The advantages of using a franchising strategy to pursue opportunities in foreign markets include Multiple Choice gaining support from local governments in the form of subsidies and meeting local content requirements. having franchisees bear most of the costs and risks of establishing foreign locations and requiring the franchiser to expend only the resources to recruit, train, and support foreign franchisees. being well suited to companies that employ cross-market subsidization. being particularly well-suited to the international expansion efforts of companies with global strategies. helping build brand awareness in international markets.