The aim of this thesis is to propose the expansion plan of selected company through the creation of franchise chain. Before processing a franchise plan, I have prepared - based on a literature review - a structure of individual documents of the franchise package. As a part of practical research, I analyzed the external environment using STEP analysis as well as the case studies of one competitor, and further I analyzed the internal environment of the company using primary data obtained during the controlled interview with the owner of the chosen company. Based on the above mentioned information, I elaborated a SWOT analysis and - using the defined strengths and weaknesses as well as the opportunities and threats - I determined the strategy for the expansion of the company consisting in selling of franchise license. This strategy is divided in two parts: the first part concerns the expansion within regional and district towns. In this case, the franchisor considers granting a licence to franchisees who will open always three appropriately allocated small business premises in order to achieve a minimum monthly revenue of 900.000, - CZK. Over 5 years, i.e. from 2016 to 2020, the franchise prospectus counts with the acquisition of five franchisees; each of them has to establish three business premises in the selected geographical segment. Gross franchisor profit of the franchise chain amounts to 1.284.457, - CZK for the five years. The thesis focuses on this part of the expansion strategy. The prediction of annual costs, revenues, profits and cash flow of franchisee is a part of the franchise prospectus. I derived a gross profit of a franchisee in the first business year amounting to 1.719.496, - CZK, while the return on investment for the franchisee takes 2 years and 7 months. The second part of the strategy proposes the expansion to the capital. In order to achieve the highest possible turnover, it is useful first to expand the current business concept to the counter sale including seating space with several tables. Given that this form of provision of community feeding is connected with stricter legislative requirements such as the need of sanitary facilities for the guests, the concept must be first validated by the franchisor during a pilot operation.

O Franchising apresentou um crescimento expressivo no Brasil nas últimas duas décadas. O principal marco regulatório se deu com o advento da Lei 8.955 de 1994. Tal crescimento é expresso tanto em número de franquias instaladas, quanto na diversidade dos segmentos das mesmas. Em função disso, uma questão recorrente é justamente saber à qual franquia o pretenso franqueado deve aderir dada uma gama de opções colocada à sua disposição pelo mercado. Com o objetivo de auxiliar a solução desse problema, o presente trabalho propõe uma sistemática baseada no uso de método multicritério e simulação. Primeiramente são identificados tanto na literatura, quanto em coleta de informações provenientes de trabalhos de campo, os critérios balizadores da escolha de franquias. Posteriormente e com base nestes critérios, realizam-se análises de cunho econômico financeiro onde geram-se como produtos dois rankings: Um proveniente do uso de método de decisão multicritério e outro proveniente de avaliação rentabilidade-risco realizada através do uso de simulação. Assim, considerando semelhanças e diferenças entre esses dois rankings, um pretenso franqueado poderia, seguindo esta proposta de sistemática estruturada, optar pela adesão à franquia mais atraente. Essa é a principal contribuição de cunho prático. Já a principal contribuição de cunho acadêmico é suprir lacunas existentes na literatura, principalmente pelo fato de tratar o assunto franchising conjugado com o uso de métodos estatísticos e matemáticos. / In the last two decades franchising has grown significantly in Brazil. The main regulation mark occurred with the advent of 8.955/1994 Franchise Law. Such growth is expressed both in the number of franchises installed as well in the diversity of their segments. Accordingly, a recurring issue is the question to which franchise the prospective franchisee must choose considering a range of options at its disposal in the market. With the objective of helping to solve this problem, the present work proposes a system based on the use of multicriteria method and simulation. Firstly, the criteria for choosing franchises are identified both in the literature and in the collection of information from work fields. Subsequently, based on these criteria, economic and financial analysis is carried out where two rankings are generated as products: One deriving from the use of a multi-criteria decision method and the other one from a profitability-risk valuation carried out through the use of simulation. Thus, considering similarities and differences between these two rankings, a prospective franchisee could, following this proposal of structured system choose the most attractive franchise. This is the main practical contribution since the main benefit of academic nature is to fill gaps in the literature, mainly to deal with the franchising subject in conjunction with the use of statistical and mathematical methods.

O Franchising apresentou um crescimento expressivo no Brasil nas últimas duas décadas. O principal marco regulatório se deu com o advento da Lei 8.955 de 1994. Tal crescimento é expresso tanto em número de franquias instaladas, quanto na diversidade dos segmentos das mesmas. Em função disso, uma questão recorrente é justamente saber à qual franquia o pretenso franqueado deve aderir dada uma gama de opções colocada à sua disposição pelo mercado. Com o objetivo de auxiliar a solução desse problema, o presente trabalho propõe uma sistemática baseada no uso de método multicritério e simulação. Primeiramente são identificados tanto na literatura, quanto em coleta de informações provenientes de trabalhos de campo, os critérios balizadores da escolha de franquias. Posteriormente e com base nestes critérios, realizam-se análises de cunho econômico financeiro onde geram-se como produtos dois rankings: Um proveniente do uso de método de decisão multicritério e outro proveniente de avaliação rentabilidade-risco realizada através do uso de simulação. Assim, considerando semelhanças e diferenças entre esses dois rankings, um pretenso franqueado poderia, seguindo esta proposta de sistemática estruturada, optar pela adesão à franquia mais atraente. Essa é a principal contribuição de cunho prático. Já a principal contribuição de cunho acadêmico é suprir lacunas existentes na literatura, principalmente pelo fato de tratar o assunto franchising conjugado com o uso de métodos estatísticos e matemáticos. / In the last two decades franchising has grown significantly in Brazil. The main regulation mark occurred with the advent of 8.955/1994 Franchise Law. Such growth is expressed both in the number of franchises installed as well in the diversity of their segments. Accordingly, a recurring issue is the question to which franchise the prospective franchisee must choose considering a range of options at its disposal in the market. With the objective of helping to solve this problem, the present work proposes a system based on the use of multicriteria method and simulation. Firstly, the criteria for choosing franchises are identified both in the literature and in the collection of information from work fields. Subsequently, based on these criteria, economic and financial analysis is carried out where two rankings are generated as products: One deriving from the use of a multi-criteria decision method and the other one from a profitability-risk valuation carried out through the use of simulation. Thus, considering similarities and differences between these two rankings, a prospective franchisee could, following this proposal of structured system choose the most attractive franchise. This is the main practical contribution since the main benefit of academic nature is to fill gaps in the literature, mainly to deal with the franchising subject in conjunction with the use of statistical and mathematical methods.

Redes de franquia constituem um tipo de arranjo híbrido de governança onde, normalmente, lojas próprias e franqueadas operam sob uma mesma marca e formato de negócios. Considerando que taxas de franquia (fixas e variáveis) estão entres as principais fontes de receita do franqueador senão a principal, este trabalho tem por objetivo identificar evidências quanto a fixação destas taxas por redes de franquia. A variação de tais taxas é comparada à capacidade de monitoramento das redes, considerando que custos de monitoramento são influenciados pelo nível de dispersão geográfica das unidades das redes. Verifica-se também o efeito de variáveis que tornam o monitoramento a distância mais factível e eficiente, o que modera o custo de monitorar unidades a distância. Para tal objetivo, um total de 376 redes associadas à Associação Brasileira de Franchising (ABF) são investigadas em uma análise cross-section tendo como base o ano de 2011. Os resultados indicam que, de fato, custos de monitoramento levam as redes a praticarem taxas menores como forma de incentivar e motivar franqueados. Porém, características das redes com relação a maior nível monitoramento mitiga tal efeito. Os resultados são mais claros para taxas variáveis de franquia (royalties). Também se constatou que as taxas de franquias não apresentam efeito substitutivo entre elas, ou seja, não são inversamente proporcionais, o que indica uma diferenciação do cenário brasileiro em relação a outros países. / Franchise chains are a type of hybrid arrangement of governance, which usually owned and franchised stores operate under the same brand and business format. Considering that franchise fees (fixed and variable) are among the main sources of the franchisor´s income, (otherwise the franchisor\'s major source), this paper aims to identify evidence for setting these fees for franchise chains. The variation of such fees is compared to the chains monitoring capacity, considering that monitoring costs are influenced by the geographical dispersion level of the units of the chains. There is also the effect of variables that make the remote monitoring more feasible and efficient, which moderates the cost of monitoring distance units. To this aim, 376 chains associated with the Brazilian Franchising Association (ABF) are investigated in a cross-section analysis based in 2011. The results indicate that, in fact, monitoring costs lead the networks to practice lower rates as a way to encourage and motivate franchisees. However, chains characteristics related to higher-level of monitoring mitigates this effect. The results are more evident to franchise variable fees (royalties). It was also found that franchises fees show no substitute effect between them, ie they are not inversely proportional, which indicates a differentiation of the Brazilian scenery in relation to other countries.

The present Master Thesis investigates the concept of international franchising from both business and legal standpoints. The actuality of the topic is obvious: Franchising becomes one of the most perspective and fast-developing method for business expansion, and this Diploma was written as a reflection of such tendency. In the meantime, Franchising is an extremely complex and arguable business issue and still causes a kind of confusion in people's mind. For this reason, my effort in this Work is concentrated on the diversified influence franchising has on the business and economic environment, especially in times of economic troubles. And the Thesis proves the strong correlation between the economic and legal climate from the one hand, and the business opportunities from the other. This Diploma aims at the comprehensive research of the selected theoretical and practical aspects of international Franchising. The research is focused on detailed description of the three major pillars: franchise contract, the most evident franchising trends in terms of potential opportunities and risks, and, finally, the franchise overview with the analysis of the specific industries. The main conclusion that arises from this Thesis is definitely that international franchising is not just "a vehicle for conducting business" for large-scale experienced companies, but a real driver for globalization process now-a-days. The key message is that franchising tends to be considered more as the great business opportunity, even for small- or medium-sized companies, rather then a risky business concern. It is my great hope that this Master Thesis might help the potential entrepreneurs to create a broader view on franchising in international business format before making an intelligent decision about investing in a franchise.

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.

Purpose: The purpose of this study is to investigate the investment process within Swedish franchises. Furthermore, the study aims to investigate the franchisees participation in the investment process. Theory: The theoretical framework of reference in this essay consists of hand-picked theories and previous research articles of the investment process and franchise. Method: The thesis is a qualitative case study in which semi-structured interviews have been conducted with four cases. All companies are full members of the Swedish Franchise Association. Empirics: The data collected through semi-structured interviews is presented company á company to make the essay as clear and transparent as possible. Analysis of the empiricism comes in a separate section where the data is set against the theoretical framework of reference. Conclusion: The study results in the absence of a specific model for the investment process of Swedish franchises. The weight the companies put into the different phases of the investment process varies depending on how the franchise concept is structured. The study shows that franchisees participation in the investment process varies for the same reason. / Syfte: Syftet med denna undersökning är att undersöka investeringsprocessen i svenska franchiseföretag. Vidare är syftet att undersöka franchisetagarens delaktighet i investeringsprocessen. Teori: Den teoretiska referensramen i denna uppsats består av handplockade teorier och tidigare forskning rörande investeringsprocessen och franchise. Metod: Uppsatsen är en kvalitativ fallstudie där semistrukturerade intervjuer har genomförts med fyra fallföretag. Samtliga företag är fullvärdiga medlemmar i Svenska Franchiseföreningen. Empiri: Den data som samlats in med hjälp av semistrukturerade intervjuer presenteras företag för företag i syfte att göra uppsatsen så tydlig och transparent som möjligt. Analys av empiri presenteras i ett eget avsnitt där datan ställs mot den teoretiska referensramen. Slutsats: Undersökningen påvisar att det inte finns någon specifik modell för investeringsprocessen i svenska franchiseföretag. Tyngden företagen lägger i de olika faserna av investeringsprocessen varierar beroende på hur franchisekonceptet är uppbyggt. Undersökningen visar att franchisetagares delaktighet i investeringsprocessen varierar av samma anledning.

The Godzilla media franchise is one of the longest running media franchises, which means the character himself has gone through many changes throughout the years. However, in American pop culture, the characters of Godzilla is perceived as a hero, a friend of humanity and defender of Earth. This reputation comes from the Showa Era, where Godzilla often fought on the side of humanity, rather than trying to destroy them as depicted in the original Gojira. In recent years, Toho, Godzilla's corporate owners, have been steering the King of the Monsters back into the villain role. Despite this tone shift by Godzilla's owners, American Godzilla paratexts still generally depict Godzilla as a hero. These depictions of Godzilla are used to maintain his status as a family friendly heritage brand and keep a door open for parents to introduce their children to the brand. Such a strategy allows Godzilla to survive into the modern day as an international powerhouse franchise.

Bakgrund: För att bygga ett starkt varumärke krävs det att det interna varumärket genomsyrar hela organisationen. För att lyckas med detta måste företagen arbeta med sitt interna varumärke vilket innebär att de skall behandla sina medarbetare som sina interna kunder. Det krävs att företagen arbetar med sin organisationskultur och vision för att säkerhetsställa att medlemmarna i organisationen har en enhetlig uppfattning. För att lyckas med detta krävs det även att organisationen har en väl fungerande intern kommunikation. Tidigare studier belyser att det är viktigt för företag att arbeta med sitt interna varumärke, däremot finns det brist på tidigare forskning kring området franchisebolag och hur ledningen arbetar med det interna varumärket. Dessutom finns det väldigt lite forskning kring hur medarbetarna uppfattar det interna varumärket och hur det leder till engagemang. Syfte: Syftet med studien är att undersöka hur ledningen arbetar med det interna varumärket i ett franchisebolag samt hur detta uppfattas av medarbetarna. Metod: Studien utgår från en deduktiv ansats och genom en kvalitativ forskningsstrategi genomfördes totalt nio semistrukturerade intervjuer med ledare och medarbetare inom organisationen. Det insamlade empiriska materialet analyserades med hjälp av en tematisk analys.  Slutsatser: Studien visar att franchisebolaget inte har en uttalad strategi för det interna varumärket. Trots detta har företaget lyckats att skapa en enhetlig syn på företagsvarumärket genom en organisationskultur och vision som medlemmarna kan identifiera sig med. Ytterligare en slutsats är att organisationskulturen och visionen har en direkt påverkan på medarbetarnas engagemang som uttrycks genom begrepp som gemenskap, tillit och öppenhet. Dessutom kan den interna kommunikationen ses som ett nyckelverktyg för franchisebolaget och deras framgång för att engagera medarbetarna. / Background: To build a strong brand, it is necessary for the internal brand to involve the entire organization. To succeed in this, companies must work on their internal brand, which means treating their employees as their internal customers. Companies need to work on their organizational culture and vision to ensure that members of the organization have a unified understanding. To succeed in this, it also requires a well-functioning internal communication within the organization. Previous studies highlight the importance for companies to work on their internal brand, however, there is a lack of previous research on franchise companies and how the management deals with the internal brand. In addition, there is a lack of research on how employees perceive the internal brand and how it leads to engagement. Purpose: The purpose of this study is to investigate how the management works with the internal brand in a franchise company as well as how this is perceived by the employees Method: The study is based on a deductive approach and through a qualitative research strategy, a total of nine semi-structured interviews were conducted with leaders and employees within the organization. The collected empirical material was analyzed using thematic analysis. Conclusions: The study finds that the franchise company does not have a pronounced strategy for the internal brand. Despite this, the company has managed to create a unified view of the corporate brand through an organizational culture and vision that members can identify with. Another conclusion is that the organizational culture and vision have a direct impact on employee engagement expressed through community, trust, and openness. In addition, internal communication can be seen as a key tool for the franchise company and their success in engaging employees.

The work provides the basic knowledge and principles of operation of the franchise business methods. In theory explains the path which leads to a formation of franchise system, from creation of conception to signing of franchise contract. The introduction captures dedicate to development of franchising from the very beginning, explains the basic concepts and the nature of franchise, advantages and disadvantages that brings stakeholders and briefly describes the legal environment in Czech republic. The following is a detailed description, step by step, leading to a creation of a franchise system and signing of franchise contract. The work deals with the content of franchise agreements, clarifying the role of franchise associations and Ethical Code in developing this type of business.