Heavenly Desserts' International and Global Marketing

HEAVENLY DESSERTS' INTERNATIONAL AND GLOBAL MARKETING 1
Heavenly Desserts' International and Global Marketing
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HEAVENLY DESSERTS' INTERNATIONAL AND GLOBAL MARKETING 2
Introduction
With the increased globalization and internationalization, numerous business
organizations have opted to do business in the international markets as a way of growing and
diversifying. International market entry methods such as franchising offer numerous
organizations better platforms in occupying and growing in the unknown market since they can
operate under other business concepts. Franchising emerged over the past few years as one of the
popular expansion strategies for numerous products and services companies (Djordjevic, 2015,
p.3). This paper thus is focused on critically analyzing the franchising method with a focus on
heavenly desserts' located in the UK into the German market. The paper explores the importance
of franchising, Advantages, and disadvantages of a franchise, challenges faced by franchising
companies and the marketing mix of heavenly desserts.
Background
Franchising refers to the specialized licensing forms whereby a franchisor offers both the
intangible property such as trademark and business rules and regulations to a franchise, to
conduct business under its umbrella (Jinchul &Park, 2014, p.203). Franchising business entails
business method of distributing products and services and the method evolved many past years
and have become one of the most strategic growth methods of business into other markets.
Franchisee refers to a person or business entity that seeks and gets granted a licence to
operate under the already existing business trademark, model, and trade name while a franchisor
refers to that business laid down the groundwork for establishing a successful business entity and
gives out a license to another business to operate under its trade name and trademark.

HEAVENLY DESSERTS' INTERNATIONAL AND GLOBAL MARKETING 3
Master franchise refers to the franchising contract that requires the owner of the business
or trade name to handover the business control to another person /franchising business in a
specified geographical area while sub-franchisee refers to the business entity that acquires a
license from the master franchisee.
Responsibilities
Business type Responsibilities
Franchisor Installation of proper training to the franchise
on basics trading requirements
Develop and share professional marketing and
campaigns to the franchisee
Ensure that all franchisee operates under the
laid systems
Protect the brand trademark through ensuring
there is consistency in the products and
services
franchisee Has a responsibility to follow the laid system,
procedure, and practices to maintain business
consistency
Have the responsibility in paying all the dues
that are aligned to it such as a franchise fee, the
rental fee
Has the responsibility to communicate and
cooperate with the franchisor to maintain a

HEAVENLY DESSERTS' INTERNATIONAL AND GLOBAL MARKETING 4
friendly business environment
Master franchise Responsible for recruiting franchise in the
given business location
Provide training and support to the sub-
franchisee
Controlling activities of sub-franchisees in that
given area
Sub franchise Is responsible for reporting to the master
franchisee
Operate under the and conditions laid does by
master franchisee
Advantages and disadvantages of franchising
Advantages of Franchising
For franchisor For franchisee
Allows easy expansion of the market for the
goods and services
Allows preservation of franchisees’ legal and
economic independence
The franchisor can obtain additional revenue
from the franchise(Sun & Lee, 2019,p.283)
Allows the business to use a brand name that
has already won the loyalty of customers
Increased the market control of the company as
more product enter into the market with the
trade name
Saves the organization numerous resources that
would have spent in learning the market,
advertising and many others (Pınar, McCuddy