Franchise Return Episode I Retailing Management (MK361) Kulachatr C. Na Ayudhya Marketing Department.,PYU

Franchise Return Back Ground (2538 – 2542) Back Ground (2538 – 2542) –International Franchise in Food/Services/Edu. –Franchisor Potential / Brand –Deflation in Thailand (Bubble Break) Cause of Failure in Thailand Cause of Failure in Thailand –External Environment (25%) ; P-E-S-T –Franchisees (25%) –Franchisors (50%)

Franchise Return From BUY to BUILD From BUY to BUILD –Political Support –New comer want to be an Entrepreneurs Why Franchise? Why Franchise? –Fast in branch Extension –Safe cost control –Franchise Fee –Royalty Fee –Management systems

Franchise Return How to BUILD How to BUILD : Fee, Systems / Stability / Advising / Products and Service Standard…etc Franchisees : Fee, Systems / Stability / Advising / Products and Service Standard…etc Franchisors –Infrastructure and Team work –Operation Manual –Economics Factors –Legal and Political Factors

Franchise Return Global Expansion Methods Global Expansion Methods –Master Franchise / Area Development Country or RegionCountry or Region Sub FranchiseSub Franchise Franchisee UnitsFranchisee Units Franchisor Franchisee Franchisee UnitSub - Franchisee

Franchise Return Global Expansion Methods Global Expansion Methods –Direct Franchising Greater support needGreater support need In-country corporate officeIn-country corporate office Controlled growthControlled growth Franchisor Franchisee

Franchise Return The Franchise Relationship The Franchise Relationship –Brand name Commitment –Products/Service Local Operation –Systems Timely Payment –Strategies –Supports Franchisor

Franchise Return Key Success Factor “” Key Success Factor “Operation Manual” Development and Standard Development and Standard Supporting by Franchisor Supporting by Franchisor –Training School –Recruitment Systems –Advertising and Marketing Promotion –Marketing Activity and Event –Procurement –Accounting and Financial System

Franchise Return Case Study in Asia Case Study in Asia –MK Restaurant –COCA Region Solution –Black Canyon in Singapore –Mc Donald Success Story –7 – eleven Never Die Source : Brand Age Vol.November2002 p

Franchise Return Assignment Assignment – Franchise Name – Abstract – Current Market Situation – Marketing Strategy ; 4 Ps – Investment Policy and Management – Pictures or Web Presentation Send your Paper on my desk 7 / March / 2003 No Presentation