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Abstract

Subway, the world''s largest sandwich chain entered China when the fast food business in the country was witnessing a huge growth. But Subway learned that establishing a strong presence in China was not an easy task. The Chinese were alien to the American way of ordering and eating a sandwich and at the same time were aware of the rising obesity concerns in the country due to high calorie western fast foods. To familiarise the Chinese to sandwiches, Subway had to provide printed signs to explain the processes of ordering a Subway sandwich. Also Subway faced formidable challenges establishing and managing the franchises. The case details the entry and expansion strategies followed by Subway in China. The case also details the problems associated with the fast food business in China. The case offers a scope for discussion on the strategies to be followed by the American and other western fast foods in the highly competitive and vastly complex Chinese market. A structured assignment ''305-290-4'' is available to accompany this case.
Location:
Industry:
Other setting(s):
1995-2005

About

Abstract

Subway, the world''s largest sandwich chain entered China when the fast food business in the country was witnessing a huge growth. But Subway learned that establishing a strong presence in China was not an easy task. The Chinese were alien to the American way of ordering and eating a sandwich and at the same time were aware of the rising obesity concerns in the country due to high calorie western fast foods. To familiarise the Chinese to sandwiches, Subway had to provide printed signs to explain the processes of ordering a Subway sandwich. Also Subway faced formidable challenges establishing and managing the franchises. The case details the entry and expansion strategies followed by Subway in China. The case also details the problems associated with the fast food business in China. The case offers a scope for discussion on the strategies to be followed by the American and other western fast foods in the highly competitive and vastly complex Chinese market. A structured assignment ''305-290-4'' is available to accompany this case.

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Location:
Industry:
Other setting(s):
1995-2005

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