GMM RESIT SUBWAY 2014 1 
LORD ASHCROFT INTERNATIONAL BUSINESS SCHOOL
July 2014
GLOBAL MARKETING MANAGEMENT
Module Code: MOD003470
SUBWAY INCORORATION
Subway is an American fast food restaurant that primarily sells submarine sandwiches and salads. It is owned and operated by Doctor's Associates, Inc. Subway is one of the fastest growing fast food chains in the world with 40,735 restaurants in 102 countries and territories as of 14 November 2013. It is the largest single-brand restaurant chain and the largest restaurant operator globally. You are expected to conduct further background research on Subway in order to develop better understanding of the company’s profile.
You are employed as Strategic Marketing Consultant by Subway and have been asked by the Senior Vice President of Marketing to prepare a management report that addresses the following global marketing issues pertaining to the launch of Subway in a country of region of your choice (where the brand does not exist at present).
You are required to choose the Subway brand as a basis for discussing the following relative global marketing issues.
1: Using appropriate analytical concepts, analyse the main variables in the overseas macro-environment (that you have chosen), and evaluate their impact on Subway’s potential entry into that market (30 marks).
2: Develop appropriate marketing objectives for Subway in the new market and evaluate and justify the most appropriate market entry strategies to support the launch of the Subway brand in the new market (30 marks). 3: Critically discuss and justify the application of the marketing mix elements to support your chosen strategies (20 marks)
4: Critically discuss the organisation and implementation of planned marketing activities in the new market (20 marks)
ASSIGNMENT REQUIREMENTS
The assignment should be presented in a report format of 4000 words (+/-10%)
Reference all sources of external information used in your work
July 2014
GLOBAL MARKETING MANAGEMENT
Module Code: MOD003470
SUBWAY INCORORATION
Subway is an American fast food restaurant that primarily sells submarine sandwiches and salads. It is owned and operated by Doctor's Associates, Inc. Subway is one of the fastest growing fast food chains in the world with 40,735 restaurants in 102 countries and territories as of 14 November 2013. It is the largest single-brand restaurant chain and the largest restaurant operator globally. You are expected to conduct further background research on Subway in order to develop better understanding of the company’s profile.
You are employed as Strategic Marketing Consultant by Subway and have been asked by the Senior Vice President of Marketing to prepare a management report that addresses the following global marketing issues pertaining to the launch of Subway in a country of region of your choice (where the brand does not exist at present).
You are required to choose the Subway brand as a basis for discussing the following relative global marketing issues.
1: Using appropriate analytical concepts, analyse the main variables in the overseas macro-environment (that you have chosen), and evaluate their impact on Subway’s potential entry into that market (30 marks).
2: Develop appropriate marketing objectives for Subway in the new market and evaluate and justify the most appropriate market entry strategies to support the launch of the Subway brand in the new market (30 marks). 3: Critically discuss and justify the application of the marketing mix elements to support your chosen strategies (20 marks)
4: Critically discuss the organisation and implementation of planned marketing activities in the new market (20 marks)
ASSIGNMENT REQUIREMENTS
The assignment should be presented in a report format of 4000 words (+/-10%)
Reference all sources of external information used in your work