1 INTRODUCTION
Subway chain is the third largest fast food chain in the world after McDonald‟s and KFC. The first Subway was founded in 1965. The founder of the Subway chain, Fred De Luca, started running his restaurant business when he was only 17 years old. The first Subway restaurant was opened nine years after its foundation in Connecticut where the headquarter is now situated. (Subway Denmark)
Now there are more than 30,000 Subway restaurants in 88 countries worldwide and it is the world‟s fastest growing franchise chain. New Subway restaurants are opening all the time. The franchise chain has employed more than 150,000 people. (Subway 2009)
Subway offers customers many different kinds of fresh submarine sandwiches also called
Sixth stage is to organize and analyze the data which was gathered. The last stage is to use the findings and present it. In this case the findings are reported in chapter seven. (Small Business Notes)
1.3.1 Quantitative and qualitative research
Researches can be either qualitative or quantitative or both. It is important to understand the difference between qualitative method and quantitative method since they are so different. Qualitative method is used when data can be observed and quantitative when data can be measured. Quantitative method is a research method which is used to collect data, modeling and analyzing customers, markets and competition in the market. When the data is gathered, the results are evaluated. Qualitative methods do not include statistics or measurements at all. (Qualitative vs. Quantitative Data 2010)
Subway market research is quantitative as many of market researchers are. To find out who the potential customers of the Subway franchisee might be, a survey is made. A questionnaire is used as a main tool to analyze customer preferences and the prospects of opening a Subway restaurant in Århus, Horsens or Vejle.
1.4 Limitations and structure
The focus should be on the Danish market and the relationship between the franchiser and the franchisee. The main part of the thesis will strictly be marketing analyses; therefore technical and financial issues will not be