ABSTRACT
Franchising is an alternative form of distribution strategy, which is designed to give the larger organization a means of rapid market penetration and a wider geographical coverage at relatively low cost. The combination of central purchasing power, local presence, and ‘distributor’ investment, represents a strong challenge to the more traditional patterns which rely on independent or wholly-owned channels of distribution. As franchisee the small enterprise, in return for financial investment, usually has the benefits of carrying a national trade name, a ready product or service and the support of a complete marketing policy including shop design, packaging, and other promotional support.
