Canton Bridge Company Franchise Strategic Research

Century 21 Real Estate franchising system covers 15 cities in China today. Each city has a region office that is a franchisee of the China department and also a franchiser of the region covered. Comparing with other region offices, Dalian region develops poorly when sales its franchising system and faces strategic problems. The question this thesis studied is 'How to realize Dalian region's business mission based on the Century 21 Real Estate franchising system resources and assessment of the internal and external factors.'External factors show a bright environment that full of opportunities than a few threats. Several key external factors include the rapid growing real estate market, consumers' recognition of the franchising, competition condition, target consumer's needs, etc.Internal factors concluded as: most of the strengths related with the Century 21 brand and franchising system, and main weaknesses connected with Dalian region's management ability.Dalian region's franchising strategy is studied as market penetration strategy, brand strategy and differentiation strategy according to the market condition Century 21 Real Estate Dalian Region faced.Franchising system must have strengths in brand, marketing, training and research & development etc. So, Dalian region must try to turn several weaknesses into franchiser's strengths and confirm strategy implementation.