Following the realization of recent growth at Hiller and Associates, the management of the company initiated market research as an initiative to explore the opportunities that the company holds to expansion. This is in line with the objectives of the company is offering the best for the hospice industry which can not be achieved without learning the market situation. In the market research report, it was found out that the company needed to offer some form of a facelift to its marketing and distribution enhancement. Bearing in mind that the company lacked retail infrastructure, it was suggested that growth could be enhanced by improving retail possibilities.
A pilot study was done at a retail outlet in Melbourne and it was found out that the sales figure in the city grew by a whopping 34 percent in the first quarter of last years’ trading period when compared to the previous period. A specified study in the feasibility of nationwide and maybe in future on the international market was authorized by the management. Limitation of the Study Market SituationThe limitation of the study was mainly in locating a similar market situation where the company entering into franchising had a similar product range as Hiller and Associates’ .
This is as mentioned earlier, the Hiller and Associates’ product range is the only in the Australian market is the only of its kind. Dealing in catering designs, products and consultancy in food and beverages is a unique mix that the market lacked information about (Fullen, 2005). Cost A thorough practical study covering the international market ambition could not be performed. This was only possible in Australia and partly in New Zealand which had a single office already set up to pave way for the international market. Size and Ownership of the Organization The company is an independent and privately-owned business that has been in the market for over thirty years, and the feasibility study limitations of a similar type of business were inherently faced by this study.
The management did not plan, at least in the long run to venture into partnerships that would compromise its existence as a private entity. Franchises go with some legal implications that could result in financial implications and the management was reluctant to risk for such kind of engagement.
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