PRESENTED BY:-

AJAY KUMAR1

Subway prides itself in being a healthy fast food chain offering a variety of sandwiches and subs

Founded in 1965 by Fred DeLuca and Dr. Buck. o As a growth strategy, and in

an effort to increase profits,

they embarked on the idea

of franchising their business. Subway locations grew exponentially.

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Formulating a unique value proposition Targeting an underserved customer segment Structuring an aggressive franchising model

Expanding internationally.3

• Slogan:- “Eat Fresh”

• Higher perceived value against competition.• Custom sandwiches tailored to customer.

• Appeal to young professionals. 4

Marketing

• Low start up costs – Less equipment is needed

• Countertop, oven, refrigerator, and microwave– Small Area is needed

• Real-estate costs are low

• Lowered operating costs which therefore raise margins– $12,000 v/s $45,000 for McDonalds

• Makes it appealing to investors

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FRANCHISHING

International Growth:

• 1st entered into world market in 1984 in the

Middle East nation of Bahrain International expansion approach at the

time was… “If you like Subway, you think it’s a good thing, and

you think it would work in your country, then we’ll teach you the concept and how it

works and you go make it work in your country.” Used development agents to recruit franchises and assist in growth

Core menu was left unchanged,

with exception of religious and

cultural consideration.

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“In summary, Subway’s success consisted of a strong brand based on a unique value proposition

aimed at a dissatisfied target segment. The company’s low-cost franchising strategy has

allowed Subway to flourish both domestically and overseas.”

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Company Profile :

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Products

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Company Profile :

• The entire logo is used to convey the meaning intended and avoid tarnishing or misrepresenting the intended image.

• The logo is of a size and resolution sufficient to maintain the quality intended by the company.

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 Identify the brand Subway:- a subject of public interest.

 Help the reader identify the brand.  assure the readers that they have reached the

right article containing critical commentary about the brand.

Any substitute would fail to convey the meaning intended.

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Significance

The Asia-Pacific fast food market has experienced 11.7 percent growth between 1999 and 2003.

The market was worth $77.9 billion in 2003, an increase of 55.8 percent since 1999.

This growth is considerably stronger than the overall global market and is driven by the large-scale expansion of the Chinese market 83 %

In terms of value, Asia-Pacific represented 28.3 % of the global market in revenues for fast food in 2003.

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KFC McDonalds

Burger King

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Competitors :

Reputation as a decent place to eat Ethical consideration for local

venues – fast food can put them out of business

Many fast food places seen as American or Western icons –Can be dangerous in Middle East where protests and demonstrations are carried out at places like McDonalds

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