FRANCHISING SERVICES MARKET AND PROSPECTS OF ITS DEVELOPMENT

Abstract

Despite the rather limited experience of the functioning of franchise market entities, it has become an im-portant part of the system of economic relations of our country.The material presented in the article concerns the study of the state of the franchise services market in Ukraine and the generalization of shortcomings in its development. The article presents a number of principles of franchising, compliance with which for subjects of interaction are mandatory and determine the content uniqueness of distance business. The analysis characterizes the origin of franchise brands in Ukraine, the share of which is significantly higher among domestic franchise projects. According to research conducted by the International Franchising Association, it is obvious that franchising is gaining momentum in Ukraine, the determining fact is the information about the growing share of Ukrainian franchises. The most famous Ukrainian franchises are listed, which not only have well-known brands, but are leaders in the franchise market. The franchise pack-age is considered as a necessary element of online business and the procedure for introducing the "idea" to the market with a proven financial model. The article presents the dynamics of growth in the number of franchisors in Ukraine, however despite the positive characteristics and clear benefits of this business model, systematizes a number of short-comings. It has been proven that franchising provides an opportunity to benefit not only business owners, but also po-tential buyers. The possibility of access to goods and services of well-known brands is expanding, it is important that foreign enterprises also find their niche, increasing the number of jobs and ensuring the development of the territory's infrastructure.