In case of franchising, need of the customer is studied and the products and services are designed based on same with universal applicability. It is crucial for a franchisee to assess the need for a product and identify the right target market for the product/ service that he/she is purchasing from the franchisor.

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2. ‘Without understanding the customer, there is
no product’ - this indeed is an important lesson
to learn. To know the end consumer and
designing the product and service around it has
been customary action of businesses around the
world. Yes there could be a possibility that many
products these days create need for
products, yet studying the customer is a key to
achieving success in creating that need.
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3. In case of franchising, need of the customer
is studied and the products and services are
designed based on same with universal
applicability. Then, is it still needed that the
Franchisee knows his/her customer? Indeed,
yes! It is more crucial for a franchisee to
assess the need for a product and identify
the right target market for the product/
service that he/she is purchasing from the
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franchisor.

4. Will the product/ service have
sufficient demand?
Would people pay that much for the
product or service?
In case of franchise
especially,
identifying
target market helps in
determining the location,
design, size of the
franchise venture, in many
a cases, in the selection of
franchise business itself is
essential. Identifying the
right
target
market
ensures franchisee in
understanding:
Was sales overestimated?
Will the product layout be suitable for
the target market?
Will product design and attributes
meet the target market needs?
What should be the marketing plan?
What will be the revenue plan?
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5. There is an absolute insight into the
customer’s mind and the franchisee will be
able to not only make better decision if a
particular franchise business will be
successful or not, but also continuous
research of target market will keep
franchisee on foot in ensuring that he/she
provides consumer feedback on product or
service to the franchisor for timely upgradation or changing specific attributes of
the product, service or layout and the like.
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6. The essential determinants of target market will differ from product to
product. The key elements that are to be considered are age group,
education, cultural background, location. Apart from this it is also
essential to understand the competitors and the target group’s attitude
towards competitors.
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7. This list will assist in assessing if IIHT Technologies has potentially a huge
market in a given region. IIHT Technologies Franchise delivers education
and training in the field of IT (Information Technology) and IMS
(Infrastructure Management Services).
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8. • There is need for skilled education and training in
IT and IMS
• There are huge population of youth who are
undergraduates and want to enter IT field
IIHT
• There are graduates with huge unemployment and
Technologies has underemployment issues
potential in the • There are IT professionals whose skills are getting
said market if
obsolete due to new technologies like Cloud, IT
Security, Mobile Computing, Software
Development and Infrastructure Management.
• There are youth who want international
certifications courses
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9. A simple survey among the youth and IT professionals will help in understanding the
need for IIHT Technologies Franchise in any given geographical area. A survey
conducted by IIHT Technologies itself shows that there is huge skill gap in countries like
South Africa, Ghana, Kenya, Zimbabwe and Nigeria among others in the field of IT IMS.
The list further includes nations like USA, Australia, India and China. With governments
adopting the latest technologies the skill gap is bound to grow. Even though there are
many institutes that are providing training, academic qualifications are not available
among the existing institutes that capture the exact combination of technologies,
hands on experiences and skill rich course modules. Many universities across the
world are inviting IIHT Technologies to their skill curriculum. Universities include
University of Wolverhampton, Rotterdam University, United Methodist University,
Sikkim Manipal University, Wesley University of Science and Technology. IIHT
Technologies, as a result of its deliverables, has become one of the renowned
Franchise Businesses in Africa.
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10. Corporate Headquarters
#15,Sri Lakshmi Complex, 4th Floor, St. Marks Road, Bangalore - 560 001. India
Tel: 91 80 6160 4545 e-mail: franchise@iihttechnologies.com
web: www.iihttechnologies.com/
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