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¿Pensando en expandir su franquicia internacionalmente?

Posted on: November 7th, 2013 by admin 73 Comments

Análisis de posibilidades que se debe realizar antes de decidir  expandir tu franquicia. Está claro que el idioma y la cultura son factores muy importantes para cualquier empresa, por lo que si quieres expandirte por territorios de habla NO HISPANA deberás tener en cuenta varios factores influyentes además de la disponibilidad financiera.  Dimag® como consultora de gestión empresarial expone puntos de vista para ser tenidos en cuenta antes de lanzarte a conquistar nuevos mercados.

  1. Debemos analizar la situación actual de tu Franquicia. ¿Crees que el mercado en el que operas está saturado? ¿Existe una demanda de tus productos o servicios en el extranjero? ¿Has recibido solicitudes de interesados en algún país extranjero? ¿Crees que puedes llevar a cabo una doble expansión nacional e internacional al mismo tiempo?
  2. Debemos conocer los motivos que te llaman la atención de franquiciar en el extranjero. ¿Es porque lo hacen tus competidores? ¿Crees que es fácil tener éxito internacionalmente? Antes de decidirte a salir al extranjero con tu negocio debes tener una estrategia clara, cómo afrontar las dificultades que puedan surgir. Ésta es una decisión muy importante y no es tan fácil como parece.
  3. Debemos conocer viabilidad Financiera y de Recursos necesarios. ¿Se generarán ingresos de manera inmediata?, ¿hay que destinar a un equipo de trabajo dedicado solo a este tema? ¿Influirá esta expansión en las operaciones locales? ¿Cuánto se tarda en conseguir al primer franquiciado o master franquiciado? ¿Se necesita un presupuesto específico?

Una vez definida la expansión se requiere

Registro de la marca a nivel internacional o para los países seleccionados.

  • Se debe estimar la inversión que necesitarás dedicar a operaciones y soporte internacional.
  •  Hay que verificar  de que tu marca comercial es culturalmente transferible.
  • Hay que considerar la adaptación tus productos o servicios a los mercados locales en cuestión. Por ejemplo, sabemos que McDonald’s vende hamburguesas (de ternera) pero para entrar en el mercado asiático tuvo que cambiar y vender hamburguesas de tofu debido a la cultura vegetariana de los países asiáticos, o en Israel en los establecimientos McDonald’s Kosher no tienen productos lácteos, por lo que las hamburguesas son sin queso debido a las Leyes Judías.
  • De ser necesario se debe hacer la traducción del dossier a los idiomas necesarios.
  • Preparación del contrato de franquicia de acuerdo con las leyes y normativas específicas del  país o países seleccionados.
  • Preparar las acciones de marketing y la web global.

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