Franchising as a model of entering a foreign market: The example of McDonald's : Graduate paper

Franšiza predstavlja poslovanje u kojem tvrtka, odnosno davatelj franšize daje svoje trgovačko ime i način poslovanja određenoj osobi, odnosno primatelju franšize koja se slaže da će poslovati u skladu s uvjetima ugovora o franšizi. Poslovanje putem franšize je jedno od najpopularnijih načina izlaska na inozemno tržište. Davatelj franšize osigurava primatelju franšize podršku, pa stoga ima kontrolu nad načinom poslovanja primatelja franšize. Zauzvrat primatelj franšize plaća davatelju franšize početnu pristojbu (tzv. franšiznu pristojbu) i pristojbu za poslovanje te korištenje trgovačkim imenom i načinom poslovanja. Franšizno poslovanje obuhvaća poslovanje u svim granama od maloprodaje do raznih profesionalnih usluga. U ovom diplomskom radu je detaljno analizirano franšizno poslovanje, koje su to prednosti i nedostaci, na koje načine funkcionira, navedeni su primjeri franšiza u Hrvatskoj i u svijetu, a potom je detaljno razrađen najpoznatiji primjer franšize, koji je toliko popularan da je postao sinonim za franšizu; globalna korporacija McDonald's. Kako je kompanija od jednog restorana u malom gradiću San Bernardino u SAD-u postala raspostranjena diljem svijeta opisano je u istraživanju provedenom tijekom izrade ovog diplomskog rada. Najveći udio McDonald's-ovog poslovanja (80%) predstavljaju franšize koje su danas prisutne u više od sto zemalja diljem svijeta. McDonald's koristi uspješne poslovne diferencirane i standardizirane strategije kako bi održao status jednog od najpoznatijih brendova na svijetu.Franchising is a business where the franchiser gives its trade name and a manner of business to a certain person, ie the franchisee, who agrees to operate in accordance with the terms of the franchise agreement. The franchiser provides support to the franchisee and therefore has control over the way the franchisee operates. In return, the franchisee pays the franchiser an initial fee (the so-called franchise fee) and a business fee, as well as the use of the trade name and method of business. Franchise business includes business in all branches from retail to various professional services. This graduate paper analyzes franchising as a model of entering a foreign market as one of the most popular ways of entering a foreign market. Also, the advantages and disadvantages of franchising, furthermore, what is it needed to own a business as a franchiser. Furthermore, what are the examples of franchises in Croatia and in the world? In the end, the paper contains the research of the most popular franchise; McDonald's. How this company had become a global leader in the (fast) food industry when it all started in a small restaurant in Saint Bernardino in the United States. It is all described in the research conducted during the preparation of this paper. The largest share of McDonald's business (80%) is represented by franchisees that are present today in more than a hundred countries around the world. McDonald's is using global expansion strategies that are sometimes adaptive and sometimes standardized to maintain its status as one of the world's most popular brands