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Essentials of Services Marketing, Second Edition by Christopher Lovelock, Patricia Chew, Jochen Wirtz

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Case 11. Aussie Pooch Mobile: Expansion by Franchising

Lorelle Frazer

After creating a mobile service that washes dogs outside their owners’ homes, a young entrepreneur has successfully franchised the concept. Her firm now has more than 150 franchises in many parts of Australia, as well as up to 50 in other countries. She and her management team are debating how best to plan future expansion.

Elaine and Paul Beal drew up in their four-wheel drive outside 22 Ferndale Avenue, towing a bright blue trailer with red and white lettering. As Aussie Pooch Mobile franchisees whose territory covered four suburbs of Brisbane, Australia, they were having a busy day. It was only 1 p.m., and they had already washed and groomed 16 dogs at 12 different houses. ...

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