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¶ … International strategy: Global strategic management plan for Subway
The need for a global management plan for your organization
Few items are more regional in terms of consumer tastes than food preferences. Sweetness, saltiness, the concept of what flavors should be paired with one another -- all vary depending upon custom and culture. To establish an inroad in India was a considerable challenge for Subway, the sandwich retailer which originated in North America but which has since attempted to establish itself as a world economic power.
Explain the purpose and scope of your plan
The stratospheric growth of India's middle class, combined with the nation's large population has made it an attractive 'target' for international retailers formulating a global strategy. For Subway, however, the Indian market presents several unique challenges. First of all, eating outside of the home tends to be less popular and common in India than...
Indian women often pride themselves on their cooking ability, and entertaining friends and colleagues at home is an important part of Indian culture. Even lunches are often transported from home to work or school by a servant, rather than eaten out.
Subway is not a 'fancy occasion' restaurant, but a sandwich shop designed for frequent, fast patronage by consumers. For Subway to thrive it is not enough that consumers patronize it occasionally as a treat: it must become integrated into the fabric of everyday Indian dining life.
A second problem is that of Subway's traditional menu, which tends to be quite meat-based. Although not an exclusively vegetarian country, many Indians for religious reasons do not consume meat, do not consume meat from cows, or at very least try to minimize the consumption of meat products.
The strategic plan's purpose is twofold: to make Subway and eating out…
References
Kaushik, Neha. (2001). Subway's recipe. The Hindu Business Line. Retrieved January 21, 2011
http://www.thehindubusinessline.com/catalyst/2002/12/12/stories/2002121200110200.htm
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