College of Business and Publics Management
University of La Verne
The Subway® restaurant chain has been named "Brand of the Year" in the "Quick Service Restaurant" category according to the 2013 Harris Poll EquiTrend® study. ("Subway® named "brand," 2013). So I focus on the Subway with product evaluation. And this research includes three parts. First, I will introduce the Subway Company. Second, I will analyses and evaluate it with 4p’s of marketing and SWOT analysis. At same time, I also show some physical evidence of purchasing in Subway. Lastly, I will make some recommendations to improve Subway to help them achieve more success. Keywords: Product, Price, Place, Promotion, Strength, Weakness.
Subway is an American restaurantfranchise that primarily sells submarine sandwiches and salads. It is owned and operated by Doctor's Associates, Inc. (DAI). Subway is one of the fastest growing franchises in the world with 39,215restaurants in 102 countries and territories as of April 21,2013. It is the largest single-brand restaurant chain globally and is the second largest restaurant operator globally after Yum! Brands (over 37,000 locations). The history of Subway
Subway was created by Fred DeLuca in 1965. Back in 1965, Fred DeLuca set out to fulfill his dream of becoming a medical doctor. Searching for a way to help pay for his education, a family friend suggested he open a submarine sandwich shop. With a loan of $1,000, the friend—Dr. Peter Buck—offered to become Fred’s partner, and a business relationship was forged that would change the landscape of the fast food industry. The first store was opened in Bridgeport, Connecticut in August, 1965. Then, they set a goal of having 32 stores opened in 10 years. Fred soon learned the basics of running a business, as well as the importance of serving a well-made, high quality product, providing excellent customer service, keeping operating costs low and finding great locations. These early lessons continue to serve as the foundation for successful Subway® restaurants around the world("The history of," 2013). Analysis and Evaluation in 4’P of marketing
In Subway, there are submarine sandwiches, cookies, soft drinks, wraps, salads, fruit slices, and yoghurt. At the same time, their menu categories include: Every Day Values, Featured Product, All Sandwiches, Fresh Fit Choices, Breakfast, Fresh Fit for Kids, Salads, and Sides, Drinks& Extra in office online(SUBWAY.com, 2013). The Fresh Fit for Kids, the food is very health for kid, and they also offer kids some toys, such as new Marvel’s Iron Man 3 reusable bags. Therefore, it always attracts many families with kids to buy. Especially, for Every Day Values, Subway offers many different and preferential products every month. For examples, when I had a breakfast on April 4 in Subway, I enjoyed my April Featured Values in the AM with the Bacon, Egg & Cheese, which is the featured $5 Footlong of April. It was so delicious, and made me comfortable and full, I also enjoyed it. After I enjoyed this sandwich, I look forward to enjoying next month’s Featured Values. Their packaging is clear plastic bags with clean paper covered food inside. It is very convenient and easy for customers to go, and open to enjoy their food. Actually, I like their clear plastic bags because they can keep smell from filling in my car, keep them clean wherever I take them. The advantage of Subway is that they allow franchisees to choose their own supplier to save the cost for them and keep food fresh everyday. Price
For their price, all of prices are set by the headquarters of Subway. At the same time, the Subway compared with other franchisee, such as McDonald’s, BurgerKing, Wendy’s, and KFC. The price level of Subway is set at middle level. On the one hand, the Subway can keep them earning nice profits and on the other hand, the middle level can...