CITY SPORT

Mrs. Sihem Doghri

Department Head & Franchise concept stores

Why did you choose Franchising?

We chose this mode of development which is the franchising to benefit from the brand image and from the reputation of the brand of the franchiser with regard to the consumer while remaining owners and independents of our trade.

What is the experience which was realized by the means of the Franchising?

A profitability from the opening thanks to :

Good reputation of brands, the received training before and during the opening, the optimization of the capital and the economy of time.

And a clear know-how that we do not have in Tunisia in the commercial activity, trade in the modern sense is relatively new in our country, so the vision of the common of Tunisians in this field remains archaic.

The new techniques of sale, the merchandising remain today of the privilege of the West, where the competition is hard, thus creativity is vital. A knowledge which allows us to improve our performances and to participate to the professionalization of the job.

Does this economic concept in our country can succeed in The framework of a typically Tunisian economic environment?

Undoubtedly, the Franchise is a needed procedure to develop trade in our country. Franchising is a form of development applicable everywhere and at all the times.

The failure of the franchise is in no way due to this mode but to a bad choice of network, or to a bad application of the standards of the franchiser.

Mr. Adel Bellamine

Responsible in charge of Development m&m santé-materna

why did you choose the franchise ?

At a certain stage of development, a company which respects itself has to study the various possibilities of expansion of its network notably the Franchise.

We have therefore, on the basis of market research, made the strategic choice to have a recourse to the franchise as one of the means of development of the mark materna.

What is the obtained profit when using the Franchise ?

Thanks to the Franchise, the geographical extend stretch out while preserving the DNA of the company that duplicates, and consequently develops and increases by size.

For 2011, materna will expand the network of its stores by adding two new franchises in Sfax and in Sousse. The store of Sfax has already opened its doors and that of Sousse should follow in the coming weeks.

We are studying the other perspectives of expansion in Tunisia and abroad and the perspectives are more than promising.

Is this new economic concept can succeed in an economic environment typically tunisian?

From our experience, I can only confirm that the Franchise can succeed in Tunisia./p>

The problem is not a territorial issue, but an issue of preparation, because independently of the country, cannot become Franchiser the one who wants, it is necessary to reach at first a certain maturity and to satisfy in the prerequisites conditions of success, among which:

• The provision of methods and tools allowing every member to reiterate the success on its territory.
• Appreciate the feasibility of the deployment in network, of the concept.
• Anticipate a strategy of controllable expansion.
• Draft the operational manuals.
• Conceive tools of communication produces and job.
• Organize the approach sale territories
• Formalize commercial recruitment
• Draft a file of preliminary information
• Prepare the contracts of franchising

Did you meet problems during the launch of your project by using a contract of Franchising?

We are among The pioneers in Tunisia who have resorted to the Franchising for the development of our sign, which is at once a big honor and a big responsibility.

Certainly it is not an easy thing. To ensure all conditions for success to this experience, we resorted to professional experts, including in particular the legal aspect.

To do this, we relied on the expertise of lawyers, so that the franchise contracts comply with the legislation and guarantee the rights of all stakeholders.