Analysis and development of a franchise model in Dubai: the case of the company Heveya

Details

Supervisors

Coeurderoy, Régis

Faculty

Louvain School of Management

Degree label

Master [120] : ingénieur de gestion, à finalité spécialisée

Abstract

This master thesis is linked to an end-of-studies internship at Heveya, an international bedding and mattress company. It analyses and develops a franchise model in Dubai for the company. The mains objectives are to define the relevance for the company to open a franchise business in the Dubai market and to assess and recommend operational, technical and financial considerations. The literature review provides information on franchisees and franchisors, discusses the advantages and challenges of franchising, and explains the different types of franchises. On the practical side, the research includes a comprehensive analysis of the Dubai market with the aim of defining the fit between the company's business model and market trends, target audience and consumer behaviours, followed by a competitive analysis. Following the relevance study and the swot analysis of the franchise model, I consider the legal aspects that Heveya needs to know about and carry out a financial analysis to end up defining the financial outcome of the model. I then draw up a practical franchise agreement for Heveya in Dubai, which defines the franchisor-franchisee relationship and the resulting obligations, from licensing to the commitment of the franchisee and franchisor.