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Candy Store

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Candy Store

In this chart, there is an assumption that each of the 24 franchise stores will generate $570,000 in revenue each year. This projection is within 8% of Candy Andy’s revenue in 2013, however it is unreasonable to assume that this is accurate. The original Candy Andy store is located in a town with a summer population of 54,000 and a winter total of 9000. Each of the new franchises will be located in areas with varying populations, and the size will heavily influence the amount of demand generated for Candy Andy’s products. Therefore, this projection is not directly repeatable throughout each of the 24 franchises.

This projection also assumes that sales will be consistent throughout three years. This is not a reasonable assumption, especially since it is highly unlikely that all 24 stores will be ready and open within the first year. This chart assumes that TURG has the necessary capital to build 24 franchise stores before day 1 of the first year following the deal. This is extremely unlikely, as building and implementing the new franchise stores will take a substantial amount of time and capital.

When making her decision, Edith must consider how she would adjust her current marketing efforts if she declines the franchise offer. Her current marketing strategy involving AdMad costs $4500 per month. Her return on marketing investment is extremely low, since she has not noticed a significant change in Candy Andy’s sales. If Edith keeps her business, she will need to hire a new marketing firm to transform her current advertising and promotions efforts. Her current promotional methods using magazine ads, yellow pages and brochures are not effective, as these mediums are outdated. Edith should consider hiring a marketing firm that will utilize social media to market Candy Andy. By having an online presence, the store will be able to promote its

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