Publication: Franchising ve Türkiye uygulaması
Abstract
İngilizce bir kelime olan franchise; Fransızca'da 'serbest bırakmak' anlamına gelen affranchir kelimesinden türetilmiştir. Bu terimin İngilizce'deki karşılığı ise 'imtiyaz' dır. Franchising, franchise kelimesinden türetilen bir kelime olarak bir sistemi ifade etmektedir. Çok sayıda farklı franchising tanımı bulunmaktadır. Franchising, bir pazarlama aracı, ana amacı risk minimizasyonu olan bir iş metodudur. Franchising; ticari marka ve know-how sahibinin (franchisor), işletme sistemini belirli bir bedel karşılığında ikinci bir tarafa (franchisee) kullandırdığı ve genellikle eğitim ve teknik destek sağladığı; iki bağımsız taraf arasında sözleşme ile kurulan ve çoğunlukla uzun dönemli bir iş ilişkisi şeklinde görülen etkin bir pazarlama ve dağıtım yöntemidir. Franchising'in başlıca görülen iki biçimi ilk kuşak franchising olarak da bilinen ürün ve ticari marka franchising ve ikinci kuşak franchising olarak da adlandırılan işletme sistemi franchising'dir. Franchising, tarafların bulundukları ülke bakımından ülke içi franchising ya da ulusal franchising ve uluslararası franchising olarak ikiye ayrılabilir. Franchising, gerek franchisor'a gerekse franchisee'ye çeşitli avantajlar sunmaktadır. Sağlanan avantajlar yanında taraflara birtakım dezavantajları da bulunmaktadır. Franchise anlaşmaları iki yasal, bağımsız işletme arasındaki sözleşmelerdir. Franchisor; işletme sistemindeki marka ve know-how'ın sahibi olan taraf; franchisee ise bir iş kurup sürdürmek amacı ile franchisor ile sözleşme yaparak franchisor'ın marka adını ve işletme sistemini kullanan taraftır. Franchise anlaşması gerek franchisor'a gerek franchisee'ye birtakım hak ve sorumluluklar yüklemektedir. Etkin bir pazarlama ve dağıtım metodu olan franchising, uluslararası alanda da firmaların genişleme ve yeni pazarlara girmek için kullandıkları bir yöntem olmaktadır. Franchisor, uluslararası arenada franchise sistemini genişletirken; direkt franchising, master franchising ya da joint venture gibi yöntemleri kullanabilmektedir. Her bir yöntemin kendine özgü avantaj ve dezavantajları bulunmaktadır. Franchising, ülkemizde 1980'lerin ikinci yarısından itibaren görülmeye başlamıştır. Franchising yöntemini kullanarak ülkemize gelen ilk yabancı firma McDonald's olmuştur. Ülkemizde sistem henüz 15 yıllık bir geçmişe sahip olmasına rağmen perakende satışların yüzde 5'inden fazlası franchising yolu ile gerçekleşmektedir.
Both franchisor and the franchisee need to additional financial resources. A franchisee, by joining a well established and well known franchise chain can obtain finance more easily than an independent entreprenour. The recognition of the franchising as a safer way of doing business method by the banks, they have constituted franchise departments and appointed franchise managers. Franchising is also a popular international expansion method. International franchising involves less risk than other forms of international expansion methods such as direct investment. Franchisors can choose different methods to expand their franchise systems into a foreign country. These methods or commercial vehicles can be summarized in three categories: Direct franchising, master franchising, and joint venture arrangements. Before choosing appropriate method to be used in expansion, franchisors have to consider foreign country's characteristics and the other factors such as demographic characteristics, social and cultural environment, customs, habits, law systems, e.t.c. United states is the world's largest franchise market. According to the International Franchise Association (IFA), franchising accounts for approximately 3,000 franchisors, 600,000 franchise outlets, over eight million jobs, more than 40 percent of all U.S. retail sales, and over $800 billion in sales annually. In the United States, there are several types of finance companies and banks that specialize in supporting franchises. In Europe, franchising has not reached to the large extent compared with the USA. Turkey's franchising experience has begun during the 1980's second period. Mc.Donald's has entered in Turkey market in 1985. Since than many foreign franchises has welcomed in market, especially concentrated in fast-food sector. Together with the recognition and the expansion of franchising, local entreprenours have been started to create franchise chains in their business sectors. Franchising has many benefits for economy in general. It contributes to employment and provides technology transfer from abroad. Small and medium-sized business have many problems like, financial, managerial, promotional, and advertising. Franchise method may solve at least some of these problems.
Both franchisor and the franchisee need to additional financial resources. A franchisee, by joining a well established and well known franchise chain can obtain finance more easily than an independent entreprenour. The recognition of the franchising as a safer way of doing business method by the banks, they have constituted franchise departments and appointed franchise managers. Franchising is also a popular international expansion method. International franchising involves less risk than other forms of international expansion methods such as direct investment. Franchisors can choose different methods to expand their franchise systems into a foreign country. These methods or commercial vehicles can be summarized in three categories: Direct franchising, master franchising, and joint venture arrangements. Before choosing appropriate method to be used in expansion, franchisors have to consider foreign country's characteristics and the other factors such as demographic characteristics, social and cultural environment, customs, habits, law systems, e.t.c. United states is the world's largest franchise market. According to the International Franchise Association (IFA), franchising accounts for approximately 3,000 franchisors, 600,000 franchise outlets, over eight million jobs, more than 40 percent of all U.S. retail sales, and over $800 billion in sales annually. In the United States, there are several types of finance companies and banks that specialize in supporting franchises. In Europe, franchising has not reached to the large extent compared with the USA. Turkey's franchising experience has begun during the 1980's second period. Mc.Donald's has entered in Turkey market in 1985. Since than many foreign franchises has welcomed in market, especially concentrated in fast-food sector. Together with the recognition and the expansion of franchising, local entreprenours have been started to create franchise chains in their business sectors. Franchising has many benefits for economy in general. It contributes to employment and provides technology transfer from abroad. Small and medium-sized business have many problems like, financial, managerial, promotional, and advertising. Franchise method may solve at least some of these problems.