2.1 Situation Analysis
2.1.1Target market analysis
According to Hitt, Ireland and Hoskisson, market targeting plays a vital role in a firm’s effort to penetrate a new market (81). In its operation, Subways provides a wide range of fast-food products such as salads and sandwiches. Within the Japanese market, Subways intends to position itself as a healthy fast-food firm. The firm targets individual customers who have a high level of disposable income. The firm targets customers who have appreciated consumption of fast-foods. In its internationalization process, the management team conducts a comprehensive market analysis in an effort to determine the feasibility of the success. Some of the elements which the firm considers include political and economic stability.
2.1.2 Primary target market
In its operation, Subways have appreciated the importance of understanding the consumers’ behavior. Through a market research, Subways identified a primary market that is composed of individual customers who integrated the consumption of healthy fast foods options. The firm’s primary target market is mainly composed of customers within the medium and high social class status.
2.2 SWOT Analysis
The firm has adopted an efficient expansion...