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These other franchisees can take advantage of the market built by the leaders and provide products of more or less similar quality at much cheaper rates. The situation is further aggravated when the industry also perceives the two as being of the same quality. This case highlights the predicament of a franchise whose market share is being eroded due to the growing influence of other competitors...
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This case highlights the predicament of a franchise whose market share is being eroded due to the growing influence of other competitors. The objective is how to develop and keep a differential advantage in a highly competitive and dynamic market, while maintaining sales growth and profitability.
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