{"id":291570,"date":"2014-10-30T05:15:00","date_gmt":"2014-10-30T04:15:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-bases-de-la-franchise-9223"},"modified":"2014-10-30T05:15:00","modified_gmt":"2014-10-30T04:15:00","slug":"les-bases-de-la-franchise-9223","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-bases-de-la-franchise-9223","title":{"rendered":"Les bases de la franchise"},"content":{"rendered":"
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Si elle comporte de nombreux avantages, la franchise n’en impose pas moins des obligations pour chacun des partenaires, franchiseur ou franchis\u00e9, comme dans toute collaboration \u00e9troite.<\/p>\n

Les obligations du franchiseur sont de fournir :
– un ensemble de signes de reconnaissance de la client\u00e8le dont l’enseigne, bien s\u00fbr mais aussi les codes couleurs, la fa\u00e7on d’identifier la marque, etc…
– un concept reliant l’enseigne \u00e0 une collection de produits et services et  une fa\u00e7on des les vendre
– un savoir-faire utile transmis au franchis\u00e9
– une assistance constante.<\/p>\n

Nul ne peut \u00eatre franchiseur sans \u00eatre propri\u00e9taire ou sans avoir la jouissance d’une marque<\/b>, d’une enseigne et sans en offrir la jouissance \u00e0 ses franchis\u00e9s. Ainsi, c’est au franchiseur qu’il appartient d’agir en contrefa\u00e7on lorsqu’une atteinte est port\u00e9e \u00e0 sa marque. Il serait aussi stupide de se pr\u00e9tendre franchiseur sans avoir d’unit\u00e9s pilotes, c’est-\u00e0-dire des unit\u00e9s qui appartiennent au franchiseur et qui illustrent parfaitement – et non pas \u00e0 peu pr\u00e8s – et avec succ\u00e8s le concept \u00e0 reproduire. Sans cette condition ne pr\u00e9tendons plus faire de la franchise mais de la concession ou de le licence d’enseigne par exemple….. Il est possible parfois de cr\u00e9er un r\u00e9seau sans pilote<\/a> mais pas de pr\u00e9tendre reproduire un succ\u00e8s et transmettre un savoir-faire<\/a> complet et \u00e9volutif.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Savoir-Faire, assistance, zone exclusive…<\/h3>\n
Le savoir-faire est le coeur m\u00eame de la franchise. Sans savoir-faire, il n’y a pas de franchise. Ce savoir-faire  doit \u00eatre entendu comme un ensemble d’informations pratiques non brevet\u00e9es, r\u00e9sultant de l’exp\u00e9rience du franchiseur et test\u00e9es par celui-ci. L’ensemble doit \u00eatre substantiel, identifi\u00e9 et confidentiel autant que faire se peut.<\/p>\n

L’assistance technique<\/a> d\u00e9bute d\u00e8s la signature du contrat<\/b>. Elle peut prendre de multiples formes : la formation initiale puis continue du franchis\u00e9 et de son personnel, la prestation d’ing\u00e9nierie (parfois m\u00eame avant la signature du contrat), les plans type d’am\u00e9nagement du magasin et d’assortiment des produits, l’organisation de campagnes de publicit\u00e9, le conseil juridique, la gestion d’un service contentieux commun \u00e0 tout le r\u00e9seau, la mise en place d’un centre logistique, la fourniture d’un compte de r\u00e9sultat type.<\/p>\n

L’exclusivit\u00e9 territoriale n’est pas obligatoire. Toutefois, la majorit\u00e9 des contrats de franchise la pr\u00e9voit. Cette clause permet au franchis\u00e9 de d\u00e9velopper son entreprise avec plus de s\u00e9r\u00e9nit\u00e9 puisqu’elle lui assure que le franchiseur ou d’autres franchis\u00e9s ne chercheront pas \u00e0 vendre les m\u00eames produits \u00e0 l’int\u00e9rieur d’une zone g\u00e9ographique qui r\u00e9serv\u00e9e.<\/p>\n

Il faut noter cependant que l’\u00e9tendue de la zone initialement d\u00e9finie peut \u00eatre amen\u00e9e \u00e0 \u00e9voluer (le plus souvent dans le sens d’une diminution) en fonction de la strat\u00e9gie commerciale du franchiseur, de sa notori\u00e9t\u00e9 et de sa client\u00e8le.<\/p>\n

BP et JS<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Si elle comporte de nombreux avantages, la franchise n’en impose pas moins des obligations pour chacun des partenaires, franchiseur ou franchis\u00e9, comme dans toute collaboration \u00e9troite. Les obligations du franchiseur sont de fournir :– un ensemble de signes de reconnaissance de la client\u00e8le dont l’enseigne, bien s\u00fbr mais aussi les codes couleurs, la fa\u00e7on d’identifier la marque, etc…– […]<\/p>\n","protected":false},"author":1,"featured_media":291571,"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-291570","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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