How can Marketing mix model help Manchester United build its global brand?
Franchise is the best way to run an international business
Name: Chao CHENG
Tutor: Fraser Hamilton
Date: 25/11/2013 Course: Academic Skills
Table of Contents
1.0 Executive Summary....................................................................3
2.0 Introduction................................................................................3
3.0 Main Section................................................................................4
3.1 Justify the reference......................................................................4
3.1 Advantages of Franchise.............................................................5
3.2 Shortages of Franchise................................................................6
4.0 Conclusion...................................................................................7
5.0 References..................................................................................8
1.0 Executive Summary
The main purpose of this report is to introduce the definition of franchise and to analysis the advantages of it. The report comprises several advantages of franchise in almost every aspect, which have been proved to be essential and reliable. By this mean, the conclusion could be drawn that it is the best way to run an international business by franchise.
2.0 Introduction
Franchise, is an authorization granted by a government or company to an individual or group enabling them to carry out specified commercial activities. For example, McDonald's is one of the most famous brand franchising. As the franchisor, McDonald’s gives the right to the franchisee, as well as sell McDonald's related products to someone who is willing to set up his own business. The license agreement demands McDonald's to persist in manufacturing or operating ways and the quality of the good. This is a settlement that can suit both parties pretty well. Under a McDonald's franchise,
Name: Chao CHENG
Tutor: Fraser Hamilton
Date: 25/11/2013 Course: Academic Skills
Table of Contents
1.0 Executive Summary....................................................................3
2.0 Introduction................................................................................3
3.0 Main Section................................................................................4
3.1 Justify the reference......................................................................4
3.1 Advantages of Franchise.............................................................5
3.2 Shortages of Franchise................................................................6
4.0 Conclusion...................................................................................7
5.0 References..................................................................................8
1.0 Executive Summary
The main purpose of this report is to introduce the definition of franchise and to analysis the advantages of it. The report comprises several advantages of franchise in almost every aspect, which have been proved to be essential and reliable. By this mean, the conclusion could be drawn that it is the best way to run an international business by franchise.
2.0 Introduction
Franchise, is an authorization granted by a government or company to an individual or group enabling them to carry out specified commercial activities. For example, McDonald's is one of the most famous brand franchising. As the franchisor, McDonald’s gives the right to the franchisee, as well as sell McDonald's related products to someone who is willing to set up his own business. The license agreement demands McDonald's to persist in manufacturing or operating ways and the quality of the good. This is a settlement that can suit both parties pretty well. Under a McDonald's franchise,
References: [1]Tansev Geylani, (2004)University of Texas: Image Reinforcement or Impairment- The Effects of Co-Branding on Attribute Uncertainty; et al.; pp.131-156 [2]Nora Lado,(2009)Universidad Carlos III de Madrid: Understanding the Role of Attitude Components in Co-Branding- An Application to High-Tech, Luxury Co-Branded Products; et al.; pp.81-87 [3]Bernd Helmig.(2008)"Schmalenbach Business Review"; Co-Branding- The State of The Art;, et al.; pp.112-123. [4]Judy Motion,(2000)"European Journal of Marketing"; Equity in Corporate Co-Branding; et al.; pp.334-367. [5]Lance Leuthesser,(1998) "Brand Management"; 2 + 2 = 5? A Framework for Using Co-Branding to Leverage a Brand; et al.; pp.223-254 [6]Bernd Helmig,(2006)University of Fribourg Switzerland: Explaining Behavioural Intentions toward Co-Branded Products; et al.; pp.165-178. [7]Minkler, A., 1990. An empirical analysis of a firm 's decision to franchise. Economics Letters 34 (1), 77–82.