Franchising system as a distribution channel and an application on Daily Fresh company

In a world of continuously increasing competition, it has become an obligation for business people to assess and implement an effiecient distribution channel strategy to reach customers from every corner of the market. Distribution system, as a major influence on the competitive power, is emphasized as an effective factor in diffusing into the market and saving resources.Being one of many distribution channels available, franchising system is an answer to the question that how one can effectively establish presence in every level of a market. In the global competition environment, where the influence of physical boundaries are less distinguishable, franchising system aims to emit competitive power for both franchisors and franchisees.The roots of the system goes back to a century earlier in the US, which today is a widely known and internalized term. Franchising system planted its own roots in Turkey during 1980s and keeps on developing in different sectors rapidly.In the first part of this study, distribution channels are approached within a complementary perspective, in the second part the development of franchising system is explored and finally, franchising system is analyzed within an example of implementation.