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ZNAČAJ I ULOGA FRANŠIZINGA: Primer Mcdonald's-A

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ZNAČAJ I ULOGA FRANŠIZINGA: Primer Mcdonald's-A ZNAČAJ I ULOGA FRANŠIZINGA: Primer McDonald’s-a Dr Milica Stanković Uvod Cilj rada je ukazati na ulogu i značaj franšiznog poslovnog modela, sa fokusom na McDonald’s kao začetnika modernog franšiznog poslovanja. • O franšizingu- uloga i značaj • O McDonald’s-u: istorijat i osnovne informacije • McDonald’s: poslovni model i franšiza • McDonald’s: strategija rasta i globalno poslovanje • McDonald’s u Srbiji • SWOT i PESTEL analiza • Tendencije i preporuke Franšizing kao koncept poslovanja Franšizing podrazumeva ustupanje postojećeg uspešnog koncepta poslovanja drugoj firmi uz inicijalnu naknadu i mesečne naknade u vidu tantijema. • Franšiznu mrežu čine davalac franšize i svi njegovi korisnici franšize. • Korisnici franšize u 96% slučajeva uspešno posluju i nakon 5 godina poslovanja • Oko 40% samostalnih poslovnih poduhvata propada nakon 3 godine poslovanja • Neke od najpoznatijih franšiza su: Singer Sewing Center (1858), Coca Cola (1899), KFC (1930), Dunkin Donuts (1950), Burger King (1954) i McDonald's (1955). Franšizing kao koncept poslovanja Franšizing je u Republiku Srbiju, odnosno u bivšu SFRJ stigao veoma rano, sredinom 70-ih godina prošlog veka Prvo profesionalno udruženje franšizinga je osnovano 1991. godine u Nišu - Srpska federacija za franšizing. • Uvoz američkih franšiza: Coca‐Cola, Intercontinental, Hyatt, American Express, McDonald’s itd. • Razvoj domaćih franšiza: Tigar, Pekabeta, C Market, Yumco • Novi zamah u razvoju franšizinga u RS: • 2007. godine je osnovan Centar za franšizing pri PKS • 2009. godine je osnovano Srpsko udruženje za razvoj franšizinga Franšizing kao koncept poslovanja Franšizni ugovor je ugovor kojim se regulišu prava i obaveze pravno nezavisnih, ali ekonomski zavisnih entiteta, davaoca i korisnika franšize, koji pred trećom stranom nastupaju kao jedinstveni entitet. • Ugovor o franšizingu je neimenovan ugovor u zakonodavstvima većine zemalja, dok su jedini eksplicitni izvor prava etičke norme koje sadrže Kodeksi nacionalnih i međunarodnih udruženja. U pravnom sistemu RS, ugovor o franšizingu nije regulisan kao poseban ugovor, već je ugovor sui generis, tvorevina autonomnog trgovinskog prava. • Novi Građanski zakonik Republike Srbije namerava da unese Ugovor o franšizingu u zakonsko regulisanje Franšizing kao koncept poslovanja • Registracija ugovora je bitna kako bi se dobila evidencija franšiznih sistema koji posluju na teritoriji RS. Operativni priručnik predstavlja “srce” i “dušu” franšiznog sistema • Operativni priručnik treba da ispuni dva osnovna zadatka: treba da sadrži opis načina na koji će korisnik franšize obavljati poslovanje u okviru franšize i da omogući davaocu franšize adekvatnu zaštitu koncepta i poslovnih tajni. Stvaranje franšizne mreže je preduzetnički čin Odnos između davaoca i korisnika franšize se smatra preduzetničkim partnerstvom. • Davalac franšize kao preduzetnik • Korisnik franšize kao preduzetnik McDonald’s – Istorijat • Dick i Mac McDonald su osnovali drive-in restorane koji su poslovali veoma uspešno, te su ubrzo razvili franšizni koncept. • Ključ njihovog uspeha je bio brzi sistem usluge koji je podrazumevao ograničeni meni sa hamburgerima koji su koštali 15 centi, pomfritom i šejkovima. • Restoran McDonald’s u San Bernandinu 1948-1955. McDonald’s – Istorijat • Ray Kroc je bio ekskluzivni distributer Multimixer-a • 1954. je posetio braću McDonald’s kada je rešio da postane njihov korisnik franšize. • On je otvorio prvi restoran za McDonald’s System, Inc., preteču McDonald’s Corp. U Des Plaines, Illinois • Ray Kroc je otkupio prava na kompaniju McDonald’s 1961. za $2.7 miliona. McDonald’s – Vremenska linija 1940- Dick i Mac McDonald su otvorili restoran u San Bernardinu, California. 1948- Braća McDonald su zatvorila svoj restoran na 3 meseca zbog renoviranja. U decembru su ponovo otvorili restoran kao samouslužni drive-in restoran. Meni je smanjen na 9 stavki: hamburger, čizburger, bezalkoholna pića, mleko, kafa, pomfrit i pita. Najvažniji deo menija je hamburger koji košta 15 centi. 1954- Prodavac Multimixer-a, Ray Kroc je posetio McDonald's u San Bernardino-u, sa namerom da proda braći McDonald’s Multimixere. On je bio fasciniran načinom poslovanja McDonald’sa i odlučio je da postane njihov korisnik franšize. 1955- Kroc otvara svoj prvi McDonald's u Des Plaines, Illinois. Prodaja prvog dana je iznosila $366.12. 1958- 100. McDonald’s restoran u Čikagu. McDonald’s – Vremenska linija 1961- Otvoren je Hamburger University za obuku i trening korisnika franšize za pravljenje hamburgera. 1961- Ray Kroc je otkupio prava od braće McDonald za $2.7 miliona. 1965- Otvoreno preko 700 restorana u zemlji. 1965- Filet-O-Fish sendvič je prvi dodat inicijalnom meniju. Kreirao ga je Lou Groen, korisnik franšize McDonald’s kako bi prilagodio ponudu lokanom tržištu. 1968- Predstavljen je Big Mac. 1975- Prvi Drive-in restoran u Arizoni. 1979- Predstavljen Happy Meal McDonald’s – Vremenska linija 1990- Otvoren je prvi McDonald’s u Moskvi. Više od 30,000 kupaca je usluženo na dan otvaranja. 1993- Prvi McCafe je otvoren u Melburnu, Australija. 1995- McFlurry dezerti su uvedeni u meni. 2003- McDonald’s prva globalna kampanja “i’m lovin’ it” je razvijena u Minhenu, Nemačkoj. McDonald’s – Danas • McDonald’s je rangiran kao broj 1 na listi 500 najboljih franšiza na listi časopisa Entrepreneur Franchise 500 za 2018. McDonald’s – Finansijski zahtevi • Restoran brze hrane • Prva franšiza: 1955 • CEO: Steve Easterbrook • Inicijalna investicija: $1,008,000 - $2,214,080 • Minimum likvidnog kapitala koji korisnik franšize treba da ima: $500,000 • Inicijalna franšizna naknada: $45,000 • Tekuća naknada (rojalti, tantijem): 4% • Marketing naknada: 4% McDonald’s – Franšizne jedinice McDonald’s – Poslovni model • Moć korisnika franšize, dobavljača i zaposlenih koji rade zajedno ka ostvarenju zajedničkih ciljeva je ono što čini McDonald’s svetskim vodećim restoranskim brendom brze hrane. • Korisnici franšize unose duh preduzetništva i posvećenosti zajednici. • Dobavljači su posvećeni visokom nivou kvaliteta i bezbednosti. • Iako je McDonald’s globalni brend, najveći broj restorana, više od 80% na svetskom nivou i skoro 90% u SADu su u vlasništvu oko 5.000 nezavisnih MSP. • Korisnici franšize najčešće žive u zajednicama gde posluju i posvećeni su da ostvare pozitivan uticaj lokalno. • McDonald’s vodi računa o svojim kupcima, te se meni u pojedinim segmentima prilagođava lokalnim potrebama potrošača, sve sa ciljem većeg zadovoljstva kupaca. McDonald’s – Poslovni model • Ray Kroc je razvio poslovni model poznat kao “Tronožac”, koji obuhvata vlasnika firme, dobavljače i zaposlene. • Svaka od tri nogare stolice mora biti jednaka da pruži podršku sistemu, sva tri elementa franšiznog sistema su podjednako važna za uspeh poslovanja. McDonald’s – Strategija rasta • Velocity Growth Plan Strategija rasta • Strategija rasta McDonald’s-a se zasniva na pružanju tople, ukusne hrane koja se brzo servira uz visok kvalitet i veliku vrednost za novac uz ispunjenje očekivanja kupaca. • Ključni stubovi strategije rasta su: • Zadržati- Zadržavanje postojećih kupaca uz zadovoljavanje njihovih potreba, sa posebnim fokusom na doručak i porodičnja okupljanja. • Povratiti- Povratiti kupce koje su izgubili kroz unapređenje ukusa i kvaliteta hrane i pružanje dodate vrednosti. • Konvertovati- Pretvoriti povremene kupce u stalne kupce. McDonald’s – Strategija rasta • McDonald’s je identifikovao i 3 faktora koji ubrzavaju rast: • Digitalizacija- Digitalizacija interakcije sa kupcima, digitalni i interaktivni punktovi • Isporuka- Omogućavanje kućne dostave kako bi se proizvodi učinili dostupnim kupcima kod njihovih kuća ili na random mestu, gde god da se nalaze. • Iskustvo budućnosti- Stalno osavremenjivanje restorana uz upotrebu savremene tehnologije i usavršavanje timova koji vode restorane. McDonald’s – Globalni standardi franšiznog poslovanja • QSCV standardi kvaliteta • Q /quality/ je oznaka za kvalitetnu hranu, S /service/ za brzu i ljubaznu uslugu, C /cleanliness/ za besprekornu čistoću, a V /value/ znači da objedinjeni, ovi elementi daju najvišu moguću vrednost proizvoda i usluge. • Saradnja sa lokalnim dobavljačima- 70% proizvodi se od proizvoda domaćeg porekla (Imlek, Iceberg salat centar) • Vlasništvo nad nepokretnostima- McDonald’s poseduje vlasništvo nad nekretninama. McDonald’s u brojkama • McDonald's ima više od 35.000 restorana, neuporedivo više od svojih glavnih konkurenata. Poređenja radi, Burger King ima 14.000, Wendy's 6.500, Taco Bell 6.200. • Samo tokom 2013, McDonald's je otvorio 1.400 restorana. • McDonald's zapošljava 1,8 miliona ljudi, što je više od ukupnog stanovništa Filadelfije (1,5 miliona). • Lanac je 2013. potrošio 808 miliona dolara na reklamiranje, što predstavlja 0,16% ukupnog globalnog tržišta reklama. • Restorane dnevno poseti 70 miliona ljudi, što je više od broja ljudi koji žive u Francuskoj (66 miliona). • McDonald's svake sekunde proda 75 hamburgera. McDonald’s u brojkama • Prema procenama kompanije, svaki osmi Amerikanac je bio, ili još uvek jeste, zaposlen u McDonald's-u. • U Velikoj Britaniji, među privatnim kompanijama McDonald's zapošljava najveći broj ljudi. • Logo McDonald's-a (zlatni lukovi u obliku slova M) poznatiji je u svetu od krsta. • McDonald's je jedan od najvećih distributera igračaka na svetu. • McDonald's posluži više od 5 milijardi hamburgera godišnje. • Lanac planira da do 2017. otvori dodatnih 2.000 restorana u Kini, što znači da će, u proseku, morati da otvara 3 restorana dnevno. • Danas, McDonald’s korporacija broji više od 36.000 restorana u 100 zemalja. McDonald’s
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