Do you agree with Graeter's decision to stop franchising?

Graeter’s

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Table of Contents
Introduction......................................................................................................................................2
Expansion of Graeter’s....................................................................................................................2
Management consultant...................................................................................................................2
Graeter’s decision............................................................................................................................2
Strengths and weaknesses................................................................................................................3
Union...............................................................................................................................................3
Elements of marketing mix..............................................................................................................3
Extension of brand...........................................................................................................................4
Social media plan.............................................................................................................................4
Questions of bank management.......................................................................................................4
Conclusion.......................................................................................................................................5
Bibliography....................................................................................................................................6

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Introduction
Graeter's is known as the chain of regional ice cream which is based in Cincinnati, Ohio. This
organization was founded by Louis C. Graeter in 1870. This organization expanded its
operations by selling candy, ice cream, and baked goods. The following discussion will discuss
that the organization faced the many issues regarding licensing and not get enough success
through the expansion. Further discussion will discuss the decisions of Graeter’s with the
expansion of the brand.
Expansion of Graeter’s
Expansion through the licensing will allow the Graeter’s to make the entry in the foreign market.
There is a low requirement of capital as potentials. It will give a huge return on investment
(Turkulainen, et al., 2015). There will be a low risk for the Graeter’s to enter with the established
product and take fewer legal and financial risks. This will bring the opportunities of self-
employment and offer the freedom to establish a unique marketing approach for the Graeter's.
Management consultant
Competition has increased within the market and collaboration with the other allows the
Graeter’s to encourage creativity in the business and perform better. This allows the organization
to improve productivity and promote healthy relationships in the organization. The involvement
of outside consultants allows the organization to come together on the common platform and
work to achieve the common objective through brainstorming, thinking, and offer the perspective
to deliver the solutions. It will also give the reason to work and receive mutual benefits for
Graeter’s. This will also open the many doors to multiple solutions and ideas with increased
efficiency (Motoca, et al., 2014).
Graeter’s decision
Graeter has discovered that it was unable to control the product quality at franchised locations.
This has created substantial risk for the Graeter's. Graeter's management team has repurchased its
franchised outlets. It was a good decision as diminishing the potential owner’s growth. It was

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also not offering the freedom to operate the business. The organization could face many
consequences and lose operations rights due to regular losses and issues. The organization was
facing the issue to control daily operations.
Strengths and weaknesses
 Strengths
It has the facility to support the regular expansion as operates the retail website in which
customer has the option to order the ice cream in Australia anywhere. It produces products with
high quality. This organization also focuses on the unique process of manufacturing to produce
the signature flavors of ice cream in many flavors with the small batches to provide the quality. It
has the unique methods of manufacturing that ensure little air goes within the product and
produce the dense creamy texture. It uses fresh ingredients like farm-fresh cream, chocolate with
the high grade, and seasonal fruits with the highest quality.
 Weaknesses
It has repurchased all of its franchised outlets. The turnover of the organization is low. Graeter’s
not maintained the operations of the franchise. This has less control over the product quality
within the franchised locations that also created a substantial risk.
Union
In unionized Graeter’s compensation that will be more equitable with the high wages for low
paid workers. This will also increase equality within society (Kang, & Ryu, 2012). Employees
within the organization become capable to access the pension with the health and other benefits
like leave. Employees within the organization have become surer about the security of job and
tenure. Graters will become more capable to focus on the training and education of employees
and management with transparency.
Elements of the marketing mix
The elements of the Grater’s marketing plan will include the product, price, place, and
promotion. These kinds of elements were used by the Graeter’s and affected by the external

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factor that was the place. It has never thought about the shipping of its products to people in
other states (Khan, 2014). In today's time, the product of the organization is shipped by the UPS
very fast and consumers get their ice-cream. It has also expanded its products to stores of grocery
to Denver by the King scoopers. It has the objective to sell the products in Canada.
Extension of brand
This is important for the organization to keep going with the original products in the present time
as an extension of brand with products like Yogurt, coffee drinks, low-fat ice cream, and many
other related products will not make it different and unique compare to rivals.
Social media plan
The quality measurement relies on the numbers as the prior unit of analysis. This will be used to
analyze and gather large data from a wide number of people (Sichtmann, & Diamantopoulos,
2013). It supports to measure the reaction rates. Qualitative measurement will support the
Grater’s to analyze and make the observations by running the statistical data analysis with the
numerical values. This will be the more nuanced approach to collect the insight and done on the
post by post basis. Graeter’s will set the objective to increase the interactions on the brand page.
Positive comments on the content page will bring good relationships and customers' interest in
the brand. Quantitative measurement will focus on numerical values and growth over time. It
will include the framework of base, engagement, reach, and conversion. This will consider the
content approaches that include the potential audience size in the case of Twitter or Facebook
followers. It will be also important for the organization to engage with the post services and
resonating with the base of customers and look for ways to optimize the problematic areas
(Cheek, Ferguson, & Tanner, 2013).
Questions of bank management
Bank manager might ask the following questions to owners of Graeter's to agreeing on the loan
of $10 million for unexpected acquisition. A bank manager can ask the owners to provide the
documented business plan with a summary of the organization's market position. The financial

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details of the Graeter’s can be asked to present documents of present and past loans, all bank
accounts details with the detail, credit card accounts, and information regarding contracts.
Conclusion
In the limelight of the discussion, it can be concluded that expansion of the Graeter’s has not got
enough success by the franchising. It has employed a management consultant to improve
organization efficiency. Further discussion covers the strength and weaknesses of the
organization with the analysis of marketing mix factors.

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Bibliography
Cheek, R.G., Ferguson, T. and Tanner, J., 2013. Consumer-centric strategic social media plan for
small and medium-sized enterprises. International Journal of Business and Social Research,
89(02),96-100.
Kang, S.M. and Ryu, D.W., 2012. The NACUFOK Business Consulting's Influence on the
Management Performance of the Primary Credit Unions. Asia-Pacific Journal of Business
Venturing and Entrepreneurship, 7(4), pp.101-112.
Khan, M.T., 2014. The concept of'marketing mix and its elements (a conceptual review
paper). International journal of information, business, and management, 6(2), p.95.
Motorcar, L.M., Farmer, T.W., Hamm, J.V., Byun, S.Y., Lee, D.L., Brooks, D.S., Rucker, N. and
Moohr, M.M., 2014. Directed consultation, the SEALS model, and teachers’ classroom
management. Journal of Emotional and Behavioral Disorders, 22(2), pp.119-129.
Sichtmann, C. and Diamantopoulos, A., 2013. The impact of perceived brand globalness, brand
origin image, and brand origin–extension fit on brand extension success. Journal of the academy
of marketing science, 41(5), pp.567-585.
Turkulainen, V., Ruuska, I., Brady, T. and Artto, K., 2015. Managing project-to-project and
project-to-organization interfaces in programs: Organizational integration in a global operations
expansion program. International Journal of Project Management, 33(4), pp.816-827.