การพัฒนาระบบแฟรนไชส์ของธุรกิจเปปป้าสวีท

Abstract

This study aimed to enhance franchising system and explore the feasibility of selling the Peppa Sweet franchise business. Population of this study were specified by the purposive selection to 50 samples who were interested in purchasing franchise business. Questionnaires were used as the tool to collect data. Data obtained were analyzed by the descriptive statistics i.e frequency, percentage, mean, and standard deviation. The findings revealed that in an overview, the importance of marketing mix priorities was rated at the highest level. The first important priority was found in the process factor and the rapid and accurate service was the most important element. In connection with this regards, the Peppa Sweet business should offer two choices of franchise business proposal for the customers to choose: Set A with 100,000 Baht of investment and Set B with 200,000 Baht of investment. The customers of both sets shall receive the full support at before and after running franchise business. Marketing strategies should include following approaches: giving priority to the franchise fame by making it popular or receiving acceptance from wider public; setting up appropriate formulas to calculate the return of investment, the royalty fee, and the franchise fee; having good and effective system in marking the business location for the franchisees in community area; keeping promoting the franchise business continuously and regularly via online channels; offering trainings for sales persons to provide services with the same standard; having effective business management system; and being able to serve the customers with rapid and accurate services.