4.1.3. Malaysian Brand

The respondents emphasized that having a robust Malaysian franchise brand name is also paramount for their master franchisees to become successful. Furthermore, Malaysian franchise brands owned by a local franchisor have also proven to be well known in the global market and served in building customer recognition. This can be seen when the customers always bought a certain Malaysian brand franchise product, such as food and beverages. The customers were more likely to choose a brand of franchise product that they already knew, as opposed to something unfamiliar, because it is more flexible and meets the customer needs.

"Our franchise brand has been in the Malaysian market for a long time and of course we started more than 10 years ago ... so after we built the brand, we made sure the brand exposure was in the country of origin especially Malaysia ... so after that we started advertising ourselves us as a Malaysian brand globally"—P7

"Basically, the advantage we have is that we are a brand because we are a Malaysian brand ... we are a local company ... So, the opportunity for us to go to the global market is greater once our brand is saturated in the Malaysian market ... the added value available through Malaysian franchise brands makes us have customers in the global market"—P1

#### *4.2. Business Location*

The respondents claimed that outlet selection plays an important role in promoting a franchise business in global market. The appropriate outlet location is a strategy to master attracting customers. Furthermore, the majority of the franchisors agreed that a good location is one of the important strategies for the success of a franchise business in the international market.

#### 4.2.1. High Traffic Location

For franchisors, the advantages of opening franchise outlets in busy areas can include increased revenue and increased marketing exposure. Among the obvious most important factors regarding location in the success of a franchise business are busy areas and the availability of ample foot traffic, both of which can make a location strategic. Clearly, the franchisors will study the market and the location proposed by their prospective franchisees before agreeing to a proposed location in a country in the international market. The selection of a strategic location is vital in the franchise business because it enhances the franchise outlet becoming visible and popular among visitors and customers.

"Location is one of the important factors. We will study and research the location before we decide to open a new outlet in one location. We will research first and will select areas with high traffic rates such as office areas, housing and shopping malls"—P1

"Our products are food and beverages where our customers come from various age categories. Therefore, we target shopping malls because there is a high traffic rate where everyone regardless of age often visits there. The number of visitors is also high if we open an outlet in the shopping mall"—P5

#### 4.2.2. Location with Good Facilities

The respondents agreed that placing franchise businesses in areas that provided good facilities, such as public transportation facilities and parking areas, could attract more customers to come to their outlets. In fact, location can also affect a franchisor's ability to market their brand, the competition faced by other brands, and marketing ability. When franchisors conducted market research between countries, they studied targeted demographic patterns to determine an appropriate location to open a franchise outlet. A large number of franchisors tend to invest in strategic locations with good facilities rather than in locations that are not suitable for the products and services they have offered in the market.

"As a food and beverage business, we are very location oriented ... as a franchisor, we will choose locations that have good facilities and lots of ... facilities such as access to public transport and parking areas can facilitate. This also affects the number of visitors"—P4

"Before going to the international market, we will study the country we will go to, which is the location where we will open our new outlet. We prefer locations that provide various facilities, for example, there are parking and various public transports ... this will make it easier for customers. With facilities available in our outlet area"—P10
