StudentShare solutions
Triangle menu

Marketing : Franchising - Research Paper Example

Nobody downloaded yet

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. Companies use this practice of franchising when they want to expand globally. It has helped in the expansion of the businesses across the globe. Previously it was very costly for the businesses to expand globally. Franchising has reduced the cost of expansion. It is a faster and cheaper form of expansion. It is a cheaper form of expansion for the parent company because in this form of expansion it do not have to add a company-owned store but instead the stores are owned and operated by a third party (Czinkota, M. R., Ronkainen, I. A., & Tarrant, J. J. 1995; Kotler, P. 2000) Franchising does not work for all forms of businesses. Businesses for which franchising is a good retailing practice have several characteristics. These characteristics include that the business must have a good track record of profitability, the business could be easily duplicated, also that the business should have a detailed system of procedures and processes. Other characteristic include that the business should be unique and follow some unusual concept, also that the business should have a broad geographic appeal and it should be relatively inexpensive and easy to operate as well. It is not necessary for the businesses to have all these characteristics in order to follow the practice of franchising. Even if the business has any one of the mentioned characteristics, the business can incorporate the franchising into its business model (Bardsley, N., & Key Note Publications. 2000) The franchising business model is used among many industries but it is most popular amongst the fast food chains, hotel industry and the other restaurant industries. Examples of global brands that have entered into the business model based on franchising include McDonald’s, KFC, Subway, Burger King, etc. Franchising is a form of expansion but there is one very important thing that needs to be taken into consideration. Franchising is affected culturally. A particular franchise serves particular vicinity within which it is based. A franchise carries the name of a global brand but it needs to adjust according to the cultural norms within ...Show more


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…
Author : reingermarquise
Marketing Paper: Franchising essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the research paper on your topic
"Marketing Paper: Franchising"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing paper
Evaluate the pricing for the products presented on SustainU's website 8 As SustainU manages its supply chain through "strategic relationships" what do you think are the most important similarities/characteristics/goals these key partners should have in common with SustainU for a successful relationship and why?
10 pages (2500 words) Research Paper
Exploring Franchising
In order to augment this decision a mini feasibility study was carried out in the proposed area of the new franchise. This study included start-up costs, market share and present competition. The researcher is particularly interested in this concept as it proves to be cheaper than opening up a business from scratch and going through the phases of establishing the brand.
3 pages (750 words) Research Paper
Marketing Term Paper
The company exploit’s the over 40 market of women who have need of fitness programs. The company is an international business which has spread to over 70 companies and exceeded the franchise expansion programs of some of the top franchise opportunities in the world.
15 pages (3750 words) Research Paper
Franchising--Just Dogs
This exponential growth is a result of various benefits offered by franchising strategy such as success rates, security in operations, immediate boosts in sales due to brand power and increased credibility. These too form the reason for my choosing franchising as a business initiative strategy.
5 pages (1250 words) Research Paper
Defining Marketing Research Paper
A business organization’s financial accomplishment is dependent on discreet efforts of marketing in conjunction with accounting, operational, and other duties of the business. Marketing depends on bringing together four components: recognition, choice, and product development: price determination of the product: choosing a channel of distribution to reach the location of the client: and formation and realization of a strategy of promotion.
3 pages (750 words) Research Paper
Marketing Paper
at organization can sustain its operations and survive in the market place. Importance of Marketing The definitions as described above clearly state that marketing is a highly important function for any organization to survive and grow in the highly competitive global environment.
3 pages (750 words) Research Paper
Franchising Marketing
"During the 1990's in the United states franchising became the most popular method of expanding commercial retail stores quickly with limited capital risk"(Bradach 1998) (Montagu, 2001). Franchising is characterized by locally owned outlets which deliver services according to a standardized model.
12 pages (3000 words) Essay
Franchising is a type of retailing method that has spread very quickly all over the globe over the recent years. Franchising emerged as a
7 pages (1750 words) Research Paper
Franchise Paper
Franchise operation requires the franchisee to subscribe an initial amount of payment to acquire the right to operate his/her business. The franchisee will also receive training and equipment requisite for the conception
2 pages (500 words) Research Paper
Marketing plan paper
Furthermore, they are overtly pertinent in aiding the affiliation to stay ahead of the imminent competition. They, thus, require an innovative and prospective spirit that is coupled with
2 pages (500 words) Research Paper
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Let us find you another Research Paper on topic Marketing Paper: Franchising for FREE!
Contact us:
Contact Us Now
  • About StudentShare

  • Testimonials

  • FAQ

  • Blog

  • Free Essays
  • New Essays
  • Essays

  • The Newest Essay Topics
Join us:
Contact Us