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Aufbau eines Franchise-Systems by Hofer, Sandra

Aufbau eines Franchise-Systems

by Sandra Hofer
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Book cover type: Paperback
  • ISBN13: 9783656715689
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 36
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 59 grams
  • BISAC Subject(s): Operations Research

Akademische Arbeit aus dem Jahr 2006 im Fachbereich BWL - Unternehmensforschung, Operations Research, Note: 1,3, Verwaltungs- und Wirtschafts-Akademie Wiesbaden e.V., Sprache: Deutsch, Abstract: Die wirtschaftliche Situation macht es Unternehmern immer schwerer, sich am Markt zu behaupten. Ursprünglich gute Geschäftsideen scheitern immer öfter, da der Unternehmer mit den vielfältigen Erfordernissen des Marktes überfordert ist. Durch Wettbewerb, Kostendruck, aber auch mangels eigener Innovationskraft wird er zur Aufgabe gezwungen. Allein im Jahr 2005 waren ca. 37.900 Unternehmensinsolvenzen zu verzeichnen. Die Gründung bzw. der Anschluss an einen geeigneten Verbund, z.B. an ein Franchise-System kann hier oftmals Abhilfe schaffen. In der Regel hat der Franchisegeber das Geschäft bereits erfolgreich betrieben und beschränkt sich in seiner Rolle des Franchisegebers auf die zentralen Dienstleistungen, wie beispielsweise Marketing, Einkauf und Qualitätssicherung, während sich der Franchisenehmer auf die Bearbeitung seines lokalen Marktes konzentrieren kann. Die Mischung von Individualwettbewerb der einzelnen Franchisenehmer und der Zentralisierung übergreifender Funktionen trägt insgesamt zu einer Wettbewerbsstärkung bei. Für kleine und mittlere Unternehmen mit einer überzeugenden Geschäftsidee kann Franchising eine Möglichkeit sein zu expandieren, ohne sich zu überfordern. Potenziellen Franchisegebern, die ihr Konzept zusammen mit Lizenznehmern umsetzen wollen, bieten sich zahlreiche Gestaltungsmöglichkeiten. Mit Franchising kann eine Kette aufgebaut und eine hohe Marktdurchdringung erreicht werden, ohne sich mit den typischen Problemen einer Filialisierung wie Kapitalbindung oder Personalführung zu belasten. Franchising ist eine Wachstumsstrategie, denn es können Produkte und Dienstleistungen regional oder überregional angeboten werden, deren Vertrieb auf herkömmlichen Wegen durch die anfallenden Vertriebskosten nicht mehr lukrativ wäre. Die vorliegende Ausarbeitung

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