THE STRATEGY OF FRANCHISE BUSINESS MODEL DEVELOPMENT FOR ENGLISH TRAINING SERVICE BUSINESS IN THAILAND

Abstract

The study on the strategy of franchise business model development for English training service business in Thailand consists of three objectives. The first objective is to survey the expectations and needs of the customers and franchisees towards the service system and standard of English training system in Thailand. Secondly, the researcher would like to analyze the service system, key success factors, problems, opportunities, potentials and standards of English training franchising system in Thailand. The last objective is to use research findings in proposing a franchise business model development for English training service business in Thailand.

The researcher found that most of the students were single female aged 26-30 years old (22.75%) and aged 36-45 years old (20.25%).Their education on average was a bachelor degree. The majority of them are government officers with family income between 10,001 – 20,000 Bath per month (27.50%) and 40,000 Bath up (25.25%). The results showed that the top three expectations and needs for English training systems were, firstly, the physical facilities of the center, the teachers and administrative staff who should be well dressed or dressed in uniforms. Secondly, the teachers had good teaching skills, paid attention to the students’ interests and helped the students to develop their learning skills by observing them closely. Thirdly, the training center should be located near mass public transportation. The students also expected the well trained teachers to communicate successfully with the students about what the courses were set out to accomplish. They must also be very well versed in how the system works so they can impart that knowledge successfully to the clients. Staff needed to have an outgoing personality and be service minded.

According to the research results, there were 12 factors effecting the decisions to learn English. These included physical facilities, advertising and promotion, staff at the centers, discount of the tuition fees, service system, effective curriculum, branding, tuition fees, locations, channels of training, easy transportation to the centers and the rate of success in increasing the scores in studying English at educational institutions.

Based on the focus group research conducted with the owners of the English training centers. The researcher found that the factors effecting the strategy of franchise business model were that the curriculum must be easy to study and remember, the students enjoy learning, the program must be tailored to suit Thai personalities and the needs and nature of Thai people, the center is in a good location and attractively presented, innovative, has a good image, simple, systematic and a pleasant and trustworthy environment for learning.

Finally, the researcher concluded that The (ENGLISH)² Model was developed and proposed to be the strategy of franchise business model development for English training service business in Thailand.

E² = (Easy, Enjoyment)

N² = (Natural Teaching Style, Need)

(GL)² = (Good Location, Good Looking Training Center)

I² = (Image, Innovation)

S² = (Simplicity, Systematic Style)

H² = (Happiness, Honesty)