pooch Mobile

2. Compare and contrast the tasks involved in recruiting new customers and recruiting new franchisees

The basic idea in engaging both new consumers and new franchisees is actually the same, which is to promote and educate both the new consumers and new franchisees in order to build awareness and interest toward the Aussie Pooch through communication tools.

The key differences are objectives. For the new franchisees the Aussie Pooch Mobile needs to tell the potential franchisees through advertisement in the newspaper (it is cheap and every one can access it easily),...