問11
頻出度★★★
本部が契約した加盟店に対して, 営業権や商標の使用権, 出店や運営のノウハウを提供し, その見返りとして加盟店からロイヤルティを徴収するという関係を有した小売業態はどれか。
平成22年度 秋期 ITパスポート試験 問11
ストラテジ系経営戦略マネジメント › 経営戦略手法
This question's explanation and your answers so far.
解説
問 11
Incorrectア
An outlet store is a store format in which a manufacturer or a retailer sells end-of-line goods, excess inventory, and slightly flawed (second-grade) items at a large discount through a channel separate from the normal sales route. Its defining feature is on the merchandise side, namely clearing inventory and selling at low prices; there is no contractual relationship between a headquarters and member stores, no granting of trademark usage rights, and no collection of royalties. It has nothing to do with the relationship of providing rights and know-how between headquarters and member stores that the question describes.
Incorrectイ
An antenna shop is a store that a manufacturer, a local government, or a similar body opens in order to grasp consumer reactions to its own products or to local specialty goods, to see which items sell well, and to follow market trends. Its purpose is information gathering and PR (publicity), not mainly making a profit at the store itself. As a rule the organization that sets it up runs it itself, so it has no mechanism of recruiting member stores, giving them know-how, and taking royalties from them.
- ウ
正解 The correct answer is ウ, the franchise chain. In a franchise chain, the headquarters (the franchisor) and the member stores (the franchisees) sign a franchise contract, and the headquarters provides each member store, as one package, with the right to use its trademark and trade name, the business right to trade in a given area, and know-how covering store-opening plans, store operation, product lineup, customer service and so on. In return, on top of the membership fee paid when joining, the member store keeps paying the headquarters a royalty (a management guidance fee) based on its sales or gross profit. The relationship the question describes — the headquarters provides business rights, trademark usage rights, and know-how on store opening and operation, and in return collects a royalty from the member stores — is exactly the definition of a franchise contract, and this format is widely used by convenience stores and restaurant chains. The aim of the arrangement is that member stores can open for business quickly, using the brand and operating know-how of the headquarters while remaining independent businesses, and the headquarters can expand its store network while holding down the burden on its own capital.
Incorrectエ
A voluntary chain is an organization in which several independent retail stores ally of their own will and jointly carry out purchasing, logistics, advertising, information systems and the like, so as to gain economies of scale (the merits of size). Its headquarters is established and run jointly by the member stores themselves, so it is a horizontal alliance among equals; it is not a relationship in which the headquarters grants business rights and trademark usage rights, gives guidance, and collects royalties in return. The member stores keep strong independence and have a high degree of freedom in purchasing and in their product lineup, and that is the difference from a franchise chain.
ここがポイント
- Definition of a franchise chain (FC): a contract-type chain in which the headquarters (the franchisor) provides the member stores (the franchisees) with the right to use its trademark and trade name, business rights, and know-how on store opening and store operation, and the member stores pay a membership fee and royalties in return. The core point is that the headquarters takes the lead, with rights and know-how flowing from the headquarters to the member stores.
- Contrast with confusing chain formats: a voluntary chain is a horizontal alliance that independent retailers form on their own initiative, mainly for joint purchasing, while a regular chain (corporate chain) is a format in which the headquarters opens directly managed stores. Whenever collection of royalties appears together with the granting of a trademark and know-how, judge it to be a franchise chain.
用語