Analysis and suggestions on the market and business strategy of Subway

Abstract

In China, Subway was not as successful as other western food brands from America, since Subway didn’t make the optimal promotion and adjustment for the local market. To be more popular in the Chinese market, Subway can utilize the “word of mouth” strategy to improve its status and popularity. We analyzed the advantages of Subway and the methods suitable for Subway to improve its reputation through the contents of Professor Jonah Berger's book and the method of SWOT. Specifically, we found out that Subway can establish a "Say Goodbye to Body Shame" discussion area on the Little Red Book and cooperate with some bloggers to incite them to publish some articles on "Subway helps us lose weight and become healthier" in this discussion area. In the article, they should talk about the stories of them eating subway sandwiches for several weeks, and show the changes in their physical conditions. This strategy uses the trigger, social currency, story, and emotion theories in Professor Jonah Berger's book ‘Contagious'. It not only shows the health of Subway but also improves its reputation in China.