Case analysis of franchisee
Order Instructions:
OBJECTIVE:
The assignment is intended to foster the following objectives:
a. Improving your critical thinking and application skills.
b. Identifying various sources of financing and skills management for different stages and types of new ventures.
c. Conducting a brief research and case study analysis on how a new venture acquires and fulfils its business needs and preferences within different stages of its business operation.
d. Combining knowledge from other courses with the new material presented in the course to develop sophisticated analyses and solutions to pursuing business solutions in today’s fast-paced, global, and highly competitive macro environment.
INSTRUCTIONS:
Read the case below and answer ALL questions. Then, select a business franchise (franchisor or franchisee) as a case for analysis
The Malaysian National Franchise Development Blueprint 2012-2016, states that the Malaysian Government intends to increase the number of franchisors from the current number of 492 in 2010 to 650 by the year 2014 and the number of franchisees from 4,838 in 2010 to 6,050 by the year 2014. Meanwhile, the government would like to see the total franchise sales to GDP, to increase from 2.2 percent in 2010 to 3.3 percent by the year 2014. In terms of franchise employment to total national employment, it contributed 0.9 percent in 2010 and this figure is expected to rise to 1.1 percent by the year 2014. Currently, there are more than 268 franchise systems with more than 6,000 franchisees. Hence based on the franchise statistics in Malaysia, the prospect and potential of new business ventures through franchise system is very bright and promising. Nonetheless, it is not without hurdles and challenges. There are a number of issues that potential franchisees and franchisors must consider before venturing into this business.
QUESTIONS:
1. Discuss both qualitative and quantitative assessments from the viewpoints of franchisees and franchisors respectively before they can agree to venture into the franchise business system.
[30 marks]
2. Select a successful business franchise (EITHER A FRANCHISOR OR FRANCHISEE), which has been in the market for more than 5 years. This could be someone you see as an example of how a business venture succeeds sequentially through a franchising system; beginning as a small entity and then growing and expanding successfully. Your analysis should critically discuss whether the reality of practice reflects what is reported in the literature on franchise management. Is it the same or different? If it is different how and why is this so?
[60 marks]
[TOTAL: 90 MARKS]
Note: The grade for this assignment will be substantially influenced by the originality and overall ability of the student to compare, evaluate and analyze the franchise management challenges and opportunities for organizations. Any form of plagiarism and / or lack of proper referencing will result in a substantial mark down or fail result.
ASSIGNMENT SUBMISSION:
All assignments must be handed in at the stated time and in the stated form or they will automatically receive a grade zero. It is your responsibility to retain a copy of your assignments should any questions arise later concerning the said assignments.
PRESENTATION (10 marks)
You will deliver an oral presentation (Power Point slide between 8 -10 minutes) at the end of the semester (Seminar 5) highlighting the salient points of your investigation and opinions. This will comprise 10 percent of overall marks for all face to face students. Online students are exempted.
ADDITIONAL GUIDELINES / ASSIGNMENT FORMAT:
• Your assignment should be typed on A4 paper using 12-point Times New Roman and 1.5 spacing.
• Your assignment should NOT exceed 3500 words, not including appendix and reference.
• Your must provide references. References should use the American Psychological Association (APA) format.
• References should include the latest journal/book publication (year 2005 and onwards).
• You are to submit a softcopy of your assignment via email. You must receive acknowledgement email from your facilitator to confirm submission.
• Plagiarism is not acceptable. If you are not sure what is meant by plagiarism, refer to the various websites which discuss this matter, e.g. owl.english.purdue.edu/handouts.
• Plagiarized assignments will receive a ‘Fail’ mark.
SAMPLE ANSWER
Case analysis of franchisee
Introduction
The major economic value of franchising is that it creates self employment and provides more employment opportunities in an economy. Franchising provides an efficient system of distributing goods and services to different levels in the economy. Franchisors provide and facilitate professional business advices to their own franchisees who in return assist in service delivery and consumer identification.
Franchising as a business organization form contributes to business operations and expansion in many countries. The success of franchised business operations has been largely attributed to the strict criteria franchisors use to evaluate, select and recruit franchisees. The other reasons that may contribute to these successes are the franchisor support systems, levels of financial bases and the general relationship between the franchisor and the franchisee. (Frazer & Winzar, 2005)
The qualitative assessments include personal integrity of the potential franchisee, his management and communication skills have to be above average. Financial management, personality and leadership skills must be positively evident to enable a potential franchisee to be recruited. Some franchises like McDonalds insists on hands on management, that’s the franchisee must be able to participate on critical business operations and decision making processes.
Quantitative assessment includes the assessments of the franchisee’s financial capabilities and the ability to achieve the requisite operations standards of the franchisor. The franchisee must be a successful business person and a person who has literally demonstrated some business capabilities and has financial acumen. McDonald’s franchisees recruitment is often rigorous and the selection is very competitive.
The franchisee on the other hand before deciding to invest on a particular franchise must ask several questions on the profitability of the franchise and whether to invest on a new franchise or buy an existing franchise and also find out the reasons why the franchise is being sold out. The terms of the franchisor also matters to the franchisees decision whether to accept or reject the terms.
McDonalds
McDonalds is one of the world’s largest fast food restaurants globally. The hamburger is the basic symbol of McDonald fast food restaurant that serves over sixty eight million customers every day and has presence in over 119 countries globally. McDonald management system is based on the franchise system where most of its sales are in the form of royalties and other fees paid by the franchisees. In the year 2012, McDonalds earned a total profit of $5.5 billion dollars from a total turnover of $27.5 billion dollars. The primary sales of McDonald’s products come from hamburgers, chicken, soft drinks, French fries, cheeseburgers, desserts and milkshakes. And lately salads fish and fruits. McDonalds operates about 15% of the total McDonald’s operations which are wholly owned by McDonalds worldwide. The rest are operated as franchises. (McDonald’s publication, 2012)
In the UK and parts of Ireland, Only a hand full of the restaurants operates as franchises, majority are wholly owned by McDonalds. In the UK, a typical restaurant that may house a McDonald’s facility ranges between £125,000 and £325,000. McDonalds requires an upfront payment of 25% as the value of the unencumbered funds. The rest can be provided through financial assistance as bank loans. McDonalds also charges £30,000 as a franchise fee payable once and a further £5,000 as training fees which is refundable after successful training. The other charges payable by the McDonalds franchisees are mostly the monthly rent based on the business profitability which is about 10-15%, use of McDonald’s brand 5% of sales and McDonald’s marketing 4.5%. The average turnovers on most McDonald’s outlets range from £ 95,000 to £ 200,000 annually in the UK. (MCDONALDS CORP 2013 Annual Report Form 10-K , 2014)
Franchising businesses as spelt out on management books are a little different as the terms of most franchisors are mostly business oriented and they literally take most of the profits from the franchise business operations like in the case of McDonald’s. Their fees account for about 20% of the total sales turnover which is practically most of the net profits from the business operations. The franchisee must carefully analyze the business structure and terms of the franchisor before accepting or rejecting the franchisors offers.
References
Frazer, L. & Winzar, H. (2005) Exits and Expectations: why disappointed franchisees leave. Journal of Business Research 58 (11), pg.1534 – 1542.
MCDONALDS CORP 2013 Annual Report Form 10-K (2014) United States Securities and Exchange Commission. February 24, 2014.
McDonald’s publication (2012) Corporate FAQ, McDonald’s Corporation. Retrieved 2012-11-27.
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