Экономические
науки/15.Государственное регулирование экономики
Ibraimkhanova A., Bogdanova A.A.
Карагандинский государственный
университет
им. Е.А. Букетова, Казахстан
Franchising as a factor of the development
of the economy of the Republic of Kazakhstan
In the modern world situation characterized by
dynamism and low stability, the stable
development of the country's economy is of great importance. An
entrepreneurship has an important role in achieving this purpose,
it is an element of a market economy that combines labor, financial, material
and other resources, determines the effective functioning of cities, regions of
the country, and therefore the entire state.
Kazakhstan has great
prospects for developing such a business activity as franchising. According to
the Law of the Republic of Kazakhstan "About complex entrepreneurial
license (franchising)" franchising is – is an entrepreneurial activity during which
the franchisor provides a set of exclusive rights to its use on a cost-recovery base to another person [1]. A franchisor is a person or an organization that
provides a franchise - the right to use the brand, the business model and the technology.
A franchisor usually makes a profit in the form of a lump-sum payment [2, p.143,160].
The sublicense of the Turkish
licensor facilitated the building of the first Coca-Cola factory in
1994, providing additional workplaces for the people of Kazakhstan and the opportunity
to purchase this product as a national product, not by an importation.
The National Fund for the Support of Entrepreneurship «Damu»
has a great role in the formation of franchising in the country, since 2013 year
it has been holding conferences, exhibitions devoted to the Kazakhstan
franchise, and also providing conditions for concessional lending for the
purchase of franchises [3]. Such institutions as the Eurasian Franchise
Association (EAFRAN), which provides free consultations about franchising and
licensing issues, the National Institute of Intellectual Property (Kazapatent),
engaged in registration of franchising contracts, also contribute to the development
of this direction of business activity.
The effectiveness of the activities
stimulating the development of franchising can be seen on table 1. Each year the amount of foreign franchises and the number of Kazakhstan
companies that already own or develop their own franchises are growing in the country. The
tendency of the increasing demand in franchise products positively affects the
economy of the country: the turnover in the franchising sector, the country's
GDP are growing too, creating new workplaces, thereby solving the social
problems of society. According to the forecasts of Damu, the number of foreign franchises used in
Kazakhstan will increase up to 800, and domestic ones - more than 300 by 2022
year.
Based on the data of the table 1, we
can conclude that the franchise of foreign brands dominates in the market. The
most common are russian and american, the influence of russian franchises has
intensified with the entry of Kazakhstan
into the Customs Union [4]. However, according to experts’ opinion,
many domestic brands have a great potential to turn into international. Many domestic companies sell their franchises abroad, for example, «Kazakhstan Texti Light» with its brand
«Mimioriki», «HAPPYLON», «Biba», «Zibroo [5].
The reason of the increasing popularity
of franchising is the fact that it has many advantages.
Table 1. Dynamics of franchising development in Kazakhstan
|
Index |
2010 y. |
2011 y. |
2015 y. |
At
the beginning of
2016 y. by the support
of «Damu» |
At
the beginning of
2016 y. by
other support methods |
|
The
number of foreign franchises |
220 |
240 |
450 |
500 |
600 |
|
The
number of Kazakhstani companies that own or develop their own franchises |
9 |
11 |
30 |
100 |
150 |
|
Turnover
in the franchising sector, bln. $ |
0.85 |
0.9 |
1 |
1.2 |
1.4 |
|
The
amount of created workplaces |
20000 |
22000 |
25000 |
30000 |
35000 |
|
Note
– made by the author according to the sorce[5] |
|||||
With the help of franchising, the
entrepreneur has the opportunity to open his business in the shortest possible
time: the franchisor provides all the information. The franchisor, having
experience in this market segment, also gives provides a franchisee consultations
about sales markets, suppliers, office designs, helping to avoid mistakes,
thereby solving the multiple problems that a beginner entrepreneur usually faces.
One of the main advantages is considerable saving of material resources, time
for advertising of the brand, which is already popular, guaranteeing the reputation
of a well-known firm and a certain share of consumers of the product.
Competition in doing business on a franchise is much lower, since the
franchisor sets the territorial boundaries of the franchisee's activities
described in the contract, thereby reducing competition between them.
However, there are several disadvantages:
a franchisee must follow certain rules, pay to the franchiser. Many consumers
perceive franchise enterprises as part of a single brand structure, that is why
a negative attitude of the consumer caused by the work of a particular
enterprise usually spreads to all firms of this franchise [2,с.173].
Comparing indicators of the growth of
the share of franchising in the economy of our country with the same indicators
of developed countries, we can notice that franchising in Kazakhstan is only on
the way to its development. The turnover of the franchise market exceeded the $
2 billion mark, with a share in the country's GDP of less than 1% [6]. For
example, the turnover of the US franchise market is $ 2.1 trillion. To improve
the dynamics of growth, development of franchising in the country, it is
necessary to solve the problems faced by franchisees. The main ones are
insufficient protection of intellectual property, limited access to "long-term money", weak
awareness of franchising as an advantageous form of business.
Franchising in Kazakhstan has its particular features. Franchising of business format
isn’t well developed. Most of the franchises in the country are represented by
foreign franchisors by sublicenses [6].
The positive dynamics of franchising
development in Kazakhstan can be seen, it is connected to the increasing
recognition of Kazakhstan in the international market, the popularization of
credit mechanisms. In spite of the crisis, experts forecast the further
increase in the share of franchising in the country's GDP, an increase in the
number of franchises associated with education and medicine. Overcoming the
problems, in the future Kazakhstan franchising will continue to increase its
presence in the country's economy.
Литература:
1
Закон Республики Казахстан от 24.06.2002 N 330-2
"О комплексной предпринимательской лицензии (франчайзинге)"
2 Токсанова А.Н. Основы
предпринимательской деятельности. - Астана, 2007. - 407 с.
3
Кисиков Б. Франчайзинг в Казахстане.- Алматы, BookinEast, 2007.
4 Материалы
информационного сайта. Таможенный союз увеличит рост рынка франчайзинга [электронный
ресурс].- http://www.zakon.kz/206975-tamozhennyjj-sojuz-uvelichit-rost-rynka.html
5 Сайт Фонда развития
предпринимательства «Даму» [электронный ресурс].- damu.kz