SMB Foods: A Failed Franchisee

IF 0.1 Q4 MANAGEMENT

Asian Journal of Management Cases Pub Date : 2023-07-21 DOI:10.1177/09728201231166820

V. Dani, Bikramjit Rishi

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引用次数: 0

Abstract

On 9 September 2020, after finishing one of his lectures on franchising, Professor Dani reflected upon his own experience of a food franchisee business that he had started in 2015 in Hyderabad, India. He returned to his hometown of Hyderabad after working for close to 4 years with Symbiosis International University, Pune. On one evening in December 2014, Professor Dani went shopping with his wife; while returning, he saw a catchy advertising billboard of Mumbo King Vada Pav in the Narayanguda area of Hyderabad. Being Maharashtrians, Mr and Mrs Dani wanted to test the taste of vada pav, which is extremely popular, especially in India’s financial capital, Mumbai, and adjoining regions. Their gastronomical experience was surprisingly pleasant; thus, on reaching home, the couple deliberated upon the viability of setting up a vada pav franchise outlet. Professor Dani thought he had identified a niche market that could be catered to; therefore, he set out to explore diverse vada pav franchises and finally shortlisted Mumbo King Vada Pav, of which he had a pleasant gastronomical experience a few weeks back. Shortly, Professor Dani began his venture-SMB Foods; however, hardly within a span of 15 months, he was in a dilemma on whether he should continue the business or close its operations.

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SMB食品：一个失败的特许经营商

2020年9月9日，在完成了一次关于特许经营的讲座后，Dani教授回顾了他2015年在印度海得拉巴创办的食品特许经营企业的亲身经历。在浦那共生国际大学工作了近4年后，他回到了家乡海得拉巴。2014年12月的一个晚上，丹妮教授和妻子一起去购物；回来时，他在海得拉巴的Narayanguda地区看到了一块引人注目的Mumbo King Vada Pav的广告牌。作为马哈拉施特拉邦人，Dani夫妇想尝尝vada pav的味道，它非常受欢迎，尤其是在印度金融首都孟买和邻近地区。他们的美食体验令人惊讶地愉快；因此，回家后，这对夫妇考虑了建立一家vadapav特许经营店的可行性。丹妮教授认为他已经找到了一个可以迎合的利基市场；因此，他开始探索各种各样的vada pav特许经营权，并最终入围了Mumbo King vada pav的候选名单，几周前他在其中有一次愉快的美食体验。不久，Dani教授开始了他的企业SMB Foods；然而，在短短15个月的时间里，他就陷入了是继续经营还是关闭业务的两难境地。

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来源期刊

Asian Journal of Management Cases MANAGEMENT-

CiteScore

0.70

自引率

0.00%

发文量

期刊介绍： Asian Journal of Management Cases is a peer-reviewed journal that aims at providing high-quality teaching material to academics, consultants, and management developers, through cases on management practices in the socioeconomic context of developing Asian countries. The journal covers all administrative disciplines including accounting and finance, business ethics, production and operations management, entrepreneurship, human resource management, management information systems, marketing, organizational behaviour, strategic management, and managerial economics. Each issue of Asian Journal of Management Cases comprises four to five original case studies. Teaching cases should be accompanied with a Teaching Note (TN). Even though the TN will not be published, it is necessary for the review process and can be obtained by contacting the authors directly. Please refer to the online submission guidelines for details on writing a teaching note. AJMC does not publish pure research or applied research based on field studies (not case studies). The journal is published in March and September every year with thematically focused issues occasionally.