Job description for a franchising specialist

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Job description for a franchising specialist. Full Document

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I. General Provisions

The franchising specialist directs and ensures the coordinated work of employees associated with the creation and operation of the franchise network.
A franchising specialist is appointed to a position, mixed up and dismissed from it by order of the general director of the enterprise in the prescribed manner on the proposal of the marketing deputy.
A franchising specialist must have a higher economic (engineering, economic, technical or legal) education.
The Franchising Specialist is guided in his work by:

legislative acts regulating the relevant field of activity;
regulatory and methodological documents, other materials related to the material or informational promotion of products on the market under a certain trademark (service mark);
the Charter of the enterprise;
orders of the head of the enterprise;
labor regulations;
this Job Description.

The franchisor must know:

current legislative and regulatory and methodological documents regulating the relevant field of activity;
methods of collecting, storing and processing commercial information;
methodology of strategic and operational marketing planning;
fundamentals of development and implementation of product and brand policy;
ways to create your own (authorized) marketing systems or use existing business and commercial structures;
ways of creating and developing marketing communications systems;
pricing and tax system of the state where the franchise network operates;
methods for evaluating the economic and communication effectiveness of marketing projects in general and franchising in particular.

The franchisor must be able to:

conduct marketing research, monitoring and diagnostics of the market;
develop a franchising strategy in the region;
conduct operational and tactical marketing activities in the region;
manage the product range (range of services) of franchised enterprises;
organize franchising and commodity distribution networks;
manage product distribution and shipping in franchise networks;
organize and maintain a system of marketing communications of franchised enterprises;
develop and implement a pricing policy for franchising;
calculate the effectiveness of marketing activities;
independently make decisions, organize the work of performers and office work;
organize their work using modern information technologies.

The Franchise Specialist reports directly to the Deputy General Director of the Marketing Enterprise.
In the event of a temporary absence of a franchising specialist, his duties are performed by a duly appointed deputy (sales manager, advertising manager), who acquires the appropriate rights and bears full responsibility for the proper performance of the duties assigned to him.

II. Official duties

Implementation of the commodity (innovative) franchising policy:

Evaluation of consumer properties of goods (services) produced and provided by franchising, collection of information on compliance with the expectations of consumers in the region, formation of the commodity component of a comprehensive business license.
Carrying out regular marketing research in the region, identifying new trends and changes in the conjuncture of the domestic and foreign markets, which may lead to the emergence of competitive analogues of franchised goods (services).
Monitoring and diagnostics of potential markets for goods (services), including the financial condition and solvency of potential franchisees and buyers, capacity, absolute and current potential, the ratio of supply and demand for specific types of franchised goods (services).
Assessment of the competitiveness of franchised goods (services), comparison of their consumer properties, prices, cost with the corresponding indicators of competitive analogues promoted to the market by other franchisors.
Analysis of goods (services) and their competitive counterparts according to the SEUT system (strengths, opportunities, negative aspects, difficulties and threats); carrying out activities to position franchised goods (services) on the market and differentiate them from competitive analogues.
Collection of primary information about failures, malfunctions and shortcomings in the operation of franchised goods, participation in the consideration of complaints and claims regarding the quality of production (service).
Development of proposals for the exclusion from the range of franchised goods (services) that are at the stage of fading demand or do not correspond to the image of high quality.
Formation of new needs in order to expand sales markets and search for new forms of application of franchised goods.
Development of ideas for innovative modifications of franchised goods (services) and preparation of technical specifications for employees of the enterprise for their implementation.
Development of proposals and recommendations for changing the characteristics, design and production technology of franchised goods (services) in order to improve their consumer properties and taking into account the achievements of science and technology.
Development of proposals for the creation of fundamentally new products (new types of services) for franchising.
Calculation of approximate and reduced market capacities of innovative modifications, absolute and current sales potential of franchised goods (services), market shares of the franchisor, franchisees and competitors.
Identification of new market segments and free market niches in the region to promote innovative and mastered franchised goods (services).
Organization and maintenance of internal corporate statistical reporting on the sale of innovative and mastered franchised goods (services).
Organization and support of a system for forecasting effective demand for mastered franchised goods (services).
Creation and maintenance of a corporate information database on franchising, including data on permanent, regular and potential franchisees and end buyers (customers), applications for the supply of goods (provision of services), availability of stocks.
Identification of franchised goods (services) that do not have sufficient sales, and establishing the reasons for their rejection by franchisees and end consumers.
Participation in the analysis of the effectiveness of measures implemented by production units and technical workers to improve the quality of production (service).
Preparation of proposals and recommendations on the plan for the production of franchised products in terms of volumes and range of goods (services) based on the results of the forecast of franchising in the region.
Transfer to franchisees of technical, commercial and other information necessary for them to use the rights granted under the franchise agreement.

Instructing franchisees and their employees on issues related to the exercise of these rights:

Issuance to franchisees of licenses provided for by the franchise agreement for the right to use objects of intellectual property and ensuring their execution in the prescribed manner.
Providing franchisees with ongoing technical and consulting assistance, including training and advanced training of employees.
Control of compliance of the quality level of goods, works performed, services rendered by the franchisee on the basis of the franchise agreement with the quality level of similar goods, works or services produced, performed or provided directly by the franchisee.

Implementation of the marketing policy of franchising:

Development and implementation of a strategy for marketing promotion of franchised goods (services) on the market, formation of a marketing component of a comprehensive business license.
Estimation of the structure and main parameters of the franchise distribution network of the enterprise.
Selection and control of business structures distributing goods (providing services) through franchising.
Formation of the most optimal in terms of length, width, duration, cost and technical equipment of franchise channels for the sale of goods (services), taking into account the possibility of a multi-stage transfer of a complex entrepreneurial sublicense.
Planning the geographical (regional) placement of potential franchisees and sub-franchisees and assessing the feasibility of forming their own distribution networks; control over the issuance by the franchisee of a specified number of complex business sublicenses.
Carrying out a logistics analysis of the enterprise's transport system serving franchise outlets, supervising the conditions of transportation, warehousing and storage of goods.
Evaluation of the possibility and organization of attracting channels of existing distribution networks serving competing and non-competing brands as potential franchisees and sub-franchisees.
Assessment of the feasibility and organization of interaction between franchise outlets and wholesale and retail trade existing in the region on a commission basis.
Ensuring the interaction of franchise points with their own network of branded stores, representative offices or exclusive intermediaries (dealers, agents, attorneys).
Methodical management of the franchise network, training of franchisees and providing them with the necessary documentation, regulatory and promotional materials.
Control over the provision by franchisees to buyers (customers) of all related services that they can count on when purchasing a product or

Ordering services directly from the franchisees:

Analysis and improvement of forms of delivery to franchisees of complementary products, complementary goods and mandatory accessories, as well as the provision of related services.
Comparative analysis of distribution costs in the franchise network, identification and elimination of economically unjustified expenses.
Evaluation of the possibilities of introducing jabers, refiners, processors, and value-added intermediaries into the franchise network operating on the regional market.
Evaluation of the consistency of marketing and advertising and information strategies of the enterprise in terms of franchising.
Evaluation of the economic efficiency of the functioning of franchise commodity distribution and distribution networks.

Implementation of the advertising and information policy of franchising:

Development and implementation of a strategy for advertising and information promotion of franchising on the goods (services) market, formation of a communication component of a comprehensive business license.
Choosing a scheme of information impact on potential franchisees, possible sub-franchisees and end users (traditional, attracting, pushing, symbiotic, cross or interactive).
Planning advertising campaigns for franchising and predicting their effectiveness.
The study and use of creative methods for creating advertising images of franchised goods (services).
Organization of franchising advertising through the media (newspapers, magazines, television, radio), preparation of sketches for advertising modules, texts of promotional articles, scripts for video and audio clips.
Organization of outdoor and transit advertising of franchising.
Organization of regular direct mailing of promotional materials to potential franchisees.
Organization of participation of the enterprise in regional, national and international exhibitions, fairs, hypermarkets with the presentation of franchise programs.
Organization of exhibitions and showcases on the territory of franchise points.
Organization of demonstrations of franchised products in action, demonstrating the range of possibilities and benefits of using products at work during exhibitions, fairs, points of sale, business meetings and training courses for franchisees, sub-franchisees, production and sales personnel.
Evaluation of the communication and economic efficiency of franchising advertising, its impact on the awareness of potential franchisees, end consumers and sales performance.
Formation and control of compliance with the corporate corporate identity at the parent company, franchise outlets, company stores, dealerships, as well as souvenirs; control over the use of the franchisor's company name in the manner specified in the franchising agreement in the course of carrying out the activities provided for by this agreement.
Branding of advertising materials, forms of complex business licenses, warranties, single and double warehouse receipts, demand research tools used in the franchising process.
Analysis of the motives of a certain attitude of franchisees, sub-franchisees and end consumers to the goods (services) offered to them, to the trademark (service mark), to the enterprise and its intermediaries.
Organization of accounting for the flow of feedback from franchisees, including the study of their opinions and proposals for improving goods (services), analysis of complaints and their impact on the image of a trademark (service mark), development of proposals to improve the technical level and quality of production (service).
Analysis of the methods of consideration and satisfaction of claims and complaints received from franchisees, sub-franchisees and end users, control over their full satisfaction in a timely manner.
Instructing franchisees on ensuring that the nature, methods and conditions of using the complex of exclusive rights correspond to how this complex is used by the franchisor, including on the external and internal design of the premises used in the exercise of the rights granted under the franchise agreement.
Control over the non-disclosure by the franchisee of the franchisor's production secrets and other confidential commercial information received from him.
Informing buyers (customers) in the most obvious way for them that franchisees and sub-franchisees use a company name, trademark (service mark) or other means of individualization based on franchise agreements.

Implementation of the pricing policy of franchising:

Development and implementation of pricing strategies for franchising in the markets for goods (services).
Participation in the calculation of the cost of new and mastered franchised goods (services), development of measures to reduce costs, forecasting the possible economic effect for franchisees, sub-franchisees and end users.
Participation in planning and substantiation of the price of franchised goods (services), forecasting the amount of profit of the enterprise from the sale of new and mastered franchised goods (services).
Development of a discount program (discount, decor, functional, off-season) at franchise outlets, assessment of short-term financial losses and prospective financial or marketing benefits from its implementation.
Development of various options for the conditions and forms of payment by franchisees for a comprehensive business license, franchised goods (services), systems for deferral and installment payments, commercial and consumer loans.
Assessment of the possibilities of price discrimination (differentiation) by franchisees and sub-franchisees of potential final buyers of goods (customers of services).
Evaluation of the possibilities of price discrimination (differentiation) of various modifications of franchised goods (services) and compensation for price reduction for the main product by increasing prices for complementary goods, mandatory accessories, spare parts, by-products of production, related services.
Planning premiums for the provision by franchisees and sub-franchisees to the end buyers of goods (customers of services) of spatial, temporal, pre- and after-sales amenities.
Development of programs to link the reduction (increase) of prices in franchise points to special dates, holidays, celebrations.
Evaluation of the impact of psychological (unrounded) prices on visitors to franchised outlets.
Preparation for franchise networks of programs of spontaneous discounts (directly at the time of bidding) for sub-franchisees.
Evaluation of the possibility of providing discounts on the value of the residual value of a used franchise product returned by the user.
Evaluation of the possibility of taking over and averaging between the franchisees of the costs of delivery of finished products, raw materials, materials, semi-finished products, components.
Evaluation of the feasibility of zoning prices or linking prices to basis points, taking into account the geographical (regional) location of potential franchisees.
Development of recommendations for adjusting the prices of goods (services) provided under franchising, taking into account changes in prices for substitute goods or price programs of competitors.
Evaluation of the feasibility of reducing the price to the level of cost for maximum coverage of the market by its own franchisees and ousting competitors from it.
Evaluation of the possibility of overpricing an innovative modification of a franchised product (service) in order to compensate for financial losses from goods (services) that are at the stage of fading demand.

Implementation of the general marketing policy of the enterprise:

Registration and control over the protection of a trademark (service mark).
Coordination and coordination of actions of all employees of the enterprise in the implementation of the general marketing policy in terms of franchising.
Linking the production launch plan or the procurement plan and the supply plan with the production or supply departments of the enterprise in order to ensure the delivery of finished products or the provision of goods (services) to franchisees on time in accordance with the concluded agreements on a complex entrepreneurial license.
Participation in the preparation of annual, quarterly and monthly plans for the production and delivery of finished products, plans for the sale of goods (rendering services) at franchise points.
Organization and planning of the shipment of finished products, the release of goods and the adoption of measures to replenish the company's divisions of debt to franchisees for the supply of finished products, raw materials, materials, semi-finished products, components.
Development of proposals for the development of franchising for 1 - 2 years in order to ensure the delivery of products to customers in the required time and in sufficient quantity, timely information about its consumer properties, establishing direct contacts with franchisees, active participation in exhibitions and fairs, entering new markets, expanding number of foreign buyers.
Development of proposals to stimulate purchases and sales of franchised goods that do not have demand by improving their quality and technical level, rewarding sales staff, organizing additional advertising, offering a wide program of discounts and flexible forms of payment.

III. Rights

The franchisor has the right to:

get acquainted with the draft decisions of the management of the enterprise related to its activities;
require employees of the enterprise to provide information necessary for the implementation of work within its competence;
involve, in accordance with the established procedure, employees of the enterprise, specialists from research institutions and educational institutions for conducting marketing research, designing and organizing a system for distributing franchised products and information about it;
supervise the production units in relation to the manufacture of products in accordance with the quality standards and conditions established by the franchisees;
make proposals that take into account the requirements and expectations of franchisees, sub-franchisees and end-users for the development and introduction of new products into production, modernization, improving the reliability, quality and competitiveness of products;
analyze the causes of failures and make proposals for improving the design and development of modifications of franchised products that meet the requirements of the relevant market segments;
give recommendations on how to eliminate deficiencies in the design and production technology of products identified in the course of surveys of franchisees, sub-franchisees and end users;
make proposals for bonuses to employees in accordance with the systems and forms of remuneration in force at the enterprise;
carry out representation in planning, supply and marketing, transport and other organizations on issues related to ensuring the supply of raw materials, materials, semi-finished products, components and finished products within the framework of franchising;
evaluate the profitability of cooperation with franchisees, make decisions on expanding or closing the franchise network;
control the functioning of the franchise network;
make decisions on the creation and improvement of the system of marketing communications of franchising;
evaluate the effectiveness of advertising messages and selected advertising media, make decisions on adjusting the advertising media plan;
organize the participation of employees of franchise centers in sales exhibitions, business meetings and conferences;
make proposals for adjusting prices for franchised products of the enterprise for various market segments, implementing a flexible pricing policy for franchising;
require the management of the enterprise to assist in the implementation of their duties and rights.

IV. A responsibility

The Franchise Specialist is responsible for:

For failure to perform (improper performance) of their official duties provided for by this Job Description, within the limits determined by the current labor legislation of Ukraine.
For offenses committed in the course of carrying out their activities - within the limits determined by the current administrative, criminal and civil legislation of Ukraine.
For causing material damage - within the limits determined by the current labor, criminal and civil legislation of Ukraine.

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