{"id":295900,"date":"2009-12-01T01:00:00","date_gmt":"2009-12-01T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-point-sur-la-franchise-en-tunisie"},"modified":"2009-12-01T01:00:00","modified_gmt":"2009-12-01T00:00:00","slug":"le-point-sur-la-franchise-en-tunisie","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-point-sur-la-franchise-en-tunisie","title":{"rendered":"Le point sur la franchise en Tunisie"},"content":{"rendered":"
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<\/a> <\/div>\n
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1- Le\u00a0march\u00e9 actuel de la franchise
<\/strong>Lors du 1er salon Tunismed franchise en d\u00e9cembre 2009, le directeur g\u00e9n\u00e9ral de la concurrence et du contr\u00f4le \u00e9conomique au sein du minist\u00e8re du commerce\u00a0tunisien, a qualifi\u00e9 l’exp\u00e9rience tunisienne dans la franchise de \u00abmodeste et naissante\u00bb. Cela n’emp\u00eache pas, selon lui, l’existence \u00abde quelques exp\u00e9riences r\u00e9ussies de franchise sous quelques marques nationales ou \u00e9trang\u00e8res\u00bb. La franchise a fait son apparition dans les ann\u00e9es 80 en Tunisie, dans le cadre de la\u00a0lib\u00e9ralisation de l’\u00e9conomie et de l’ouverture\u00a0internationale. Certains de ces r\u00e9seaux avaient eu l’autorisation du minist\u00e8re par d\u00e9rogation et d’autres n’avaient tout simplement pas os\u00e9 utiliser cette appelation et fonctionnaient pourtant normalement.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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2- Les \u00abbarri\u00e8res\u00bb au d\u00e9veloppement de la franchise en Tunisie<\/strong> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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A) L’absence de r\u00e9glementation sp\u00e9cifique \u00e0 la franchise<\/span> qui est donc soumise au :
– droit commun des obligations (l’activit\u00e9 est r\u00e9gie par de nombreux textes du Code des Obligations et des Contrats)
– droit sp\u00e9cial de la vente (droit commercial)
– droit de la propri\u00e9t\u00e9 intellectuelle
– droit de la concurrence qui traite des contrats de repr\u00e9sentation exclusive. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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B) Le manque de clart\u00e9 de la r\u00e9glementation<\/span> :
Avant la\u00a0loi sur la franchise en ao\u00fbt 2009, les franchis\u00e9s de r\u00e9seaux \u00e9trangers\u00a0n’avaient pas le droit de verser des royalties aux franchiseurs \u00e9trangers\u00a0selon le minist\u00e8re du commerce sauf s’ils obtenaient cette autorisation par le minist\u00e8re ce qui \u00e9tait rare. Or la franchise pr\u00e9voit le plus souvent que le franchis\u00e9 doit verser une redevance (royalties) au franchiseur. Or, tout transfert de devises vers l’\u00e9tranger doit \u00eatre justifi\u00e9 par une vente de marchandises ou une prestation de services.
Les moyens trouv\u00e9s pour contourner la rigueur de l’administration\u00a0existaient. Comme dans tous les pays o\u00f9 l’exportation de capitaux est restreinte par la r\u00e9glementation, les franchises de distribution de produits pr\u00e9f\u00e9raient le plus souvent tout facturer dans le produit et rien en royalties. Pour les franchises de services par contre, ce n’\u00e9tait pas possible puisqu’elles ne vendent pas de produits ce qui explique en grande partie le retard d’implantation des franchises de services en Tunisie en comparaison avec le Maroc.
Et pourtant, plusieurs\u00a0r\u00e9seaux\u00a0n’avaient pas\u00a0demand\u00e9 l’autorisation au minist\u00e8re du commerce et les franchis\u00e9s payaient cependant sans probl\u00e8me les redevances\u00a0aux franchiseurs \u00e9trangers. Pourquoi ? Parce que, comme l’a expliqu\u00e9 son directeur pendant le 1er salon Tunismed franchise, la banque centrale consid\u00e9rait que le paiement de royalties est une op\u00e9ration de paiement courante ne n\u00e9cessitant pas d’autorisation du minist\u00e8re.
Ma\u00eetre Farhat Toumi avait d’ailleurs expliqu\u00e9 au salon que l’attitude de l’administration du minist\u00e8re du commerce n’\u00e9tait pas fond\u00e9e sur des textes de lois ou des d\u00e9crets mais sur une interpr\u00e9tation qui lui \u00e9tait propre. Il a d’ailleurs relev\u00e9 que ladite administration n’avait jamais cherch\u00e9 \u00e0 contester ces paiements\u00a0devant un tibunal. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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C La \u00abprudence\u00bb adopt\u00e9e par l’administration tunisienne<\/span> :
McDonald’s, la plus grande cha\u00eene am\u00e9ricaine et mondiale de restauration rapide, a voulu s’implanter en Tunisie en contractant une franchise avec un partenaire tunisien, mais ils\u00a0se sont heurt\u00e9s \u00e0 un refus d’autorisation pr\u00e9alable du minist\u00e8re du commerce et de l’artisanat.
Par contre l’enseigne am\u00e9ricaine Pizza Hut a exist\u00e9 une courte p\u00e9riode, Il a \u00e9t\u00e9 conclu un accord bilat\u00e9ral entre le gouvernement tunisien et la soci\u00e9t\u00e9 franchis\u00e9e (d’origine saoudienne). L’accord conclu pr\u00e9cisait des zones g\u00e9ographiques d\u00e9limit\u00e9es et qualifi\u00e9es de touristiques pour l’implantation des restaurants Pizza Hut, lesquels devaient correspondre aux besoins de la client\u00e8le touristique vis\u00e9e. Tout laissait pr\u00e9sager un avenir prosp\u00e8re pour Pizza Hut en Tunisie. H\u00e9las, le contrat f\u00fbt r\u00e9sili\u00e9 quelque temps apr\u00e8s sur d\u00e9cision du gouvernement tunisien (par retrait de l’autorisation du ministre du commerce) au motif que le plan de d\u00e9veloppement du projet n’avait pas \u00e9t\u00e9 respect\u00e9. Il semble en effet que la soci\u00e9t\u00e9 franchis\u00e9e \u00e0 capitaux majoritairement saoudiens s’\u00e9tait engag\u00e9e \u00e0 investir des millions de dinards pour n’en investir finalement que deux ou trois cent mille. D’autre part la client\u00e8le \u00e9tait majoritairement tunisienne et non touristique. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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3- Les mesures prises pour promouvoir la franchise en Tunisie
<\/strong>La nouvelle loi tunisienne sur la franchise
<\/span>La loi n\u00b02009-69 du 12\/08\/2009 relative au commerce de distribution en son chapitre V vient apporter une reconnaissance et un statut \u00e0 la franchise en Tunisie. Ce chapitre contient quatre articles \u00e9non\u00e7ant des principes g\u00e9n\u00e9raux: une d\u00e9finition de la franchise, son \u00e9tendue, son cadre formel imp\u00e9ratif qui est un contrat \u00e9crit, et les obligations et du franchiseur et du franchis\u00e9. Cette nouvelle loi repr\u00e9sente une d\u00e9claration d’intention des autorit\u00e9s afin d’encourager ce mode d’exercice du commerce qui se d\u00e9veloppe consid\u00e9rablement dans le monde.
Il est d\u00e9sormais possible aux franchises\u00a0internationales de s’installer en Tunisie. Elle autorise\u00a0le versement de royalties, sous le contr\u00f4le de la banque centrale et apr\u00e8s autorisation du minist\u00e8re du commerce, des franchis\u00e9s aux franchiseurs. Depuis la promulgation de cette loi, plusieurs enseignes internationales, notamment fran\u00e7aises, ont exprim\u00e9 leur d\u00e9sir de s’implanter en Tunisie mais il faut attendre le d\u00e9cret d’application pour conna\u00eetre la port\u00e9e exacte de cette ouverture car l’administraiton et certains milieux d’affaires ont exprim\u00e9 la volont\u00e9 de freiner l’arriv\u00e9e des franchiseurs \u00e9trangers. On en change pas de mentalit\u00e9 aussi vite. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le premier salon de la franchise en Tunisie
<\/span>La Chambre de Commerce et d’Industrie (CCIT) de Tunis, l’Association des Chambres de Commerce de la M\u00e9diterran\u00e9e (ASCAME) et l’Union Tunisienne de l’Industrie, du Commerce et de l’Artisanat (UTICA) ont organis\u00e9 la premi\u00e8re \u00e9dition du salon de la franchise en Tunisie, sous le nom de \u00abTunis Med Franchise\u00bb. L’objectif \u00e9tant de faire conna\u00eetre la franchise, un concept relativement nouveau pour la Tunisie et qui va contribuer \u00e0 la cr\u00e9ation d’entreprises et \u00e0 renforcer la comp\u00e9titivit\u00e9 de l’\u00e9conomie nationale. A noter que la Tunisie\u00a0veut en faire\u00a0un vecteur d’exportation mais pour cela il faudra hisser le savoir-franchiser des entrepreneurs tunisiens au niveau international ce qui sera difficile si on freine la confrontation en Tunisie avec les franchises \u00e9trang\u00e8res. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

1- Le\u00a0march\u00e9 actuel de la franchiseLors du 1er salon Tunismed franchise en d\u00e9cembre 2009, le directeur g\u00e9n\u00e9ral de la concurrence et du contr\u00f4le \u00e9conomique au sein du minist\u00e8re du commerce\u00a0tunisien, a qualifi\u00e9 l’exp\u00e9rience tunisienne dans la franchise de \u00abmodeste et naissante\u00bb. Cela n’emp\u00eache pas, selon lui, l’existence \u00abde quelques exp\u00e9riences r\u00e9ussies de franchise sous quelques 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