Case 4
Subway's Marketing Strategy in India*
The Indian fast food industry is pegged at INR 20 billion with an expected annual growth rate of 40%. Several multinationals including McDonald's, Domino's and Pizza Hut have established their presence in India. A new entrant is Subway-leading sandwich chain, which, with 16,900 outlets in Canada and the USA, has surpassed McDonald's branch strength in these two countries. Worldwide, it has a total of 22,361 restaurants, spread across 78 countries. Subway operates in India through a wholly owned subsidiary, Subway Systems India (Subway). Subway increased the numbers of outlets in India to 200 by 2005. Subway sells a wide range of vegetarian and non-vegetarian sandwiches, which consumers can customize. ...
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