International Marketing: organizations - Case Study Example

Clubbed with the franchising model which provided for local involvement and proving to be a source of economic strength and vitality is something that no political system can actually ignore. Even in a dictatorial or a socialist leaning countries or governments, strengthening local economies and providing for generation of employment is something that no government can actually ignore. This in fact is the smart move for SUBWAY. This also to a great extent covers the economic factor modeled by Kotler.

Social Factors - Either by design or by accident, the SUBWAY products primarily use vegetable products which no religion, custom or society globally is averse to. SUBWAY was smart to recognize the needs of a good percentage of global population by providing for special category of meats as per the religious requirements and beliefs of this particular group namely, the halal meats. SUBWAY has been noted to stay away from high fat and high cholesterol foods (meats like beef and ham) which are against religious beliefs of sizeable global population components namely the Hindus (India and Nepal) and Muslims (good part of Asia) respectively.

So creating globally socially neutral products have happened either by default or by design and this has served SUBWAY along with a strong health conscious brand in a very big way.Technical factors - The technology that is used globally across the chain is not extremely advanced and is available almost everywhere. The technology components involved in SUBWAY products is majorly refrigeration i.e. for storage, microwaving i.e. for heating clubbed with global tie-up for soft drinks. Added to this is the robust SCM (Supply Chain Management) of not locally available product components like olives, celery etc.

adds strength to the brand and makes investment decision attractive for a prospective franchisee. Also have been observed the robust cold chaining that is been created to ensure that the vegetables or rather the ingredients used are fresh at the consumer consumption point. At a macro level though it looks simple, quite an effort would have gone in creating a system of products uniformly available globally by using simple technologies available locally. International Promotion Decisions Promotional mix is a blend of advertising, personal selling, sales promotion and public relations, used by a firm to reach its target market.

To meet the objectives of a communication strategy a marketer has to mix these ingredients harmoniously. Advertising is a paid form of non-personal communication about an organization or its products that is transmitted to a target audience through a mass broadcast medium. This type of promotion allows a marketer to focus on a small, clearly defined market segment. This method is also cost efficient. Personal selling is a method of communication aimed at persuading a prospective customer to buy something, by providing suitable information.

It offers unique benefits to marketers, like quick feedback. This allows a change of message based on situational demands. Sales promotion involves activities and materials that are meant to catch the attention of prospects. Though gaining a