Tugasan JTW 241

Sidang Akademik 2014/2015

Ensuring Success of Local Franchise in your Local Market and Overseas Market
A quick search on the internet about local franchising produces hundreds of links on
how franchisors can tap on international markets and local market to expand their reach
and how they can sell their franchises effectively. Thats all good, but what about the
franchisee? The story doesnt just end with the franchisor successfully selling his/her
franchise. The crux lies in whether the franchisee is able to market that franchise
effectively and how the franchise can fit into the local market and expand the
opportunities to global market.
Information is your best weapon
Many would agree that running a franchise is considerably less risky than starting a
business from scratch. However, it is wise to remind oneself that low risks do not mean
risks free. True that implementing a proven business idea gives you a good head start,
however implementing that business idea blindly may be catastrophic. Lesson learnt:
Dont depend on your lucky stars too often. Before making the decision to run a
franchise, it is vital to be equipped with the right market knowledge dig deeply and
understand your potential market inside out. Just like any other business ventures,
information is your best weapon.
Marketing plan conduct systematic and comprehensive market research
While the franchisor may invest in research to ensure their products and services are
meeting market needs, it is up to the franchisee to customize the products and services
to the local market and to roll out a fitting marketing plan. A successful product or
service in its home market may not enjoy the same successes in a foreign market. It is
up to the franchisee to conduct systematic and comprehensive market research to
understand the related industry, its consumers and the direct and indirect competitors.
Identifying key issues in a market study
The most important facets of the market study are consumers and competitors. What
consumers need and want and what competitors are offering will have a direct impact
on your business. Address the following:
1

1. Who is your target market?

2. Who are your direct and indirect competitors?
3. What differentiates the product or service you are intending to bring into the
market?
4. What are the opportunities and threats present?
Updated Research for Continuous Success
Market research doesnt stop after you bring the product or service successfully into
your local market. Continuous research is needed to provide you with timely information
on changing industry trends and consumer perceptions. Collaborate with your franchisor
to see what can be done to ensure the product or service is up to date and to maintain
its competitive edge in the market. Alternatively, engage an external consultant to
provide in-depth information on the existing distribution networks, buying habits of
consumers, market potential, etc. Particularly if you are venturing into a market which is
not your local market, it would be beneficial to hire a local consultant to provide you with
insights. If you have not been listening sufficiently to your market, it is still not too late
in the day to review your strategy and invest in a thorough research to protect your
business and plan for its long-term growth.
Being the foremost to be in the know will be the key to your success.
Brief contents:
a) Defining marketing and marketing process
b) Understanding the marketplace and consumers
c) Designing a customer-driven strategy
d) Extending marketing

http://www.skorcareer.com/malaysia-eng/entrepreneur/franchiselistmalaysia2.htm
http://www.skorcareer.com/malaysia-eng/entrepreneur/franchisehistory.htm
http://www.skorcareer.com/malaysia-eng/entrepreneur/franchiseproandcons.htm

FRANCHISE OPPORTUNITIES

Automotive

Beauty & Health

Business Opportunities

Business Services

Children & Parenting

Cleaning & Maintenance

Computer & Technology

Education & Training

Fashion & Accessories

Food & Beverage

Home & Garden

Retail

Sports & Recreation

Travel & Hotels

Other Franchises

Top 10 Malaysian Franchise Brands

Malaysia has a thriving franchise industry as the Malaysian government is one of the most
franchise-friendly governments in the world and has always encouraged franchising. Many
people opt to buy a franchise because of the ease of getting a business up and running as a
successful business model is already in place.
In this issue, Top 10 of Malaysia shares its pick of the countrys 10 most successful franchise
brands (listed in random order) and a brief take on them.

Clara International
A household name in skin care, Clara International has been around since 1977 and was founded
by Datin Dr Clara L. Chee, a distinguished skincare formulation scientist and aesthetician.The
organisation boasts its own research and development facilities, manufacturing plants, beauty
centres, beauty colleges, beauty equipment distributorship as well as business franchises. In its
36 years of existence, Clara International has grown to become one of Malaysias largest beauty
chains comprising more than 50 beauty centres located in Malaysia, 60 per cent of which are
owned by franchisees and associates in various parts of Asia including the Philippines, Singapore,
Indonesia, Thailand, Brunei, Mauritius, India and Myanmar.
PappaRich
Papparich Group opened its first outlet at the Selayang Mall in Selangor back in 2005. It was
founded by Negeri Sembilan-born Rich Tan, who revolutionised the traditional coffee shop
concept into a premium dining experience with a touch of modernity. This restaurant chain has
grown to 50 outlets in Malaysia and has already ventured into Australia. It serves fresh and
affordable local and western favourites including toast with kaya and butter, chicken rice, nasi
lemak and chicken chop. Franchisees are provided with dedicated personnel whose focus will be
on food products, equipment, R&D, training and marketing strategies for them to be successful
franchise holders.
OldTown White Coffee
In 1999, founders Goh Ching Mun and Tan Say Yap concocted their own blend of 3-in-1 instant
white coffee to supply to Malaysian households and the food services industry under the OldTown
Group of Companies. It was also in that year that the 3-in-1 coffee mix was commercialised under
the OldTown brand name. In 2005, the Group expanded into the food services sector with the
opening of cafes that were highly influenced by the traditional Ipoh coffee shop setting. Since
then, the franchise has grown by leaps and bounds and is now a household name in almost every
town in Malaysia.
Focus Point
From the opening of its first outlet in Muar, Johor back in 1989, Focus Point has grown to become
a leading eyewear retailer in the country. Initially, the Focus Point Vision Group was
headquartered in BatuPahat but due to chains massive expansion, it was relocated to Kuala
Lumpur. Presently the chain boasts 170 outlets across Malaysia with many more scheduled to
open in the near future. Its franchise programme was developed to present franchisees the
opportunity to manage a franchise with the full support of its management. The franchise offer
which was also extended to its staff, solicited a good response from them.
Krista
Established in 1996, the Krista Group started its pilot kindergarten project in Selangor which
proved to be highly successful and its network of franchisees and outlets has expanded to some
120 today. Affordability, quality early childhood education programmes and the assistance

rendered in the setting up of the business are some of the reasons behind such growth. This
proven early childhood education franchise programme caters to individuals from all walks of life,
giving them a profitable business opportunity coupled with a rewarding career. This year, Krista
has expanded to Indonesia with its international preschool centre set to open in the city of
Medan.
Marrybrown
This Malaysian-owned organization, whose Founder and Group Managing Director is Datin Nancy
Liew, is one of the countrys leading fast food chains with more than 30 years of domestic and
international franchise experience. It has some 130 restaurants locally and more than 280
restaurants situated across the world including China, Indonesia, India, Sri Lanka, and Maldives as
well as in Africa and the Middle East. Marrybrown serves a wide variety of meals including crispy
chicken, satay burgers, specialty wraps, fish and chips and also plenty of hot and cold beverages
and desserts. At present, some 82 per cent of Marrybrown is franchised and franchisees have the
opportunity to open a restaurant locally or overseas.
Bonita
In 1990, Teo Ai Siong acquired the Bonita brand and established the Aivoria Group with his wife,
Sylvia Lim. Bonita means beautiful lady in Spanish and the Group takes pride in offering
customers a plethora of fashion accessories including studs, necklaces, rings, berets, shawls, hair
bands, bracelets, bangles and bags at affordable prices to beautify themselves. It now has 12
Bonita outlets located across the country in premium shopping malls. This year, the Group added
another feather to its cap when it opened its first boutique overseas, in Indonesia at the Centro
Departmental Store Grand Metropolitan Mall Bekasi.
MS. READ
MS. READ, the pioneer fashion brand in Malaysia established by Helen Read in 1997, offers plus
size clothing for fuller figured, curvy women with classic and timeless cuts to trend worthy styles.
The innovative way in which each shop is conceptualized from the outset makes each of the MS.
READ stores more than just a space to sell clothes. It is about fulfilling the needs of what
customers want to wear, imbued with service and relationships that they value. Its team from
designers to branding and communication experts has ensured that. Presently, there are 14 MS.
READ outlets across Malaysia and 3 in Singapore.
Snips
Established in 1990 by Mike Loh, Snips is an international fashion and beauty group with
extensive range of fashion design, hair design, face art and nail art services. From its humble
beginning at Sungei Wang Plaza, Kuala Lumpur, Snips has now expanded to 28 outlets,
strategically located throughout Malaysia, Hong Kong, Saudi Arabia, Australia, Doha and Beijing.
It has also set up the Snips College of Creative Arts (SCCA) whose objective is to educate and
impart its remarkable knowledge and skills in the hairdressing and beauty industry to its
students, equipping them with the cutting-edge skills and practical exposure for top-notch
achievements in the industry.
Secret Recipe
Since its inception in 1997, Secret Recipe has become a household name and has grown to
become one of Malaysias fastest growing lifestyle cakes and caf chain. It is known for awardwinning cheese cakes along with its great variety of fine and quality gourmet cakes at affordable
prices. Its friendly and personalized service, together with a modern contemporary and vibrant
interior concept, provides customers with the desired ambience for a great dining experience.
Secret Recipe has since experienced a rapid growth over the years and currently, it has more
than 280 outlets in major cities including Singapore, Kuala Lumpur, Jakarta, Bangkok, Manila,
Brunei, Shanghai and Melbourne.