Expansion of SUBWAY in China

Abstract

In this report, we seek to study and analyze the performance of Subway in China and make recommendations as to how the world‟s largest fast food chain can improve in the country. We did a situational analysis in which we studied the following in-depth:  Environmental  Industry  Consumer behavior  Company Analysis (SWOT)  Competitor After conducting our analysis, we identified five major issues of Subway in China: 1. Low brand awareness 2. Lack of adequate knowledge of Subway‟s unique attributes 3. Low loyalty of existing customers 4. Substandard service quality 5. Unclear targeting These major issues led to the formulation of a host of recommendations, which were categorized into the following:  Expansion strategy  Marketing strategy (Segmentation, Targeting and Positioning)  Product  Price  Promotion  People  Physical evidence