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Title: Expansion of SUBWAY in China
Authors: Lam, Esther Ting (林婷)
Chan, Ricky Chi Fung (陳志峰)
Xu, Dorothy Hui (徐卉)
Xu, Kevin Shen (徐申)
Parwani, Kunal Prakash
Yu, Jill Yiqiong (俞逸琼)
Department: Department of Marketing
Issue Date: 2009
Course: MKT4604 Marketing in China
Programme: BBA (Hons) in Marketing
Instructor: Dr. Maggie Dong
Subjects: Subway Restaurants
Fast food restaurants -- China -- Marketing
Franchises (Retail trade) -- 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
Appears in Collections:OAPS - Dept. of Marketing

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