This study will emphasize on identifying the global strategies applied by Subway through relevant theoretical explanations. The study will further focus on revealing the global strategies applied by the company when marketing its products in the foreign markets. Global Strategy of Subway The global presence of Subway has been significantly influenced by its expansion strategies. It can be stated in this regard that Subway has been recent facing a highly fluctuating environment deciphering changing customers’ demands as well as immature market dimensions. Contextually, Subway has adopted a new franchising model, which could be beneficial for effective development of stores and provide better services to customers and thus reward greater competitive advantages in the global market context. To mitigate the problems or restrictions in global expansion when penetrating into foreign markets, Subway adopted the strategy of supporting as well as encouraging franchisees in the international markets which rewarded the company with enhanced competitive features. Additionally, Subway also focused on featuring information of the company through websites in German, French and Spanish along with English and various other languages which further enhanced the reachability of the organization to customers belonging from various cultural contexts (Griffin, 2007). It can be stated that with the application of franchising strategies, different activities performed by Subway, such as internal operations, management of stores, loyalty of customers proved to be beneficial for the organization in handling the process effectively. It also proved helpful in generating greater revenue by maintaining continuously increasing productivity and developing stronger alignment with the local community. This particular global strategy adopted by Subway targeted customers belonging to the age group of 23-40 years in the urban areas who were observed to absorb a greater effect of globalization and thus reduced the chances of socio-cultural conflicts between the American (home country of Subway) and the local cultures. The organization further focused on recruiting local people in its franchisee stores which added to the convenience of the local customers in the foreign markets. When applying its global strategies, the company also ensured that the products served by Subway are of high quality as well as cheap for ordinary local customers (Dong, 2011). Theoretical Explanation of Global Expansion Strategy of Subway Global expansion strategy of Subway has been adopted in order to maintain its effective growth in foreign market context as well as gaining competitive advantages. Contextually, expansion of a food venture in foreign markets contemplates several revolving issues such as searching for quality supplies for the preparation of sandwiches with fresh, nutritional and organic ingredients (Ghemawat, 2004). Hence, it can be stated that Subway maintains “gold standard of quality” while entering into international markets. For maintaining its efficiency in the global market context, Subway also provides training to the owners of new franchises across the globe as well as adapting to dimensions of culture as well as language barriers. Similar to other restaurant chains, while entering in
Global Strategic Marketing Introduction Subway is a well-renowned global restaurant chain established in America which is engaged primarily with selling salads and submarine sandwiches. The first restaurant chain was established during 1965, initially named as "Pete's Super Submarines" which was for the first time renamed as Doctor’s Associates, Inc and later as Subway…
The essay defines global marketing, explores its evolution from international marketing before differentiating between the characteristics or determinants of global and international marketing strategies. The different global marketing strategies based on the various determinants also will be studied.
International business and global marketing have been increased a lot in recent times as a result of globalization. Domestic market is already saturated for most of the prominent companies and hence access to global market is a blessing for them. According to Dicken (2007), “Direct investment is an investment by one firm in another firm with the intention of gaining a degree of control over that firm’s operations.
These stages can be listed as below: (1) Sporadic export: This is the initial stage of internationalization in which, the organization selects an international markets to be explored. In this stage, the firm has no prior information related with the external business environment of the new market.
In recent years, the management theories have changed significantly as management styles have been improving constantly. Increasing competition and expanding market exposure are the major reasons behind such notable improvements. The post-modern business organisations have realized the importance of long term success for achieving competitive advantages.
Achieving favorable balance of payment is always the critical key determinant of governments’ intervention of all the countries in international trade. Governments normally attempt to control international trade with specific policies in order to maximize the likelihood of surplus balance of payment (Appleyard, Field and Cobb, 2005, p.
Strategists often overlook the fact that any strategy made by the business enterprise refers to the creation of value in certain product market and retaining it satisfactorily (Thompson, 2001). Improvements in the functional strategies of the operating units are essential for the development of a successful corporate strategy (FAO, n.d.).
Management of these four elements needs to be carried out with a deep insight in to the business environment and the demands made by the uncontrollable variables. A company’s uncontrollable variables include its internal environment, microenvironment and macro
19). In order favorable balance of payment to be achieved, governments do subsidize the exports and impose quotas and high tariffs on imports. Though different countries adopt different strategies to increase the inflow