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Research Proposal Solved Assignment

   

Added on  2021-02-20

31 Pages7658 Words142 Views
RESEARCH PROPOSALTitle : The challenges of using Franchising as market entry strategy to enter Bulgaria, astudy of Burger King in Bulgaria.

EXECUTIVE SUMMARYThis report has shown the Literature review of the Aim and objective of the research. Further thisreport has shown the different tool used by the researcher in conducting the research with thehelp of the Research methodology. Further this report has shown the Questionnaire and theanalysis of the Questionnaire to collect the primary data for the research. In the end the reporthas shown the Research limitation, reflection and the recommendation for the Burger King.

Table of ContentsEXECUTIVE SUMMARY.............................................................................................................2INTRODUCTION...........................................................................................................................4IMPORTANCE OF THE STUDY..................................................................................................4MAIN BODY...................................................................................................................................4LITERATURE REVIEW................................................................................................................4SUMMARY OF LITERATURE REVIEW.....................................................................................7RESEARCH METHODOLOGY.....................................................................................................7PROPOSED TIME SCALE.............................................................................................................9DATA ANALYSIS........................................................................................................................11RESEARCH LIMITATION AND EVALUATION.....................................................................20REFLECTION ..............................................................................................................................20RECOMMENDATION.................................................................................................................21CONCLUSION..............................................................................................................................22REFERENCES..............................................................................................................................23

INTRODUCTIONResearch proposal is a document proposing a research project, generally in the sciences oracademia, and generally constitutes a request for sponsorship of that research. This reporthighlights the Literature review of the research and also shows the summary of the literaturereview. Further this report highlights the Research methodology which shows the different toolsare used in conducting the research. Further this report highlights the Questionnaire for theprimary data collection and the result of the Survey. In the end the report highlights the Researchlimitation, reflection and the recommendation for the Burger King.IMPORTANCE OF THE STUDYAims : To identify the challenges faced by using franchising as market entry strategy by BurgerKing in entering in Sri lanka Objectives :To determine the concept of franchising To identify the challenges which is faced by Burger king by using franchising as itsmarket entry strategy to enter Sri Lanka To recommend ways in order to overcome challenges faced by Burger King while usingfranchisingThis study will help the company in understanding the issue which is faced by the burger king inthe franchising system. This study will also help the business in understanding the what is thereal concept of the Franchise. This study will also help the business in knowing the way bywhich Burger king can overcome the issue. MAIN BODYLITERATURE REVIEWTheme 1 : The concept of franchising as a market entry strategy.

According to Bai, McColl and Moore (2017)Franchising is an agreement betweenfranchisor and franchisee. Under this, franchisor provides grants rights to franchisee to sell itsproducts or services by using the brand name and trademark of franchisor. Therefore, franchiseeplays the role of a dealer. Franchisee pays commission or fees as a compensation to franchisor.Franchising is also a useful market entry strategy that firms uses for expansion of the business.International mode of entering in foreign market is a major issue in the field of internationalmarketing. There are various companies that adopts this strategy to expand their business like KFC,Burger King etc. Franchising strategy is having both advantages as well as disadvantages. One ofthe major advantage is that, company does not require to invest huge amount of funds. Therefore,it will be easy for firm to enter new market which may be otherwise restricted by governmentdue to regulations and policies Baresa, Ivanovic, Z. and Bogdan, (2017) critics that, there aresome disadvantage of franchising such as the revenue of company may be lower as compared toother methods. Further, there is lack of control of franchisee over production and marketing ofproducts. As per the view of Hoffman, Munemo, J. and Watson (2016) Finding a representative in anothercountry for conducting the business is very helpful for entering into a new market. Anotherfactor that companies should consider in franchising is the protection of intellectual propertyrights that are essential for franchising business. As per the Article on Bulgaria Franchising,due to increase in purchasing power of consumers, improvement in standard of living ofBulgarians, there are various franchise firms that have entered in the market such as BurgerKing. Numerous fast food franchises started operating their business in major cities of Bulgaria.Burger King is operating its operations in almost every country of Europe. the company hasstarted first restaurant in Central London in yearResearch limitation is the way in which theeffectiveness of the report is defined in the research.The main limitation of the research is that the selection of the source of the secondarydata collection for the research.The main limitation of research is aims and objectives could be narrowed so that thelevel of focus of the study. At the time of data collection researcher take care of participants they do not done anymisbehaving and force on participants.

The other big limitation was the selection of the responded for collecting the primarydata for the evaluation in the research. Research limitation is the way in which theeffectiveness of the report is defined in the research.The main limitation of the research is that the selection of the source of the secondarydata collection for the research.The main limitation of research is aims and objectives could be narrowed so that thelevel of focus of the study. At the time of data collection researcher take care of participants they do not done anymisbehaving and force on participants.The other big limitation was the selection of the responded for collecting the primarydata for the evaluation in the research. Other limitation of the research was that the finding out the way through whichresearcher can carry out the report next time also with the different aspect.Other limitation of the research was that the finding out the way through which researcher cancarry out the report next time also with the different aspect. 1977. Payne, (2017) suggested that,Polish group AmRest is one of the company that has entered into an agreement with the firm tostart new restaurant in Bulgaria, Romania etc. ThisResearch limitation is the way in which theeffectiveness of the report is defined in the research.The main limitation of the research is that the selection of the source of the secondarydata collection for the research.The main limitation of research is aims and objectives could be narrowed so that thelevel of focus of the study. At the time of data collection researcher take care of participants they do not done anymisbehaving and force on participants.The other big limitation was the selection of the responded for collecting the primarydata for the evaluation in the research. Other limitation of the research was that the finding out the way through which researcher cancarry out the report next time also with the different aspect. has help the company to expand itsbusiness in Europe. Further, it also supported Burger King to increase its revenue with the helpResearch limitation is the way in which the effectiveness of the report is defined in the research.

The main limitation of the research is that the selection of the source of the secondarydata collection for the research.The main limitation of research is aims and objectives could be narrowed so that thelevel of focus of the study. At the time of data collection researcher take care of participants they do not done anymisbehaving and force on participants.The other big limitation was the selection Research limitation is the way in which theeffectiveness of the report is defined in the research.The main limitation of the research is that the selection of the source of the secondarydata collection for the research.The main limitation of research is aims and objectives could be narrowed so that thelevel of focus of the study. At the time of data collection researcher take care of participants they do not done anymisbehaving and force on participants.The other big limitation was the selection of the responded for collecting the primarydata for the evaluation in the research. Other limitation of the research was that the finding out the way through whichresearcher can carry out the report next time also with the different aspect.of theresponded for collecting the primary data for the evaluation in the research. Other limitation of the research was that the finding out the way through which researcher cancarry out the report next time also with the different aspect.of marketing skills and expertise offranchisee. Currently, Burger King is operating one restaurant in Bulgaria. Theme 2 : The challenges faced by Burger King for using franchising as a market entrystrategy.Sonwalkar, J. and Soni (2015) has pointed out in their paper, there are various challenges anorganization have to face while using franchising as a strategy to enter into a new market. BurgerKing also faced various challenges while starting restaurants in Bulgaria during internationalexpansion. These challenges can be considered as cultural barrier, lifestyle of people, languagebarrier etc. Making arrangement with franchisee for selling the products of the firm is a complextask. Franchisee must have full knowledge of laws and regulations that are applicable on thecompanies.

Welsh, D.H. and Alon, (2015) has pointed out that, one of the major challenge that Burger Kinghas experienced during setting up franchising in Bulgaria is language that people living incountry speaks. As per the Article on key trends affecting the business of Burger King,employees that are working in franchisee that is haResearch limitation is the way in which theeffectiveness of the report is defined in the research.The main limitation of the research is that the selection of the source of the secondarydata collection for the research.The main limitation of research is aims and objectives could be narrowed so that thelevel of focus of the study. At the time of data collection researcher take care of participants they do not done anymisbehaving and force on participants.The other big limitation was the selection of the responded for collecting the primarydata for the evaluation in the research. Other limitation of the research was that the finding out the way through which researcher cancarry out the report next time also with the different aspect.ving agreement with Burger Kingmust have knowledge of language of the country that is Bulgarian. Therefore, language barriermay negatively affect the profitability and expansion strategy of the firm. Further, another majorchallenge Burger King has faced during franchising business in the country is Culture of thecountry. Generally, people of Bulgaria prefers vegetables and dairy products in lunch and dinner. Peoplebuy burgers and other fast food items only when the price of the product is affordable by them.Therefore, company faced major challenge in developing pricing strategies to attract Bulgariansto buy the products of the company. Mainly, old age people living in the country like to visitrestaurants. Therefore, it is another challenge for company to develop effective marketingstrategies for attracting young population also. The impact of Brexit on franchisors also dependsupon the relationship of countries with European Union. Firms also require to comply variousregulations of Bulgaria (Alpeza, Erceg, A. and Oberman Peterka, 2015). Theme 3 : Recommendations for overcoming the challenges faced by Burger King infranchising.According to Alpeza, Erceg, A. and Oberman Peterka (2015) thereare different ways inwhich companies can overcome the challenges they faces while using franchising as a strategy

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