Subway Case

The four macro-environment factors that may have influence the growth of fast food business like Subway in Singapore include demographic, economic, social-cultural and technology.

Firstly, under demographic, the sub-factors that influence the growth of fast food business in Singapore include:

i) Size and growth rate of populations in cities, regions and nations: Over the recent years, there has been much growth in the non-resident population in Singapore. According to the Singapore Statistics in 2006, 10% of population growth was contributed by the non-resident population. The majority of them are from the working class society, who came to Singapore to look for better job prospects. Inevitably, there is a need for expansion in the F&B industry in Singapore to cater to the population growth. That is why new fast food restaurants have been set up in Singapore over the years because marketers have identified the needs of consumers and hence it led to the growth of fast food business like Subway in Singapore.

ii) Population age mix: Despite the fact that Singapore is moving toward the trend of aging population, it does not stop the growth of fast food business like Subway in Singapore. One of the winning factors of Subway sandwiches has got to be the fact that their sandwiches are healthier choices. Because of a wide selection of food offered