Executive summary:

The SUBWAY restaurant chain was founded in 1965 by Fred DeLuca, a 17-year-old college freshman, and
family friend Dr. Peter Buck.

The first restaurant opened in Bridgeport, Connecticut, USA on August 28 and was called Pete’s Super
Submarines.

The first franchised SUBWAY unit opened in 1974 in Wallingford, Connecticut.

There .are more than 28,800 SUBWAY franchises in 86 countries and territories worldwide.

Doctor's Associates Inc., the franchisor of SUBWAY restaurants, employs more than 600 people at its
Milford, Connecticut, headquarters.

Worldwide, its franchises employ more than 150,000 men and women throughout the system.

SUBWAY chain is a privately held company and is not traded on any stock exchange.

The company is optimistic about its India operations too.

"India has the potential of becoming the largest market for Subway, outside of North America," says
Mahmoud Chahrour, Regional Manager, Middle East and India, Subway.

The company has already established its supply chain network and claims to have received a positive
response from the four franchises that are currently running at Mumbai and New Delhi

There are 29735 Restaurants in 87 Countries.

 Introduction

Subway, the American fast food chain, plans to open 200 outlets in India in the next seven years.
Currently, Subway is operating in India through four franchisee owned outlets in Mumbai and Delhi. The
chain has a presence in 75 countries.

Subway is a relatively new chain in India. It opened the first branch about 3 years back.
Junk food is usually associated with McDonalds, Pizza Hut and the like.

Subway just cannot be included in the same! It is really healthy. There is nothing that is unhealthy in
Subway.

There is whole wheat bread, lettuce, tomatoes, olives, pickles, a bit of mayo, onions and many other
healthy vegetables in it. And still, they are really tasty!

The bread is fresh from the oven. They have country-wise specials. In India, they have spicy sandwiches
such as chicken tandoori, chicken shammi and the like.

Vegetables are covered with plastic lids. Subway also offers many different daily specials for those on a
tight budget.

It is cost effective to go ahead and order the foot-long sandwich and save half for another meal.

There is no other fast food chain in India that serves the products SUB WAY serve. Customer interaction
is maximum at this stores as the customer can be involved at all stages of the sandwich-making process
starting from choosing the bread to the meat, the sauces, spices, and so on, which again is unique to
them.

Subway has also tied up with Nestle and Pepsi to retail their products at the outlets, and is in talks with
more companies for similar tie-ups.

Subway has more than 17,000 outlets in 75 countries around the world, which makes it the second
largest fast-food chain globally. The privately-held chain of sandwich shops has recently clasped.

“Subway is globally recognized for its fresh and nutritious sandwiches and salads, which makes it a
healthy option over other fast food restaurants.
 Objectives

 To study the entry strategy of an MNC food chain

 To conscious people

 To study the effect of high priced products on their sale

 To find the degree study whether there is a awareness of DIET food or healthy snacks in India

 To study which age group of people are familiarized with the concept of SUBWAY

 To study the niche marketing strategies, because as of now Subway caters a niche of diet of

customization which SUBWAY has introduced in its product mix

 Methodology

A] PRIMARY DATA:

 80% of project is based the on primary data.

SOURCES OF PRIMARY DATA:

SURVEY:

 Visit to Subway outlet at Vashi

 A sample size of 100 customers was taken belonging to age group of 20 to 30 years and
different doctor.

OBSERVATION:

 Keen observation of Sub way helped in making the project more practical.

B] SECONDARY DATA:

Rest 10% of the project was completed with the help of secondary information.

SOURCES OF SECONDARY DATA

 Newspaper
 Internet.
 Areas of concern:
1.Pricing strategy:-
These outlets have international brands, hence along with the product. They have brought
the high prices of them. These outlets have low value for money and have high prices for their products.

2.Differentiation between outlets

There are a lot differences in outlets of sub way at different places. For e.g. they provide lounge
facility at some outlets and hence this differentiation confuses customers.

3.Lack of awareness among people:-

Many people are still unaware of food outlet Sub Way. They don’t have the idea that a die
conscious outlet is been opened.

4. Lack of promotion

The proportion of the advertisements or the marketing which is done by SUBWAY is very low.This leads
to unawareness among the masses..