He franchise market In Argentina it is made up almost entirely of national brands. Starting next year, the panorama could change with the arrival of various foreign companies, using the same system.
Due to the change of government and the implementation of more open policies towards imports, Argentina appears as a main attraction for many brands that do not have – or have little – presence in the country.
Likewise, this new landing would come with a paradigm shift, where these companies will operate adapting to Argentine customs. This measure promises to have learned from past mistakesespecially in the gastronomic sector: in the 90s and 2000s, there were chains that failed miserably.
A clear example is pizzerias. Domino’s and Pizza Hutwho believed that they were going to become market leaders, imposing the modality of the delivery. However, the traditional porteñas such as Guerrin, The Continental and The Quartets They began to offer the same service, leading to the closure of foreign chains, which were never able to adapt to the Argentine public.
Another case was that of Dunkin’ Donutswhich arrived in the country to compete with the medialunas, without success. Finally, the particular antecedent of the chain Wendy’swho left the country and returned years later with a wide range of venues. Unfortunately for the hamburger chain, it did not meet expectations and the number of establishments decreases each time.
The franchises that will arrive in Argentina
Mail Boxes Etc.one of the largest logistics networks that offers national and international shipping, has just signed a master franchise agreement and plans to open in emblematic areas of downtown Buenos Aires. In addition, in the gastronomic field he is preparing his income Taco Bell together with Lizan Retail, a clear sign that the retail market fast food continues to expand.
As for fashion, the most impressive is the return Victoria’s Secret returns to Argentina with a planned opening in Unicenter. In addition, the Uruguayan footwear and fashion company Indian opened its first location in the center of Buenos Aires and plans accelerated growth in the coming years.
Finally, Calvin Klein and Tommy Hilfiger They continue to expand their stores in key shopping centers in the country.
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What is glocalization, the key point for foreign franchises
The term results from the combination of the words ”globalization” and ”location”referring to the process of adapting global products, services, strategies or activities to the specific characteristics and needs of a local or regional market. Thus, the cultural, social, economic or political particularities of a given place are taken into account when carrying out a global action or strategy.
The concept is used especially in the business field, where Large multinational companies not only seek to expand their products or services globally, but also adapt them in ways that better resonate with local consumers. This may include adjustments to product design, marketing, language used, distribution channels, or even business practices and pricing policies.
For example, an international fast food chain like McDonald’s may offer different menus in different countries to suit local tastes and customs: in India, where much of the population is vegetarian, McDonald’s has options without beef or pork, while that in Japan you can find menus adapted to local flavors.
Source: Ambito
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