Franchising in the Czech food market

The topic of this diploma thesis is “Franchising in the Czech food market”. The objective of this thesis is to create a model of entry the food market in form of recommendations for future franchisees. These recommendations will be based on own work of the author, who will use strategic management methods to evaluate the market both internally and externally using methods such as SWOT, PESTE, IFE and EFE matrix or Porter’s five forces. Market analysis will be accompanied by analysis of primary data obtained from owners of active food stores who concentrate on high-quality, farmers’ and regional products. Regression analysis is used to process these data and provide results on which factors are important and which influence the economic performance of the food store. Advantages and disadvantages of franchising as seen by experienced franchisees are then presented to complete all necessary information to give final recommendation for potential franchisees for their future entrance to the market