Franchising- the need for six strategic choice.docVIP

 PAGE \* MERGEFORMAT 11 Franchising: the need for six strategic choice Dunkin (Dunkin’Donuts) is the world’s leading fast-food chain in the world top 50 ranking services firm ranked No. 29, with 2203 stores. The company’s rapid and stable development of invented and popularized the secret is an important mode of franchising - Franchise business model (Business Format Franchising, BFF). Dunkin in the development of franchising in the process is not blind expansion, but after a series of strategic choice. Many franchise with the company’s development to achieve a successful enrichment, their operational experience, for Chinese enterprises is quite learn. 1, choose business model Franchising as a way of marketing by the United States Singer (Singer) pioneered. But at that time only a product-based franchise (Product Franchising), as the licensing side, signed a contract manufacturer for branded products a way to find buyers; And as affected by Xu Fang, it is as an independent dealer selling merchandise. This based on the manufacturer and distributor of the buyer-seller relationship is difficult to ensure that human and subject to license a full range of linkage between Hsu, thus affecting the Corporation’s objectives. Dunkin, William Rosenberg, founder of the first to see the traditional franchising this defect, the company’s business five years after 1955, the independent shopkeepers began to offer licenses to allow cloning of his retail business model. Such concessions by giving way to reproduce the franchisor in other areas of the business model and management system of marketing is the BFF. Chartered not only receive a one-time initial fee, in the course of business operations can also be by franchise sales of a certain proportion of the total extract royalties. By Xu not only the right to use the franchisor’s trademark, but also in the business throughout the entire process can be developed using the franchisor’s marketing model and operational processes,