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Case
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Reference no. 9B04A006
Subject category: Marketing
Authors: Kenneth G Hardy
Published by: Ivey Publishing
Originally published in: 2004
Version: 2004-09-27
Length: 21 pages
Data source: Field research
Topics: Franchising; Marketing communication; Market strategy; Strategic planning
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Abstract

Two brothers have developed Williams Coffee Pub into a 44-unit, quick service restaurant franchise in Southwestern Ontario. Williams Coffee Pub has a very broad positioning with different segments frequenting it in different parts of the day. The brothers have hired a new chief executive officer and they are about to hand significant operational and strategic control to this new executive and the new board of directors. The broad positioning is an issue and the future communications campaign is also an issue.
Location:
Canada
Industry:
Eating and drinking places
Size:
Medium
Other setting(s):
2004
Teaching note
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Reference no. 8B04A06
Subject category: Marketing
Authors: Kenneth G Hardy
Published by: Ivey Publishing
Originally published in: 2005
Version: 2005-08-05
Length: 5 pages
Data source: Field research
View full details

About

Abstract

Two brothers have developed Williams Coffee Pub into a 44-unit, quick service restaurant franchise in Southwestern Ontario. Williams Coffee Pub has a very broad positioning with different segments frequenting it in different parts of the day. The brothers have hired a new chief executive officer and they are about to hand significant operational and strategic control to this new executive and the new board of directors. The broad positioning is an issue and the future communications campaign is also an issue.

Settings

Location:
Canada
Industry:
Eating and drinking places
Size:
Medium
Other setting(s):
2004

Related

Teaching note
-
Reference no. 8B04A06
Subject category: Marketing
Authors: Kenneth G Hardy
Published by: Ivey Publishing
Originally published in: 2005
Version: 2005-08-05
Length: 5 pages
Data source: Field research
View full details