Marketing international : Subway, stratégie de pénétration du marché français

Extraits

[...] They also love to compare and are not very loyal. Subway has recognized this issue and communicates heavily on the fact that Subway is an out of ordinary and individual solution. It is also proposing menus with food from different culinary origins as an incentive to try out different things. Subway localisation is also an advantage, because they are located in the main shopping and business areas; they are easily spotted and it is an incentive to try out. Authority acceptance: According to Hofstede (1984), French have a high authority acceptance. [...]

[...] For existing owners, the Subway chain offers remodeling, relocation and expansions loans SUBWAY EN FRANCE pris le temps de tester le marché avec seulement quelques restaurants en France dans un premier temps. Le système des agents de développement par région, sorte de master-franchisés régionaux, est-il le mode de développement le plus pertinent ? C'est un système qui a fait ses preuves aux Etats-Unis depuis trente ans. C'est sur ce modèle également que nous avons fondé notre succès en Grande-Bretagne, un des pays européens où nous sommes le mieux implantés. [...]

[...] This also allows Subway to release export tax duties for the distribution of ingredients. Aspects that are winning strategies in Europe including France are: Subway's strategy of offering a higher quality fast food that attracts the French health-conscious audience. Therefore, Subway's concept of serving fresh-made sandwiches made right in front of the customer helps Subway to succeed, because customers can see the process of fresh-made food. It is said, that Europe is currently wide-open for development, so the growing brand awareness of Subway in Europe represents a further positive aspect for Subway. [...]

[...] All the instruments for the franchise are provided by Subways and because of the simplicity of the operation the subway chain approach is adaptable to the physical layouts of its outlets. The shops are organised in order to be efficient, convenient and to offer a quick service. Permis d'importation Taxes d'importation TVA Normalité Française BARRIERES JURIDIQUES A L'ENTREE Monnaie Langage Décalage horaire Habitudes culinaires La France pays du Sandwich Sandwich = Boulangerie Aversion des français pour les USA BARRIERES A L'ENTREE Subway may have encountered some problems to enter the French market. [...]

[...] Each franchisee candidate is required to attend a two-week training course. The course teaches business concepts, methods of operation and basic management skills. At the end of the two weeks, each attendee must pass a comprehensive exam in order to become a Subway franchisee. How much of an investment is required to open a Subway restaurant: The Subway chain has one of the lowest start-up costs for franchise chains in the restaurant industry. However, costs are dependent on many factors, such as location and size of establishment. [...]