Franchising ve Türkiye uygulaması
Franchising and Turkey practice
- Tez No: 106745
- Danışmanlar: DOÇ.DR. ERİŞAH ARICAN
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2001
- Dil: Türkçe
- Üniversite: Marmara Üniversitesi
- Enstitü: Bankacılık ve Sigortacılık Enstitüsü
- Ana Bilim Dalı: Bankacılık Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 100
Özet
Özet yok.
Özet (Çeviri)
SUMMARY The word franchise comes from a french werb“affranchir”which means to free. In the middle ages franchise was a privilage or a right to do something in certain areas. There are numerous definitions of franchising. It is a vehicle for marketing; a business method whose primary purpose is risk minimization. Franchising has been a popular way of doing business. It offers the franchisor an opportunity for rapid expansion. There are number of different types of franchising: In the product/trademark franchising, franchisees distribute a product under a franchisor's trademark. Business format franchising is characterized by an ongoing business relationship between a franchisor and franchisee that includes not only the product, service, and trademark, but the entire business concept itself. In conversion franchising, a franchisor converts an independent firm into a unit of an existing franchise system. Franchise systems offer many advantages for both franchisor and franchisee. There are disadvantages for the franchisor and the franchisee as well. A franchising agreement is a contract between the franchisor and the franchisee. There are two parts in the contract: Franchisor and the franchisee. The franchisor is the owner of the name or trademark. The franchisee is the individual who operates under the trade name of the franchisor and using the franchisor's business system. Franchising is based on mutual trust between the franchisor and franchisee. The franchisor provides the business expertise (i.e., marketing plans, management guidance, financing assistance, site location, training, etc^ otherwise would not be available to the franchisee. Q1 ^waaaR'y^ft4... iJfBoth franchisor and the franchisee need to additional financial resources. A franchisee, by joining a well established and well known franchise chain can obtain finance more easily than an independent entrepreneur. The recognition of the franchising as a safer way of doing business method by the banks, they have constituted franchise departments and appointed franchise managers. Franchising is also a popular international expansion method. International franchising involves less risk than other forms of international expansion methods such as direct investment. Franchisors can choose different methods to expand their franchise systems into a foreign country. These methods or commercial vehicles can be summarized in three categories: Direct franchising, master franchising, and joint venture arrangements. Before choosing appropriate method to be used in expansion, franchisors have to consider foreign country's characteristics and the other factors such as demographic characteristics, social and cultural environment, customs, habits, law systems, e.tc. United states is the world's largest franchise market. According to the International Franchise Association (IF A), franchising accounts for approximately 3,000 franchisors, 600,000 franchise outlets, over eight million jobs, more than 40 percent of all U.S. retail sales, and over $800 billion in sales annually. In the United States, there are several types of finance companies and banks that specialize in supporting franchises. In Europe, franchising has not reached to the large extent compared with the USA. Turkey's franchising experience has begun during the 1980's second period. McDonald's has entered in Turkey market in 1985. Since than many foreign franchises has welcomed in market, especially concentrated in fast-food sector. Together with the recognition and the expansion of franchising, local entrepreneurs have been started to create franchise chains in their business sectors. Franchising has many benefits for economy in general. It contributes to employment and provides technology transfer from abroad. Small and medium-sized business have many problems like, financial, managerial, promotional, and advertising. Franchise method may solve at least some of these problems. 92
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