The Challenges of Franchising for Burger King in Bulgaria

This research proposal investigates the challenges Burger King faces when utilizing franchising as a market entry strategy in Bulgaria. The report begins with an executive summary and table of contents, followed by an introduction outlining the study's importance, aims, and objectives. A comprehensive literature review explores the concept of franchising, its advantages and disadvantages, and its application as a market entry strategy. The research methodology details the tools used, including a questionnaire for primary data collection, and the analysis of the collected data. The study identifies key challenges such as cultural and language barriers, and offers recommendations to overcome these obstacles. The report concludes with a discussion of research limitations, reflections, and suggestions for future research, providing valuable insights into Burger King's franchising endeavors in Bulgaria.

RESEARCH PROPOSAL
Title : The challenges of using Franchising as market entry strategy to enter Bulgaria, a
study of Burger King in Bulgaria.

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

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

INTRODUCTION
Research proposal is a document proposing a research project, generally in the sciences or
academia, and generally constitutes a request for sponsorship of that research. This report
highlights the Literature review of the research and also shows the summary of the literature
review. Further this report highlights the Research methodology which shows the different tools
are used in conducting the research. Further this report highlights the Questionnaire for the
primary data collection and the result of the Survey. In the end the report highlights the Research
limitation, reflection and the recommendation for the Burger King.
IMPORTANCE OF THE STUDY
Aims : To identify the challenges faced by using franchising as market entry strategy by Burger
King 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 its
market entry strategy to enter Sri Lanka
 To recommend ways in order to overcome challenges faced by Burger King while using
franchising
This study will help the company in understanding the issue which is faced by the burger king in
the franchising system. This study will also help the business in understanding the what is the
real concept of the Franchise. This study will also help the business in knowing the way by
which Burger king can overcome the issue.
MAIN BODY
LITERATURE REVIEW
Theme 1 : The concept of franchising as a market entry strategy.

According to Bai, McColl and Moore (2017) Franchising is an agreement between
franchisor and franchisee. Under this, franchisor provides grants rights to franchisee to sell its
products or services by using the brand name and trademark of franchisor. Therefore, franchisee
plays 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 international
marketing.
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 of
the 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 government
due to regulations and policies Baresa, Ivanovic, Z. and Bogdan, (2017) critics that, there are
some disadvantage of franchising such as the revenue of company may be lower as compared to
other methods. Further, there is lack of control of franchisee over production and marketing of
products.
As per the view of Hoffman, Munemo, J. and Watson (2016) Finding a representative in another
country for conducting the business is very helpful for entering into a new market. Another
factor that companies should consider in franchising is the protection of intellectual property
rights 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 of
Bulgarians, there are various franchise firms that have entered in the market such as Burger
King. 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 has
started first restaurant in Central London in yearResearch 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.

 The other big limitation was the selection of the responded for collecting the primary
data for the evaluation in the research. Research 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 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 can
carry 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 to
start new restaurant in Bulgaria, Romania etc. ThisResearch 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 can
carry out the report next time also with the different aspect. has help the company to expand its
business in Europe. Further, it also supported Burger King to increase its revenue with the help
Research 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection Research 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 can carry out the report next time also with the different aspect.of the
responded 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 can
carry out the report next time also with the different aspect.of marketing skills and expertise of
franchisee. Currently, Burger King is operating one restaurant in Bulgaria.
Theme 2 : The challenges faced by Burger King for using franchising as a market entry
strategy.
Sonwalkar, J. and Soni (2015) has pointed out in their paper, there are various challenges an
organization have to face while using franchising as a strategy to enter into a new market. Burger
King also faced various challenges while starting restaurants in Bulgaria during international
expansion. These challenges can be considered as cultural barrier, lifestyle of people, language
barrier etc. Making arrangement with franchisee for selling the products of the firm is a complex
task. Franchisee must have full knowledge of laws and regulations that are applicable on the
companies.

Welsh, D.H. and Alon, (2015) has pointed out that, one of the major challenge that Burger King
has experienced during setting up franchising in Bulgaria is language that people living in
country 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 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 can
carry out the report next time also with the different aspect.ving agreement with Burger King
must have knowledge of language of the country that is Bulgarian. Therefore, language barrier
may negatively affect the profitability and expansion strategy of the firm. Further, another major
challenge Burger King has faced during franchising business in the country is Culture of the
country.
Generally, people of Bulgaria prefers vegetables and dairy products in lunch and dinner. People
buy 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 Bulgarians
to buy the products of the company. Mainly, old age people living in the country like to visit
restaurants. Therefore, it is another challenge for company to develop effective marketing
strategies for attracting young population also. The impact of Brexit on franchisors also depends
upon the relationship of countries with European Union. Firms also require to comply various
regulations of Bulgaria (Alpeza, Erceg, A. and Oberman Peterka, 2015).
Theme 3 : Recommendations for overcoming the challenges faced by Burger King in
franchising.
According to Alpeza, Erceg, A. and Oberman Peterka (2015) there are different ways in
which companies can overcome the challenges they faces while using franchising as a strategy

for entering in new market. To overcome language, cultural challenges that Burger King has
faced while entering in the market of Bulgaria. Company should firstly conduct proper research
of the market. This will help the firm to determine the type of culture people living in Bulgaria
are following. Management of Franchisor company should arrange training programmes for
employees that are working in franchisee business. This will help to develop the knowledge
regarding Bulgarian language. So that, workers that are working in restaurants will effectively
communicate with customers. Moreover, company should make efforts to build strong
relationship with franchisee. So that, they will make more efforts to increase the sales and
revenue of the company.
Alpeza, Erceg, A. and Oberman Peterka (2015) has suggested that, Burger King should focus on
understanding all the rules and regulations that are applicable on franchising business. So that,
non-compliance of the policies of Government in Bulgaria will not negatively impact the
operations of the firm. Further, it has been suggested that, company should develop effective
pricing strategy to offer products like hamburgers to customers. Management of Franchisee
should develop effective marketing campaigns to attract all age group population that is young
and old age people for purchasing the products of Burger King. It should also advertise the
products on social media platforms like Facebook etc.
SUMMARY OF LITERATURE REVIEW
There are various types of key issues that are examine in the above Literature Review
such as it has explained the key challenges that company faced during franchising for entering
into a new market. It has covered challenges like developing pricing strategies, marketing
campaign etc. Literature review of other authors has provided only a limited view on
recommendations for overcoming these challenges.
RESEARCH METHODOLOGY
Research Approach: Research approach is the step based procedure or the plan of the research
which looks at the broad amount of the assumption to detailed method of data collection,
analysis and interpretation. Research methodology includes outlining the problem at the starting
stage and implying the assumption. Their are two type of the Research methodology which are
generally used by the researcher i.e. Deductive approach and the Inductive approach, Deductive
approach is the approach which looks at creating the hypothesis on the basis of the theory and

after that the strategy will be design to test the already made hypothesis. Deductive approaches
process starts with the Theory than follow up with the Hypothesis, test and end up at the result
confirm or reject (Creswell. and Poth, 2017). Inductive approach of the research does not start
with the hypothesis it generally looks at the Aim and objective of the research project which
needs to be achieved and the theory are applied at the last stage of the approach. This approach
starts with the observation, pattern and then ends at the Theory. The current research will used
the Inductive research approach as the research approach tool as it will hep the researcher in
relating the topic of the research comfortably.
Research Philosophy: Research philosophy is a Research 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 can
carry out the report next time also with the different aspect.belief about the way in which the data
can be gathered analysed and used. Generally researcher used to used the two type of the
Philosophy in the research i.e. Positivism philosophy and the interpretivism philosophy.
Positivism philosophy is the philosophy in which the researcher used to study the society in
which the researcher used to see the scientific evidence. Interpretivism philosophy used to see
the case study related to the interest of the Human nature. The current report will take the help of
the Interpretivism philosophy to achieve the Aim and objective of the research as the research
also looks at the interest of the 20 respondents toward the answer of the questionnaire which will
be their interest.
Data collection: Data collection is the the process or the method which focuses on gathering and
measuring the data, which helps the researcher in testing the hypothesis. Their are two main
source of the data collection. The first one is the primary source in which the data is collected

from the source of the origin itself and the data which is collected is of a fresh nature. For e.g.
The data collected from the survey or the questionnaire is known as a primary source. The
secondary source is the source in which the data is collected from the other resource who have
already collected the data. For e.g. Data collected from the books, magazines (Saunders and
et.al., 2015). For studding the role of the franchises researcher will used the both the source as
the primary data was collected with the help of the survey and the questionnaire and the
secondary data was supported by the literature review.
Data Analysis: Data Analysis is the process in which the collected data is evaluated to find out
the required information. Data Analysis generally follows the process of collection,
transformation, cleaning and in the end the modelling the data. Their are two different way
through which the data can be analysed. The first way in the qualitative analysis in which only
non numeric data are analysed by the researcher with the help of applying the different theory
and the model. The second method is the Quantitative analysis in which the researcher used to
analysed and observed the numeric data (Thuries and Gillet, 2016). This report will take the help
of or will use the Qualitative approach to analysis the data for understanding the challenges and
the concept of the franchises.
Sampling: Sampling generally known as a selected group of the people which are taken by the
research to collect the primary data. Researcher generally uses the two type of the sampling i.e.
probability research sampling in which the reseaResearch 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 can
carry out the report next time also with the different aspect.rcher used to select the larger number
of the population as a sampling for the research. Non probability is the second type in which the

researcher used to select the fixed number of the responded for gathering the data (Mihas, 2019).
This research report of the Burger king will be using the Simple random sampling in which the
research will be taking the 20 manager as a respondents to gather the primary data of the
research.
Ethical: Research ethics are the principle or the moral which the individual has to follow for
conducting the research. This report also follows the different ethics of the research as the
Questionnaire which has been framed is framed Research 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 can
carry out the report next time also with the different aspect.on the basis of the non busyness.
Responded also were not influenced or force to change the opinion of them, they were
independent to answer the survey by their own. The research which is conducted by looking at
all the principle of the research.
PROPOSED TIME SCALE

QUESTIONNAIRE
Name:
Age:

1. Are you having the full knowledge of the franchising and the process of franchising?
 Yes
 No
 Not Sure
2. Is franchising is the best market entry strategy to enter in the Bulgaria market?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
3. What is the other best way through which the organization can enter into the new market?
 Merger
 Acquisition
 Joint Venture
 Licensing
4. what are the main issue which are faced in the franchising System?
 Capital
 Infrastructure
 Finding right Human Resources
5. Is franchising system increases the Capital requirement of the company?
 Yes
 No
6. Is the culture of the host country affects the decision of selecting the Franchising?
 Yes
 No
 May be
7. What are the factor which influence the organization to used the franchise system to expand?
 Competitive advantage
 Goodwill of the franchising company
 Need in the local market
8. What are the internal issue which are face by the organization at the time of adopting
franchising system?

 Employee Support
 Stakeholder Support
 Technology
9. What are the best way to overcome the problem of the Franchising System?
 Understanding the New Technology
 Developing Human resource
 Restructure of the organization
10. Recommended the ways through which the burger king can overcome the problem?
DATA ANALYSIS
Theme 1: Knowledge about the process of Franchise
1. Are you having the full knowledge of the franchising and the process of
franchising? Frequency
Yes 17
No 2
Not Sure 1
17
2
1
Yes
No
Not Sure
Interpretation:
As the above data shows that out of the total pool of the 20 respondents 17 are having the
knowledge of the Franchising system and only 2 are not having the knowledge and the one
respondent was not sure. So from that it can be interpreted that the responded are having the
good knowledge of the Franchise system and the process by which the franchise system can be
adopted by the organization.

Theme 2: Validity of the Franchising System
2. Is franchising is the best market entry strategy to enter in the Bulgaria market? Frequency
Strongly Agree 9
Agree 4
Strongly Disagree 5
DisagreeResearch 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
secondary data collection for the research.
 The main limitation of research is aims and objectives could be narrowed
so that the level of focus of the study.
 At the time of data collection researcher take care of participants they do
not done any misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 can carry out the report next time also with the different aspect. 2
Strongly Agree Agree Strongly Disagree Disagree
0
1
2
3
4
5
6
7
8
9
10
Frequency
Interpretation:

It has been observed that out of the total pool of the 20 respondents more than half of them are in
favour of the Franchising system as the best system to enter into the new market, which shows
that the Burger king is doing great in choosing the Franchising as a strategy to enter into the new
market. At the same time 7 out of the 20 respondents are against it which is a big number as one
third of the respondents are not in the favour of it so the company should look at the other
strategy also.
Theme 3: Alternative of the Franchising system
3. What is the other best way through which the organization can enter into the
new market? Frequency
Merger 13
Acquisition 2
Joint Venture 4
Licensing 1
13
2
4
1
Merger
Acquisition
Joint Venture
Licensing
Interpretation:
It has been interpreted from the above data that the merger is another very good new market
entering strategy which can be used by the Burger king as 65 percent of the respondents are in
favour of the merger as the good strategy to enter into the new market. From the pool of the 20
respondents 4 are in favour of the Joint venture, 2 are in favour of the Acquisition and only one
respondent is in the favour of the Licensing.

Theme 4: Issue faced in Franchising system

4. what are the main issue which are faced in the franchising System? Frequency
Capital 12
Infrastructure 2
Finding right Human Resources 6
Capital
Infrastructure
Finding right Human Resources
0 2 4 6 8 10 12 14
Frequency
Interpretation:
As the above data shows that out of the total pool of the 20 respondents 12 are having the
opinion that the capital is the big issue which are faced in the process of the franchise. 6
respondents are having the opinion that finding the right employee is the big issue to carry out
the activity of the business is the big issue. So it can be interpreted from the data that the big
issue which is faced by the Burger king in the Franchise system is to find out the best employees
to carry the business and also to it get difficult for the company to raise the capital for the
franchises.
Theme 5: Franchising impact on the Capital requirement
5. Is franchising system increases the Capital requirement of the company? Frequency
Yes 18
No 2

Yes No
0
2
4
6
8
10
12
14
16
18
20
Frequency
Interpretation:
After going through above report it has been interpreted that the one of the biggest issue which is
related with the franchising system is that the franchising used to increase the capital requirement
of the company as the organization used to pay the good amount to take the franchise of the
Burger King. Only two responded are against of it which proves that the capital requirement is
the biggest issue in the Franchise system.

Theme 6: Host country culture impact on the Decision of Franchising
6. Is the culture of the host country affects the decision of selecting the
Franchising? Frequency
Yes 15
No 4
May be 1
15
4
1
Yes
No
May be
Interpretation:
After going through the above data it can be obseResearch 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.

 The other big limitation was the selection of the responded 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 can
carry out the report next time also with the different aspect.rved that the culture is the big factor
which is seen by the organization to before going for the Franchise system as out of the total pool
of the 20 respondents 15 are in favour of it as it is the 75 percent of the total respondents it can
be said that the culture of the host country is the big factor in influencing the decision of the
Franchising.
Theme 7: Factor influencing organization to use the franchise system
7. What are the factor which influence the organization to used the franchise
system ? Frequency
Competitive advantage 2
Goodwill of the franchising company 13
Need in the local market 5
2
13
5
Competitive advantage
Goodwill of the franchising
company
Need in the local market
Interpretation:
After going through above data it can be summarized that the goodwill of the franchise company
is the big factor which influence the host company to go for the franchise company as more than

half of the respondents was of the same opinion. Out of 20 respondents 5 respondents were
having the thoughts that the need of the people in the local market influence the company to go
for franchise system and the 2 were having the opinion that the competitive advantage force the
company to have a franchise system.

Theme 8: Internal issue faced at the time of the Franchising system
8. What are the internal issue which are face by the organization at the time of
adopting franchising system? Frequency
Employee Support 7
Stakeholder Support 6
Technology 7
7
6
7
Employee Support
Stakeholder Support
Technology
Interpretation:
After going through the above data it can be interResearch 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 can
carry out the report next time also with the different aspect.preted that the internal issue which is
faced by the company is not one. Their are many internal issue which is faced by the company as
the result of the survey shows that there is no one sided opinion of the respondents in this
question as all the option was almost equally chosen by the respondents. As out of the total pool
of the 20 respondents 7 has chosen the employee support. Same number of the respondents has
chosen the technology and 6 respondent has chosen the Stakeholder support.

Theme 9: Way to overcome the Franchising System
9. What are the best way to overcome the problem of the Franchising System? Frequency
Understanding the New Technology 9
Developing Human resource 8
Restructure of the organization 3
Understanding the New Technology
Developing Human resource
Restructure of the organization
0
1
2
3
4
5
6
7
8
9
10
Frequency
Interpretation:
From the above data it can be interpreted that out of the total pool of the 20 respondents 9
respondents are in favour of understanding the new technology and 8 are in favour of
Developing the Human resource for the purpose of the Franchising system. So it can be said that
these are two factor which need to be see by the company to overcome the franchising issues.
Only 3 respondents are in favour of the Restructure of the organization management.
Theme 10: Ways through which the burger king can overcome the problem
10. Recommended the ways through which the burger king can overcome the problem?
Interpretation:
From the recommendation of the respondents it can be interpreted that the more than 50 percent
of the respondent are in favour that the Burger king should lay down the fee of providing the

franchise as it is increase the cost of the host company and to recover that the company is
compromising on the quality of the product.
RESEARCH LIMITATION AND EVALUATION
Research 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 secondary
data collection for the research.
 The main limitation of research is aims and objectives could be narrowed so that the
level of focus of the study.
 At the time of data collection researcher take care of participants they do not done any
misbehaving and force on participants.
 The other big limitation was the selection of the responded 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 can carry out the report next time also with the different aspect.
REFLECTION
Reflection refers to the response of the individual towards a particular stimulus.
Reflection is written by the person to describe own thoughts, feelings, experience and past
situation. It is a process of writing personal experience to understand it in more depth. It helps in
purposeful learning whether it is a project, a success, a meeting or any type of internal or
external experience (Antwi, S.K. and Hamza, 2015). Reflection helps to evaluate the quality of
action or the quality of an individual. Writing a reflection helps to determine self achievements,
challenges faced etc.
Throughout the process of conducting research study, I have learn new concepts, new
things at various stages such as writing literature review, selecting the method of data collection,
data analysis etc. I have learn the importance of completing every activity related with the study
on time. Before starting to conduct the study I was quite nervous also because, it was my first
research project. But, I was also excited because, the study will help me in developing my future
career. The research has also provided me an opportunity to communicate with other people for
collecting data to achieve the aim and objectives of the study. Therefore, it has supported me to
develop various types of skills such as communication skills, interpersonal skills, writing skills

etc. I have also faced various problems during the stage of data collection, preparing
questionnaire etc. This study has provided me an opportunity to show my existing skills and also
to develop new skills and competencies.
Moreover, the study on challenges that Burger King has faced while using franchising as
a market entry strategy has help me to improve my level of confidence for conducting similar
studies in the future. It has increase my knowledge regarding the ways in which company can
overcome the challenges it has been facing in conducting business in Bulgaria through
franchisee. Such as company should provide proper training to the employees, it should focus on
developing effective pricing strategies, marketing campaigns to attract large number of people
that are living in Bulgaria towards the products of the firm. It also helps to develop my mindset
regarding franchising strategy that firms can use to expand their business. I have faced various
challenges during different stages of research study but, I have overcome those barriers with full
determination and high level of commitment towards the research. Further, it helps me to gain
knowledge of different types of research philosophies such as interpretivism, positivism,
pragmatism, realism etc. Further, it also helps me to understand the importance of following the
ethics by the researcher while conducting the research. It is very important to obtain the consent
of participants while collecting data.
The entire journey of the study was very fruitful for me not only on professional level but on
personal level also. As, it helps me a lot to improve my writing skills, skills of making graphs
and writing interpretation etc. Moreover, it has help me to improve my interpersonal skills by
communicating with other people. Further, the support of my tutor also helps me to conduct the
research in effective manner.
RECOMMENDATION
 As with the help of research it has been found that there are various benefits related to
franchising which organisation can use in order to enter new market. The franchising can
prove as a efficient way as it consist of low risk and it accounts for low start-up cost.
 The other best way for entering Bulgaria market was found to be merger. Merger is also a
good strategy which company can use in order to enter the market. The reason behind this
is that it will help company to access new talent and enter the new market by investing
low cost.

 The other issue which has been found in the franchising is huge capital requirement. This
is the common problem which company face while using franchising as it market entry
strategy. It has also been analysed that franchising creates a huge demand for capital in a
company therefore Burger King should first ensure to have sufficient amount of capital to
use franchising as its market entry strategies.

 The culture of host country also plays a major role in decision making therefore in order
to overcome the barrier which arises due to culture the company should first
appropriately analyse the culture of the new market and than should shape product as
well as product strategy accordingly.
 There are various internal issues which can affect the franchise system. The two major
issues which has been identified in the research is employee support and technology.
Therefore Burger King should ensure to recruit right people in the organisation. The
company should try to ensure that the people recruited should be right for the
organisation and should be able to cope up with the challenges which the company might
face while using franchising as its market entry strategy.
 The company should try to gain adequate knowledge such as governmental rules and
regulation about a market in which company wants to enter.
 As the approval process takes time therefore Burger King should take the advice from
other franchisor in the market.
 The best way which has been found in order to overcome this challenge is understanding
the use of new technology. As the technology is changing rapidly therefore it become
necessary for the company to keep updated about the latest trend in the technology so that
proper action can be taken against it.
CONCLUSION
The aim of the research is to find challenges which Burger King face while using
franchising as it market strategy to enter market of Bulgaria has been successfully analysed. The
study has aimed at providing the views of managers on franchising as well as it also focuses on
analysing that whether franchising is good policy or not. The other major issues which study has
focused is internal factors which can affect franchising system and the ways which can be used
in order to overcome problem faced by franchising system. The questionnaire which has been

prepared as however proved beneficial as it help in understanding the various aspects of
franchising system from managers point of view. The various literature reviews which has been
analysed during the research has helped in gaining the knowledge about a franchising as a
market entry strategy. The research has however helped to understand the concept of franchising.
The study has been proved successful to quite extent as the research has analysed many
challenges which company can face due to franchising from the view point of managers of
Burger King.

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