Franchising : - Franchisetagarens möjligheter till förändring av varuutbudet.
Abstract (Summary)Franchise is a form of cooperation between two merging parts: a franchisor and franchisee. In similarity to other businesses, it is important for a company based on franchising to adjust to the rapid market changes in order to achieve a competitive advantage of commodities. Due to the strict franchise agreement, the franchisees are restricted in adapting to the market changes. The purpose of this thesis is, therefore, to get an understanding of the franchisees perspective in their business, and also to see to what degree the commodities are affected by the control from the franchisor. We have chosen to limit the study to brand retail-stores in the fashion industry because of the rapid changes that distinguish it. Adjustment to changes in order to become more competitive is the point of weight in our thesis. We have also restricted us to Business Format Franchising. Casestudies was performed to fulfil the purpose of the thesis. The study consists of interviews with franchisees from three brand-retail stores in Stockholm. The selected brand retail-stores are part of the two corporations, namely, RNB and Bestseller. An interview with the vice president of the Swedish Franchise Association was also conducted. Based on our findings in the empirical material and analysis we have come to the conclusion that the franchise agreement is the central controlling force that allows the franchisor to control their franchisees business. There are indifferences between the two parts when it comes to the franchise agreement and when it comes to changes in the supply. It is obvious that it leads to a power struggle between those involved. The franchisee has undeniably small opportunities to effect merchandise supply, interior decorating and marketing. This is because the franchisor holds a firm hand around the basic concept which acts as an identity for the franchise line. Thus, there is a need from the franchisees to more free thinking outside the borders of the agreement, specially in the matter of adapting to customer requests. That is because they daily encounter consumer needs and has an overview of the trends on the market.
Source Type:Master's Thesis
Date of Publication:02/08/2007