The company Manito Ltd. operating as a burger bar in the city of Baden, Switzerland intends to expand nationwide by means of franchising. For the successful implementation of the business model aimed at the cities of Aarau, Winterthur, and Zug, the company requires a standardized marketing concept to ensure efficiency. The authors are challenged to establish a concept within the given framework, applying significant franchising and marketing theories.

For this purpose, an As-Is situation analysis was performed using the marketing instruments of the 7Ps, the persona analysis and the competitor analysis to define Manito's contextual situation forming the basis for the findings. To allow standardization of the existing marketing concept, the authors developed a To-Be situation analysis. Specific improvement suggestions for Manito were elaborated based on the marketing mix and communication mix. Desk research and secondary data was conducted to identify best practice examples within the restaurant and food industry.

The comprehensive analysis reveals the need for Manito to focus on optimization and standardization of the 7Ps and the implementation of an effective communication strategy to create sustainable marketing results for franchising. Processes are standardized for franchise stores but adapted by location-based factors to meet the needs of different target groups. Measures in terms of finance as well as monitoring and controlling are developed to be applied for an effective execution of marketing activities. The entire analysis of the thesis delivers a marketing concept to be adopted and modified by Manito and to serve as a guidance for the implementation of the franchise business model. Essential steps for the adaption of the franchise marketing concept are outlined in a final stage to emphasize whereon Manito must lay the focus. The analysis and findings of the thesis indicate the existing potential of Manito to guarantee the realization of an effective and successful franchising by means of marketing strategies and targeted adjustments.