FRANCHISE SYSTEM DESIGN AS A MARKET DEVELOPMENT STRATEGY X GEPREK CHICKEN

• Main Author: Rijal Anshorullah, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46974
• Institution: Institut Teknologi Bandung

X Geprek Chicken is a culinary business that sells flour fried chicken food. Based on company financial data it is known that the current turnover changes obtained by X Geprek Chicken have no longer increased or even decreased. This happens because the company is currently targeting the same market and does not yet have an appropriate market development strategy. Therefore, we need a market development strategy for the company so that the company can survive. One alternative market development strategy that can be applied by X Geprek Chicken is to use a franchise system strategy. A company that wants to run its business using a franchise system needs to be tested in advance both according to PP No. 42 of 2007 and based on franchise studies (IFBM, 2007). The results of testing on PP No.42 of 2007 concluded that the X Geprek Chicken was eligible to be franchised. Then, the results of the qualitative aspects of the franchise study concluded that the X Geprek Chicken has proven to be profitable, has business characteristics, has standards, and is easy to teach. In addition, the results of the quantitative aspects of the franchise study concluded that the X Geprek Chicken was proven to produce benefits both for the franchisor and the franchisee. Therefore, it is stated that X Geprek Chicken is eligible to be franchised. However, some improvements are needed so that the company can run the franchise system properly. The franchise system design and improvements made in this study include the proposed franchise package, the proposed business process to run the franchise, the proposed organizational structure of the franchisor, the proposed guidance documents, and the results of the franchise studies.