An Evaluation of Product in a Company

Topics: Marketing, Fast food, Marketing plan Pages: 13 (3948 words) Published: January 15, 2013
Objective of this study is to evaluate product process to facilitate maximum product success in fast food industry as before and after implementing the system. By the end of this assignment, you will have more understanding and knowledge regarding Relationship Marketing issues, problems and complaints occurred within an organization and how to overcome it under this topic “An Evaluation of Product In Company” 1.2 METHODOLOGY

This study used the case analysis research method. Secondary data were obtained from media reports, homepages of the respective firm and other published sources. It also based on discussions held during lectures, library and with colleague. 1.3 DEFINITION

Relationship marketing is a strategy designed to foster customer loyalty, interaction and as well long-term engagement. Relationship marketing is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication. This approach often results in increased word-of-mouth activity, repeat business and a willingness on the customer’s part to provide information to the organization. The business is done with a strategic orientation, where the relationship is improved with existing customers rather than finding new customers. It is meant to cater to the needs of individual customers. Its major part involves studying the need of the customer and how it changes in different circumstances. Relationship marketing applies techniques like marketing, sales, customer care and communication. The relationship is not only enhanced but its life period is increased by these strategies. And as the customer realizes the value of relationship, they are drawn closer. This marketing not only focuses on building relationship and attracting customers to their products and services but also how to retain them.

A situation analysis is a valuation of the opportunities and potential problems facing by Subway through analysis a deeper understanding of this fast food industry. Competitors and possible optioned should be examined as well. Subway is the market leader in the sub and sandwich shops offering a healthier alternative to traditional fast foods. Subway’s annual sales exceeded $ 6.3 billion, while countless awards and accolades have been bestowed its chain over the past 47 years. Subway has more than 37,000 units worldwide whilst its rapid growth has attracted many investments and brought it many competitors such as KFC, McDonalds and Burger King. Recent initiatives attract customers beyond Subway traditionally health conscious consumers should increase the company’s share of the fast food market. Subway effectively competes with burger chains and others that are in the fast casual segment of the market. Including healthier meals into his menu and giving much attention to obesity and diabetes have supported consumer’s choice for subway. However, subway has not been satisfied thus far, instead, more intensified efforts have been made to improve business during the dinner hour. Additional menu options have also been added to answer competitor’s trends and to place more focus on the children’s segment. SWOT analysis can be helpful to highlight subway’s 1) Internal strength and weaknesses along with 2) the external opportunities and threats. In the past few years, sandwich market has gained incredible popularity in the Malaysian culture.

“The purpose of analyzing competitors is to try and assess what they will do. This will enable the organization to respond accordingly. Competitive advantage is about relative competitive position competitors are sometimes used as benchmarks.” (CIM, 2005) Subway is not without competitive pressures, chief competitors include KFC, McDonalds and Pizza Hut are the world largest with 33,000 restaurants in over 100 countries. Four of...
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