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Franchising as the method of market entering
Koreňová, Hana ; Turnerová, Lenka (advisor) ; Grossová, Petra (referee)
My Bachelor thesis analyzes franchising as the method of market entering.The analysis consists of two parts, theoretical and practical. The forms of expansion to the foreign markets are defined, while the accent is put on the franchising. SUBWAY, one of the world's most successful franchise companies, is taken to show how the concept operates. I tried to point out the problems which a young company must face in Czech Republic, find out the strengths and weaknesses of the concept, suggest the solutions to better the company's market place, having applied an enquiry and SWOT analysis. Using the SUBWAY concept, I think I have managed to demonstrate that franchising can be successfully used for foreign trade expansion at certain circumstances.
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