Trail Blazers academy is a coaching academy, providing training, coaching, and counselling services for students. Their

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Trail Blazers academy is a coaching academy, providing
training, coaching, and counselling services for students. Their
primary revenue source is from the coaching they do for medical and
JEE. Established a decade ago, it is now a well-known brand, but
faces sever competition from the crowded market of the coaching
space. The quality of the students passing out are well known and
many candidates are able to crack the JEE and medical exams.
However, in the last couple of years, the company has tried to
expand using the franchise model. This was possibly the best model
available. But with tremendous amount of competition happening
online and offline, the pricing model of the academy has changed.
The fees for the course are on the brochure but is charged
variably. There are no standardizations followed. Many of the
franchisee’s charge whatever they want to, essentially to maintain
a minimum threshold of students flowing into the organisation.
Sometimes the centre heads of the franchise, encourage existing
students to bring in new candidates, there by incentivizing them.
Some of the hard negotiators are able to settle down at a lower
price point that what others are paying. In many cases, students
were allowed just with a token money with more than the usual EMIs.
Everything seems to be as per the flexibility of the centre
managers. While some of the franchises are happy, others are not.
The location of the centre, number of enrolments drive the pricing.
The parents are unhappy with this mechanism and there are
complaints floating in the social media about Trail
Blazers.

How will you build a renowned ‘Trail Blazer’
brand?
How will you deal with your complaining
customers?