Abstract Due to the recent financial crisis, global economy downturn forces corporate to downsize, shut down unprofitable plants and layoff which have increased unemployment rate dramatically. Franchising creates a lot of employment opportunities as well as dream come true for many people who dream of becoming a boss. For those reasons, franchising operation model is one of the quickest ways to increase business scale and conquer market share in both Mainland China and Taiwan in a short time. In a value chain, a franchising system not only can increase economy of scale and operation efficiency through ship in/out logistic, production process, marketing, after sale service but also through supporting activities such as infrastructure, human resource, training, purchasing, research and development. However, how to survive or even stand out in such a competitive market, key successful factors plays a very important role. This research paper focuses on beverage franchising chain policy, aiming at understanding key factors which effect a franchisee to choose best fit franchiser and to understand beverage market trend in both mainland China and Taiwan. This research paper chooses a couple franchising policy factors among mainland China and Taiwan and uses analytical hierarchy process to understand franchisee¡¦s decision making process. The interviewees include industrial experts among mainland China and Taiwan, academic representatives and franchisees from both mainland China and Taiwan (9each). By having in depth discussion with each interviewee, qualitative and quantitative AHP survey data was collected for analysis in order to understand franchising industry development trend in mainland China and Taiwan. This research paper further understands the relationship between franchising key policies and future development trend in mainland China and Taiwan through collecting qualitative and quantitative AHP survey data at the same time. By comparing perception differences between the 3 types of interviewees through ANOVA analysis, a more specific proposal can be provided for franchisee, franchiser and related government department for reference. Keyword: Franchising, Chain, beverage market , human resource, analytical hierarchy process, AHP, ANOVA statistic analysis

Made available in DSpace on 2016-04-25T16:45:24Z (GMT). No. of bitstreams: 1 Lourenco Augusto Camargo Granato.pdf: 617404 bytes, checksum: 26917ea4806c0002f51e0dc883042b01 (MD5) Previous issue date: 2009-11-10 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study has a proposal to question the Brazilian consumer behaviour change, understand the main reasons for the development in the new line of soft drinks and other categories of drinks with healthy appeal, and their effects on the Brazilian beverage industry. From this way, the objective is to present the consumer behaviour historical, how is migrating, and what response the beverage market is giving in this context. Have notice the importance to identify the real influences on the consumer decision in the food scenery and healthy appeal habits. Due to the high importance of the beverage market in the national context, it becomes necessary a better understanding of this market niche, where the product of this work can be of great relevance to the academic segment and the business market. Due to the objectives and characteristics of this work, a survey research has been made, which sets a descriptive quantitative research, combining bibliography investigation and statistics analysis from secondary data about the consumption of the main lines of drinks with healthy appeal obtained by specialized institutes in research (AC Nielsen), among other documents related to the topic. The presented assumptions were confirmed statistically, and the results showed the consolidation of a specific consumers niche in our country, demonstrating a great potential of future development for these drinks categories, and promising to consolidate in the market as an alternative to regular soft drinks with added sugar / Esse estudo tem como proposta investigar a mudança de comportamento do consumidor no Brasil, compreender os principais motivos para o crescimento da nova linha de refrigerantes e demais categorias de bebidas com apelo ao saudável e seus efeitos na indústria brasileira de bebidas. Desse modo, objetiva-se apresentar um histórico do comportamento do consumidor, a maneira como ele está migrando, e qual a resposta que o mercado de bebidas lhe oferece nesse contexto. Percebeu-se a importância de se identificar as reais influências sobre a tomada de decisão do consumidor perante o cenário de alimentação e hábitos com apelo ao saudável. Em razão da alta representatividade do mercado de bebidas no contexto nacional, torna-se necessária uma melhor compreensão desse nicho de mercado, onde o resultado desse trabalho pode ser de grande relevância para o setor acadêmico e o mercado empresarial. Em virtude dos objetivos e características desse trabalho, optou-se por um survey, o que configura uma pesquisa quantitativa descritiva, combinando-se levantamento bibliográfico e análises estatísticas de dados secundários sobre o consumo das principais categorias de bebidas com apelo ao saudável obtido por institutos especializados em pesquisa (AC Nielsen), entre outros documentos relacionados ao tema. As hipóteses apresentadas foram confirmadas estatisticamente, e os resultados mostraram a consolidação de um nicho específico de consumidores em nosso país, demonstrando um grande potencial de desenvolvimento futuro para essas categorias de bebidas, e prometendo se consolidar no mercado como uma alternativa aos refrigerantes regulares com adição de açúcar

The main goal of the master's thesis is to find reasons for and assess the results of recent repositioning of the brand Frisco conducted in 2013. In the theoretical part, main brand theories are analyzed together with a recent theory of so-called "Brand Archetypes". In the practical part, based on own consumer survey, market trends, brand history and company research, a brand SWOT analyses is conducted. As a result of this analysis, further recommendations for the brand heading are proposed.

Water brand Bonaqua belongs among well established brands on the Czech beverage market. In July 2007 was launched campaign "možná ti ulehčí cestu", which was primarily designed to provide much better market performance. Although this campaign was very successful, today, after three years, it is obvious that a basic goal of this campaign was not fulfilled. This thesis deals with detailed characterization of the whole campaign and with following testing and effects evaluation by using of series in-depth interviews and one focus group. Due to large amount of the gathered data about campaign I was able to identify strong and weak elements of this campaign. If it was possible I designed improvement of the weak elements. These designs were tested again to verify their potential effects.