Franquias em espaços compartilhados como solução estratégica para expansão em cidades pequenas

Abstract

This study aimed to develop an application plan based on the analysis of how the implementation of franchises in shared spaces can result in an effective expansion strategy in small cities. The methodology used was qualitative analysis with a single case study. Data were collected through various documents, research and information provided by the studied network, comparing with the selected theoretical basis. The analysis of the potential market was carried out through bibliographic data and research carried out in the IBGE database. For the economic viability analysis, two cash flow spreadsheets were first elaborated, one for each franchise format of the studied network. Then, the calculations were performed using the financial indicators: Payback, NPV, IRR and IL. As for the results, with regard to the potential market for open courses, it was evident that the shop in shop format has a large and almost unexplored potential for expansion for the network, both in small towns between 5 and 40 thousand inhabitants and in cities bigger. It was also found that there is room for growth in larger cities with the standard franchise format. Regarding the economic viability analysis, the viability of both franchise formats was evidenced, with the shop in shop format showing the best performance compared to the standard format. Finally, the intervention proposal was elaborated, with the suggestion of a new expansion strategy, contemplating both franchise formats, although the focus of the strategy is the expansion through the shop-in-shop format in small cities, between 5 and 40 thousand inhabitants.