Topics for exam / FRANCHISING

FRANCHISING

Suppose you have a friend who wants to run his/her own business. He/she has little experience or capital (perhaps ?10,000-?15,000). What advice would you give your friend?

Franchising is a means of marketing and distributing goods. The franchisor, normally a large business, supplies the franchisee, usually an individual, with products or services for sale to the public. The franchisee pays for the right to sell the product or service in a certain area, and also makes annual payments-known as royalties-to the franchising company.

This type of business has always been popular in the United States. It developed particularly in the 1950s and 1960s when there was a boom in fast-food restaurants such as McDonald's and Kentucky Fried Chicken. Now about one-third of all retail sales in the US are through franchised outlets, and there are about 500,000 enterprises operating in this manner.

The system is spreading quickly throughout the world. In Europe companies using franchising include: Wimpy International (fast-food); Dayvilles (ice cream);

Budget Rent-a-Car (car hire); Pronuptia (wedding dresses); Ziebart (car rust-proofing). Other countries are beginning to follow Europe's example. China is producing and bottling Coca-Cola under a franchise agreement with the American company.

It is not surprising that franchising is growing fast. If it works properly, it has advantages for both sides. The franchisor is able to expand his business without reducing his capital or borrowing money. In fact he gets additional capital from an outside source-the franchisee. Another advantage is that the franchise holders will probably be hard-working. This is important, especially in fast-food outlets where the hours of opening are long.

The franchisee gains from the arrangement as well. Franchisees are usually interested in business, but do not have much experience or capital. They want to work for themselves, but are afraid to take too many risks.

To purchase a franchise, they may have to pay ?20,000 or ?30,000-part of which they can borrow from a friendly bank.

For their investment, franchisees buy the right to use the trade name of the franchisor, and they get advice about running the business. Also the franchising company will provide them with training, materials and equipment. They will be able to take advantage of the company's specialized knowledge and its ability to buy in bulk. Finally, the franchisor will very likely be promoting the brand name of the business with national advertising.

The franchising system gives people the chance to set up in business without taking great risks. If they choose their franchise wisely, they will have the opportunity to make a small fortune.

A Comprehension

1. Explain the meaning of these words or phrases:

(i) franchisor (1. 1), (ii)franchisee (1. 2), (iii) fast-food outlet (1. 21), (iv) brand name (1. 32), (v) buy in bulk (1. 32)

2. What facts show that franchising is becoming popular?

3. Why do companies use franchising to expand their business?

4. Why do people buy franchises?

5. What are the problems, do you think, of (a) being a franchising company, (b) running a franchise?

B Vocabulary

1. Complete the sentences using the words in italics. (Make any changes necessary.)

investment outlet franchise capital retail royalty promote purchase boom distribute

a) Franchised businesses are very common in the ...... trade.

b) Many fast-food ...... are run as franchises.

c) You must pay a lot of money to buy the ...... of a big hotel.

d) The annual ...... which a franchisee pays is usually a percentage of

profits or turnover.

FRANCHISING

e) Many companies decide to ...... their goods by offering franchises to

investors.

f) It is wise to get advice before you ...... a business.

g) Franchises appeal mostly to people who have limited ...... to invest in

a business.

h) In recent years, fast-food businesses have become popular in Britain. No one knows how long the ...... will continue.

i) A franchise can be a good ...... for a person with little business

experience.

j) Franchising companies generally spend a lot of money ...... their

goods.

2. Read this advertisement. Then, working in pairs, discuss the meanings of the words and phrases in the list which follows the advertisement. Compare your answers with those of other members of your group.