Franchisers back export scheme
Twenty-one Thai franchising firms yesterday showed their readiness to participate in a scheme to boost traders' ability to penetrate overseas markets.
Kenan Institute Asia, with the help of the Business Development Department and Intellectual Property Department, is trying to help Thai franchises trade in countries such as Cambodia, Burma, Vietnam, Laos, Singapore, Malaysia and the United Arab Emirates this year.Among the leading local franchisers are Black Canyon, EZ's International, JBK Food and The Coffee Maker, spa and beauty businesses such as Spa Holding and Bodyshape International, and education providers like Smart English, Samart Brain and Answertec. Mana Thurakijseree, the president of JBK Foods, said the scheme had helped his company expand internationally but more professional advice for the Southeast Asian and Middle Eastern markets was still required. "A challenge of penetrating foreign markets is that entrepreneurs must know each country's law and market," he said. Black Canyon has already licensed its franchise in Malaysia, Singapore, Indonesia, Cambodia, Burma and Dubai. Vietnam is another target for expansion. Sutisak laohachewin, deputy director-general the Business Development Department, said the Middle Eastern market was growing rapidly. The large number of wealthy clients and increased demand for quality imports, especially in the food and spa businesses, has boosted trade. The franchisers also asked for help on registering trademarks before joining trade shows to defend against copying. The cost of registration in each country varies greatly, Sutisak said. Dr Saisawan Vadhanapanich, director of the Better Business Practices Division, said the franchisers would have a chance to attend trade shows in Vietnam in August, Dubai in September and Singapore in October. She said the government had supported the project with a Bt10-million budget, of which Bt20,000 will be provided to franchisers who take part. In addition, they will be trained by business expert Charles Weeks on international franchises, market analysis, law and trade shows. Currently, Thai franchising business is worth Bt34 billion. There are about 25,000 franchise outlets nationwide, according to the Thai Franchise Association. The Business Development Department forecasts that this year the number of domestic franchisers will increase by 15 to 20 per cent, and the number of franchisees will expand by more than 25 to 40 per cent. Chalida Ekvitthayavechnukul, The Nation
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