Abstract
Nowadays fast-food restaurant is becoming a common choice for people’s need due to different reasons. This research aimed to investigate Subway's 4ps (Product, Promotion, Place, and Price) marketing approach in the Chinese market due to the intense rivalry in the fast-food business in China, and also revealed the reason why Subway is less competitive in China other than in the U.S. and Europe. Subway must continue to strive for improved performance to strengthen customer loyalty and attract new consumers to outcompete its competitors. Therefore, Subway's marketing 4P (product, pricing, promotion, and place) was discussed using the SWOT analysis method to guarantee that the company may get a competitive edge in the market. The data suggested that marketing 4Ps tactics are the most significant predictor of a company's success. Possible recommendations are provided by summarizing the different Ps to help Subway better survive in the Chinese market. Contributions and limitations were discussed at the end of this paper.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
