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Tm tt sch:NHNG QUYN KHI NGHIPCON NG NGN BC RA TH GIICA TC GI NGUYN PHI VN TI THUYT TRNH S 4

TRNG I HC S PHM K THUT TPHCMKHOA KINH T

NHNG QUYN KHI NGHIPCON NG NGN BC RA TH GII

CHUYN C S 6

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Nhng quyn m hnh kinh doanh l mt quan h hp tc kinh doanh trong doanh nghip nhng quyn s cho php i tc nhng quyn s dng bn sao mt h thng kinh doanh qua th nghim thnh cng ca mnh i ly quyn li l ph cho php s dng ban u v cc ph cho php s dng lin quan trong sut thi gian cn hiu lc.

A franchise is a party (franchisee) acquires to allow them to have access to a business's (the franchiser) proprietary knowledge, processes andtrademarksin order to allow the party to sell a product or provide a service under the business's name. Nhng quyn l g?What is a franchise?

S khc bit gia m hnh nhng quyn v cp phpM hnh nhng quyn (Franchising)M hnh cp php (Licensing)

Doanh nghip a ra v kim sot rt k cc tiu chun, quy trnh, h thng. The franchiser maintains a considerable degree of controlover the operations and processes used by the franchiseeDoanh nghip cho php i tc s dng ti sn s hu tr tu, thng hiu, thit k...A company sells licenses to other companies to use intellectual property (IP), brand, design

Differences between franchise and licensing agreements

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Xy dng nn tng nhng quynEstablishing a franchise basic Ti cu trc/ Xy dng t chcRefreshing the organizationsXc nh tnh kh thiConfirming the possibility

C 3 bc cn chun b khi doanh nghip mun pht trin qua hnh thc nhng quyn.There are 3 basic steps if any business wants to develop through franching:

Cc ngnh ph bin ang p dng m hnh nhng quyn trn th gii: The popular sectors are adopting the model franchise in the world:

Ngnh m thc (F&B)

Ngnh bn l

Ngnh dch vFoodand beverageRetail trade Service

M hnh qua chng thcThe model has passed authentication1237654Sn phm/dch v c o, to nn s khc bitProducts / services are unique, makes up the differenceSn phm/dch v c th phc v cho i tng khch hng c quy m lnProducts / services that can provide for customers with large scaleM hnh d nhn bnThe models are easy to replicateH thng d vn hnh v qun lThe systems are not so hard to operate and manageKt qu kinh doanh mang li hiu qu cho c i bnThe business results are effective for both partiesHiu v xy dng vn ha nhng quynUnderstanding and building a culture of franchise

7 yu t chnh c mt m hnh nhng quyn thng hiu thnh cng:The 7 main factors to have a successful franchise model:

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Ti c cu l qu trnh t chc nng cao hiu qu hot ng, sc cnh tranh, v thch ng vi bi cnh mi, i hi nhng thay i trong c cht qun l v c cu t chc.

Refresh is the process of improving operational efficiency, competitiveness, and adapting to the new situation, requiring changes in the management mechanisms and organizational structure.

Th no l ti c cu What is refresh?

Ti Cu Trc Doanh NghipThere are four steps to refresh the enterprisesBc 1Step 1Khm sc khe doanh nghipBusiness health check

Xc nh tm nhn doanh nghipFinding the vision of interpriseXy dng s mnh v mc tiu kinh doanhSetting mission and business objectives

Xy dng t chc, ngun lc v h thng qun trOrganization, resources and management systermsBc 3Step 3Bc 2Step 2 Bc 4Step 4

V Pizza HutTm nhn: nng cao phc li cho khch hng, cho cng ng, v tt c nhng ai c lin quan n doanh nghip ca chng ti.S mnh: ch ra rt r lm cch no c th gip Pizza Hut t c tm nhn . S mnh cng ch r nghnh ngh v s khc bit c bn ca Pizza Hut.

Vision and mission statement of Pizza Hut:-Vision: To improve the well being of our customers, community and people connected to our enterprise.-Mission: To be the best pizza for every pizza occasionAlone we are delicious, Together we are YUM

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C cu 3P _Mt c cu ct li trong nhng quyn thng hiu3P structure - a core structure in franchise

Mc ch & mc tiu kinh doanh.1st P _purpose

Quy trnh thc hin2nd P: Process

Kt qu kinh doanh3rd P: performance

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Mc ch & mc tiu kinh doanhPurposeMc ch ca m hnh nhng quyn. l tp trung pht trin gi tr thng hiu v gi tr doanh nghip, qua pht trin li ch cho tt c cc bn, cc i tc c lin quan trong chui li ch ca doanh nghip.

The purpose of the franchise model is focused on developing brand value and business value, development benefits for all parties, the partners involved in the chain of business interests

gia tng li ch ca vic nhng quyn th cn ch ti cc i tng lin quan nh l:

To increase the benefits of franchising, it is necessary to pay attention to the stakeholders as:i ng nhn vin/ Emplyee Khch hng/ Customer

i tc nhn quyn/ Franchiseei tc cung ng/ Supplier

Mc ch & mc tiu kinh doanhPurpose

3 mc tiu chnh trong pht trin nhng quyn. There are three main objectives in the development of the franchise.

S pht trin ca thng hiu the development of the brand

Sc khe thng hiuHealth brand

nn tng h tr t thng hiuSupport platform

Mc ch & mc tiu kinh doanhPurpose

Quy trnh thc hinProcessPht trin th trng/ Market development i ng nhn s/ HR teamTip th qung co/ Marketing adsQun l hot ng/ Operations Management

Kt qu kinh doanhBusiness results

Thng thng kt qu kinh doanh s c kim tra v nh gi vo hng thng v hng qu nhm gip doanh nghip hiu r tnh hnh hot ng v mc hon thnh cng vic.

Business results will be examined and evaluated on a monthly to help businesses understand the operations and complete the job level

QUYN LC CA MARKETINGPOWER OF MARKETING4 nn tng c bn ca doanh nghip nhng quynThe first one is 4 basic foundation of franchises Tip thMarketingi ng nhn sHR teamQun l hot ngOperations management Pht trin th trngMarket development

Tip th n gin l to ra mong mun mua hng. Mong mun mua hng c hnh thnh qua s tip xc ca i tng khch hng v thng hiu.Marketings simple is create desire to purchase. It was formed through the exposure of customers and brand.

Tip th trong nhng quyn: - Xy dng, qun l, h tr v kim sot t i tc nhng quyn. - Xc tin v trin khai t i tc nhn quyn.Marketing in franchise devided into 2 levels: - Build, manage, support and control from franchises partners - Promotion and implementation from franchises partners

Tip th/ Marketing

Khch hng/ customerKhng c s phn bit giaNodiscrimination between :

Chi nhnh bn nhn quynNhn vin cng ty

Nhn vin bn nhn quyn

Ti thi im tip xc vi thng hiu, ch c khch hng v thng hiu. At the time, just only customers and brand.

Chi nhnh bn nhng quyn

Branch franchisors Branch franchiseesStaff of Partner franchiseeStaff in company

Doanh nghip/ enterprise

Gm 3 chc nng chnh:Marketing includes 3 main functions:

Qun l thng hiu

Sng to pht trin

H tr i tc

Brand management

Creative development

Partner Support

La chn phn khc th trng mc tiu

Qun l thng hiu nhng quynManagement of franchisee

Bc 1 Step 1

Bc 2 Step 2

Bc 3Step 3

Bc 4Step 4

Market segmentationPhn khc th trng

nh v thng hiu

Brand positioning

Choice of target market segments

Trin khai

implementation

Qun l uy tn thng hiuBrand reputation management

Thng 6/2013

Sng to & pht trinCreative development.

Bt k m hnh, sn phm hay dch v no cng u c dng i ca n, v vy vic sng to v pht trin khng ngng l mt iu tt yu khng th thiu

Model, product or service have a life line, so the creation and ongoing development are inevitable

H tr i tc nhn quynSupporting franchisee

H thng giao tipCommunication system (periodic newsletters, data port, seminars); Chng trnh qung co, xc tin;The advertising and promotion (national, local);Biu mu v cng c; Forms and tools;Qu tip th; Marketing funds;Chng trnh cng tc.Collaborative programs.

MU S TI NHNImportance of human resource4 bc xy dng v pht trin nhn tiit is recommended 4 steps be followed:Bc 1Step 1Bc 3Step 3Bc 2Step 2

Bc 4Step 4

Ln k hochngun nhn lco to v nh gi kt qu nh kChnh sch i ng v o thi nhn sTuyn dng v la chn ng vinRecruitment and selection of candidatesIdentify Vacancy and Evaluate NeedEvaluating training and resultsThe remuneration policy and the elimination of personnel

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SN SNG CT CNHQuy trnh qun l hot ng bao gm cc bc:3rd platform franchise is operations management process:Bc 1: Xy dng nn tng vn hnh chi nhnhStep 1 : Setting subsidiary operating platformBc 2: Xy dng cm nang vn hnh chi nhnhStep 2 : Developing operations manualBc 3: Xy dng quy nh v vn hnh chi nhnhStep 3 : Developing regulatory operationsBc 4: Trin khai v nh gi hot ng nh kStep 4 : Implementing and evaluating activities periodicallyBc 5: Xy dng h thng bo coStep 5 : Developing a reporting system

Pht trin chi nhnh Branch DevelopmentTp trung pht trin khu vc th trng theo k hoch1La chn mt bng thch hp nht cho chi nhnhLa chn i tc ph hp vi chi nhnh v m hnh hot ng32

Focusing on developing market area plannedChoosing the most suitable premises for the branchChoosing the right partner with the branch and operating model

Pht trin chi nhnhBranch Developmento to v pht trin i ng4Thit k, xy dng v hon thin chi nhnhXy dng v trin khai k hoch khai trng chi nhnh65

Training and staff developmentDesigning, construction and finishing branchDeveloping and implement plans to open branches

B. Pht trin nhng quynFranchise development

La chn m hnh nhng quyn Choosing your franchise model2. Xy dng chnh sch nhng quyn Developing policies franchise3. Xy dng chnh sch h tr ti chnh cho i tc nhn quynDeveloping a policy of financial support for franchisee partners

B. Pht trin nhng quynFranchise development

4. Xy dng quy trnh v cng c tuyn dng i tc nhn quynDeveloping processes and tools franchisee recruitment partner5. Qun l quan h trong kinh doanh nhng quynRelationship Management in franchising6. Php l nhng quynFranchise legal7. Qun l quy trnh hi phc chi nhnhThe process management of recovery branch

Theo B, ti sao con ng nhng quyn thng hiu li pht trin nhanh v c nhng thng hiu ln a chung n nh vy?

Why has the franchise been so popupar in the world, lately?

Nh vy, th trng Vit Nam c nhng li th no thu ht nhng thng hiu ln trn Th gii xm nhp thng qua m hnh nhng quyn?What the advantages of Vietnam to be a potential market for franchisor?

Theo b, Vit Nam c nhng ngnh g c th pht trin nhng quyn ra Th gii?According to you, Which sectors in Vietnam can be conducted a franchise over the world successfully?

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Ti VN c nhng DN pht trin theo hng nhng quyn tuy nhin cha tht s thnh cng v to c ting vang, B c th gii thch v vn ny?Can you give us the reason why the vietnamese branches have failed through franchising?

Nhng quyn thng hiu trn TG pht trin l do c chnh sch khuyn khch v h tr t nh nc. Tuy nhin DN VN cha c nhiu s thun li nh th, B ngh sao v iu ny?

What do you think about the vietnamese enterprises have not been encouraged and supported by the country's policy?

Theo b, vic t chc nhng hi tho chuyn v pht trin nhng quyn c tht s cn thit khng?In your opinion, is it necessary to organize the franchise seminar

Hi xoy - p xoayC cu gii thng: 2 voucher thng thc cc loi yogurt hng v t chn ti h thng Rainbow Yogurt Tr gi 45000Cun sch:NHNG QUYN KHI NGHIP CON NG NGN BC RA TH GII

K tn 5 thng hiu nc ngoi nhng quyn ti Vit Nam?

C bao nhiu yu t xy dng mt m hnh nhng quyn thnh cng?

B6

A5

D8

C7

K tn 3 ngnh c nhng quyn ph bin nht trn th gii?

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