Subway Diet

“Considering the Competitive Landscape of the UK Fast Food Sector, To What Extent was the Subway Diet Effective as a Strategic Ploy?”

Gene Allen Vega

Institute of Business and Law (IBAL)
Bournemouth University
BA (Hons) Accounting and Business

Date of submission:

19th April 2007
TABLE OF CONTENTS

Summary…………………………………………………………………………. 1
Chapter 1: Introduction…………………………………………………………... 2
    1. Background…………………………………………………………... 3
    2. General Research Area………………………………………………. 5
              1. The Subway Franchise………………………………….... 5
              2. The Subway Diet-Why it’s a Strategic Ploy……………... 6
              3. Change of Focus in the UK Fast Food Sector……………. 7
              4. Research Topic…………………………………………… 8
    3. Aims and Objectives………………………………………………… 10
Chapter 2: Literature Review……………………………………………………. 11
2.1 Corporate Social Responsibility……………………………………... 12
2.2 Branding……………………………………………………………... 17
2.3 Strategy………………………………………………………………. 24
2.4 Competitive Advantage……………………………………………… 32
2.5 The UK Fast Food Sector and Societal Trends……………………… 34
Chapter 3: Methodology…………………………………………………………. 40
3.1 Research Philosophy, Approach and Strategy……………………….. 41
3.2 Data Collection Methods……………………………………………... 45
3.3 Limitations…………………………………………………………… 51
Chapter 4: Research Findings and Analysis……………………………………… 53
4.1 Focus Group Findings………………………………………………… 54
4.2 Questionnaire Findings……………………………………………….. 59
Chapter 5: Conclusion……………………………………………………………. 64
5.1 Consumer Group……………………………………………………… 65
5.2 CSR effects on Brand Perceptions……………………………………. 65
5.3 Subway Diet Effects on Brand Associations…………………………. 66
5.4 Overall Effectiveness of the Subway Diet……………………………. 66
5.5 Possible Future Outcomes……………………………………………. 67
Chapter 6: Reflections……………………………………………………………. 69
6.1 Research Reflections…………………………………………………. 70
6.2 Evaluative Reflections………………………………………………... 71
6.3 Personal... [continues]

Read full essay