The marketing process involves the planning and execution of those systems which will allow the organizations to create exchanges which satisfy individual and organizational objectives. 

One of the most important responsibilities which you have already undertaken is to outline the mission of your particular franchise. It is assumed that part of this mission is concerned with survival, profit, and growth. It is also assumed that part of this mission would be involved with the satisfying of the needs of end consumers.

Marketing Mix

The expression marketing mix refers to a specific blend of product, distribution, promotion, and pricing strategies which are designed to produce satisfying relationships with a target market. Often the term "distribution" is referred to as place, thus giving us the four p's in the marketing mix -- product, place, promotion, and price.

The franchisee can control each component of the marketing mix. A strategy must be developed by the franchisee for each component. The franchisee can control each part of the marketing mix. A franchisee can also develop a strategy for each component and blend these with the other components to achieve an optimum marketing mix. As in any organization, the marketing mix is only as strong as its weakness component. For example, an excellent product with a poor distribution system will generally fail.

An example of the successful marketing mix with satisfied targets includes McDonalds and Wendys. At first glance they may appear to have roughly the same identical marketing mix and target markets because they are both in the fast food business and provides similar products. However, on a closer look, it is easily recognized that McDonald's primarily target market is children ages 3-11 as well as their parents. McDonald's has Ronald McDonald, playgrounds, and "Happy Meals". Wendy's, on the other hand, targets a more adult target market and, while they do not have a playground, they do have carpeting (mature atmosphere) and Dave Thomas advertisments. These variations in marketing mix which a franchisor has developed need to be carefully analyzed and understood by the franchisee. The franchisee is going to have develop their own marketing mix for their specific target market area.