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Table Of Contents

1 INTRODUCTION
1.1 Background of the research
1.2 Purpose
1.3 Research method
1.3.1 Quantitative and qualitative research
1.4 Limitations and structure
2 THEORETICAL FRAMEWORK
2.1 PEST-Analysis
2.2 7-S framework of McKinsey
2.3 AIDA
2.4 SWOT-analysis
2.5 Marketing mix
2.6 Porter’s five forces
3 SUBWAY AND THE FRANCHISING CONCEPT
3.1 History of the Subway chain
3.2 Current product portfolio
3.3 Key competences
3.5 Franchisee benefits from Subway
3.6 Advantages and disadvantages of the Subway franchise concept
4 THE FAST FOOD MARKET
4.1 Market size
4.2 Market growth
4.3 Trends
4.4 Macro environmental factors
4.4.1 Political Environment
4.4.2 Economical Environment
4.4.3 Socio-Cultural Environment
4.4.4 Demographical Environment
4.5 Attractiveness of the Danish fast food market
5 THE QUESTIONNAIRE
5.1 Test of the questionnaire
5.2 The final questionnaire
6 COMPETITIVE SITUATION
6.1 Main competitors
6.2 Strength of the competition
6.3 Competitor analysis
6.4 Conclusion of the competitive situation
7 THE CUSTOMERS
7.1 Buying behavior
7.2 Target group
7.3 Data analysis
7.3.1 Horsens
7.3.2 Vejle
7.3.3 Århus
7.4 Marketing-Mix
8.1 Conclusion
8.2 Recommendations
REFERENCES
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a project on subway

a project on subway

Ratings: (0)|Views: 114|Likes:
Published by aster5262
it is about subway restaurant and the franchise system they have. it is also about mission and vision and other strategies of subway as a successful chain restaurants.
it is about subway restaurant and the franchise system they have. it is also about mission and vision and other strategies of subway as a successful chain restaurants.

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Categories:Topics, Food & Wine
Published by: aster5262 on Jul 29, 2013
Copyright:Attribution Non-commercial

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05/03/2015

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