Strategies: Choosing The Right Approach · 2019-12-16 · Strategies: Choosing The Right Approach...
Transcript of Strategies: Choosing The Right Approach · 2019-12-16 · Strategies: Choosing The Right Approach...
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International ExpansionInternational Expansion Strategies: Choosing The Right Approach
International Summit Moderated By: Carl E. ZwislerSpeakers: Ned Lyerly and
Thomas F. FlahertyMonday, February 14, 2011
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Ned Lyerly• Executive Vice President, Global Franchise
Development ‐ CKE Restaurants, Inc.International Division– International Division
– International and Domestic Franchise System Growth
– International and Domestic Franchise Real Estate Support
• 27 year multi‐functional background including international, operations, finance, marketing, , p , , g,franchise support, real estate and franchise sales
• Chairman of the International Affairs Committee t th I t ti l F hi A i tiat the International Franchise Association
• 5+ Million Miles on American Airlines
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Thomas F. Flaherty, CFE• Vice President, Franchising, Agile Pursuits
Franchising, Inc., a Procter & Gamble CompanyCompany– responsible for franchising for the Tide Dry
Cleaners and Mr. Clean Car Wash brands
23 ears of legal and franchising e perience• 23 years of legal and franchising experience– Papa John’s International, Inc.
• Vice President, Global Franchising• Vice President, New Business Development
– Huddle House, Inc.• Chief Development Officer
• Managed the signing of franchise deals for over 2,000 units on five continents
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Carl E. Zwisler• Principal Gray Plant Mooty• Principal, Gray Plant Mooty• 35 years representing franchisors and master
franchisees in domestic and international f hi t tifranchise transactions
• Former IFA General Counsel• Author:
– Master Franchising: Selecting, Negotiating, and Operating a Master Franchise, Commerce Clearing House, 1999
– International Franchising: A Practitioner’s Guide, chapter “Selecting a Format for International Franchising”
h / f h i l d• Author/presenter of more than 100 articles and presentations on all facets of international and domestic franchising
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What Are The Right Goals For gInternational Franchising?
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• Sell products or services to un‐served “ t ”“customers”
• Expand distribution of products or iservices
• Optimize return on investment and i t id l dincrease system‐wide sales and generate incremental EBITDAS i t iti t d b• Seize opportunities presented by qualified prospective franchisees
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• Hedge against economic and political risks
• Obtain economies of scaleObtain economies of scale
• Preempt competitors
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What Are The Options For International Expansion Strategies?
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• Company branch
• Direct franchise: unit, area development, area representativep p
• Master franchise
• Joint venture• Joint venture
• Merger and acquisition
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Franchising FormatsFranchising FormatsArea Development Franchising
(multi unit franchising)(multi‐unit franchising)Franchisorgrants↓
area developerterritory
Franchise Unit 1By January 1,
2012
Franchise Unit 2By July 1, 2012
Franchise Unit 3By January 1,
2013
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• Area development agreement idprovides:
– Develop three units during next 12 hmonths
– Sign a unit franchise agreement for each
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Area Representative/Area Representative/Development Agent Franchise
• 3 parties– FranchisorFranchisor– Area representative or development
agentg– Unit franchisee
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D l A / ADevelopment Agent / Area Representative
Development Agent
Franchisor no contract
Franchisee
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Example 1
Master FranchisingFranchisorFranchisor
↓Master franchisee
↓↓territory
Franchise Unit 1By January 1,
2012
Franchise Unit 2By July 1, 2012
Franchise Unit 3By January 1,
2013
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Example 2Master Franchising
Franchisor↓
Master franchiseeMaster franchisee↓
TerritoryTerritoryMaster‐owned
Master‐owned
FranchiseUnit 1
FranchiseUnit 2
Area Developer
Schedule: open at least 1 every six months
ownedUnit 1
ownedUnit 2
Unit 1 Unit 2 Developer
Unit 1 Unit 2
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What Considerations Dictate TheWhat Considerations Dictate The Strategy Selected For International Franchising?Franchising?
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• Resources of the franchisor
• Cost of adapting
• Resources and commitment of prospective• Resources and commitment of prospective partners
R l ti f f i hi th• Regulation of foreign ownership or other government regulation
• Size and profit potential of a market
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• Critical mass required to establish thebrand or to compete effectively in the market
• Distance from the franchisor's home or regional support office
• Cost of establishing a franchised unit• Tariffs, duties and other barriers to foreign ownership or operation
• Culture, language, climate, logistics, availability and cost of labor
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Where Are The Most Logical Markets To Begin International Expansion?p
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M k t With
• Desire/need for product or service
Markets With:
• Greatest numbers of areas with likely customerscustomers
• Proximity
C l• Common language
• Lowest risks of political and economic instability
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• High growth and qualified prospects
• Low effective tax rates
• High scores on World Bank's Ease ofHigh scores on World Bank s Ease of Doing Business survey
• No exchange controls and no barriers to• No exchange controls and no barriers to currency repatriation
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• Developed legal system allowing for enforcement of contracts
• Logistics/distribution/supply chain g pp yinfrastructure cultural fit of product or service
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Market Matrix – Latin America
Puerto Rico
Chile
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Mexico
Colombia
Dominican Republic
Peru
20
22
roScore Brazil
ArgentinaUruguay
Costa Rica
El Salvador
Panama
BahamasGuatemala16
18
FinalM
acr
ParaguayVenezuela
BoliviaHonduras
St Kitts
12
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Final Foodservice Score15 17 19 21 23 25 27 29 31
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What Is Needed To DevelopAnd Implement An International Franchising Plan?g
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• Support from board, CEO and/or founder
• Buy‐in from all departments which will support foreign development and operations
• International support organization (operations, training, marketing, supply chain/distribution finance I T legal)chain/distribution, finance, I.T., legal)
• Substantial investments in time and capital
R li ti ti h i f t d it• Realistic time horizon for return and unit growth
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• Threshold for patience in selecting the right franchisees in the right markets with the right positioning of th i ht d t d/ ithe right products and/or services
• Legal analysis, documents, budget, IP t tiprotection
• Market research to understand b bl t f t i dprobable costs of entering and
developing a market
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• Franchise marketing plan and budget
• Due diligence on prospective franchiseesfranchisees
• Identification of top priority markets
D l t f f hi i t• Development of a franchising team with endurance and international b i / iti itbusiness acumen/sensitivity
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Thank you.
Carl E. ZwislerNed Lyerly
Thomas F. FlahertyThomas F. Flaherty
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yy