Impact of Franchising on Customer Base Enhancement and Sales Performance in the Restaurant Sector: A Study on Mc-Donalds

Research Proposal
Table of Contents
Research aim and objectives..................................................................................................2
Research questions.................................................................................................................2
Rationale of the study.............................................................................................................2
Significance of the study........................................................................................................2
Literature Review...................................................................................................................2
Research methodology...........................................................................................................3
Timeline.................................................................................................................................4

Topic: To examine the impact of franchising on customer base enhancement and sales
performance in the context of restaurant sector: A study on Mc-Donalds
Research aim and objectives
Aim: The aim behind conducting present study is to assess the influence of
franchising on Mc-d’s customer base and sales enhancement.
Objectives
 To understand and evaluate franchising as a entry mode or strategy.
 To investigate the contribution of globalization in the context of trade across borders.
 To ascertain the influence of franchising on sales revenue of Mc-D.
 To recommend ways to improve trade practices across borders pertaining to the goods
or services.
Research questions
Referring aim and objectives of the study following questions have been drafted by
the scholar:
Q.1 What are the benefits and drawbacks of franchising as entry mode?
Q.2 What is the extent to which franchising affects sales and customer base of Mc-d?
Rationale of the study
The rationale behind conducting present study is to assess the extent to which
globalization facilitates trade across the borders. Hence, focus is placed on analyzing the
level to which franchising helps in increasing both sales and customer base.
Significance of the study
The present study pertaining to the impact of globalization on business performance is
significant to a great extent. This will help other researchers in conducting study more
effectually pertaining to the topic of globalization. In addition to this, such investigation will
also assists Mc-D in developing strategies through which it can attain benefits from
globalization.
Literature Review
According to the views of author, globalization implies for the process by which
businesses or other firms operate at global level. It represents global integration of trade,

investment, information technology and culture. In the context of open economies,
government policies are designed at both domestic and global level for boosting development
in the developing countries. Author presented in their study that after globalization it
becomes easy for the firm to carry out business activities internationally. Hence, there are
several entry modes which can be employed by the firms for operating globally such as
franchising, joint ventures, mergers and acquisition. In accordance with author, franchising
refers to the form of business which provides assistance to the existing units in expansion. It
is recognized as the most effectual global market entry method which in turn enables firm to
generate high sales.
Research methodology
Research type: Qualitative and quantitative are the main two research types which can
be used by the scholar as per the nature of study. In the context of current study, to analyze
the impact of globalization and franchising on customer base of Mc-D qualitative research
type will be selected. Hence, by placing emphasis on qualitative aspects such as
globalization, trade across borders etc research aim will be obtained.
Research approach: There are mainly two research approaches such as inductive and
deductive which can be selected by the researcher. For assessing the impact of globalization
on Mc-d inductive research approach will be employed. On the basis of such aspect,
emphasis will be placed on the development of new theoretical framework.
Research philosophy: Interpretivism and positivism are the main two philosophies
which researcher undertake for the purpose of evaluation. In this, as per the qualitative
research type, interpretivism philosophy will be used. According to such aspect, qualitative
aspects will be evaluated referring existing theoretical framework.
Data collection: For addressing research questions prominently data will be gathered
by the scholar from both primary and secondary sources. Thus, for primary data collection,
survey will be conducted by the researcher on 20 manager of Mc-D. Hence, with the help of
questionnaire, which contains both open and close ended questions, primary data will be
collected. Further, researcher will also make evaluation of books, journals and scholarly
articles related to globalization for meeting objectives.
Sampling: For the purpose of survey researcher is required to select appropriate
sample by taking into account either probabilistic or non-probabilistic technique. Hence, for