Strategi Pemasaran dalam Bisnis Waralaba

Marketing Strategy in Franchise Business

Abstract

Introduction: Facing competitive market challenges, franchise businesses must develop innovative marketing strategies and consistent brand management. This review discusses the essence of marketing strategies in the franchise business, emphasizing technological adaptation, personalized offerings, loyalty programs, big data utilization, strategic collaborations, and crafting unique customer experiences.

Methods: A literature review was conducted to analyze relevant sources concerning values, culture, and norms in the examined social context. Document searches were performed via Google Scholar using the keywords "(Franchise) AND (Marketing)”.

Results: Innovative franchise marketing strategies involve technological adaptation, personalized offerings, loyalty programs, big data utilization, strategic collaborations, and the creation of unique customer experiences

Conclusion: Brand consistency is key, supporting strong brand recognition, building customer trust, preventing confusion, achieving cost efficiency, and facilitating integrated marketing campaigns.