Presented byRahana
Nabil
Siji
sreeson
Introduction
The case is relevant in terms of bringing out the concept and issues that the
franchisees are facing.
However, a lot of the conceptual framework would need to be understood
before a systematic analysis can be put forward.
It describes the concept development and franchising plan well but does not
provide enough information on the issues at hand.
Problem defenition
Mr Ratan Jalan has to decide very soon whether to continue with the
franchising route or go ahead with the company-owned operations.
Does it warrant a repositioning of the brand or a change in the brand itself?
These were the key issues to be decided by him for the future of AHLL.
Alternatives
A. Continue with the present arrangement and ensure that the clinics
become viable
B. Take over the sick clinics, revive them, and then hand over to new
franchisees
C. Establish and position a new brand with a scaled down image,
disassociating itself from the Apollo brand
D.
Cont..
The franchisees were largely businessmen with hardly any experience of healthcare.
It was expected that Apollos name itself will pull in patients.
Apollo could have contributed by investing in the brand pollo Clinics and by forcing some of
its leading doctors to run the franchised clinics.
Cont
Educate the franchisees about the need to maintain brand consistency and image, translated into
service quality and standards.
Have a more proactive relationship with all franchisees and not leave them in the lurch in their hour
of need.
Deliver value for licensing and royalty fees charged in terms of counseling, handholding, and
marketing the brand
Market preventive healthcare packages nationally to supplement the marketing activities of the local
Apollo Clinics
you
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