{"id":294433,"date":"2011-01-11T16:57:00","date_gmt":"2011-01-11T15:57:00","guid":{"rendered":"https:\/\/ac-franchise.be\/comment-bien-aborder-la-master-franchise"},"modified":"2011-01-11T16:57:00","modified_gmt":"2011-01-11T15:57:00","slug":"comment-bien-aborder-la-master-franchise","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/comment-bien-aborder-la-master-franchise","title":{"rendered":"Comment bien aborder la master franchise ?"},"content":{"rendered":"
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Description de l’activit\u00e9 :<\/h3>\n
Patrick Prohet et Olivier Thi\u00e9baut, consultants en recrutement de franchis\u00e9s, expliquent dans cette conf\u00e9rence de vulgarisation ce qu’est la Master Franchise. D\u00e9finition, r\u00f4le du master franchis\u00e9….. Ils r\u00e9pondent aussi aux questions que vous vous posez s\u00fbrement. Comment choisir une Master Franchise? Pourquoi certaines Master Franchises \u00e9chouent?…. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Point de vue de l’expert :<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Jean Samper : La franchise s’internationalise de plus en plus<\/strong>. On a vu les franchises am\u00e9ricaines d\u00e9barquer en Europe, on voit des franchises europ\u00e9ennes en Afrique et au Maghreb, La Chine est une grande importatrice de franchises, La Russie aussi. Le Maroc s’est ouvert \u00e0 la franchise par le biais de la master-franchise. Donc l’internationalisation des franchises est en marche. On a donc besoin de savoir ce qu’est\u00a0la Master franchise puisqu’elle est utilis\u00e9e pour exporter. <\/strong>Quel est le r\u00f4le du master franchis\u00e9 ? Nous allons aborder ces questions avec Patrick Prohet et Olivier Thi\u00e9baud, tous les 2 consultants en franchise.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Olivier Thi\u00e9baut<\/strong>: Dans le mot master franchis\u00e9, il y a le mot franchis\u00e9 et le mot master. Un master franchis\u00e9 est d’abord un franchis\u00e9. Il a les m\u00eames droits et obligations qu’un franchis\u00e9 pour\u00a0la duplication et le respect du concept. Mais en tant que\u00a0master, il a\u00a0la repr\u00e9sentativit\u00e9 de son franchiseur d’origine sur un territoire donn\u00e9 qui peut \u00eatre une r\u00e9gion ou un pays tout entier, voire plusieurs pays. Il va d\u00e9velopper le\u00a0r\u00e9seau de franchise sur ce territoire donn\u00e9 en assurant l’animation, le d\u00e9veloppement en respectant les r\u00e8gles d\u00e9finies avec son franchiseur. C’est un franchis\u00e9 qui \u00ab\u00a0sous-franchise\u00a0\u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Jean Samper : Vous avez dit qu’il \u00e9tait \u00e0 la fois franchis\u00e9 et master mais en tant que master, n’est-il pas surtout\u00a0franchiseur ?
Patrick Prohet <\/strong>: Puisqu’il peut sous-franchiser, il tient\u00a0effectivement le r\u00f4le du franchiseur sur le territoire qu’il lui a \u00e9t\u00e9 confi\u00e9. Il a le r\u00f4le du d\u00e9veloppement et de l’animation r\u00e9seau. Le franchis\u00e9 aura \u00e0 faire au master franchis\u00e9 et pas directement au franchiseur; C’est le master\u00a0qui va former, animer les franchis\u00e9s et c’est \u00e0 lui qu’ils paieront les redevances, le droit d’entr\u00e9e et c’est lui aussi qui doit adapter si n\u00e9cessaire le concept sur le march\u00e9 concern\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JS<\/strong> : Son r\u00f4le de franchiseur est donc important sur son territoire mais il n’a pas invent\u00e9 le concept et il b\u00e9n\u00e9ficie de tous les supports du franchiseur d’origine. C’est donc une position interm\u00e9diaire confortable mais on constate plus d’\u00e9checs parmi les masters franchis\u00e9s que parmi les franchis\u00e9s. Pourquoi et comment choisir un bon concept de master franchise ? <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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PP<\/strong> : D’abord s’assurer du succ\u00e8s du concept dans le pays d’origine. Il est inimaginable de vouloir d\u00e9velopper sur un pays d’accueil une franchise qui n’a pas r\u00e9ussi dans le pays d’origine. Il faut aussi s’assurer de la volont\u00e9 du franchiseur d’exporter son concept vers d’autres pays et donc de se structurer et de mettre en place les ressources n\u00e9cessaires \u00e0 ce d\u00e9veloppement. Voir si ce franchiseur a d\u00e9j\u00e0 d\u00e9velopp\u00e9 son concept dans d’autres pays avec r\u00e9ussite. Il faut aussi que les \u00e9l\u00e9ments financiers soient \u00e0 la hauteur et que les droits d’entr\u00e9e soient raisonnables. Enfin que cela soit en phase avec vos go\u00fbts et vos aspirations. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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OT <\/strong>: Il y a des \u00e9tapes interm\u00e9diaires qui sont indispensables pour avoir le maximum de chances de succ\u00e8s. Il faut d’abord faire une \u00e9tude de march\u00e9 pour voir si dans le pays les conditions de r\u00e9ussite sont r\u00e9unies. Est-ce-que tous les ingr\u00e9dients du concept peuvent \u00eatre transpos\u00e9s d’un pays \u00e0 l’autre et en cons\u00e9quence \u00e9valuer\u00a0l’adaptabilit\u00e9 car les march\u00e9s am\u00e9ricains, chinois ou fran\u00e7ais sont tr\u00e8s diff\u00e9rents. Enfin il faut bien sur faire un pr\u00e9visionnel digne de ce nom. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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PP<\/strong> : L’adaptation\u00a0prend diff\u00e9rentes formes. Il y a\u00a0des produits qui se vendent bien sur le march\u00e9 italien mais pas en France par exemple ; il faut donc bien les identifier au pr\u00e9alable. Ensuite il faut r\u00e9aliser un pilote qui comme son nom l’indique va servir \u00e0 finaliser les adaptations car avant de dupliquer il faut \u00eatre sur que la formule fonctionne. C’est le r\u00f4le du master franchis\u00e9 de r\u00e9aliser ce pilote. Concernant le pr\u00e9visionnel, il y a celui du franchis\u00e9 pour qu’il r\u00e9ussisse et en parall\u00e8le le business plan du master franchis\u00e9. Il faut que les 2 fonctionnent pour que la franchise \u00e9trang\u00e8re ait une chance de se d\u00e9velopper sur le territoire concern\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JS <\/strong>: Quelles sont les sp\u00e9cificit\u00e9s du contrat de master franchise ?
PP<\/strong> : Ce sujet m\u00e9rite une conf\u00e9rence \u00e0 lui tout seul que vous pouvez consulter sur ac-franchise.be mais il y a un point tr\u00e8s important qui est la dur\u00e9e du contrat. Il faut que cette dur\u00e9e soit longue. Pourquoi ? Et bien parce qu’un master franchis\u00e9 ne peut pas sur le territoire signer des contrats de franchise s’il n’a pas le droit d’exploitation. C’est-\u00e0-dire que s’il a un contrat de master franchise de 5 ans, et qu’au bout de 2 ans il veut signer un contrat de franchise de 5 ans, cela ne fonctionne pas parce qu’il n’en a pas le droit. Apr\u00e8s il y a d’autres dispositions concernant les flux d’argent. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Jean Samper <\/strong>: si je conclus : la master franchise est un des moyens privil\u00e9gi\u00e9s pour internationaliser les r\u00e9seaux mais\u00a0malheureusement trop de master franchises \u00e9chouent \u00e0 cause du co\u00fbt du droit d’entr\u00e9e de la master et d’une insuffisance d’adaptation au march\u00e9 local et du pilotage avant le d\u00e9veloppement. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Voir la vid\u00e9o de l’expert dans la rubrique \u00ab\u00a0Franchise : Conf\u00e9rences et tables rondes<\/a>\u00a0\u00bb <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Rendez-vous sur AC Franchise<\/a> TV pour plus de vid\u00e9os <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Lire la d\u00e9finition de la master franchise<\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Retrouvez une quinzaine d’articles compl\u00e9mentaires sur la master franchise<\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Description de l’activit\u00e9 : Patrick Prohet et Olivier Thi\u00e9baut, consultants en recrutement de franchis\u00e9s, expliquent dans cette conf\u00e9rence de vulgarisation ce qu’est la Master Franchise. D\u00e9finition, r\u00f4le du master franchis\u00e9….. Ils r\u00e9pondent aussi aux questions que vous vous posez s\u00fbrement. Comment choisir une Master Franchise? Pourquoi certaines Master Franchises \u00e9chouent?…. Point de vue de l’expert […]<\/p>\n","protected":false},"author":1,"featured_media":294432,"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":[8],"tags":[],"class_list":["post-294433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-de-la-franchise","entry","has-media"],"acf":[],"yoast_head":"\nComment 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