{"id":3175,"date":"2020-12-14T19:20:40","date_gmt":"2020-12-14T16:20:40","guid":{"rendered":"http:\/\/www.maturokten.com\/?p=3175"},"modified":"2020-12-14T19:20:40","modified_gmt":"2020-12-14T16:20:40","slug":"franchising-and-franchise-practices-in-turkish-law","status":"publish","type":"post","link":"https:\/\/www.maturokten.com\/en\/franchising-and-franchise-practices-in-turkish-law\/","title":{"rendered":"FRANCHISING AND FRANCHISE PRACTICES IN TURKISH LAW"},"content":{"rendered":"\t\t
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G\u00fcn\u00fcm\u00fcz ticari hayat\u0131n\u0131n vazge\u00e7ilmez i\u015f modeli olan \u201cFranchising\u201di, en geni\u015f anlam\u0131yla bir i\u015fletmenin yay\u0131lma ve b\u00fcy\u00fcme stratejisi olarak tan\u0131mlayabiliriz.<\/p>

Etimolojik k\u00f6keni, Frans\u0131zcadaki \u00f6zg\u00fcrl\u00fck, hak, ayr\u0131cal\u0131k anlam\u0131na gelen \u201cFrank\u201d kelimesine dayanan franchisingin ge\u00e7mi\u015fine bakt\u0131\u011f\u0131m\u0131zda, milattan \u00f6nceye kadar uzanan bir tarihsel geli\u015fim g\u00f6r\u00fcyoruz. Daha yak\u0131n tarihe geldi\u011fimizde; 1860\u2019larda ABD\u2019de \u0130\u00e7 Sava\u015f y\u0131llar\u0131nda Singer\u2019in ilk diki\u015f makinesini bularak, bireysel sat\u0131c\u0131lara kendi b\u00f6lgeleri i\u00e7in makinelerin sat\u0131\u015f hakk\u0131n\u0131 vermesi ve kar\u015f\u0131l\u0131\u011f\u0131nda belirli bir \u00fccret almas\u0131 \u015feklinde bir i\u015f modeli geli\u015ftirmesinin milat oldu\u011funu s\u00f6yleyebiliriz. Yine bu d\u00f6nemlerde ABD\u2019de otomobillerin seri \u00fcretimi ba\u015fl\u0131yor ve Ford da bu sistemle b\u00fcy\u00fcmeye ba\u015fl\u0131yor. Oto seri \u00fcretimi ile yollardaki araba say\u0131s\u0131 art\u0131nca, Chevron gibi benzin istasyonlar\u0131 da franchise sistemiyle yay\u0131l\u0131yor.\u00a0 1950 ve 60\u2019l\u0131 y\u0131llarda karayollar\u0131n\u0131n geli\u015fmesi, h\u0131zl\u0131 g\u0131dan\u0131n artmas\u0131 gibi etkenler sonucunda, \u201cDrive-In\u201d denilen bir \u201ckarayolu \u00fczeri restoran\u0131\u201d olan Mc Donald\u2019s markas\u0131n\u0131n yay\u0131lmas\u0131 i\u00e7in Ray Kroc\u2019un geli\u015ftirdi\u011fi franchising sistemi, yani d\u00fckkanlarda tektiplik ve temizlik gibi kriterler getirilmesi sonucunda modern anlamda bildi\u011fimiz franchising do\u011fmu\u015f oluyor.<\/p>

\u00dclkemizde ilk franschising \u00f6rne\u011fi de zaten, 80\u2019lerde T\u00fcrk ekonomisinin liberalle\u015fmesiyle 1985\u2019te Mc Donalds\u2019\u0131n T\u00fcrkiye\u2019ye giri\u015fiyle olmu\u015f ve bunu bir\u00e7ok yabanc\u0131 marka izlemi\u015f. Ard\u0131ndan da T\u00fcrk yat\u0131r\u0131mc\u0131lar bu sistemi benimsemeye ba\u015flam\u0131\u015flar. Burada, 1991\u2019de kurulan Ulusal Franchising Derne\u011finin (UFRAD) \u00fclkemizde franchising alan\u0131ndaki \u00e7al\u0131\u015fmalara yapt\u0131\u011f\u0131 katk\u0131lar\u0131 vurgulamak gerek.<\/p>

Bir \u0130\u015fletmenin Franchising Ser\u00fcveni<\/strong><\/p>

Bir i\u015fletmenin yay\u0131lma a\u015famas\u0131na ge\u00e7ebilmesi i\u00e7in, \u00f6ncelikle belirli derecede ismini duyurmu\u015f bir \u00fcr\u00fcn veya hizmet markas\u0131 olu\u015fturmu\u015f olmas\u0131 \u015fart. Sonras\u0131nda, bu \u00fcr\u00fcn veya hizmetin sunulmas\u0131 i\u00e7in belirli standartlar belirleyerek, da\u011f\u0131t\u0131m ve sat\u0131\u015f hakk\u0131 i\u00e7in \u00fc\u00e7\u00fcnc\u00fc firmalarla anla\u015fmaya varmas\u0131 gerekiyor.<\/p>

Uygulamda oto kiralamadan tekstil ma\u011fazac\u0131l\u0131\u011f\u0131na, kozmetikten kuru temizlemeye bir \u00e7ok alanda franchising verildi\u011fine \u015fahit oluyoruz. \u00d6zellikle de yiyecek-i\u00e7ecek sekt\u00f6r\u00fc franchising alan\u0131nda ba\u015f\u0131 \u00e7ekiyor.<\/p>

Verilen franchising t\u00fcrlerini ise genel olarak 3 ana gruba ay\u0131rabiliriz;<\/p>

\u00dcr\u00fcn\/Hizmet ve Marka Franchisingi:<\/u>\u00a0Bu modelde marka sahibi ana firma, franchising alan \u015firketlere \u00fcr\u00fcn veya hizmetin sat\u0131\u015f hakk\u0131n\u0131 ve marka kullanma imtiyaz\u0131n\u0131 verir. Bu sistemde; konsept, operasyon, fiyat, \u00fcr\u00fcn standard\u0131, kalitesi gibi uyumlu bir sistem olu\u015fturmadan, isim kullan\u0131m hakk\u0131 verilmekte.<\/p>

T\u00fcrkiye\u2019de \u201cMarka Korumas\u0131\u201d olmas\u0131na ra\u011fmen \u201c\u0130\u015fletme Sistemi\u201d diye yasalarca tan\u0131mlanm\u0131\u015f bir kavram olmad\u0131\u011f\u0131 i\u00e7in, franchising alan d\u00fckkanlarda uygulanan konsept, operasyon, dekorasyon gibi unsurlar\u0131n bir b\u00fct\u00fcn olarak korunmas\u0131 m\u00fcmk\u00fcn bulunmamakta. Yani bir markan\u0131n izinsiz kullan\u0131m\u0131na kar\u015f\u0131 yasal d\u00fczenlemeler olmas\u0131na ra\u011fmen, i\u015fletmenin bir sistem olarak taklit edilmesi halinde buna kar\u015f\u0131 yasal bir d\u00fczenleme bulunmuyor. O nedenle, marka kullanma imtiyaz\u0131 verilen \u201c\u00dcr\u00fcn\/Hizmet ve Marka Franchisingi\u201dinin, T\u00fcrkiye\u2019de en \u00e7ok tercih edilen franchising modeli oldu\u011funu s\u00f6yleyebiliriz.<\/p>

\u0130\u015fletme Sistemi Franchisingi:<\/u>\u00a0Bu metotta, sadece \u00fcr\u00fcn\/hizmet ve markayla s\u0131n\u0131rl\u0131 de\u011fil, bir b\u00fct\u00fcn olarak i\u015fletme sistemi; pazarlama stratejileri, planlama, e\u011fitim, kalite kontrol vs. dahil \u015fekilde franchise veriliyor. \u00d6rneklerini oto kiralamada (Hertz, Avis), fast food\u2019da (McDonald\u2019s, Burger King vs.) ve otellerde (Ramada Inn) g\u00f6rebiliyoruz.<\/p>

Yukar\u0131da de\u011findi\u011fim gibi, i\u015fletme sistemi bir b\u00fct\u00fcn olarak marka gibi korunmuyor ancak t\u00fcm ma\u011fazalarda belirli bir standart uyguland\u0131\u011f\u0131ndan, \u201c\u0130\u015fletme Sistemi Franchisingi\u201d markan\u0131n sayg\u0131nl\u0131\u011f\u0131n\u0131 korumas\u0131 i\u00e7in daha faydal\u0131. Zaten son y\u0131llarda bu franchise t\u00fcr\u00fcn\u00fcn b\u00fcy\u00fcme h\u0131z\u0131n\u0131n, di\u011ferlerine g\u00f6re daha \u00e7ok oldu\u011funu g\u00f6r\u00fcyoruz.<\/p>

Master Franchising:<\/u>\u00a0Franchise veren bir \u00fclke\/b\u00f6lge i\u00e7in, bir \u015firkete kendisi ad\u0131na franchise verme yetkisi tan\u0131r. Tek tek franchise verme yerine, bir \u201cMaster Lisans\u00f6r\u201d bulur ve o \u00fclke\/b\u00f6lgede franchise verme yetkisini ona devreder. \u00d6rne\u011fin McDonald\u2019s T\u00fcrkiye master franchise vereni Anadolu Grubu, Burger King T\u00fcrkiye master franchise vereni Tab G\u0131da\u2019d\u0131r.<\/p>

Franchising \u0130li\u015fkisinin Kurulmas\u0131<\/strong><\/p>

\u0130sim ve marka sahibi franchise veren (franchisor) ile franchise alan (franchisee), franchise ili\u015fkisinin temel taraflar\u0131n\u0131 te\u015fkil etmekte. Franchise veren; e\u011fitim, teknik destek, reklam gibi destekler sunmak, franchise alan da onun \u015fartlar\u0131na uygun olarak ma\u011fazas\u0131n\u0131 i\u015fletmek \u00fczere bir anla\u015fmaya var\u0131rlar. Franchise alabilmek i\u00e7in genellikle franchise veren firmalar\u0131n \u00f6ng\u00f6rd\u00fc\u011f\u00fc, \u201cisim kulland\u0131rma lisans bedeli\u201d de denilen bir \u201cgiri\u015f bedeli\u201d vard\u0131r. Bunun haricinde, br\u00fct ciro \u00fczerinden \u00f6denen ayl\u0131k\/periyodik\/y\u0131ll\u0131k bir oran olan \u0130mtiyaz Bedeli (Royalty) ile franchise veren ana firman\u0131n reklam giderine kat\u0131l\u0131m pay\u0131 olan Reklam Fonu \u00f6denmesi de kararla\u015ft\u0131r\u0131labilir.<\/p>

Uygulamada franchise al\u0131m s\u00fcrecini genelde \u015fu ad\u0131mlar\u0131 izleyerek ger\u00e7ekle\u015ftiriyoruz;<\/p>

– Her \u015feyden \u00f6nce taraflar aras\u0131nda bir Gizlilik S\u00f6zle\u015fmesi ve\/veya Niyet Mektubu yap\u0131yoruz.
– S\u00f6zle\u015fme a\u015famas\u0131na gelmeden \u00f6nce ise;<\/p>

  • Gereken sermaye, yat\u0131r\u0131m\u0131n ne kadar s\u00fcrede kendini amorti edece\u011fi gibi konular\u0131n de\u011ferlendirildi\u011fi bir fizibilite \u00e7al\u0131\u015fmas\u0131 yap\u0131l\u0131yor.<\/li>
  • Franchise veren, franchise alana; \u015firket i\u00e7i operasyonlar\u0131na ili\u015fkin ve operasyonlar\u0131n nas\u0131l i\u015fletece\u011fine dair i\u015fletme bilgilerini i\u00e7eren baz\u0131 kitap\u00e7\u0131klar verir, franchise alan bu dokumantasyonu inceler.<\/li><\/ul>

    – Bunlar \u00e7er\u00e7evesinde franchise alan bir karar verir; ya yat\u0131r\u0131m\u0131ndan vazge\u00e7er ya da s\u00f6zle\u015fme a\u015famas\u0131na ge\u00e7ilir.<\/p>

    – S\u00f6zle\u015fme ile genel olarak; franchise verenin i\u015fletmeyi denetleme ve kontrol, muhasebe kay\u0131tlar\u0131n\u0131 inceleme, belirli d\u00f6nemlerde rapor ve bilgi isteme gibi haklar\u0131 ile franchise alan\u0131n belirli bir sat\u0131\u015f hacmine ula\u015fma, know-how ve ticari s\u0131rlar\u0131 saklama, i\u015fyerini sigorta ettirme, franchise veren ile rekabet etmeme gibi y\u00fck\u00fcml\u00fcl\u00fckleri d\u00fczenlenir.<\/p>

    T\u00fcrk Hukukunda Franchising S\u00f6zle\u015fmesi<\/strong><\/p>

    T\u00fcrk Hukukunda, Franchise S\u00f6zle\u015fmeleri belirli bir kategori alt\u0131nda d\u00fczenlenmemekte, kendine has (Sui Generis) veya \u201cKarma S\u00f6zle\u015fme\u201d olarak kabul edilmektedir<\/p>

    Bor\u00e7lar Kanunumuzda tan\u0131ml\u0131 s\u00f6zle\u015fme tipleri olan Hizmet S\u00f6zle\u015fmesi ve Vekalet S\u00f6zle\u015fmesi ile Ticaret Kanunumuzda tan\u0131ml\u0131 s\u00f6zle\u015fme tipleri Acental\u0131k ve Komisyon S\u00f6zle\u015fmesine ili\u015fkin h\u00fck\u00fcmler, baz\u0131 benzerlikleri nedeniyle Franchise S\u00f6zle\u015fmelerine uygulanmaktad\u0131r.<\/p>

    Salg\u0131n\u0131n Franchising S\u00f6zle\u015fmelerine Etkisi<\/strong><\/p>

    Kovid-19 salg\u0131n\u0131 nedeniyle bir\u00e7ok i\u015fletme devletin talimat\u0131 ile kapat\u0131lmak durumunda kald\u0131\u011f\u0131ndan, bu s\u00fcre\u00e7te franchise i\u015fletmecilerinin s\u00f6zle\u015fmelerinde kararla\u015ft\u0131r\u0131lan \u00f6demelerini s\u00f6zle\u015fmeye uygun \u015fekilde yapmas\u0131 m\u00fcmk\u00fcn olmad\u0131.\u00a0 Her \u015feyden \u00f6nce ciro elde edemediler veya \u00e7ok d\u00fc\u015f\u00fck cirolar\u0131 oldu.<\/p>

    \u0130\u015fte bu s\u00fcre\u00e7teki y\u00fck\u00fcml\u00fcl\u00fcklerin ak\u0131betini anlamak i\u00e7in \u00f6ncelikle M\u00fccbir Sebep ve \u201cUyarlama\u201d h\u00fckm\u00fc var m\u0131 diye s\u00f6zle\u015fmelere bak\u0131lmas\u0131 gerek. Bu h\u00fck\u00fcmler yoksa; sonucunda a\u015fa\u011f\u0131daki ihtimallerin g\u00fcndeme gelece\u011fi, ilgili sekt\u00f6r ve i\u015fletme a\u00e7\u0131s\u0131ndan somut durum de\u011ferlendirmesi yap\u0131lmas\u0131 gerekiyor;<\/p>

    – Salg\u0131n, franchise verenin hizmet vermesini tamam\u0131yla imkans\u0131zla\u015ft\u0131rm\u0131\u015fsa \u201cM\u00fccbir Sebep\u201d ger\u00e7ekle\u015fmi\u015f say\u0131lmal\u0131d\u0131r. Bu durumun hukuki kar\u015f\u0131l\u0131\u011f\u0131 \u201c\u0130fa \u0130mkans\u0131zl\u0131\u011f\u0131\u201d olup, s\u00f6zle\u015fmenin ask\u0131ya al\u0131nmas\u0131 veya feshi sonu\u00e7lar\u0131n\u0131 beraberinde getirir. \u00d6rne\u011fin nargile kafeler salg\u0131n nedeniyle kapat\u0131lm\u0131\u015f olup, bir daha ne zaman a\u00e7\u0131laca\u011f\u0131 da belli olmad\u0131\u011f\u0131ndan, kanaatimizce bu kafeler a\u00e7\u0131s\u0131ndan M\u00fccbir Sebep ger\u00e7ekle\u015fmi\u015f say\u0131lmal\u0131d\u0131r.<\/p>

    – M\u00fccbir Sebep sonucunda bor\u00e7lunun borcunun sadece bir k\u0131sm\u0131 da imkans\u0131zla\u015fm\u0131\u015f olabilir. Birden fazla bor\u00e7tan birinin imkans\u0131zla\u015fmas\u0131n\u0131n di\u011ferlerinin yerine getirilmesini engellemedi\u011fi bu t\u00fcr durumlara hukukumuzda \u201cK\u0131smi \u0130mkanzl\u0131k\u201d denilmektedir. Bu ihtimalin hukuki sonucu, bor\u00e7lunun borcunun sadece imkans\u0131zla\u015fan k\u0131sm\u0131ndan kurtulmas\u0131d\u0131r. \u00d6rne\u011fin salg\u0131n sonucunda yeme-i\u00e7me alan\u0131nda faaliyet g\u00f6steren bir franchise, devlet talimat\u0131yla zaruri olarak kapat\u0131ld\u0131\u011f\u0131ndan, o s\u00fcre\u00e7te ciro yapmas\u0131 m\u00fcmk\u00fcn olmam\u0131\u015ft\u0131r, dolay\u0131s\u0131yla franchise veren ana firmaya \u00f6demekle y\u00fck\u00fcml\u00fc oldu\u011fu, br\u00fct ciro \u00fczerinden hesaplanan bedeli aynen \u00f6demesi kendisinden beklenemez. Di\u011fer yandan s\u00f6zle\u015fmede ana firman\u0131n reklam giderine kat\u0131lmas\u0131 \u00f6ng\u00f6r\u00fclm\u00fc\u015fse, Reklam Fonu \u00f6deme y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fcn\u00fcn aynen devam etti\u011fi s\u00f6ylenebilir.<\/p>

    – Franchise alan\u0131n faaliyet kolu nedeniyle, salg\u0131n hastal\u0131k halinin onun a\u00e7\u0131s\u0131ndan M\u00fccbir Sebep te\u015fkil edip etmeyece\u011fi tart\u0131\u015fmal\u0131 ise, yani soka\u011fa \u00e7\u0131kma yasa\u011f\u0131, devletin kapatma emirleri vs. o i\u015f kolunda faaliyet g\u00f6stermeyi imkans\u0131zla\u015ft\u0131rmam\u0131\u015f ancak g\u00fc\u00e7le\u015ftirmi\u015fse, bu durum \u201cBeklenmeyen Hal\u201d kabul edilip \u201cA\u015f\u0131r\u0131 \u0130fa G\u00fc\u00e7l\u00fc\u011f\u00fc\u201d te\u015fkil edebilir. A\u015f\u0131r\u0131 ifa g\u00fc\u00e7l\u00fc\u011f\u00fc, s\u00f6zle\u015fmenin yap\u0131ld\u0131\u011f\u0131 s\u0131rada taraflarca \u00f6ng\u00f6r\u00fclmeyen ola\u011fan\u00fcst\u00fc durum olup, b\u00f6ylesi bir halde bor\u00e7ludan borcun aynen ifas\u0131n\u0131 istemek \u201cd\u00fcr\u00fcstl\u00fck kural\u0131\u201dna ayk\u0131r\u0131 olacakt\u0131r.\u00a0 Bu durumda da taraflarca mahkemeye ba\u015fvurularak hakimden s\u00f6zle\u015fmenin de\u011fi\u015fen ko\u015fullara uyarlanmas\u0131 istenebilir.<\/p>

    Kovid salg\u0131n\u0131 franchise modelinin uyguland\u0131\u011f\u0131 bir \u00e7ok faaliyet alan\u0131n\u0131 direkt olarak etkiledi. Mevcut duruma bakt\u0131\u011f\u0131m\u0131zda, franchise modeliyle \u00e7al\u0131\u015fan bir \u00e7ok i\u015fletmenin bu s\u00fcreci kar\u015f\u0131l\u0131kl\u0131 anlay\u0131\u015f ve iyiniyet \u00e7er\u00e7evesinde ge\u00e7irdi\u011fini g\u00f6r\u00fcyoruz. Ancak salg\u0131n hen\u00fcz bitmedi\u011fi gibi, ekonomik ve psikolojik etkileri de halen ge\u00e7medi.<\/p>

    O nedenle ge\u00e7mi\u015fte yap\u0131lm\u0131\u015f olan Franchise S\u00f6zle\u015fmelerinin bu g\u00f6zle tekrar ele al\u0131narak kar\u015f\u0131l\u0131kl\u0131 anla\u015fma ile revize edilmesinde fayda g\u00f6r\u00fcyoruz.<\/p>

    Av. Arb. Bahar Nalan Dan\u0131\u015f<\/strong><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":2673,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[25],"tags":[],"yoast_head":"\nFRANCHISING AND FRANCHISE PRACTICES IN TURKISH LAW - Matur \u00d6kten Karayel-Ke\u00dfler<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.maturokten.com\/en\/franchising-and-franchise-practices-in-turkish-law\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FRANCHISING AND FRANCHISE PRACTICES IN TURKISH LAW - 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