Subway Diet

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“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 Reflections…………………………………………………...72 References…………………………………………………………………………73 Appendices…………………………………………………………………………79 SUMMARY

The main focus of this research is to find out how effective the subway diet was as a strategic ploy. In order to achieve that, 3 main areas of research have been identified as: • Corporate Social Responsibility

• Strategy
• Competitive Advantage

Through reading the relevant literature, the author can identify generic themes that should theoretically interlink the above concepts.

Due to the nature of this research, a deductive approach was implemented in order to explain the casual relationships between the variables. Moreover, the strategy chosen was to conduct a multi-method technique which involves the implementation of a survey, as well as an exploratory study. To be more specific, the combination of interviews and questionnaires will be used to gather relevant data that should be kept in-line with the research objectives.

Through the analysis of primary and secondary data, the author can then come out with a sound judgement regarding the topic at hand. CHAPTER 1: INTRODUCTION

This chapter discusses the origin of the research topic. Moreover, it will provide a brief insight regarding the latter chapters in the study. Contained within this section, too, are the aims and objectives of the research, thereby offering the reader/s an overview of the possible avenues in terms of key literature sources and research areas. 1. AIMS AND OBJECTIVES

RESEARCH AIM

In order for the reader to get acquainted with the study at hand, it is imperative to outline what the researcher is intending to achieve. With that in mind, the main aim of this research is to identify the extent to which the ‘Subway Diet’ was effective, in terms of its function as a strategic ploy.

RESEARCH OBJECTIVES

In order to achieve the said aim, several objectives have been recognised:

• To identify the means in which a strategic ploy’s success (or failure)...
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