FRANCHISING AS AN EFFECTIVE SALES MANAGEMENT TOOL

Abstract

This article examines franchising as an effective tool for sales management, focusing on the performance of global and Ukrainian franchise networks, including McDonald’s, KFC, Subway, Lviv Croissants, and G.Bar. The study analyses their ability to increase sales volumes and successfully scale their business models under conditions of high market competition. Special attention is paid to the managerial mechanisms that ensure operational efficiency, brand consistency, and sustainable revenue growth within franchise systems.
The research identifies the key factors of success in franchise-based businesses, such as standardized operational processes, strong brand positioning, effective partner support systems, and continuous innovation. At the same time, the article highlights the main risks associated with franchising, including dependence on franchisee performance, challenges in quality control, and adaptation to local market conditions. Particular emphasis is placed on the role of digital technologies, data analytics, and omnichannel strategies in strengthening customer engagement and improving sales performance.
The article also explores opportunities to enhance the effectiveness of sales management in franchise networks through the integration of global best practices with local market strategies. This approach enables franchise systems to respond more flexibly to changes in consumer behaviour and market dynamics, ensuring long-term competitiveness and business stability.
The findings contribute to a better understanding of franchising as a modern management instrument that combines centralized strategic control with decentralized operational flexibility, creating favourable conditions for sustainable business development and competitive advantage.