Franchising a jeho využitie v konkrétnej firme

L'udmila Režuchová

Bachelor's thesis

The Franchising and its Acceptation in Particular Firm

Abstract:

In its first part, this paper discusses the theory of franchising, and based on a literature search, it sets specific terms and divisions related to the focus of the paper. Origin, development and the present of franchising are examined in detail. In addition, the presented paper deals with the general history of franchising as well as its penetration into the Czech Republic. This development created a need of franchisees to get associated in organizations, such as the European Franchise Federation or, when the Czech market is considered, the Czech Franchise Association.These associations are also analyzed in this paper. The second part deals with the application of the franchising principle in a specific company, namely Pizza Coloseum. It was not simple to get some information as under the franchising agreement, its content may not be disclosed to third parties because it is a part of the know-how. The third part of the paper includes the SWOT and PEST analyses of the company. This part also discusses the results of a questionnaire research in which some franchisees were asked about their satisfaction with purchasing the franchising license, and about their recommendations. Finally, the last part compares Pizza Coloseum with its competitors. It proposes also some recommendations regarding improvement possibilities of Pizza Coloseum.

Abstract:

V prvej časti sa práca zameriava na teóriu franchisingu a pomocou literárnej rešerše definuje konkrétne pojmy a delenia súvisiace so zameraním práce. Rozobratý je vznik, vývoj a súčasnosť franchisingu. Zahrnutá je tiež všeobecná história franchisingu, ale aj prenikanie do Českej republiky. Tento rozvoj vytvoril potrebu franchisantov združovať sa v organizáciách, ako sú Európska franchisingová federácia a na český trh nadväzujúca Česká asociácia franchisingu, ktoré sú tiež rozoberané v tejto práci. Druhá časť je zameraná na aplikáciu franchisinguv konkrétnej firme, ktorou je Pizza Coloseum. Získať informácie nebolo jednoduché, pretože franchisingová zmluva tretím osobám nepovoľuje nahliadnuť do zmluvy, lebo je súčasťou „know-how“. Nasleduje SWOT a PEST analýza firmy a jej okolia. V dotazníkovom šetrení sa venujem-franchisantom, ichspokojnosti s kúpou franchisy a odporúčaniam. V poslednej časti je Pizza Coloseum porovnávaná s konkurenciou –Ambiente restaurant. Cieľom bolo zistiť rozdiely, navrhnúť a odporučiť veci, v ktorých by sa mohla Pizza Coloseum zlepšiť a zviditeľniť.

Keywords

franchising, franchisa, franchisor, franchisant, franchise, franchisee

Language used: Slovak

Date on which the thesis was submitted / produced: 25. 4. 2014

Thesis defence

• Date of defence: 4. 6. 2014
• Supervisor: doc. Ing. Lenka Turnerová, CSc.
• Reader: doc. Ing. Marie Dohnalová, CSc.

Institute of Hospitality Management in Prague

Bachelor programme / field:
Gastronomy, Hotel Management and Tourism / Hospitality Management