This case showcases how access- and ownership-based business models segment the market based on useage heterogeneity, and how pricing equilibrium emerges from the resulting duopoly.

Jardiland is currently the French market leader in garden centres with more than 110 centres. The group has sales of more than 1.7 BFF. The case analyses the marketing positioning and the process organisation and formulation then, describes the process organisation and formulation, finally looks at the franchiser role and questions the organisation and control of franchisees.

Jardiland is currently the French market leader in garden centres with more than 110 centres. The group has sales of more than 1.7 BFF. The case analyses the marketing positioning and the process organisation and formulation then, describes the process organisation and formulation, finally looks at the franchiser role and questions the organisation and control of franchisees.