SUBWAY REPORT Edit
Table of Contents
LETTER OF ACKNOWLEDGEMENT 3
LETTER OF TRANSMITTAL 4
EXECUTIVE SUMMARY 5
FOOD INDUSTRY ANALYSIS 7
INCREASING MARKET FOR FAST FOOD 7
THE FUTURE OF THE INDUSTRY 7
SUBWAY-EAT FRESH 9
INTRODUCTION 9
HISTORY 9
PRODUCT PORTFOLIO 11
COMPETITOR ANALYSIS 12
COMPETITIVE ADVANTAGE OF SUBWAY 14
CORPORATE ORGANIZATION 17
MARKETING ORGANIZATION 17
FUNCTIONAL INTEGRATION AT SUBWAY RESTAURANT 18
METHODS OF INTEGRATION 18
PROCESS OF OPENING UP A FRANCHISE 18
PORTER 5 FORCES MODEL 19
Market competitors 19
Suppliers 19
Buyers 20
New entrants 20
VISUALIZATION OF SUBWAY’S STRATEGY 21
GAP ANALYSIS 22
Situation analysis 22
Current Situation 22
PAIN POINTS OF THE CONSUMERS 23
BLUE OCEAN STRATEGY 24
SEQUENCE OF BOI MOVE 24
BUYERS’ UTILITY 24
BUYERS UTILITY MAP 25
ERRC GRID 27
VALUE CURVE 28
SIX PATHS OF BLUE OCEAN 28
THE STRATEGIC PRICING OF SUBWAY 30
PRICING APPROACHES 31
Subway provides customers a healthy meal solution for their daily mid-day lunches. It is fast food as it has speedy delivery; still it is a healthy offering, compared to other fast food restaurants. Subway's meal fall somewhere average of 450 as customer wants. It is only restaurant which offers customized solutions as mentioned above. The price range is somewhere higher than that of other fast food restaurants but much lower than the high end restaurants which offer healthy food.TARGET COSTING OF SUBWAY 31
ADOPTATION ACHIEVEMENT 33
LETTER OF ACKNOWLEDGEMENT
This report has been a great learning experience as it provided us with the opportunity to help apply the concepts been taught throughout the semester.
We would like to take this opportunity to thank our instructor Mr. EKHLAQUE AHMED who made this report possible by providing his unconditional guidance and cooperation throughout the semester. He has been consistent in his ways of learning and his hard work paid of in form of we learning the immense skills from him.
I am highly indebted to Mr. Nasiruddin, Marketing Manager of Subway, Sindh and
LETTER OF ACKNOWLEDGEMENT 3
LETTER OF TRANSMITTAL 4
EXECUTIVE SUMMARY 5
FOOD INDUSTRY ANALYSIS 7
INCREASING MARKET FOR FAST FOOD 7
THE FUTURE OF THE INDUSTRY 7
SUBWAY-EAT FRESH 9
INTRODUCTION 9
HISTORY 9
PRODUCT PORTFOLIO 11
COMPETITOR ANALYSIS 12
COMPETITIVE ADVANTAGE OF SUBWAY 14
CORPORATE ORGANIZATION 17
MARKETING ORGANIZATION 17
FUNCTIONAL INTEGRATION AT SUBWAY RESTAURANT 18
METHODS OF INTEGRATION 18
PROCESS OF OPENING UP A FRANCHISE 18
PORTER 5 FORCES MODEL 19
Market competitors 19
Suppliers 19
Buyers 20
New entrants 20
VISUALIZATION OF SUBWAY’S STRATEGY 21
GAP ANALYSIS 22
Situation analysis 22
Current Situation 22
PAIN POINTS OF THE CONSUMERS 23
BLUE OCEAN STRATEGY 24
SEQUENCE OF BOI MOVE 24
BUYERS’ UTILITY 24
BUYERS UTILITY MAP 25
ERRC GRID 27
VALUE CURVE 28
SIX PATHS OF BLUE OCEAN 28
THE STRATEGIC PRICING OF SUBWAY 30
PRICING APPROACHES 31
Subway provides customers a healthy meal solution for their daily mid-day lunches. It is fast food as it has speedy delivery; still it is a healthy offering, compared to other fast food restaurants. Subway's meal fall somewhere average of 450 as customer wants. It is only restaurant which offers customized solutions as mentioned above. The price range is somewhere higher than that of other fast food restaurants but much lower than the high end restaurants which offer healthy food.TARGET COSTING OF SUBWAY 31
ADOPTATION ACHIEVEMENT 33
LETTER OF ACKNOWLEDGEMENT
This report has been a great learning experience as it provided us with the opportunity to help apply the concepts been taught throughout the semester.
We would like to take this opportunity to thank our instructor Mr. EKHLAQUE AHMED who made this report possible by providing his unconditional guidance and cooperation throughout the semester. He has been consistent in his ways of learning and his hard work paid of in form of we learning the immense skills from him.
I am highly indebted to Mr. Nasiruddin, Marketing Manager of Subway, Sindh and