Research onthe Marketing Strategy of Global Fast Food Chain Brand:Subway in Taiwan as an Example

• Main Authors: Hung-Hui Chen, 陳虹惠
• Other Authors: 陳明惠
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/798667

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 106 === The advancement of technology brings our world together, forming a global village, which enhanced the rapid development of famous brands throughout the world. Facing the massive change of the environment, rapid development of technology, the popularize of mobile phones, and under the circumstance that each country is different in culture, political environment, economy, society, technology, and law, how to compose suitable marketing strategy seems more important than before. Subway is a famous international franchise, franchiser set up stores, prepare funding, and operate by themselves. Contracts are signed in order to gain authorization for the use of the brand, merchandise, model of operation, training of employees, and supervision or guidance from Subway. Subway has been successful throughout the years and have reached 44608 stores worldwide in 2017. Nevertheless, expansion of stores in Taiwan has been relatively slow. This thesis will analyze the challenges one face, such as high costs of meat, vegetables, and transportation, from a franchisee’s perspective. 7P and interviews are used for analysis, which concludes that meats should be bought and made in the local market instead of shipping it from abroad to lower the cost. For vegetables, Subway should pay more attention on the comparison between sellers to prevent a monopoly of provider. This thesis hopes to bring out the best of the pros of Subway, to increase brand value, and to add passion for customers, creating a win-win strategy for customers, the company, and franchisees.