International Marketing Report: Subway's Expansion in China

This report provides a comprehensive analysis of Subway's international marketing strategy for entering the Chinese market, focusing on its acquisition of Farmacy and the introduction of vegan food options. The report begins with an executive summary and introduction, highlighting the growing importance of international marketing and the increasing demand for vegan food. It then delves into the Chinese marketing environment, emphasizing the opportunities for Subway to target health-conscious consumers. A competitor review assesses the competitive landscape, followed by an analysis of Subway's STP (Segmentation, Targeting, and Positioning) strategy. The report outlines the market entry strategy, marketing objectives, and marketing mix (Place, Product, Price, Promotion) that Subway plans to use. The report concludes by summarizing the key findings and offering recommendations for Subway's successful expansion into the Chinese market, considering the dynamic nature of the market and the importance of innovation in the food and beverage industry. The report highlights the importance of digital marketing, social media, and the development of a strong brand presence to achieve its goals. Finally, the report emphasizes the importance of leveraging the Farmacy brand and its vegan food expertise to capture market share in China.

Individual report

TABLE OF CONTENT
EXECUTIVE SUMMARY...................................................................................................................3
INTRODUCTION.................................................................................................................................3
Marketing environment.....................................................................................................................3
Competitor review.............................................................................................................................5
STP....................................................................................................................................................5
Market entry strategy.........................................................................................................................6
Marketing objectives.........................................................................................................................7
Marketing mix...................................................................................................................................8
CONCLUSION.....................................................................................................................................9
REFRENCES......................................................................................................................................11

EXECUTIVE SUMMARY
Report has analysed various aspects of international marketing where globally there
are various new companies and brands coming up with high innovation business marketing,
new attractive marketing mix services which builds on goodwill levels and higher marketing
paradigms important for developing strong place.
INTRODUCTION
International marketing within global food industry has been gaining wide functional
advancement among operations, mergers and various business amalgamation with various
new restaurants with new ideas of strong diverse marketing paradigms through which it can
be analyzed that consumers have wider choices and various food option. SUBWAY is one of
the biggest global food companies which serve customers best products from various part of
world within it stores and has been highly adopting philosophy of bringing veganism within
food options. The brand has recently acquired Farmacy which produces organic protein based
foods with high nutrition value where products many times look like non vegetarian food
within their appearance and texture. Report explains global expansion of this product into
Chinese market which facilitates speedy review of various marketing parameters for gaining
alternative business development with wider innovation, creativity and forming global
marketing plan. Report brings forward how Subway plans to target various young and health
conspicuous people with innovative marketing mix factors and stronger objectives (Cateora,
Meyer and Graham, 2020).
Marketing environment
The China business marketing environment holds enormous scope for Subway to
bring before new partnership with Farmacy for various healthier food options and vegan
recipes where people are widely looking upon new options as alternative for meat and dairy
food products, beverages.
 The Chinese business market is one of the highest prominently developing business
place where new goals of wider innovation in marketing, promotion has opened up
various pathways for new companies to establish firm place for higher competitive
advantage levels. Marketing environment of china is widely growing up specifically
in food and beverage industry where consumers are in high demand for various new
healthy cuisines with nutritional value content for young people. Subway and

Farmacy food joint partnership will have strong market environment within China
with various innovative vegan food options for younger and health conscious
population who are widely looking upon adopting new food options.
 Subway company will be able to promote new end marketing goals by developing
higher end partnership with Farmacy and entering onto wider innovative business
scenario where China has wide promising business opportunities to bring forward
various new profitability within expansion . The young population of China are lately
becoming known to how much nutrition is vegan food, and lately avoiding non- veg
food which has also contributed to global warming and depletion of animal resources.
Sunway since has globally achieved goodwill for providing best services to all
customers who look for variety and innovative food quality options it has been
profitability expanding in various new arenas (Katsikeas, Leonidou and Zeriti,2019).
 The business marketing environment is highly dynamic with various digital platforms
available for Subway to promote its new marketing goals and innovative goals to
bring before customers by partnership with Farmacy where the brand will be aiming
to bring before vegan food in the look and attractiveness of meat. The brand will be
using various plant based protein sources such as soybean, various green leaves and
high fibre and nutrition sources for attracting various consumers who are health
conscious. China business environment is not only highly innovative to bring before
various new end goals of innovative marketing but Subway will be able to achieve
high profitability and long term consumer market share goodwill by developing new
end goals along the partnership with Farmacy.
 Business market of china is widely growing with varied competitiveness and strong
innovation with various new food companies coming up with new business plans,
expansion of high creativity with best yield of synergy where people look for various
food options. Subway with partnership with Farmacy shall be able to develop strong
networking of new goodwill parameters by bringing before various new paradigms of
innovative business plans which shall be focusing on vegan food options with high
vegetarian nutrition value proposition. China being one of the best developed
economy within world have various best marketing parameters available for strongly
focusing new end business goals and also provide wide young age customer segments
for higher profitability metrics (Li, Liu and Bustinza, 2019).

Competitor review
The China market is one of the most rapidly growing economy when it comes to
analyze how many food and beverage companies are present within country having wide
range of innovative services and wide range of customer segments with various high class
new paradigms of creativity within them . Subway for bringing in new vegan food options
within its meals where there are various food services available , menus with protein and
fibre rich sourced protein where texture and appearance are highly correlated with meat
options. The brand shall be focusing to use high quality organic food supplies and ingredients
within its food services to reach higher customer segment goodwill with wide force of
innovation among all parameters. Competitive market is highly important for developing
expansion plans among various international market paradigms where there are various new
companies coming up, start ups booming in with various resources of innovation and new
end marketing styles for gaining wider customer segments confidence (Eteokleous, Leonidou
and Katsikeas, 2016). China has various established food chains and big companies who
operate their business with vast innovation and advanced development synergy of
innovation where Subway need to competitively build on various new end goals of
innovative marketing, leverage of keen synergy of innovation where various potential
development shall be focused in for gaining wide customer support. International marketing
is highly scoped place where investment of various resources shall be done as per high
strategic competitive demands among consumer market where there is wide demand for
keeping in wide leverage of mew synergy of potential development, higher profits and
functional advancement among various resources.
STP
 Segmenting: Subway will segment its customers market share based on age groups
and specific preferences for bringing up wider range and customer based satisfaction
services through which goodwill is enhanced along with profitability margins.
Subway shall segment is customers into segments such as vegan food eaters , health
conscious customers through which rapid evolution is adopted in business
partnership with Farmacy where there not only wide scope is present for bringing
forward new chain of food products which will enhance brand name to lager global
levels. China being one of the most advanced and rapidly growing business economy
has various expansion opportunities for Subway to segment its business services into

customers from various age groups who prefer various new quality food services and
wider healthy food options.
 Targeting: The brand Subway shall further target its various segmented customers
into various patterns by using various targeting techniques for innovative marketing
paradigms to functionally enhance its business proposition with higher value for
gaining stronger metrics. This is highly important step for gaining wider reach among
customers based on their specific preferences, new end goals and new relative
advancement for gaining stronger metrics for higher effective business scenarios.
Targeting will also ensure that Farmacy new ideas and philosophy of adopting vegan
food choices to curb various climate change factors and spreading positive
development as the goal and aim of Subway to be developed with higher
effectiveness and customer satisfaction services with which new end goals are vividly
formed upon new arenas (Kotler, Keller., and Leong, 2018).
 Positioning : Positioning is also highly important for developing new end scope and
wider goals of business arenas among customers within china where Subway has
already strong goodwill and various parameters of new innovation. The positioning
factors will also rapidly develop strong marketing quality standards and also keenly
promote wider technical advancement among operations to gain onto new competitive
food and beverage industry where there are various brands available. Positioning will
also make sure that company is able to develop best reflective synergy of new
innovation among products and targeting the various new position metrics for
advancing new end competitors present within business world.
Market entry strategy
The market entry strategy of Subway with acquiring of Farmacy, vegan Food
restaurant which specialises in various healthy food products and meals where texture and
look of food looks like meat but are totally made from plant sourced protein rich in flavours
and high nutrition value. The China Market holds various growth business opportunities for
company where the market entry strategy shall be focused by using various social media
platforms, new innovative creative ideas for promoting this to large section of people. The
market entry strategy will also bbe focusing on best customer services within Subway stores
and through online delivery apps where there is wide competitive development present. The
ingredients such as plant sourced soybean, various high fibre meals and coconut milk rich
deserts where everything is vegan and freshly sourced from farm sources. The marketing

strategy shall be focusing to bring on rapid development, new leverage goals of new end
digital marketing where the brand Subway is already largely developed and has specific
focused market strength to bring on new determinants for gaining competitive place among
business avenues. The marketing strategy will also be focused to use various communicative
social media handles channels such as Facebook, YouTube, Instagram where high reach
within customer segments can be effectively reached on among China business market
(Asseraf, Lages,. and Shoham, 2019).
Marketing objectives
The marketing objectives for Subway which is acquiring Farmacy vegan food enterprise
shall be to bring before high quality fresh ingredients food choices, where the look and
texture shall be as meat but it will be made with plant sourced protein and highly nutritious
as it is loaded with high fibre content. The marketing objectives are as follows:
 Subway will be able to develop wider innovation and reach onto diverse customer
segments with entering in the China market where its economy is most rapidly
developing with high end demand and various paradigms of strong consumer
demands. Farmacy being one of the best restaurant in UK proposes new end
marketing paradigms with use of soya reach ingredients within meals where quality
richness of nutrition is widely focused for gaining strong profits and goodwill. The
marketing objectives can be analyzed with the fact that brand seeks to bring before
technical new end goals with using up various social handles for marketing and
promotional ethics programming new use of various resources with cost effective
edge (Christofi, Vrontis and Thrassou, 2018).
 Subway marketing goals by developing strong effective marketing ideas can also be
understood from the fact that there is high demand for creative functional strength,
high protein rich healthy food gaining wide pace within competitive food and
beverage industry. The company with use of best marketing practices with use of
various digital websites will be able to develop strong competitive place among its
vivid business scenario where the various parameters of growth are widely gaining
competitive place. Marketing objectives will be strongly focused to bring on stronger
effective reach among global customers where demand for vegan food has been
continuously increasing.

Marketing mix
The marketing mix is one of most highly used innovative marketing tool which
enables companies to promote its products strongly and with diverse factors among various
customer segments where there is not only wide scope for brands to bring before new
rational paradigms. Subway shall be using various metrics of marketing mix to develop
competitive place among world where it targets to use new innovative goals of bringing
forward healthy vegan food cuisines within china business market where there is high
competition present and also wide demands for healthy food options for people (Gnizy,
2016).
 Place: The brand Subway has various stores and branches within China market where
company has been successfully developing strong place within competitive
global ,market scenario. Place factor also enhances how much reach and wide
availability factors are there among customers for gaining new scope of profitability
and stronger synergy of innovation and advancement. Place factor within marketing
mix will also make sure that brand has wide reach and exploration parameters among
customers where take away facility, delivery options are widely available for
customization and higher profits within business scenario.
 Price: Subway will use effective price range factors by keeping an affordable
parameter for all products and meals being served within all stores, with best facilities
and services available. Farmacy restaurant will also make sure to bring before
evocative ideas, new price factors and innovative business cost effective ideas to
fundamentally develop wide scope among business arenas. Price is highly important
for gaining consumer strength and advancement among operations and services where
brand also enjoys various goodwill paradigms. Price shall be developed as per wider
competitive demand factor for reaching customer focused price strategies and also
develop new end goals through which strong innovation can be inbuilt.
 Product: Subway products are widely known and are popular among customers
globally because of fresh ingredients and wide fresh supply of best nutrition meals
which have made strong customer goodwill and wide profit paradigms among
business services. The new partnership of business partnership with Farmacy, vegan
food options with high protein rich sourced from natural fibre options shall be widely
appreciated among people. Chinas has various group of people young and health

conscious where aim is to bring before various new varieties for people who can
experience wide change in their food habits.
 Promotion : The promotion is another most important factor of marketing mix where
company proposes various fundamental goals, new end paradigms for gaining wider
segment strength with use of innovative promotional factors. The promotion factors
are widely focused by Subway to uses social media handles and various digital
platforms which are not only widely used by competitive marketing fundamentals by
various best food companies and big brands which aim to bring before new goals for
framing news strong goodwill and wider profit business ends. The company will be
using digital marketing for promotion of new vision of bringing in vegan food options
where Farmacy restaurant presents before high variety of plant sourced protein food
choices with varied technical advancement (Fatehi, Priestley and Taasoobshirazi,
2018). Promotion tools will also make sure that customer satisfaction services are
developed strongly by communicating with their concerns and presenting before
them varied marketing fundamentals.
CONCLUSION
The report can be concluded with evaluation and explanation of how various
fundamentals of international marketing shall be inbuilt among various levels of diverse
functional advertisements where there are high level synergy of innovation demanded along
with leverage of various goals for gaining strong consumer market share. Subway expansion
onto international market of China by programming its expansion and partnership with
Farmacy to bring before vegan food meal which in appearance and in looks of texture are
very similar to nonveg food. The report concludes marketing entry strategies, communicative
objectives with various customers market share and to yield on best STP strategies for
gaining strong place among customers based on their demands along with strong resources
development. Report also concludes innovative marketing mix for Subway where brand shall
bring before new end goals and strategies for promoting, marketing its new services and
product ideas within China market where there is high scope available. Subway by acquiring
Farmacy, an organic food company serving various fresh meals of high nutrition value shall
be programming on high end services and developed synergy of innovation within its
company business levels (Paul and Rosado-Serrano, 2019).

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