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dc.contributor.authorZiyenge, Itai
dc.date.accessioned2019-01-31T07:07:13Z
dc.date.available2019-01-31T07:07:13Z
dc.date.issued2018-05
dc.identifier.citationZiyenge, I. (2012). An evaluation of franchising as a retailling strategy: A case study of first street Spar (2008-2012). (Unpublished master's thesis). University of Zimbabwe.en_US
dc.identifier.urihttp://hdl.handle.net/10646/3739
dc.description.abstractThe general conclusion from literature on franchising is that franchising results in increased organisational performance by enabling firms to have instant commercial identification, marketing assistance, a proven operating system, on-going management support and professional training. However, this literature has been confined to other parts of the world; hence the aim of this research was to attempt to fill the research gap by investigating the impact of franchising on the performance of a Zimbabwean retail outlet. The research information and its application were aimed at benefiting the corporate world, the country and academic community. This research was based on a single case study design of First Street SPAR (FSS). Empirical data was obtained through face-to-face interviews with senior managers at the strategic and operational levels of the organization.Unstructured questions were used for gathering in-depth information from the respondents. The respondents were the Managing Director, Branch Manager and Finance Manager. A qualitative research philosophy was used and the data gathered was analyzed through Data Displays in the form of content analytic summary tables. The study found that franchising had limited impact on the organizational performance of FSS. The organization failed to enjoy all the benefits of franchising because of weak management support from the franchisor as evidenced by infrequent visits by retail specialists to the retail outlet and the ineffective promotional campaigns. It was also established that FSS was not motivated to adhere to the dictates of the franchise because this was not adding value and solving the problems bedeviling the retail outlet. In view of these findings this study recommends that FSS should demand the right promotional product and prepare a monthly store visit schedule for the franchisor’s retail specialists to ensure regular team visits. It is further recommended that FSS should request the franchisor to reduce the royalty rate from 1% of turnover if it continues to fail to get the necessary support from the franchisor, FSS should consider the termination of the franchise and operate as an independent store or join a successful franchise.en_US
dc.language.isoen_ZWen_US
dc.subjectFranchisingen_US
dc.subjectOrganisational performanceen_US
dc.subjectCommercial identificationen_US
dc.subjectMarketing assistanceen_US
dc.subjectProven operating systemen_US
dc.subjectManagement supporten_US
dc.subjectProfessional trainingen_US
dc.subjectRetail outleten_US
dc.titleAn evaluation of franchising as a retailling strategy: A case study of first street Spar (2008-2012)en_US
dc.contributor.registrationnumberR082003Aen_US
thesis.degree.advisorMaravanyika, Dennis
thesis.degree.countryZimbabween_US
thesis.degree.disciplineGraduate School of Managementen_US
thesis.degree.facultyFaculty of Commerceen_US
thesis.degree.grantorUniversity of Zimbabween_US
thesis.degree.grantoremailspecialcol@uzlib.uz.ac.zw
thesis.degree.levelMBAen_US
thesis.degree.nameMaster of Business Administrationen_US
thesis.degree.thesistypeThesisen_US
dc.date.defense2012


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