Got a tricky question? Receive an answer from students like you! Try us!

Marketing : Franchising - Research Paper Example

Only on StudentShare
High school
Research Paper
Marketing
Pages 7 (1757 words)

Summary

Franchising Franchising has become a common marketing practice in today’s world. Franchising is basically a practice in which another firm’s business model is used but this is mostly done for successful firms. Franchising is a practice used as an alternative to building chain stores…

Extract of sample
Marketing : Franchising

Franchising emerged as a new form of retailing (Bardsley, N., & Key Note Publications. 2000; Kotler, P. 2000) Franchising is a business model in which many different entrepreneurs share a single and common brand name. The person who owns a franchise is known as franchisee and the company who allows the entrepreneur to open up a franchise is known as franchisor. The parent company allows the franchisee to use its brand name and trademarks and also the strategies but in return charges a fee. The franchisee needs to pay a fee for using the parent company’s trademark and strategies etc. The franchisee also needs to pay royalties based on the revenues that it has generated from a certain franchise (Kotler, P. 2000) As explained earlier that franchising is form of retailing and it differs from all other form of retailing methods. Franchises are differentiated by three characteristics. First of all the franchisor is the owner of the trademark and licenses it to the franchisee in return for royalty payments. Second characteristic is that the franchisee pays for the right to be part of the system of the franchisor. And thirdly the franchisor is the one who provides its franchisees with an operating system or a system for doing business (Kotler, P. 2000) Franchising has helped in globalization. Franchising is a practice that has been used by various companies to reach the corners of the world. ...
Download paper
Not exactly what you need?

Related Essays

Marketing paper
9 Important similarities 9 Do you think SustainU should offer its products direct to consumer (i.e. online, have their own branded retail stores) or partner with retailers to sell their products on their behalf.or both? Why? If you choose to partner with existing retailers, name a few examples you would recommend they partner with and why. 11 Recommend a key message (tagline, campaign slogan or potential marketing theme for a campaign) SustainU should consistently integrate. Would you use one of their existing messages such as "Change Your Clothes. Change Your World" or "Wear a Better Story"…
10 pages (2510 words)
Internation Marketing
After the general strategies are viewed, the paper will examine the elements of the gradualist approach used by the company in its globalisation strategy. It will examine the competitive strengths of Luxottica. This will be followed by a critical view of the distribution strategy used by the company to capture the markets in the various countries it operates within. International Corporate Strategy Corporate strategy refers to the long term, company wide plans instituted and implemented by top level management (Johnson, Scholes & Whittington 4). Luxottica began in 1961 as a small obscure…
11 pages (2761 words)
Global Marketing - Strategy and Practice
The initial step begins with identifying the foreign market that the firm wants to explore in. This decision is based on a number of strategic alternatives that underline the market opportunities and strategic orientation of the firm based on defined market needs. Once the decision of the foreign market is made, the next step involves identifying the market entry mode. This involves crucial decision on the firm’s choice of market entry mode and the decision is guided by several factors that require a deeper understanding of the country’s political and legislative environment. The report…
16 pages (4016 words)
Franchising--Just Dogs
In the following report I have analysed the feasibility of marketing operations of opening a franchise of “Just Dogs” Gourmets Company in Washington, USA. I have analysed that the strategy of franchising will work if only the company works affectively on its promotion schemes and position strategies. The franchise will have to carry the same value proposition as laid down by the parent company and streamline its operations with it. In this way, the franchise will be able to gain innumerable benefits of the franchising strategy. SITUATION ANALYSIS Just Dogs! Gourmet is a dog food…
Marketing Paper
The marketing decides about what to produce and where to position and sell the product – which market segment to cater or how to differentiate the product from competition. Correct identification of all these tasks in proper direction is of paramount importance that eventually makes the organization thrive with ever increasing sales. It will be most appropriate to explore how the marketing function can turn the tides in company’s favor so that the company is put on high trajectory of growth with thumping profits. Smith (2011) argues that some airlines increase their costs by 25 percent…
3 pages (753 words)
Marketing Paper
The products are procured from manufacturers at a discounted rate in comparison to price determined by manufacturers for offering those goods to local retailers. Contextually, it has been aimed to conduct a product launch in the emerging market of China with the motive of improving the international market exposure of made-in-America products and to enhance profitability of the club. The developing economy in China will assist the club in performing its business operations in an effective manner. The discussion will emphasize the recognition of media used for marketing American products in the…
7 pages (1757 words)
Marketing
In additional, traditional techniques such as billboards and catalogues are also recommended. Apart from that modern techniques such as social media advertisement, in store promotion are also recommended pt the company. With such approaches it is expected that Trung Nguyen will be able to reach a good position in UK coffee industry. Table of Contents Table of Contents 3 Introduction 4 The plan 5 Conclusion 11 Appendix 12 Bibliography 14 Introduction It has been recommended that a strategy of franchising is undertaken in importing Vietnamese coffee to the UK market. The prime intention is…
9 pages (2259 words)