SUBWAY Marketing Plan
Table of Contents
1.0 Executive Summary……………………………………………………………2
1.1 Introduction……………………………………………………………..2
2.0 Situation Analysis……………………………………………………………...3
2.1 Competitive Analysis…………………………………………………...3
2.2 SWOT Analysis………………………………………………………4-6
2.3 P.E.S.T. Analysis………………………………………………………7.
2.4 Five Forces Analysis …………………………………………………..8
3.0 Marketing Strategy……………………………………………………………9.
3.1 Mission………………………………………………………………..10.
3.2 Core Values and Philosophy…………………………………………..10
3.3 Marketing Objectives………………………………………………….10
4.0 Target Markets……………………………………………………………11-12
4.1 Targeting………………………………………………………………12
4.2 Positioning…………………………………………………………….12
4.3 Strategies………………………………………………………………13
4.3.1 Ansoff Strategies…………………………………………13-14.
4.3.2 Porter’s Generic Strategies…………………………………..15
5.0 Marketing Mix……………………………………………………………16-17
5.1 Branding Strategy……………………………………………………..17
6.0 Recent and Future changes in Marketing Environment at SUBWAY ………18
7.0 Appendix……………………………………………………………………..19
SUBWAY
1.0 Executive Summary SUBWAY was started 43 years ago in the summer of 1965 an enterprising 17 years old young man, Fred Deluca . 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 43 years . Subway has more than 28,000 units worldwide whilst its rapid growth has attracted many investments and brought it many competitors such as KFC 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's marketing program addresses health, fresh, custom-made sandwiches expectations of consumers through a number of approaches The Subway concept of serving fresh made sandwiches on fresh baked bread, made right in front of customers, the way they like
1.0 Executive Summary……………………………………………………………2
1.1 Introduction……………………………………………………………..2
2.0 Situation Analysis……………………………………………………………...3
2.1 Competitive Analysis…………………………………………………...3
2.2 SWOT Analysis………………………………………………………4-6
2.3 P.E.S.T. Analysis………………………………………………………7.
2.4 Five Forces Analysis …………………………………………………..8
3.0 Marketing Strategy……………………………………………………………9.
3.1 Mission………………………………………………………………..10.
3.2 Core Values and Philosophy…………………………………………..10
3.3 Marketing Objectives………………………………………………….10
4.0 Target Markets……………………………………………………………11-12
4.1 Targeting………………………………………………………………12
4.2 Positioning…………………………………………………………….12
4.3 Strategies………………………………………………………………13
4.3.1 Ansoff Strategies…………………………………………13-14.
4.3.2 Porter’s Generic Strategies…………………………………..15
5.0 Marketing Mix……………………………………………………………16-17
5.1 Branding Strategy……………………………………………………..17
6.0 Recent and Future changes in Marketing Environment at SUBWAY ………18
7.0 Appendix……………………………………………………………………..19
SUBWAY
1.0 Executive Summary SUBWAY was started 43 years ago in the summer of 1965 an enterprising 17 years old young man, Fred Deluca . 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 43 years . Subway has more than 28,000 units worldwide whilst its rapid growth has attracted many investments and brought it many competitors such as KFC 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's marketing program addresses health, fresh, custom-made sandwiches expectations of consumers through a number of approaches The Subway concept of serving fresh made sandwiches on fresh baked bread, made right in front of customers, the way they like
References: McDonald, M. (2003) Marketing Plans, 5 th ed.., Kent: Butterworth-Heinemann publications. CIM (2005) Marketing Environment, 4 th ed.., London: BPP professional education. Swift, I. (2005) Marketing, 4 th ed.., London: Holder & Stoughton. Lancaster, G and Reynolds, P (2003) Marketing made simple, 2 nd ed.., Oxford: Made simple. Subway (2009) ‘Mission and values’, web page accessed on 02/08/2009 from http;//www.subway.co.uk. European Franchising (2009) ‘Subway’, webpage accessed on 27/07/2009 from http;//www.europeanfranchising.net Subway (2009) ‘student educator’, webpage accessed 20/07/2009 from http;//www.subway.co.uk