{"id":291015,"date":"2015-07-27T15:24:00","date_gmt":"2015-07-27T14:24:00","guid":{"rendered":"https:\/\/ac-franchise.be\/pourquoi-devient-on-franchise-13-7407"},"modified":"2015-07-27T15:24:00","modified_gmt":"2015-07-27T14:24:00","slug":"pourquoi-devient-on-franchise-13-7407","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/pourquoi-devient-on-franchise-13-7407","title":{"rendered":"Pourquoi devient-on franchis\u00e9 ? 1\/3"},"content":{"rendered":"
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<\/a> <\/div>\n
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La d\u00e9finition de la franchise :<\/h3>\n
La pratique de la franchise a une histoire et celle-ci est utile \u00e0 rappeler pour mieux d\u00e9finir le concept en question.<\/b> Ainsi, nous rappelons dans cet article les origines historiques de la pratique de la franchise avant d’identifier ses acteurs et ses diff\u00e9rents modes de fonctionnement. <\/p>\n

Le mot \u00ab franchise \u00bb a des origines tr\u00e8s lointaines puisqu’il provient du moyen-\u00e2ge. A cette \u00e9poque, les rois de France conc\u00e9daient des \u00ab franchises \u00bb \u00e0 des corporations commerciales ou \u00e0 des villes. Ces \u00ab franchises \u00bb leur autorisaient la jouissance de certains droits d’exploitation exclusifs.<\/p>\n

Le code de d\u00e9ontologie europ\u00e9en de la franchise d\u00e9finit la franchise comme  \u00ab un syst\u00e8me de commercialisation de produits, de services ou de technologies, bas\u00e9 sur une collaboration \u00e9troite et continue entre des entreprises juridiquement et financi\u00e8rement distinctes et ind\u00e9pendantes, qui sont le Franchiseur et les Franchis\u00e9s dans lesquelles le franchiseur accorde \u00e0 ses franchis\u00e9s le droit et impose l’obligation d’exploiter une entreprise en conformit\u00e9 avec le concept du franchiseur \u00bb.<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Les acteurs de la franchise : <\/h3>\n
La franchise est un mode de collaboration s’organisant autour de quatre acteurs, qui ont chacun un r\u00f4le clair et d\u00e9fini : le franchiseur, les franchis\u00e9s, les clients et le r\u00e9seau.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Tout d’abord, le franchiseur (personne physique ou morale) va mettre au point un concept qu’il va tester le plus souvent par le biais d’un point de vente pilote. Si le concept rencontre le succ\u00e8s escompt\u00e9 et que le franchiseur souhaite \u00e9tendre sa couverture g\u00e9ographique, il peut alors d\u00e9cider de d\u00e9velopper son concept par le biais de la franchise. Il est donc l’initiateur d’un r\u00e9seau de franchise constitu\u00e9 par lui-m\u00eame et ses franchis\u00e9s. La franchise lui permettra de diffuser plus largement et plus rapidement ses produits ou ses services. De plus, le d\u00e9veloppement d’un r\u00e9seau de franchis\u00e9s s’av\u00e8re beaucoup moins co\u00fbteux que l’ouverture de succursales. Les points de vente (agencement et loyer)  sont financ\u00e9s par les franchis\u00e9s, le risque est ainsi partag\u00e9. Le choix d’opter pour un r\u00e9seau de franchise s’explique donc g\u00e9n\u00e9ralement par un manque de ressources financi\u00e8res ou manag\u00e9riales. Pour certaines grandes entreprises qui se d\u00e9veloppent dans le monde entier, le choix de la franchise permet d’\u00e9viter les co\u00fbts de contr\u00f4le et de surveillance pour des magasins g\u00e9ographiquement \u00e9loign\u00e9s du si\u00e8ge social. La pratique de la franchise permet donc de r\u00e9duire les co\u00fbts de transaction inh\u00e9rents \u00e0 des situations d’incertitude. Ainsi, le franchiseur r\u00e9duit les co\u00fbts li\u00e9s \u00e0 la n\u00e9cessit\u00e9 d’un contr\u00f4le et d’une surveillance dans des contextes inconnus. <\/p>\n

Le franchiseur choisit donc de transmettre son savoir-faire<\/a> \u00e0 des entrepreneurs ext\u00e9rieurs qui sont juridiquement et financi\u00e8rement ind\u00e9pendants. Par le biais du contrat de franchise,  il autorise le franchis\u00e9 \u00e0 utiliser sa marque et \u00e0 commercialiser ses produits. Li\u00e9 \u00e0 ses franchis\u00e9s par un contrat r\u00e9pondant au Code de d\u00e9ontologie europ\u00e9en de la franchise, l’enseigne s’engage \u00e0 former, assister et soutenir ses partenaires tout au long de la dur\u00e9e du contrat. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Le franchis\u00e9 :  <\/i><\/b><\/u>Le franchis\u00e9 quant \u00e0 lui, il s’engage \u00e0 respecter le concept et les normes mis en place par le franchiseur. En versant des droits d’entr\u00e9e, le franchis\u00e9 acc\u00e8de \u00e0 la marque et peut l’utiliser pendant une p\u00e9riode donn\u00e9e. V\u00e9ritable chef d’entreprise, le franchis\u00e9 est responsable des moyens financiers et humains qu’il engage. R\u00e9guli\u00e8rement, il verse des redevances au franchiseur pour le r\u00e9tribuer pour ses apports (cr\u00e9ativit\u00e9 et innovations). Membre du r\u00e9seau \u00e0 part enti\u00e8re, il adh\u00e8re compl\u00e9ment aux valeurs et \u00e0 l’esprit du r\u00e9seau.<\/p>\n

Le r\u00e9seau :<\/b><\/i>  <\/u>Le r\u00e9seau est compos\u00e9 du franchiseur d\u00e9tenteur de ses propres points de vente et de l’ensemble de ses franchis\u00e9s. Tous porteurs de la m\u00eame marque, ils sont garants de l’identit\u00e9, de la notori\u00e9t\u00e9 de l’enseigne et de la promesse faite au consommateur. La notori\u00e9t\u00e9 du r\u00e9seau influence grandement le comportement d’achat du client final.<\/p>\n

Le client :<\/b><\/i> <\/u>Enfin, il y’a le client final qui ach\u00e8te et consomme les produits et les services propos\u00e9s par l’enseigne. Exigeant et volatile, le consommateur contraint le r\u00e9seau \u00e0 mener une veille permanente pour s’adapter rapidement \u00e0 ses besoins et ses attentes. Ainsi, le r\u00e9seau est incit\u00e9 \u00e0 innover en permanence et \u00e0 diversifier ses produits ou services pour s’adapter aux tendances du march\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Les diff\u00e9rents types de franchises :<\/h3>\n
Il existe des formes vari\u00e9es de franchise permettant de r\u00e9pondre aux divers besoins qu’expriment les consommateurs actuels. <\/p>\n

La franchise de distribution :<\/b><\/u>  <\/b>Elle se caract\u00e9rise par un syst\u00e8me dans lequel le franchis\u00e9 \u00e0 pour mission la distribution d’un ensemble de produits fabriqu\u00e9s ou diffus\u00e9s par le franchiseur.<\/p>\n

La franchise de service :<\/b> <\/u>Elle est d\u00e9finie par Jean-Marie Leloup (2004) dans son ouvrage : \u00ab La franchise, droit et pratique \u00bb comme un \u00ab syst\u00e8me dans lequel l’activit\u00e9 du franchis\u00e9 a pour objet, la fourniture de services au client final \u00bb. <\/p>\n

La franchise de production :<\/b><\/u>  <\/b>Il s’agit d’un syst\u00e8me par lequel le franchis\u00e9 produit lui-m\u00eame des biens, selon les indications du franchiseur, qu’il commercialise par la suite sous la marque-enseigne du franchiseur.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Extrait du m\u00e9moire de Master 1 de Anne-Rysl\u00e9ne ZAOUAL pour AC Franchise <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Lisez aussi la suite : <\/i>Pourquoi devient-on franchis\u00e9 ? 2\/3<\/a><\/i> et la derni\u00e8re partie : <\/a>Pourquoi devient-on franchis\u00e9 ? 3\/3<\/a><\/i> <\/a><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

La d\u00e9finition de la franchise : La pratique de la franchise a une histoire et celle-ci est utile \u00e0 rappeler pour mieux d\u00e9finir le concept en question. Ainsi, nous rappelons dans cet article les origines historiques de la pratique de la franchise avant d’identifier ses acteurs et ses diff\u00e9rents modes de fonctionnement. Le mot \u00ab franchise […]<\/p>\n","protected":false},"author":48,"featured_media":291016,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[135],"class_list":["post-291015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nPourquoi devient-on franchis\u00e9 ? 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