RAST PODJETJA S POMOČJO FRANŠIŽE NA PRIMERU PODJETJA MERCATOR D.D.

Podgoršek, Nuša

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Title:	RAST PODJETJA S POMOČJO FRANŠIŽE NA PRIMERU PODJETJA MERCATOR D.D.
Authors:	ID Podgoršek, Nuša (Author) ID Širec, Karin (Mentor) More about this mentor...
Files:	VS_Podgorsek_Nusa_2013.pdf (759,52 KB) MD5: C6EB03E1AAB59A2CBDB5A31E05ADF0A3
Language:	Slovenian
Work type:	Final seminar paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Podjetja lahko rastejo na zelo različne načine, vendar v podjetju lahko nastane rast na pasiven ali aktiven način. Možno je tudi da določena podjetja sploh ne rastejo. Rast podjetja pa predstavlja tudi ključen pomen, ki prispeva tudi k razvoju gospodarstva, ustvarjanju novih delovnih mest in dvigu nivoja družbenega blagostanja. V diplomskem seminarju smo poskušali pokazati, da podjetje lahko raste s pomočjo franšiznega sistema. Franšizing predstavlja metodo, kjer na osnovi franšizne pogodbe sodelujeta franšizij in franšizor, pri čemer franšizij posluje po že uveljavljenem poslovnem konceptu franšizorja. Podjetje Mercator d.d. je pričelo s franšiznim sistemom leta 1991, ko so začeli z vsakim letom odpirati več franšiznih poslovalnic in tako imajo danes odprtih že kar 224 enot v Sloveniji, prav tako pa imajo svoje franšizne enote tudi na Hrvaškem in v Srbiji. Razlog podjetja v sklepanju franšiznih pogodb je v ohranjanju in večanju tržnega deleža, prav tako pa je cilj Mercatorja s pomočjo franšiznega sistema pokriti čim več krajev, kjer še nimajo svojih lastnih ali franšiznih prodajaln. Znotraj franšiznega sistema Mercator dajejo precejšen poudarek na zagotavljanju primernega kandidata za franšizno enoto, ker s tem želijo zagotoviti uspešno poslovanje prodajalne. Pred samim poslovanjem prodajalne oba partnerja poskrbita za izgled prodajalne po pogojih franšizorja, prav tako pa mora franšizij izpolnjevati vse obveznosti, ki jih določa pogodba in sicer v času odpiranja poslovalnice kakor tudi v času poslovanja. Med razloge, zakaj se odločiti za franšizno prodajalno podjetja Mercator, sodi nedvomno uveljavljena blagovna znamka, dobri transparenti pogoji za sam vstop in obstoj v franšiznem sistemu, konkurenčna prednost v obliki kartice Mercator Pika, večja konkurenčnost na v okviru politike cen, razna izobraževanja za zaposlene, vključevanje v prodajne akcije in tudi ugodni sistem nabave blaga,… Na podlagi številnih prednosti, ki jih prinaša franšizni sistem podjetja Mercator, kupcu zagotavlja uspešnost poslovanja franšizne prodajalne.
Keywords:	franšizing, franšizij, franšizor, Mercator.
Place of publishing:	Maribor
Publisher:	[N. Podgoršek]
Year of publishing:	2013
PID:	20.500.12556/DKUM-41132
UDC:	005.4
COBISS.SI-ID:	11564060
NUK URN:	URN:SI:UM:DK:VWZZB2DN
Publication date in DKUM:	12.11.2013
Views:	2594
Downloads:	319
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	BUSINESS GROWTH THROUGH FRANCHISING IN THE CASE OF MERCATOR D.D.
Abstract:	Companies can grow in very different ways, but the growth may occur only in passive or active mode. It is also possible that certain companies do not grow. The company's growth is also a key value which contributes to the development of the economy, creating jobs and raising the level of social welfare. In the graduate seminar, we attempted to show that the company can grow through franchising. Franchising is a method in which the franchisee and the franchisor cooperate on the basis of the franchise agreement, where the franchisee operates on already established business concept of the franchiser. The company Mercator d.d (j.s.c.) began with the franchise system in 1991 when they started opening more franchise branches each year. Thus far they have opened 224 units in Slovenia. They also have their franchise units in Croatia and in Serbia. The reason that companies conclude franchise contracts is maintaining and increasing market share. Mercator is also using the franchise system to cover as many places where they do not have their own or franchised stores. Within the franchise system Mercator gives considerable focus on providing a suitable candidate for a franchise unit, because with this they want to ensure successful operation of the stores. Before the operation of the stores could start, both partners take care of the appearance of stores under the terms of the Franchisor. Furthermore, the franchisee must also comply with all terms and conditions specified in the contract during the time the opening of branches as well as during the operating. Among the reasons why one should decide for franchise store Mercator lie well-established own brand, good banner conditions for the entry and the existence in franchise system, competitive advantage of the Mercator Pika card, increasing competitiveness in within the policy of prices, various forms of education for employees, involvement in sales and affordable deliveries,…Based on these many benefits that brings franchise system companies Mercator, customer provides performance to franchise stores.
Keywords:	franchising, franchisee, franchisor, Mercator.

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