Harvard Case - Carpenter Tan Handicrafts Co., Ltd.: Franchisee Satisfaction
"Carpenter Tan Handicrafts Co., Ltd.: Franchisee Satisfaction" Harvard business case study is written by Yibo Lyu, Shaojie Han, Wei Liu, Jingqin Su, Qi Zhang. It deals with the challenges in the field of Entrepreneurship. The case study is 8 page(s) long and it was first published on : Jun 29, 2018
At Fern Fort University, we recommend Carpenter Tan Handicrafts Co., Ltd. (CTHC) implement a comprehensive franchisee satisfaction program focused on building a strong partnership ecosystem. This program should address key areas such as communication, training, support, and technology, while also fostering a culture of collaboration and innovation.
2. Background
Carpenter Tan Handicrafts Co., Ltd. is a successful Thai company specializing in handcrafted wooden furniture. Founded by Tan, the company has experienced significant growth through a franchise model. However, recent challenges have emerged, including declining franchisee satisfaction and increasing competition. The case study highlights the concerns of franchisees regarding communication, training, support, and the lack of a strong online presence.
3. Analysis of the Case Study
This case study presents a classic challenge faced by many franchising businesses: balancing growth with maintaining franchisee satisfaction. To analyze the situation, we can use the following frameworks:
a) Franchise Relationship Framework: This framework helps analyze the key elements of a successful franchise relationship:
- Communication: CTHC needs to improve communication channels and frequency with franchisees. This includes regular updates, open forums for feedback, and clear guidelines for franchise operations.
- Training and Support: CTHC needs to provide comprehensive and ongoing training programs to franchisees, covering areas like product knowledge, marketing, customer service, and financial management. This should include both in-person and online resources.
- Technology: CTHC should invest in technology to support franchisees, including a robust online platform for communication, training materials, and data analytics. This platform can help improve efficiency and streamline operations.
- Shared Vision and Values: CTHC needs to emphasize its core values and vision for the brand, ensuring that franchisees are aligned with the company?s mission and goals.
b) Value Chain Analysis: This framework helps identify areas where CTHC can create value for its franchisees:
- Product Development: CTHC needs to continue innovating and developing new product lines that cater to evolving market trends and customer preferences. This will help franchisees remain competitive and attract customers.
- Marketing and Branding: CTHC should invest in a strong marketing strategy that leverages both traditional and digital channels. This includes building a strong online presence, developing effective marketing materials, and supporting franchisees in their local marketing efforts.
- Supply Chain Management: CTHC needs to ensure a reliable and efficient supply chain to meet the needs of its franchisees. This includes sourcing high-quality materials, managing inventory effectively, and providing timely deliveries.
4. Recommendations
1. Implement a Franchisee Satisfaction Program:
- Establish a Franchisee Advisory Board: This board, comprised of diverse franchisees, will provide valuable insights and feedback on company policies, products, and marketing initiatives.
- Conduct Regular Satisfaction Surveys: CTHC should conduct regular surveys to gather feedback from franchisees on key areas like communication, training, support, and overall satisfaction.
- Develop a Franchisee Handbook: This comprehensive handbook should outline all aspects of the franchise agreement, including operational guidelines, marketing strategies, and financial reporting requirements.
2. Enhance Communication and Training:
- Develop a Centralized Communication Platform: This platform can be a website, mobile app, or online forum where franchisees can access company news, announcements, training materials, and resources.
- Offer Regular Training Workshops: CTHC should conduct regular training workshops covering various aspects of the business, including product knowledge, sales techniques, customer service, and financial management.
- Create a Mentorship Program: Pair experienced franchisees with new franchisees to provide guidance and support during the initial stages of operation.
3. Invest in Technology and Analytics:
- Develop a Point-of-Sale (POS) System: A POS system can help franchisees track sales, manage inventory, and provide customer insights.
- Implement a Customer Relationship Management (CRM) System: A CRM system can help franchisees manage customer data, personalize interactions, and track customer loyalty.
- Utilize Data Analytics: CTHC should leverage data analytics to gain insights into franchisee performance, customer behavior, and market trends. This information can be used to improve decision-making and optimize operations.
4. Strengthen Brand Marketing and Online Presence:
- Develop a Comprehensive Marketing Strategy: This strategy should include both traditional and digital marketing channels, targeting specific customer segments and promoting the unique value proposition of CTHC products.
- Create a User-Friendly Website: A well-designed website should showcase CTHC products, provide information about the franchise opportunity, and offer customer support resources.
- Utilize Social Media: CTHC should leverage social media platforms to engage with customers, build brand awareness, and promote special offers.
5. Foster a Culture of Collaboration and Innovation:
- Organize Franchisee Conferences: Regular conferences can provide a platform for franchisees to network, share best practices, and collaborate on new ideas.
- Encourage Innovation: CTHC should encourage franchisees to develop innovative ideas for new products, marketing campaigns, or operational improvements.
- Recognize and Reward Success: CTHC should recognize and reward franchisees who demonstrate outstanding performance, innovation, or customer service.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with CTHC?s core competencies in handcrafted furniture and its mission to provide high-quality products and exceptional customer service.
- External Customers and Internal Clients: The recommendations address the needs of both external customers and internal clients (franchisees). By improving communication, training, and support, CTHC can enhance franchisee satisfaction and ultimately improve customer experience.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate CTHC from its competitors by focusing on innovation, technology, and customer service.
- Attractiveness: The recommendations are expected to be attractive to franchisees, leading to increased satisfaction, loyalty, and profitability.
6. Conclusion
By implementing these recommendations, Carpenter Tan Handicrafts Co., Ltd. can enhance franchisee satisfaction, strengthen its brand, and drive sustainable growth. This will involve a significant investment in technology, training, and communication, but the long-term benefits of a strong franchise network will outweigh the initial costs.
7. Discussion
Other alternatives not selected include:
- Selling the franchise business: This would allow Tan to focus on other ventures but would result in a loss of control over the brand and potentially lead to a decline in quality.
- Maintaining the status quo: This would likely result in continued decline in franchisee satisfaction and market share, ultimately impacting the company?s long-term success.
Risks and Key Assumptions:
- Implementation challenges: Implementing these recommendations requires significant effort and commitment from both CTHC and its franchisees.
- Financial resources: Investing in technology, training, and marketing requires significant financial resources.
- Franchisee buy-in: Success depends on franchisee buy-in and willingness to embrace new initiatives.
8. Next Steps
- Develop a detailed implementation plan: This plan should outline specific actions, timelines, and responsibilities for each recommendation.
- Secure necessary funding: CTHC should secure the necessary financial resources to support the implementation of the recommendations.
- Communicate with franchisees: CTHC should communicate the recommendations to franchisees, explaining the rationale and seeking their input.
- Monitor progress and make adjustments: CTHC should regularly monitor the progress of the program and make necessary adjustments based on feedback and results.
By taking these steps, CTHC can transform its franchise network into a thriving partnership ecosystem, driving long-term growth and success for both the company and its franchisees.
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Case Description
A businesswoman owned two franchised stores of Carpenter Tan Handicrafts Co., Ltd. (Carpenter Tan) in Panjin City, China. Carpenter Tan was a leader in the wooden crafts industry. When the first franchised store was set up in 2012, she was excited by and satisfied with Carpenter Tan's franchise model. However, after her second franchised store was set up in 2014, she felt that this franchise model was restricting her development and autonomy. In 2016, Carpenter Tan suggested that the businesswoman open a third franchised store in Panjin, where the wooden crafts market was close to saturation. The businesswoman, who had become dissatisfied with Carpenter Tan's franchise model, faced a tough choice about whether she should set up the third franchised store.
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