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The aim of this bachelor's thesis is to define franchising as a way of business for a selected business company - the company Bouda Burgers. Since the selected company does not yet offer franchising, other goals were an analysis of the brand's market power in České Budějovice and market research in Tábor, where the company wants to expand through franchising. Quantitative researches and the qualitative method of guided interview were used for the analysis. The theoretical part of the work contains information about franchising, especially its advantages and disadvantages, the actual part of the work determines the research questions, describes the methodology thanks to which the research questions were answered and finally there are recommendations before the company turns into a franchisor. |
