The comparative technical analysis of franchising system with a case study of Turkey and EU countries

The system in which time-tested firms give franchises to independent investors, to use their brands, services and products - based on certain fees and conditions - is called ''The Franchising System''. The franchising system which started to be used in 1980, with the foundation of the UFRAD, made a rapid rise in franchising practice. The secure environment that was created by the contribution of the associations in Europe and Turkey is an undeniable fact. Investor attracting marketing and rapid rise idea ensured the adoption of the francshing system. The intention of this thesis study, in which we discuss the franchising system, is to inform and encourage the investors. The historical process of the franchising system, varietys of the said system, its legal qualities, responsibilities of the parties with the issues about which the investors should be careful and suggestions that concerns the investors, are discussed in this thesis study. It is tried to evaluate the franchising system with tackling Simit Sarayı, which has come a long way in both national and international level. In this study, the advantages and disadvantages of the enterprises and investors who used this system as a business strategy, are examined. The main purpose of this thesis is to discuss the results of the transition of a local firm to the franchising system and its growth in the international market. The research method of the thesis study is a qualitative research method and a case study is used as a research technique. Simit Sarayı, which passed to the franchising system in 2007, has a profile that will set an example for the entrepreneurs with the growth strategy that has been followed since then. In what way Simit Sarayı used The Franchising system to make progress and what stages the symbol of the traditional Turkish cuisine -Simit- went xi through with the Franchising System, as a brand in international market, are examined. Keywords: Franchising System, Simit Sarayı, UFRAD