Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Adidas, Puma, Football World Cup 2006

print page
Tell A Friend
Bookmark
 

Case Categories

Marketing Strategies / Strategic Marketing Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Subway in the US: Challenges of Extending Product Mix

Publication Year : 2010

Authors: J Thadamalla, N Sharma, A Syed and V Dadhwal

Industry: Retailing

Region:US

Case Code: MKS0134IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
In 2008, Subway, the US-based world's largest sandwich chain decided to enter the US pizza market, which had been growing rapidly and reached a value of $33.9 billion in 2007. Pizza sales accounted for nearly 9% of the total sales in the US fast food industry. Seeing the growth opportunity in the pizza market, Subway began test marketing its pizzas across its 13,000 restaurant chains in the US. Subway had been trying to incorporate pizza into its menu for about 10 years in the US. But it faced many challenges - like logistics issues and lack of consumer awareness about the new offering - which hindered its growth in the US pizza market. Though a late entrant, it was well positioned in the US fast food industry. Whether Subway would succeed in extending its product mix and transforming its brand remained to be seen.

Pedagogical Objectives:

  • To understand the dynamics of the fast food / pizza industry in the US.
  • To analyse the challenges in extending product mix.
  • To understand the product line management.
  • To understand the challenges as a late entrant in the industry.

Keywords :  Subway, US fast food industry, Pizza market in the US, Product mix, Product cannibalisation, Brand image, Brand dilution, Product positioning, Brand positioning, Product line management, Business strategy, Marketing strategy, Late entrant, Product differentiation

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap