DOES FRANCHISING PLAYS MAJOR ROLES IN BUSINESS

DEVELOPMENT AND EXPANSION IN FOOD AND

HOSPITALITY INDUSTRY: A CASE ANALYSIS OF THE

STRAND MC DONALDS? LONDON.

BY

LATEEF OLUSHOLA SALAMIMBA (INTERNATIONAL BUSINESS)

0692KDKD0209

Being a research proposal submitted to the London School of Commerce (LSC) in partial fulfillment of the

requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION DEGREE (MBA)

UNIVERSITY OF WALES INSTITUTE CARDIFF UWIC, WALES

AUGUST, 2009.

TABLE OF CONTENTS

Front Cover…………………………………………………………………………1

Table of Contents…………………………………………………………………..2-3

Provisional Title…………………………………………………………………….4

Abstract…………………………………………………………………………….5

1.0 Introduction………………………………………………………………………...6

1.1 Background of the study…………………………………………………………...6-7

2.0 Brief Review of Literature…………………………………………………………7

2.1.1 Definition of franchising………………………………………………………..7-8

2.1.2 Brief history and Development of franchising…………………………………8-9

2.1.3 Types of franchising……………………………………………………………9

2.1.4 Franchise Arrangement………………………………………………………..9-10

2.1.5 Important of franchising to Business Development…………………………..10-11

2.1.6 Franchising Profitability………………………………………………………11

2.1.7 Possible Risk in Franchising…………………………………………………..11-12

2.1.8 Socio-economic Impact of franchising………………………………………..12-13

2.1.9 Franchisee-franchisor Relationship……………………………………………13

3.0 Significance of the Study………………………………………………………....14

4.0 Research Aims and Objectives………………………………………………….....14

4.1 Research Questions………………………………………………………………...15

5.0 The Scope and Limitations of the Study………………………………………….15

6.0 Statement of Design and Methodology……………………………………………16

6.1 Research Methodology…………………………………………………………….16

6.1.1 Population……………………………………………………………………….16

6.1.2 Reliability and Validity………………………………………………………….16

6.1.3 Sampling…………………………………………………………………………16

7.0 Sources and Acquisition of data……………………………………………………16

7.1 Questionnaires…………………………………………………………………….16-17

7.2 Structured Interviews……………………………………………………………...17

7.3 Participant Observation…………………………………………………………….17

7.4 Editing and Coding………………………………………………………………...17

8.0 Method of Data Analysis……………………………………………………………….17

8.1 Qualitative Analysis………………………………………………………………...17

8.2 Quantitative………………………………………………..……………………...17-18

9.0 Forms of Presentation…………………………………………………………………18

10.0 Time-Table…………………………………………………………………………….18

11.0 References……………………………………………………….………………….18-19

12.0 Bibliography……………………………………………………….………………..20-21

PROVISIONAL TITLE:

DOES FRANCHISING PLAYS MAJOR ROLES IN BUSINESS DEVELOPMENT

AND EXPANSION IN FOOD AND HOSPITALITY INDUSTRY: A CASE ANALYSIS

OF THE STRAND MC DONALDS? LONDON.

ABSTRACT

There are varieties of market entry strategies from which an entrepreneur can choose,

including, franchising (business format), licensing, joint venture, direct exporting, indirect

exporting, contracting, and investments, with their advantages and disadvantages, depending

on company strengths and weaknesses, the degree of commitment of the company and market

characteristics.

Franchising is a joint venture between an independent person (the franchisee) and a business

owner (the franchisor) who wants to expand its activities .Franchising involves a franchisor

selling the right to use a company’s trademark and business format to a franchisee in return

for an initial fee and loyalty payment. It is another contractual form of internationalizing.

The overall purpose of this study will offer a comprehensive overview of franchising in food

and hospitality industry in United Kingdom, its critical relevant for business development,

expansion and growth. This research will examine the current status and performance of the

strand McDonalds and its relationship to other franchisor in food and hospitality industry in

United Kingdom.

Informations collected for this research work will be kept in confidential and will be use only

for the purpose of this research. Permissions will be obtained from the strand McDonalds

before the commencement of this work and the respondents will be treated with respects.

Data collection for this research will base on the primary and the secondary sources. The

primary sources will includes use of questionnaires, oral interviews, participant observations,

and so on, while the secondary sources will includes informations from business agencies,

online journals, newspapers, articles, different textbooks will be reviewed to gain a wider

scope and understanding of franchising in relationship to business development. Data will be

collected and analyzed to come up with different alternatives for promoting franchising as

business strategy development.

The researcher believe that the outcome and perspective of this research will lend a hand to

entrepreneurs, shareholders, and stakeholders, and academics in gaining an insight into the

important of franchising as a business development and expansion strategy, and also to as

well compare other methods like licensing, joint venture,contracting,exporting(direct and

indirect) and so on.

1.0 INTRODUCTION

Franchising has become one of the most recognizable business formats in the world, more in

the United Kingdom especially in the way entrepreneurs are operating under other people’s

business.

This research will critically examine franchising and its roles in business development and

expansion, in food and hospitality industry, using the Strand Mc Donald’s as a case study. It

looks at the roles of franchising in business expansion and development.

This proposal looks at the importance of franchising, aim and objectives of franchising as a

market entry strategy, research questions, i.e what the study intends to find out.

Different methodologies will be used to analyze data for this research, and the sources of data

will include questionnaires, observations and interviews. The significance and importance of

franchising will be looked at in this research to determine the advantages and disadvantages

of franchising in the business world.

1.1 BACKGROUND OF THE STUDY

Franchising is similar to licensing, although franchising tends to involve longer term

commitments than licensing. It’s basically a specialized form of licensing in which the

franchisor not only sells intangible property (normally a trademark) to the franchisee but also

insists that the franchisee agree to abide by strict rules as to how it does business. The

franchisor will often assist the franchisee to run the business on an ongoing basis,(Hill

2008.pp 408).

Franchising is a method of distributing products or services. At least two levels of people are

involved in a franchise system (1) the Franchisor, who lends his trade mark or trade name and

a business system; and (2) the Franchisee, who pays a royalty and often an initial fee for the

right to do business under the franchisor’s name and system .Technically, the contract

binding the two parties is the franchise.

Franchising is a growing method of business expansion, both at domestic and globally. It is

becoming a major catalyst for economic growth, employment and development not only in

the United Kingdom but also in the international market place (Aydia and Kacker 1990).

Franchising has moved from traditional product (trade mark) areas such as automobiles,

petroleum and soft –drink bottlers to the standard industries of fast food. Over 80% of Mc

Donald restaurants worldwide are owned and operated by local businessmen and women.

Other pioneers adapted Ray Krol’s franchising business strategy of proving high standard of

quality, friendly services, cleanliness and value. In the hotel industry companies such as

Marriott, Holiday Inn, Hilton and Accor have employed franchising as their primary growth

strategy.

The most well known restaurant franchise in the worlds is McDonalds. So much has been

written about Ray Crock and the McDonalds’ brothers that McDonalds and Crock have

become an institution. The first McDonalds were opened in Des Plaines,Illinois, in 1955 and

soon afterward, more McDonald’s outlets continued to open. Today there are more than

30,000 McDonalds in 118 countries. There is no doubt that when it comes to franchising and

fast foods in general, McDonalds is the leader of the pack.(Teixeira,2005.pp 20).

The international franchise association estimates that American consumers spend

approximately 1.3 trillion dollars on franchise goods and services on an annual basis.

( Teixeira 2005.pp19).This shows that the franchise strategy is one of the important aspects in

expanding business and economic development.

This research focuses on the importance of franchising as a business development/expansion

strategy and the benefits of Mc Donald in expanding rapidly its international market position

through leveraging its brand name and business process and utilizing the capital and local

management of its franchisees.

2.0 BRIEF REVIEW OF LITERATURE

The literature review will be used as a base to throw light on the concept of franchising and

the roles it plays in business development. The literature will be selected and critically

evaluated in a bid to sift the relevant information, and portray the opinions of the relevant

writers.

The literature will offer academic insight to experiences and research previously conducted

by authors about the subject matter. The literature review would be structured into the

following:

2.1.1 Definitions of Franchising

It’s a specialized form of licensing in which the franchiser not only sells the intangible

property (normally a trademark) to the franchisee, but it also insists that the franchisee agree

to abide by strict rules as to how it does business. It usually involves long term commitments

than licensing.(Hill,2008).

Monye (1997), also defines business format franchise as a total business concept. It includes

both marketing of goods identified by a brand name and trademark and the preparation of a

blue print of all aspects of conducting a successful business including site selection,

equipments supply, training, techniques for preparation products/services, marketing,

publicity an customer care service.

2.1.2 Brief History and Development in Franchising

Franchising is highly developed in the USA, although popular in the UK, but a recent

phenomenon. Its development dates back to the end of American civil war (1865),when the

singer sewing company franchised exclusive sales territories to financially independent

operators. In 1898,General motors used independently owned businesses to increase its

distribution outlet. (Lancaster & Reynolds, 2005).

It became one of the fastest growing types of retailing in the United Kingdom in recent

years.It was introduced into the UK in the early 1950’s.However, since those early days

franchising has become respectable and often very profitable as a result of explosion in the

number of franchises being operated. Today franchising encompasses products from pipes to

pastries and includes such well known names as Body Shop, Kentucky Fried Chicken, and

McDonalds. (Lancaster &Massingham,1999).

Teixeira,(2005),indicated that during 1960s and 1970s,the growth of franchise industry

exploded and continued to gain appeal with a boom mostly in europe.

There has been more growth in franchising, and according to welsh(1992) in Doole

&Robin(2004),franchising has grown rapidly during the 1990s due to the strong interest in a

variety of franchise formats and this remain an ongoing process.

According to Ghauri & Cateora (2005), franchising has become the fastest growing market

entry strategy; it is often among the first types of foreign retail business to open in the

emerging market economies of Eastern Europe, the former USSR, and China.

Franchising has been really successful as it is evidenced in most retail, food and hospitality,

automobile business, and it is now became a major business development and international

marketing strategy globally. It can be viewed from these two perspectives, (Reynolds P.

2009).

McDonalds is a good example of organization that has grown using franchising strategy,

(Hill ,2008.pp 408).Franchising explosion in recent years, however has increasing saturated

the domestic market.Today,McDonalds has over 300,000 restaurants in 119 countries outside

the US or in nontraditional site locations in the US. Franchises are opening in airports, sports

stadiums, colleges, hospitals, parks, casinos, pools and other strategic locations globally.

(Kotler &Keller, 2006)

The surge in franchising has been underpinned by the efforts of the International Franchise

Association, and also British Franchising Association, which has developed codes of practice

for franchising, and in doing so has greatly helped to reduce the risks to both franchisee and

the franchisor.(BFA&NatWest Bank,1991).

2.1.3 Types of Franchising

Monir (1999) pp.164 identified two major types of franchising in his book. These includes:

First Generation/Product Distribution Franchising simply sells the franchisor’s products

and is supplier-dealer relationships. In product distribution franchising, the franchisor

licenses its trademark and logo to the franchisees but typically does not provide them with an

entire system for running their business. This is often common with soft drink-bottling

industries, automobile, and in petrol retailing.

Second Generation/Business format franchising by contrast, the franchisor transfers a

much more comprehensive business package (the format) to buyers of the franchisee. This

contains most of the elements needed by the buyer to establish and replicate the business. The

buyer also receives detailed instructions and guidance on how to operate the franchise

successfully, also managerial expertise, training and perhaps financial support if need be.

Murray (2006) identified four types of franchising including Job Franchising, Retail

Franchising, Management Franchising and Investment Franchising.

2.1.4 Franchise Arrangements

Beshel (2001) pp 3, reiterated that because of the possibilities of so many franchisors,

industries and range of investments, there exists different types of franchise arrangements

available to business owner. She identifies two types of franchise arrangements:

Single-Unit(direct) franchise

Multi-Unit Franchise

Area development

Master Franchise (Sub Franchising)

A single-unit (direct-unit) franchise is an agreement where the franchisor grants a franchisee

the rights to open and operate one franchise unit. This is the simplest and most common type

of franchise. It is possible, however, for a franchisee to purchase additional single-unit

franchises once the original franchise unit begins to prosper. This is then considered a

multiple, single-unit relationship.

A multi-unit franchise is an agreement where the franchisor grants a franchisee the rights

to open and operate more than one unit.

There are two ways a multi-unit franchise can be achieved:

An area development franchise or

A master franchise.

Under an area development franchise, a franchisee has the right to open more than one unit

during a specific time, within a specified area. For example, a franchisee may agree to open 5

units over a five year period in a specified territory.

A master franchise agreement gives the franchisee more rights than an area development

agreement. In addition to having the right and obligation to open and operate a certain

number of units in a defined area, the master franchisee also has the right to sell franchises to

other people within the territory, known as sub-franchises. Therefore, the master franchisee

takes over many of the tasks, duties and benefits of the franchisor, such as providing support

and training, as well as receiving fees and royalties.

2.1.5 Important Of Franchising To Business Development

Franchising has gained much popularity in modern business world over the years, because of

its success in contributing to business development and expansion which is the primary aim

of this research. Some of which were identified as reasons why entrepreneurs prefers to

franchise instead of setting up one business including: many options to reach great results,

replicating their success in other markets, raising capital, and expanding through the chain

method.

According to HSBC(2009),other roles of franchising to business development were identified

as follows:

Proven Format-The franchisee enjoy the advantages of an established business,

such as a tried and tested product /service, set of established operational

guidelines and so on.

Trade Name-Particularly where a franchise operation is well established.

Customers will be familiar and comfortable with the product or service that are

been offered.

Training and Support-The franchisee is trained in all aspects of the operation

including product knowledge, customer service standards, VAT returns, and any

legal matters such as health and safety.

Advertising and Promotional Support-undertaken by the franchisor both locally

and nationally. This means that the business can be promoted in a way not

normally available to the small business proprietor.

Bulk purchase and negotiating Power-The purchase may come from the

franchisor, by this, significant discount may be negotiated.

Other advantages may be interms of finance, Research and development which as well comes

from the franchisor.

2.1.6 Franchising Profitability

In terms of profitability, most entrepreneurs that has adopted franchising as their method of

business entrant sees franchising as been a profitable strategy to their business. In most cases,

this has been identified as a reason for their rapid expansion locally and entrance to

international business environment. Hill (2008), indicated that McDonalds is a good example

of an organization that has grown using franchising strategy.

The first McDonalds was opened in Des Plaines, Illinois,in 1955 and soon afterward, more

outlets continued to open. Today, there are more than30, 000 outlets in 118 countries

globally, (Teixeira, 2005).This rapid expansion in business is as a result of the profit recorded

due to franchising.

Business format franchising is becoming an increasingly international activity. From 1971 to

1985, U.S. franchisors added foreign outlets at a rate of 17% per year, almost twice as fast as

U.S. companies had more than 32,000 franchised outlets overseas. By 2000, 60% of all

franchisors in the United States are expected to have outlets overseas (Hoffman and Preble

1993).

2.1.7 Possible Risk in Business Franchising

Despite its success as an international entry, development and business expansion strategy,

franchising is not without its problems, which many literatures consider as risks involve in

franchising.

Hill & Jones (2008), pp.15, identifies some of these risks which entrepreneurs may be facing

in franchising:

The royalty must be paid even if a loss is incurred. It is often a percentage of the gross

sales.

The franchisor has the power to withdraw/cancelled the agreement if some provisions

are not met.

Oversaturation could occur if too many franchisees are located in one geographical

region.

Due to overzealous selling by some franchisors, franchisees income potential required

managerial ability, and investment may be incorrectly stated.

The franchisees may be locked into contracts requiring purchases from the franchisors

or certain vendors, For example this is the case with major McDonald’s franchisees

worldwide.

Also, HSBC (2009), Identified some possible risk in franchising below:

Devaluation of trade name-If, for example a widespread outbreak of food poisoning is

traced back to one of the outlets of a well known franchise, if this gains media

attention, the particular outlet and all other franchises may suffer accordingly.

Restrictions on business activity-the franchisor will not normally allow the franchisee

to become involved in activities outside the agreement.

Restrictions on sale of business-a franchisor should take great care to ensure that

franchisees are right for the business and will not be allow to sell without approval.

Failure of the franchisor may mean failure to the whole franchisees under the

franchisor. This could create a major problem for the whole business.

Lack of Independence, and so on.

2.1.8 The Socio-Economic Impact of Franchising

The impacts of franchising need be mentioned in this regard. It has really contributed

immensely to most economy globally. Economically, This can be felt from the capital been

realized due to the franchising activities in the economy, including tax paid by both the

franchisee and the franchisor to the government, the transaction activities, and so on. For

instance, according to Kotler &Keller (2006), franchising accounts for more than $1 trillion

of annual U.S sales and nearly one third of its transactions.Its also the case in the U.K and

most EU countries and other parts of the world where franchising is booming.

Also, the International Franchise Association (IFA), there are an estimated 1500 franchise

companies operating in the United States that conduct business through more than 320,000

retail units. The largest franchise sectors are represented within the hospitality industry (food,

restaurants, and lodging sectors). Franchising provides employment for more than 9 million

Americans. Business format franchising has been the primary driver of the extraordinary

growth experienced in the restaurant, hotel and recreation sectors of the hospitality industry

(Hoy and Stanworth 2003).

In terms of Social impact of franchising, Teixeira (2005), pp.19 states that according to

PriceWaterhouseCoopers study, there were 767,483 establishments in franchise systems in

the United States In 2001 which provided 9,797,117 jobs. Also more than 320,000 small

businesses are franchises, employing one in every 16 workers in the US. Franchising plays an

important role in providing employment to individuals without a higher education or

specialized skills. It also provides first-time job seekers with an entry into the business world

and provides the jobless individuals with an opportunity to supplement their purse.(Shook

and Shook,1993).

In response to economic downturn, for instance in the UK, where most organizations are

embarking on mass retrenchments, McDonalds restaurants keep employing people and

assisting the jobless population in getting back to job.(SKY NEWS, April,2009)

2.1.9 Franchisee-Franchisor RelationshipFranchising is basically mutually beneficial to both the franchisor and the franchisee. This

relationship has been identified in literatures as a major success in most franchise globally.

Kotler& Keller,(2006),identified some of the benefits reaped by the franchisors are the

motivation and hard work of employees who are entrepreneurs rather than “hired hands,” the

franchisees familiarity with local communities and conditions, and the enormous purchasing

power of the franchisor.

Franchisees benefits from buying into a business with a well-known and accepted brand

name. They find it easier to borrow money from financial institutions, and receive support in

areas ranging from marketing and advertising to site selection and staffing. In most cases,

franchisees do walk a line between being independent and loyal to the franchisor. This

independence can allow them more flexibility. (Kotler& Keller,2006).

Finally, the most important aspect of this relationship is been felt in the advantages of

franchising, and this has been identified as one of the primary success in franchising, which

has contributing to franchising been an expansion and development strategy in business

environment globally.

3.0 SIGNIFICANCE OF THE STUDY

Franchising has gained significant interest both in the academic and among multinational

organisations in recent years. Franchising is an important strategy in business environment,

and driver to business ownership for entrepreneurs.

It will be of important to study the roles of franchising in business development particularly

in this modern business world where business sustainability is the question globally.

Another significance of this study is due to its important among academicians, it is a very

popular topic nowadays among researchers and in classrooms, and findings from this

research will add value to the knowledge already have about this subject matter.

This study will contribute immensely to the concept of franchising in the United Kingdom

and help strengthen further research in business development.

The findings of this study will assist a wide range of stakeholders interested in franchising

business including, the government, Private sectors, and local authorities. This research will

also contribute to the entrepreneur’s decisions as to what form of strategy to adopt in entering

a particular business environment.

4.0 RESEARCH AIM AND OBJECTIVES

The aim of the dissertation is to investigate the roles of franchising (business format) on

business development and expansion in food and hospitality industry using the strand

McDonalds as a case study.

RESEARCH OBJECTIVES

In order to achieve the specified aim it will be relevant to:

Analyze the impacts of the franchising (business format) and registered trade mark on

organisations sales and profit figure.

Examine if it is profitable and rewarding in adopting franchising as a market entry,

business development and expansion strategy.

Examine the risks involved when entrepreneurs decided to use franchising as a

business set-up.

Assess the benefits of franchising businesses on the socio-economic growth of the

economy.

Assess the possible effects of the current economic downturn (recession) on the

organisations growth and developments.

Examine the relevance of the training and development courses offered by the

franchisor on the organisations development and expansion.

Assess the importance of the franchisee-franchisor relationship on the organisations

development and expansion success.

4.1 RESEARCH QUESTIONS

1. What are the importance of proven format and registered brand name to business

development and expansion in terms of sales?

2. Is it profitable to adopt franchising instead of setting up individual business?

3. Are there any risks incurred by an entrepreneur who adopt franchising as the business

set up?

4. What are the contributions of franchising to the socio-economic growth of the

economy?

5. Has there been any effect of the current global economic instability on the business

growth in terms of sales?

6. How has the training and other on-going support provided by the franchisor assist in

development and growth of the organization?

7. Has there been any benefit to the business in terms of the franchisee-franchisor

relationship over the years?

5.0 THE SCOPE AND LIMITATIONS OF STUDY

If the requirement of regency and accessibility are met, then clear limitation ought to be

specified. The variables which are being anticipated as limiting factors for this research are

time and funds.

Even though the research work has been planned, It is envisaged that time might pose a slight

problem. Because it might take time to get the managers to answer questions or fill

questionnaires and funds to travel around.

6.0 STATEMENT OF THE DESIGN AND METHODOLOGY

In order for the aims of this research to be actualised, it is important to have an understanding

of the processes and strategies used by the organisation. The organisation will assist the

researcher in the event that information is needed concerning the organisation.

6.1 RESEARCH METHODOLOGY

The methods that will be employed to gather pieces of information for the research will focus

on population, research instrument, data collection, validity, and reliability of data collected

and the approach to data analysis.

6.1.1 Population

Population would be limited to selected employees (10 crew members and 10 staff trainers)

and management staffs including the business manager, two assistant managers,and ten(10)

selected shift running managers in the chosen McDonalds outlet, The strand McDonald.

Informations will also be collected from the Franchisee head office (West One Foods head

office) at holborn, London through the administrative manager, and the franchisee (Mr. Peter

Sullivan) will be contacted for important informations about the company success,

development and expansion.

6.1.2 Validity and Reliability

Data collected for this research will be assured to have a strong foundation and originality

which could be verified reliably. Respondents’ information would be treated in utmost

confidentiality.

6.1.3 Sampling

A purposive sampling method would be used to select the key elements of the population as

sometimes obtaining data from all the subjects that constitute the entire population in the

research site will be difficult, as discussed above under population. 30 questionnaires would

be administered through personal interview, which will help to explain important questions

clearly to respondents and also would avoid the situation where a good number of the

respondents might have fail to respond or misplace the questionnaire altogether. This will

help decrease the length of time that might be require for the exercise. It will also accord the

investigator the opportunity to ask other relevant questions not captured in the questionnaire

but might prove useful for this study.

7.0 SOURCES AND ACQUISITION OF DATA

This is concerns with the method of data collection for this research. The researcher has been

granted permission by the strand McDonald’s business manager to use the company data and

any information that may be needed during this research work (letter enclosed). This is to

show that ethical issues will be strictly applied throughout this research.

Primary and secondary data will be sourced for this research.Primary data will includes 7.1

Questionnaires- A questionnaire is a method of data collection where by the researcher

formed the questions related to the research objectives that can generate the required data. It

involves asset of questions that are used to establish the pending problems. The researcher

will use open-ended questions, with few closed-ended questions due to its convenience in

response. The questionnaires will be distributed to the selected employers on the field.

7.2 Structured interviews-This involves series of structured question that is related to the

study which will be asked directly in the field. This is usually easy than the questionnaires to

fill.

7.3 Participant observations-This technique will be used to collect first hand information

from the field in a non-verbal behaviour through observation, touching and watching

procedures.

Secondary data sources will be mainly from document review which would assist to access

data during the research studies. Text books, Academic and business journals, magazines,

news papers, the economists and so on will be sourced for this work. This method is used to

enrich, corroborate, and verify data collected from the field.

Informations will be collected from Libraries like the London School of Economics, British

library and other public libraries, internet and online searches would be contacted as

secondary informations for this research.

7.4 Editing and coding of questionnaires will as well be employed for the success of this

study. All The questionnaires collected from the respondents will be checked clearly and

errors will be corrected.

8.0 METHOD OF DATA ANALYSIS

For the purpose of this research study, the researcher will be using both inductive qualitative

and deductive quantitative method of analysing data.

8.1 Qualitative data analysis

Qualitative methods involve informations which can be best described in words. Data will be

analyzed qualitatively, which will include the description and observation of the informations

collected during this study. It is more subjective compared to quantitative. This study will be

based more of qualitative than quantitative analysis.

8.2 Quantitative data analysis

This involves interpreting first hand data from the field, including those from questionnaires,

and interviews conducted. This will involve analysing of structured questions; here the data

will be coded and tabulated. The coded data will be broken into appropriate summary

statistics that will aid in the findings for this research.

9.0 FORM OF PRESENTATION

This dissertation will be presented in written form. There may be addition of tables, graphs or

charts. Oral viva may also be part of the dissertation if required.

The research will contain between fifteen to twenty thousand words, excluding references

and bibliographies.

10.0 TIME-TABLE

This research would be carried out over twelve weeks starting in October to December, 2009.

It is important to create enough time to enable the researcher to critically carry out the work,

and come up with valid and reliable Findings. However, this must remain flexible to allow

for unforеsееn fаctors.Timеscаlеs have to be аppropriаtе, rеаlistic and аchiеvаblе.

WЕЕK START--END ACTIVITIES TO DO

Oct.5th – Oct 11thVisit Libraries, internet, searching for journals, and

other secondary sources for Informations.

Oct.12th – Oct.18th

Book appointments with relevant individuals, business

agencies, Strand McDonalds and the holborn Head

Office for relevant informations.

Oct.19th – Nov.25th Draw up quеstionnаirеs for the research study

Oct.26th – Nov.1st Background of study/ Start literature review

Nov.2nd_Nov.8th Conduct interviews, Field Observations

Nov.9th_Nov.15th Questionnaires Administration/Field Work

Nov.16th_Nov.22nd Complete Literature review

Nov.23rd_Nov.9th Start Research Design and Methodology

Dec.30th – Dec.6th Data Collection and Analysis

Dec.7th_Dec.13th Prеpаrе drаft rеport From the Field Analysis

Dec.14th-Dec.24th

Final documentation, Summary, Conclusion and

Recommendation. Dissertation Completed and

Submitted.

11.0 REFFERENCES

Aydin N&Kacker M.(1990) in Scott A.S(1996):Why Franchise Companies Expand Overseas.

Journal of business Venturing, Vol.II, Issue 2, March, 1996.pp73-88.Elsevier Science Inc.

Barbara B.(2001): An introduction to Franchising, Journal of International Franchising.

Education foundation, Sponsored by Pepsico Foundation.pp3

BFA& NatWest Bank (1991): Franchising in the UK. London

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