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Analysis of the advantages of franchising in gastronomy
Čakarová, Rosica ; Holečková, Jaroslava (advisor) ; Papáčková, Zuzana (referee)
The diploma thesis focuses on description and analysis of the current situation on the market for franchise companies. Namely the conditions for cooperation, currently offered by the operators of the franchise concepts in the gastronomy field. For clarification, the work is divided into several chapters depicting the main aspects of franchise business, to which should pay attention every potential franchisee. The introduction summarizes the main characteristics of the franchising, focusing on characteristics of the franchise business, franchising forms available on the Czech market and advantages and disadvantages of operating on both parts. As following, there are discussed financial and tax aspects of the franchise businesses in the Czech Republic and the available options for financing the enterprises. There is a chapter also devoted to possible pitfalls of franchising and a conflict from the perspective of the competition laws. The next section of this thesis focuses on analysis of the advantages of franchising in terms of gastronomy, putting an emphasis on the main factors affecting the franchisees, such as support for the franchisee, franchise fees, return on investment, length of the contracts and franchise expansion strategy of the concepts. The last chapter of the analytical part of the diploma thesis is devoted to practical example which purpose is to compare the profitability of the two possible options of entrance to a gastronomic franchise concept. The conclusion is dedicated to a summary of the overall profitability of franchise business in general and specifically in the selected area. Furthermore, all the introductionary-defined hypotheses are either verified or disapproved.
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