Franchising in Cameroon
EXECUTIVE SUMMARY
Being at the origin of the expansion of many brands such as 21 century or McDonalds, the franchise is considered as one of the most successful marketing strategies. Well-known brands are represented worldwide with this system of commercialisation where a long-term relation between the franchisor and the franchisee is needed.
The goal of this research paper is to evaluate how this concept, which showed its ability, can be promoted in Cameroon to stimulate the entrepreneurship. Some enterprises in Cameroon are familiar with the franchise distribution and benefit from it but few are aware of the potential of working in that network.
This study presents a holistic overview of details, analysis, approaches and pertinent considerations about creating a franchise in Cameroon. It also outlines what a businessperson should know while contracting a franchise and the role that government also has to play to adapt this approach successfully.
Chapter one gives a comprehensive overview of Cameroon and its business environment.
Chapter two provides broad literature review on franchising and how it is applied in Cameroon.
Chapter three states the advantages and disadvantages of franchising in Cameroon.
Chapter four is a methodology of the study, stating how data was collected and analyzed, its methods, instruments, and anticipated problems.
Chapter five is the conclusion about the study, a report summary indicating if the research was of relevance, if it tied in with the hypothesis and the objectives of the study. It also presents the scope and breadth of specific challenges and opportunities a new business school would have to comply with. Some recommendations on how this business school can adapt in the Cameroonian society are proposed.
These recommendations are:
1. Educate people to the concept as the private sector is the sector with a huge impact on economy, the government should encourage entrepreneurs to buy franchises,
2. Create
Being at the origin of the expansion of many brands such as 21 century or McDonalds, the franchise is considered as one of the most successful marketing strategies. Well-known brands are represented worldwide with this system of commercialisation where a long-term relation between the franchisor and the franchisee is needed.
The goal of this research paper is to evaluate how this concept, which showed its ability, can be promoted in Cameroon to stimulate the entrepreneurship. Some enterprises in Cameroon are familiar with the franchise distribution and benefit from it but few are aware of the potential of working in that network.
This study presents a holistic overview of details, analysis, approaches and pertinent considerations about creating a franchise in Cameroon. It also outlines what a businessperson should know while contracting a franchise and the role that government also has to play to adapt this approach successfully.
Chapter one gives a comprehensive overview of Cameroon and its business environment.
Chapter two provides broad literature review on franchising and how it is applied in Cameroon.
Chapter three states the advantages and disadvantages of franchising in Cameroon.
Chapter four is a methodology of the study, stating how data was collected and analyzed, its methods, instruments, and anticipated problems.
Chapter five is the conclusion about the study, a report summary indicating if the research was of relevance, if it tied in with the hypothesis and the objectives of the study. It also presents the scope and breadth of specific challenges and opportunities a new business school would have to comply with. Some recommendations on how this business school can adapt in the Cameroonian society are proposed.
These recommendations are:
1. Educate people to the concept as the private sector is the sector with a huge impact on economy, the government should encourage entrepreneurs to buy franchises,
2. Create
Bibliography: Books and Articles: • Ambe Shu, Christopher (2006): Selling to survive in Cameroon: University graduates do what they can to stave off unemployment, OhmyNews, Web exclusive, 19th June 2006. • Boulay, Jacques & Chanut, Odile (2010): Les réseaux de franchise, Editions La Découverte, Paris, 2010. • Campbell, Christian (2005): Legal Aspects of Doing Business in Africa, Lulu.com, page 124. • Frese, Michael (2000): Success and failure of micro business owners in Africa: A psychological Approach, Greenwood Press, 28th February 2000. • Lall, Sanjaya & Pietrobelli, Carlo (2002): Failing to compete: Technology development and technology systems in Africa, Edward Elgar Publishing Ltd, 29th October 2002. Websites: