Setting up and Managing a Successful Training and Education Franchise in China

Proposed Dissertation Title: “Setting up and Managing a Successful Training and Education Franchise  in China: The Informatics  training center  model and experience.

 

 

The Project Aims (Please provide a brief summary):

The purpose of  the paper is to discuss and analyze the setting up AND the management of a successful training and education franchise operations  in China.  Both the factors affecting the success of the training and education franchise model in China as well as the challenges will be discussed and analysed as well. The paper will also compare the Informatics training center  model with other successful model in other industry for e.g McDonald’s and KFC, which represent franchises that have adapted best to the China market.  The objective of the paper is to eventually provide a paper that will serve as a guide to those in the training and education industry  who are contemplating to enter the China market through the franchising approach.

 

Project Outline (Please describe in no more than 200 words):

 Informatics (A public listed  company in Singapore) core business activities are in training and education services. Franchising is one of the company’s main strategy to enter and expand into foreign and unfamiliar territories.  While the company has been relatively successful in its franchising activities elsewhere in the world, the territory of China offer much challenges as well as tremendous market potential.  This paper will focus on Informatics China franchise model and experiences, from its  initial  entry into China and its use of the franchising strategy to grow the operations all over China. The paper will  assess the pros and cons of franchising in China, and offers proven best practices for building a successful franchise  system while covering strategic issues and challenges faced by Informatics as a foreign franchisor in China. The outline of the paper will include the designing of  the franchise system, recruiting, selecting, managing and supporting of  franchisees,  establishing territories and pricing and  managing the expansion. Drawing on studies of some successful franchise like Mc Donald and KFC , proven principles and techniques for the entire franchise system development process: defining products and services, planning support, establishing royalty rates and advertising programs, mapping territories, recruiting and managing franchisees will also be identified and discuss.

Specific areas to be covered include:

 

1.    Evaluation of the training and education industry in China. Informatics  competitive position, and competencies.

2. The Advantages and disadvantages of Franchising

3. Key Franchising Policies

4. Franchisee Support and Assistance

5 Territorial Strategies

6. Pricing Franchises

7. Franchise product strategies

7.  Expansion Strategies

8. The Legal and Institutional Environment for Franchising

9. Recruiting, Selecting, and Managing Franchisees

10. Recommendations and Improvements