VDM Plank, B: Franchising in the Asian Market

The Asia-Pacific region, from India and Pakistan in the West to Japan and South Korea in the East, is one which encompasses every stage of development: from emerging markets to vast centers of turbo- growth, as well as first-world markets. It is without doubt the most exciting, dynamic and stimulating place on earth to be involved in. The author was working in Thailand for a cosmetics company that tried to establish its business and experienced how difficult and compelling it is to conquer a new market, especially finding the right partners for a prosperous business relationship. Moreover, leading people by understanding their culture and behaviour plus being successfull at the same time is an exciting mix of challenges. The prospects and opportunities for expanding a business through franchising gave rise to elaborate the franchise system for the cosmetics market in Thailand. Focus is put on the market as such, the industry with its market sectors and on marketing and branding. This book shall be a guidance for international marketers who plan to expand their business via franchising.