A descriptive case study on the franchise relationship of the Generics Pharmacy

Date of Publication

2009

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Business Management with Applied Corporate Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Business Management

Thesis Adviser

Delfin D.C. Mauricio

Defense Panel Chair

Roderick C. Bugador

Defense Panel Member

Brian Quebengco

Abstract/Summary

In the context of franchising, the relationship between the franchisor and the franchisee is critical to the success of the individual franchise, as well as to the success of the franchise system as a whole. Pharmaceutical franchising is an area of franchising that continues to grow rapidly in the Philippines particularly in the areas of Metro Manila and other major cities in the country. This rapid growth has a number of consequences, including increase competition and the increasing number of outlets being operated.

The focus of this research study is on the relational practices performed by the franchisor and the franchisees in their current franchise system. This research was conducted among The Generics Pharmacy franchisees throughout Metro Manila. The sample used was a convenience sample wherein the data were gathered through the use of questionnaire.

The majority of the respondents reflected an average or higher overall rating of their franchisor. The key finding of the study indicated that the majority of the respondents rated their franchise system as average or better, and the majority of respondents believe that the franchise infuse practices they need to succeed in the business. Support, territory, royalty payments, communication between parties and the term of the franchise contract were all perceived positively. The respondents indicated that the franchise has a qualified position in the market. However, there are a few results from other franchisees, that indicated issues concerning their financial expectations of the franchisees, and responses regarding the training offered in the course of the business establishment.

Thereafter, a mean score was calculated for each dimension in the questionnaire, using recorded scores and interview answers - an average score and a detailed explanation was provided. Responses indicate that, from the franchisees perspective, the issues of most dimensions are perceived positively, and presented a greater area of satisfaction in their franchise experience. This is presented in the comments under the results and discussion part of this study, regarding the purchase of the franchise, down to the agreement presented in the franchise system. However, areas of some dissatisfaction were also identified, which challenged both parties to ensure the relationship continues to develop the benefit of each party as well as the welfare of the company as a whole.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU15566

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

89, [45] leaves : ill. (some col.)

Keywords

Franchises (Retail trade); Industrial management; Business--Management; Pharmaceutical industry

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