Marketing Strategies of Subway

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Subway is a leading sandwich chain, which operates through a wholly-owned subsidiary, Subway Systems India. The caselet provides an overview of the product strategy followed by Subway that involved customization of its recipes and preparation to match the tastes and sensibilities of Indian consumers. The caselet also illustrates the franchising method adopted by Subway in India. Finally, it provides a brief description of the company's pricing and advertising strategy

As a SUBWAY® store owner, you’ll be part of the world’s largest restaurant chain and one of its most recognized brands, with the support and experience that goes along with it — a brand that keeps customers coming back for better-for-you meals made just the way they want. SUBWAY® is the undisputed leader in fast, healthy food. Our easy-to-prepare sandwiches are made to order-right in front of the customer - using freshly baked breads, select sauces and a variety of delicious toppings Support network When you join the SUBWAY® Family, you’ll get world-class support before you open your business, continuing as you sell your first sandwich and beyond. Our franchise support system features: * Training

* Product development
* Advertising
* Purchasing cooperative
* Field support, and much more

Back in 1965, Fred DeLuca set out to fulfill his dream of becoming a medical doctor. Searching for a way to help pay for his education, a family friend suggested he open a submarine sandwich shop. With a loan of $1,000, the friend—Dr. Peter Buck—offered to become Fred’s partner, and a business relationship was forged that would change the landscape of the fast food industry. The first store was opened in Bridgeport, Connecticut in August, 1965. Then, they set a goal of having 32 stores opened in 10 years. Fred soon learned the basics of running a business, as well as the importance of serving a well-made, high quality product, providing excellent customer service, keeping operating costs low and finding great locations. These early lessons continue to serve as the foundation for successful SUBWAY® restaurants around the world. SUBWAY®, the Franchise

By 1974, the duo owned and operated 16 submarine sandwich shops throughout Connecticut. Realizing they would not reach their 32 store goal in time, they began franchising, launching the SUBWAY® brand into a period of remarkable growth which continues to this day. A Fresh Future

Today,the SUBWAY® brand is the world's largest submarine sandwich chain with more than 34,000 locations around the world. We’ve become the leading choice for people seeking quick, nutritious meals that the whole family can enjoy. From the beginning, Fred has had a clear vision for the future of the SUBWAY® brand. As we continue to grow, we are guided by his passion for delighting customers by serving fresh, delicious, made-to-order sandwiches

Subway and mc donalds
Subway is the world's biggest sandwich chain, and overtook McDonald's in 2002 as America's biggest fast-food restaurant by number of outlets. Growth has been generated partly by Subway's offer of a healthy alternative to burgers and fries, but also a supremely efficient franchising model organised by parent company Doctor's Associates. As a franchising machine it has few equals, voted the #1 franchise opportunity in the US an astonishing 16 times in the last 22 years because of its levels of franchisee support and development and the potential for growth.  The advantage to customers is the flexibility

The advantage to customers is the flexibility of the menu, as well as its made-before-your-eyes freshness. The privately owned business now has more than 22,300 shops in the US, all franchised. Currently its international profile lags behind the Golden Arches, but not for long. Subway continues to expand with astonishing speed, opening an average of 2,000 new outlets each year between 2002 and 2008 and the business now covers more than 90...
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