Question

Sandwich maker Subway opened its first overseas store in 1984, in the Middle East. Today, it has nearly 43,000 stores in 108 countries.

For Discussion

Discuss some of the challenges Subway might face in conducting marketing research in potential new international markets. What types of research would you recommend the company use in choosing new countries for expansion?

Answer 1

Key challenges in International marketing research for SUBWAY

1. Assortment of markets: Problems of various markets are constantly knowledgeable about abroad statistical surveying. Research venture covers various outside markets. This eventually enlarges the expenses and issues associated with abroad statistical surveying.

2. Issues with optional information: Secondary information are not accessible in satisfactory volume. Further, the auxiliary information gathered are inconsistent. They experience the ill effects of absence of equivalence of information.

3. Issues in gathering essential information: Buyer conduct of customers differs from nation to nation. As individuals act in an unexpected way, gathering essential information from them is nearly troublesome.

4. Issues of correspondence: Different nations have various dialects. They make issues of interpretation and correspondence. Shopper statistical surveying is met with more correspondence issues than modern statistical surveying, due to the way that mechanical statistical surveying centers around specialized factors alone. However, customer statistical surveying deals with each relevant detail identified with economic situations.

5. The requirement for adjustment: a similar system and techniques of statistical surveying don't hold great constantly in all markets. The nature, type and volume of statistical surveying must be changed, as indicated by the conditions winning in abroad statistical surveying.

6. Lacking reactions: Respondents delay to outfit right data to the research. Their hesitance to outfit information and giving erroneous information once in a while make the aftereffects of the investigation misdirecting. Trouble of the respondents to fathom the issue keeps them from giving right data. Futile reactions are an inefficient exercise in the research procedure.