大学酒店管理课件.ppt

大学酒店管理课件.ppt

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Chapter12FranchiseAgreementsandManagementContractsAbusinessstrategyallowingoneparty（thebrand）tousethelogo,trademarksandoperatingsystemsofanotherbusinessentityinexchangeforafeeTheHotelFranchiseRelationshipAnetworkofinterdependentbusinessrelationshipsallowinganumberofpeople1）tosharebrandidentification,2）todevelopasuccessfulmethodofdoingbusiness,and3）toestablishastrongmarketinganddistributionsystem.Forthefranchisee,franchisinghelpsreducerisk-ProvenoperationalmethodsareusedFranchiseesandtheirfinancialcapitalexpandthebrandfasterthanfranchisercoulddosoloFranchisebenefitsWhatisfranchising?

HotelOperationsManagement,1/e2004PearsonEducationHayes/NinemeierPearsonPrenticeHallUpperSaddleRiver,NJ07458Historyofhotelfranchisingisrelativelyshort-Firstsignificanthotelfranchisingarrangementbeganin1950swithKemmonsWilsonandhisHolidayInnchainTodayhotelownersincreasinglyaffiliatetheirhotelswithotherhotelsunderacommonbrandname.HotelFranchising:

Origin&StructureCompanyadministeringanddirectingthebranditselfisnotanownerofhotels,butratherafranchisecompany.Majorityoffranchisecompaniesdonotactuallyownthehotelsoperatingundertheirbrandnames.-Thosecompanieshaverighttosellbrandname&determinebrandstandardsConflictcanarisebetweenhotelownersandbrandmanagers-G.M.shouldbalancelegitimateinterestsofhotelandbrandHotelOperationsManagement,1/e2004PearsonEducationHayes/NinemeierPearsonPrenticeHallUpperSaddleRiver,NJ07458BrandPropertiesRooms1.BestWesternInternational4,008304,6642.HolidayInn1,576295,2523.DaysInnWorldwide1,947164,0234.MarriottHotels,Resorts&Suites433160,5405.ComfortInnsandComfortSuites2,065159,6196.SheratonHotels&Resorts399133,2007.Super8Motels2,092127,5338.RamadaFranchiseSystems971118,1149.HamptonInn/HamptonInnandSuites1,175120,58910.HolidayInnExpress1,351109,186Figure12.1:

TenLargestBrandsHotelFranchising:

Origin&Structure（continued.）HotelOperationsManagement,1/e2004PearsonEducationHayes/NinemeierPearsonPrenticeHallUpperSaddleRiver,NJ07458Supplypotentialfranchiseeswithdisclosuredocumentateitherthefirstface-to-facemeetingortenbusinessdaysbeforeanymoneyispaidbyfranchiseetofranchiserFederalTradeCommission（1979）:

FranchiseRulerequiresthatfranchisers:

HotelFranchising:

GovernmentalRegulationsRelatedtoFranchisesProvideevidence,inwriting,ofanyearningclaimsorprofitforecastsmadebyfranchiserDisclosenumberand%offranchiseesachievingearningsratesadvertisedinanypromotionaladsthatincludeearningsclaimsProvidepotentialfranchiseeswithcopiesofbasicfranchiseagreementusedbyfranchiserRefundpromptlyanydepositmonieslegallyduetopotentialfranchiseeswhoelectednottosignafranchiseagreementwithfranchiserDonotmakeclaimsorallyorinwritingthatconflictwithwrittendisclosuredocumentsprovidedtofranchiseeHotelOperationsManagement,1/e2004PearsonEducationHayes/NinemeierPearsonPrenticeHallUpperSaddleRiver,NJ07458NameoffranchiserandtypeoffranchiseitoffersforsaleBusinessexperienceoffranchisecompanysofficersFees&royaltiesthatmustbepaidInitialinvestmentrequirementsRights&obligationsoffranchiser&franchiseeTerritorialprotectionofferedbyfranchiserRequiredoperatingpoliciesRenewal,transfer,andterminationproceduresEarningsclaimsAsamplefranchiseagreementSpecificinforequiredbyeachstateinwhichFOCistobefiledNameandaddressoflegalrepresentativeoffranchiserFranchiseOfferingCircular（FOC）includeHotelFranchising:

GovernmentalRegulationsRelatedtoFranchisesHotelOperationsManagement,1/e2004PearsonEducationHayes/NinemeierPearsonPrenticeHallUpperSaddleRiver,NJ07458Franchiseagreement:

legalcontractbetweenhotelowners（franchisee）andbrandmanagers（franchiser）,whichdescribesduties&responsibilitiesofeachinthefranchiserelationshipTheFranchiseAgreementAhotelfranchiserelationshipexistswithafranchiseagreement.HotelOperationsManagement,1/e2004PearsonEducationHayes/NinemeierPearsonPrenticeHallUpperSaddleRiver,NJ07458Namesofpartiessigningagreement-Nameoflegalentityrepresentingthebrandaswellascorporation,partnership,orsoleproprietorowninghotelFranchiseagreementincludes:

TheFranchiseAgreement:

MajorElementsDetaileddefinitions-Anydefinitionssubjecttomisinterpretationbypartiestotheagreementaredefined.Licensegrant-Descriptionofhowtheownerisallowedtousethebrandslogo,signage,andnameinoperatingthehotel.Term（lengthofagreement）-Themostcommonfranchiseagreementsarewrittenfor20years.-Alsoincludewindowsatfifth,tenth,&fifteenthyearswithearlyouts.HotelOperationsManagement,1/e2004PearsonEducationHayes/NinemeierPearsonPrenticeHallUpperSaddleRiver,NJ07458Fees-Affiliationfees/royaltyfees/marke