The goal of my thesis is to prepare a viable business plan based on the tradition of Fornetti. Further consideration of the risks of business, compare the current and possible future competitors and create a financial plan for the project.

This thesis will focus on developing a business plan for setting up a language school "Easy English" based on a franchising agreement.

Graduation theses is concerned with the analysis of taking advantage of using franchising in the business, specifically with application of franchising for development of already existing firm. Theoretical part summarises the principles and presumptions of using franchising concept. The practical part deals with the application of hypothesis stated in the first part on the example of a real firm. The thesis suggests a solution of problems connected with creating a franchise network.

The diploma thesis contains a description of the situation in franchising in the Czech Republic. The main part is focused on a franchising system and future strategy of the project Hračky Modré z nebe. It presents the company Eltsen a.s. which wants to realize the project in the future, its historical development and current situation. The thesis describes the way which the company would like to choose to be able to realize whole project.

The thesis is divided into two parts. The first part deals with theoretical description of franchising, we can find there definition, basic terms and types of franchising, advantages and disadvantages for both parties and there is also a description how to build a franchised business, including pilot operation, operational manual or franchise agreement. The second part is dedicated to practical application of franchising on a concept of kindergarten and nursery.

This Master's thesis deals with the marketing strategy of a franchise chain illustrated by the example of Yves Rocher, a French company known for its various marketing activities and above all its loyalty program. The objective of this thesis is to describe in detail how a franchise chain works in the Czech market and illustrate it by the example of Yves Rocher company, to evaluate its marketing strategy and to find out the effectiveness and impact of this strategy on the target customers via a questionnaire survey. The theoretical part of the thesis is composed of two chapters -- whereas the first chapter is devoted to the marketing strategy from a theoretical perspective, the second chapter deals with the concept of franchise. The practical part is devoted to Yves Rocher company, a producer of natural cosmetics which has been present in the Czech market for more than twenty years, and to the analysis of its marketing strategy. The executed questionnaire survey investigates the effectiveness and impact of this strategy on the target customers.

Theaimofthisdiploma thesis is a business plan and itsapplicationpossibility in franchisepolicy.Thetheoretical part isfocused on thebuinessplan, itsdescription and content.Wedealwithfranchise, itsdefinition, advantages and disadvantagesofparticipans, in theoretical part as well. Thepractical part describes business planofopeningfranchised branch "UniCreditBank Expres of UniCredit Bank Czech Republic, i.n. c.

Franchising är ett väletablerat koncept inom många olika typer av branscher. Ju mer ekonomin håller på att bli mer service- och teknikorienterad desto mer väl fungerar franchising eftersom metoden anpassar sig till förändring och med detta ökar möjligheterna för jobb. Tillväxten, finansiell styrka och låg risk för förlust gör det attraktivt för entreprenörer att anamma franchisekonceptet. Men fastighetsmäklarbranschen har dominerats av små, privatägda och lokalt styrda fastighetsmäklarbyråer. Sedan år 1948 har franchising inom branschen ökat vilket har lett till att nästan 20% av företagen inom branschen idag är styrda av franchising. Denna studie kommer fram till att franchiseavtalet, egenintresse och kontroller har en betydande roll i verksamhetsstyrningen i franchiseorganisationer. Med hjälp av olika styrmedel kontrollerar franchisegivaren franchisetagaren och uppföljning sker regelbundet. Teorier säger att franchisetagare lutar mer åt agentteorin men insamlad empiriska data har kommit fram till att det nödvändigtvis inte alltid är så. Slutligen drar författarna slutsatsen att franchiseorganisationer främjas av kollektivism.

The purpose of this study was to examine the trends in co-branding, especially when one brand is linked with another brand through a business strategy, in order to investigate the factors that lead to co-branding as a strategic investment option in the hospitality industry. Of primary interest was whether co-branding strategies are significant issues in the hospitality industry. This study also investigated the relationship between explicit and implicit requirements and timing of entry for co-branding investment. The co-branding investment model developed for this study could be a valuable asset for the hospitality industry. The results of this study indicated that there were some relationships among implicit and explicit requirements and the timing of co-branding entry, especially the finding that restaurateurs who had a strong market share emphasis and long franchising experience were more willing to invest in co-branding. Also restaurateurs who were not satisfied with prior sales performance were more likely to invest in the co-branding concept. We also discovered that investors in co-branding, no matter whether early or late movers, are usually satisfied with the performance of their co-branded stores. This study clearly showed that co-branding investment activities were widely practiced among franchisees, regardless of how many years of experience they had, or if they were large, or small local companies. / Ph. D.

I examine the impacts of specialization and of scale on property performance and chain performance of the hotel industry. I use a large sample of branded lodging companies in the United States from 2010 to 2014 for the analyses. For property performance, I investigate how a hotel company decides on franchising on properties based on its specialization and study the impacts of the combinations of franchising choice and specialization on profitability of hotel properties. I argue that a hotel company is less likely to franchise business units that are in the specialized market segment of the company since it can manage them better with specialized knowledge than franchisees with general knowledge. Consistent with the expectation, the profitability of company-managed properties is higher than franchised properties when properties are in a company’s specialized market segment. I also find that the probability that a company franchises a business unit is lower when the business unit is in the brand’s area of specialization. While prior research focused on the role of monitoring costs in franchising decisions, this study suggests that specialization is a strong alternative determinant of franchising decisions and the resulting organizational performance. Regarding the analysis of chain performance, I explore productivity changes of the hotel industry and identify the characteristics of leaders, followers, and laggards. Using Data Envelopment Analysis, I find that a few hotel chains led industrial productivity growth through technological progress during the period from 2010 to 2012 and that most other chains followed the improvements in the subsequent period. I find that a larger chain was more like to lead the productivity progress of the industry during the sample period. / Business Administration/Accounting