An In-Depth Analysis of Franchise Management Strategies - A Case of Malthurst Retail Ltd

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TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION1

1.1 Introduction1

1.2 Problem Statement1

1.3 Aims and Objectives1

1.4 Aims & Objective- How to Achieve2

1.5 Research Question2

1.6 Scope of the Research2

CHAPTER 2: LITERATURE REVIEW3

2.1 Introduction3

2.2 Company Overview3

2.3 UK Forecourt Retailing3

2.4 Forecourt Retailing: Historical Context4

2.5 Concept of Franchising5

2.6 Franchisor and Strategic Planning5

2.6.1 Motives of the Franchisor6

2.6.2 Motives of the Franchisee:8

2.7 Impact Of Franchise Participation On Franchisee Success13

2.7.1 Characteristics of Franchisee:14

2.8 Forecourt Business16

2.9 Franchise Management17

2.9.1 Advantage18

2.9.2 Disadvantages18

2.10 Franchise Management Strategies18

2.11 Independent Retailers and Franchises21

2.12 UK Franchise Market22

2.13 UK Oil Fields23

CHAPTER 3: METHODOLOGY25

3.1 Introduction25

3.2 The Research Process25

3.3 Rationale for a Qualitative Study26

3.4 Methodology27

3.4.1 Inclusion and Exclusion Criteria28

3.5 Secondary Data29

3.6 Data Collection Methods29

3.7 Justification for the Research Method30

3.8 Limitations of Research30

3.9 Keywords Used30

3.10 Ethical consideration31

3.11 Time Horizon31

CHAPTER 4: CRITICAL ANALYSIS33

4.1 Introduction33

4.2 Critical Analysis33

CHAPTER 5: CONCLUSION36

5.1 Introduction36

5.2 Conclusion36

5.2.1 The Situation in the European Market37

5.3 Recommendations38

5.4 Recommendations for Additional Research39

REFERENCES41

CHAPTER 1: INTRODUCTION

1.1 Introduction

The main objective of carrying out this research is to identify the importance and concept of franchise management strategies in UK, while taking the case of Malthurst in UK. This research will be organized in successive five chapters and reveals the overall contribution of franchise management strategies, while recommending ways to further enhance the topic under consideration.

1.2 Problem Statement

The basis for carrying out this research originated from the time when the BP sold many garages after American crisis. The company who bought garage from BP is not running them directly. This company called MRH -Malthurst Retail Ltd.

1.3 Aims and Objectives

The aim of this project is to analyze the strategies formulated and presented in recent literature in relation to the major topic of retail management. In this research, the main objective is to look into some franchise management strategies and to analyze them considering the case of Malthurst UK. This will help to establish linkages among different factors of retail management. The main objectives of this study are to:

To analyze the franchise management strategies

To analyze the UK Forecourt retail business

To know the concept of forecourt retailing

1.4 Aims & Objective- How to Achieve

The purpose of this dissertation is to understand the strategies of franchise management, which ultimately results in better implementation of long term strategies in order to achieve the long term goals of the retail businesses. Throughout this assignment, researcher's attention will focus on the case of Malthurst Ltd UK. This will be achieved by means of performing extended literature review. Polit & Beck (2004) says that literature review helps to lay the foundations for a study, assisting, and interpreting the study findings and to understanding current knowledge on topics and illuminating the impact of the study.

1.5 Research Question

Considering the above mentioned aims and objectives of the study, this paper seek will seek to answer the following research questions:

What is the concept of Forecourt retail business?

Briefly explain the franchise management strategies?

1.6 Scope of the Research

While the future remains uncertain, this paper hopes that through the analysis of current trends, the importance of retail and franchise management strategies cannot be ...