{"id":291191,"date":"2015-04-20T08:25:00","date_gmt":"2015-04-20T07:25:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-devoirs-du-franchiseur-selon-la-revue-suisse-marketing-kommunikation-8488"},"modified":"2015-04-20T08:25:00","modified_gmt":"2015-04-20T07:25:00","slug":"les-devoirs-du-franchiseur-selon-la-revue-suisse-marketing-kommunikation-8488","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-devoirs-du-franchiseur-selon-la-revue-suisse-marketing-kommunikation-8488","title":{"rendered":"Les devoirs du franchiseur selon la revue suisse Marketing & Kommunikation"},"content":{"rendered":"
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Les franchis\u00e9s ont souvent investi une forte somme \u00e0 titre personnel et fait appel \u00e0 des financeurs ext\u00e9rieurs, il convient donc que leur avenir \u00e9conomique soit le mieux assur\u00e9 possible, gr\u00e2ce au soutien du franchiseur. Celui-ci doit \u00e9videmment  respecter les devoirs qui lui incombent. Pass\u00e9 l’enthousiasme du d\u00e9but, une fois la formation par la Centrale achev\u00e9e et apr\u00e8s quelques temps d’exp\u00e9rience commerciale, le franchis\u00e9 peut vivre une p\u00e9riode de d\u00e9prime car il stresse devant les difficult\u00e9s et voit le franchiseur de mani\u00e8re moins indulgente.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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4 domaines de responsabilit\u00e9 du franchiseur<\/h3>\n
Le franchiseur a en fait quatre domaines de responsabilit\u00e9 qu’il doit assumer sans d\u00e9faillir.
1) Il assure le recrutement des candidats \u00e0 partir de la d\u00e9finition d’un profil convenable<\/a>, jusqu’\u00e0 la signature du contrat de franchise.
2) Sa deuxi\u00e8me responsabilit\u00e9, est celle de l’int\u00e9gration des candidats retenus gr\u00e2ce \u00e0 la formation initiale puis \u00e0 l’assistance pour l’ouverture du point de vente de l’enseigne.
3) Il doit continuer \u00e0 suivre l’activit\u00e9 du franchis\u00e9, lui apporter tout le soutien n\u00e9cessaire en fonction des termes du contrat de franchise sign\u00e9 d\u00e8s le d\u00e9part. Il doit veiller en permanence au respect du concept et du savoir-faire transmis.
4) Le quatri\u00e8me devoir du franchiseur est li\u00e9 \u00e0 la fin de la collaboration entre les deux partenaires pour que le d\u00e9sengagement se r\u00e9alise de la mani\u00e8re la plus juste possible.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Difficult\u00e9s rencontr\u00e9es par les franchiseurs<\/h3>\n
Les principales difficult\u00e9s rencontr\u00e9es par le franchiseur sont souvent li\u00e9es \u00e0 une croissance d\u00e9s\u00e9quilibr\u00e9e<\/strong><\/em>. En effet certains franchiseurs sont tr\u00e8s performants au lancement de l’enseigne mais ensuite ils n’\u00e9voluent pas aussi vite et aussi bien que leurs franchis\u00e9s.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La continuit\u00e9 exige que le franchiseur propose des outils comme le benchmarking<\/a> entre franchis\u00e9s du r\u00e9seau. Bien plus qu’un outil de veille, le benchmarking permet de comparer les meilleures pratiques sur les march\u00e9s, d’\u00e9tablir les marges de progression avec des indicateurs pr\u00e9cis, de mettre en oeuvre un plan d’action. Cela permet \u00e0 chacun d’am\u00e9liorer sa comp\u00e9titivit\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le franchiseur doit aussi faire \u00e9voluer le concept <\/em><\/strong>en fonction des besoins du consommateur et des nouvelles tendances. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Une autre difficult\u00e9 peut venir du manque de transparence <\/em><\/strong>lorsque les responsabilit\u00e9s au niveau du r\u00e9seau ne sont pas clairement d\u00e9finies, avec la transmission de messages divergents par exemple en provenance de diff\u00e9rents responsables de la Centrale. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Enfin un probl\u00e8me majeur de fonctionnement dans certaines franchises est celui qui est engendr\u00e9 par la faiblesse de la communication dans le r\u00e9seau<\/a>. La collaboration franchiseur-franchis\u00e9 doit \u00eatre durable et n\u00e9cessite qu’ils travaillent en bonne intelligence. Il est n\u00e9cessaire qu’ils aient une m\u00eame conception des objectifs et des \u00e9volutions. Les projections de croissance doivent \u00eatre chiffr\u00e9es et il est majeur de pouvoir visualiser les diff\u00e9rentes \u00e9tapes de cette croissance en termes qualitatifs. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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D’apr\u00e8s un article tir\u00e9 de Marketing & Kommunikation<\/p>\n

Sur le m\u00eame th\u00e8me, consultez aussi cet article : <\/i>Les devoirs du franchiseur en neuf obligations<\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Les franchis\u00e9s ont souvent investi une forte somme \u00e0 titre personnel et fait appel \u00e0 des financeurs ext\u00e9rieurs, il convient donc que leur avenir \u00e9conomique soit le mieux assur\u00e9 possible, gr\u00e2ce au soutien du franchiseur. Celui-ci doit \u00e9videmment  respecter les devoirs qui lui incombent. Pass\u00e9 l’enthousiasme du d\u00e9but, une fois la formation par la Centrale […]<\/p>\n","protected":false},"author":48,"featured_media":291192,"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-291191","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":"\nLes 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