The Subway Story
The subway story
Introduction of Subway restaurant
The Subway story started when Fred DeLuca, its cofounder and his family friend Dr. Peter Buck, worked on a business plan for a submarine sandwich shop. Dr. Buck gave a loan of $1000 for implementation of this plan. The first restaurant was opened in Bridgeport, Connecticut, in 1965. It did well in its first summer with the help of advertising slogans like "put a foot in your mouth.'' Emphasizing the foot-long sandwich, and "when you're hungry, make tracks for Subway." Buck suggested opening a second restaurant. "That way people will see us expanding and think that we're successful." DeLuca has changed the company's system of franchise development several times over the years and has kept the concept simple and relatively inexpensive for franchise buyers (Walker, J.R. 2007, p.27). Subway restaurants' is a registered trademark of Doctor's Associates Inc. (DAI). DAI owns the operational business concept and trademark of SUBWAY Restaurants. It is the franchisor and seeks to find entrepreneurs, or franchisees to partner with. The franchisee buys the right to operate the SUBWAY® franchise according to DAI's contract. DAI is a privately owned company, located in Milford, Connecticut. Here, at corporate headquarters, approximately 600 people work to keep SUBWAY® Restaurants the number one sandwich franchise in the world (http://www.subway.com/StudentGuide/, 2006).
Strategic marketing environmental analysis with a special focus on competitive analysis. (Use at least two analytical tools)
INTRODUCTION
According to Ennew, C. and Waite, N. (2007, p.69-72), one of the first stages in a marketing process is to understand the environment in which an organization operates. Marketing forces organizations to look outside and to develop an awareness and understanding of the environment in which they operate. There are several components in the overall marketing environment such as internal and external environment. Internal
Introduction of Subway restaurant
The Subway story started when Fred DeLuca, its cofounder and his family friend Dr. Peter Buck, worked on a business plan for a submarine sandwich shop. Dr. Buck gave a loan of $1000 for implementation of this plan. The first restaurant was opened in Bridgeport, Connecticut, in 1965. It did well in its first summer with the help of advertising slogans like "put a foot in your mouth.'' Emphasizing the foot-long sandwich, and "when you're hungry, make tracks for Subway." Buck suggested opening a second restaurant. "That way people will see us expanding and think that we're successful." DeLuca has changed the company's system of franchise development several times over the years and has kept the concept simple and relatively inexpensive for franchise buyers (Walker, J.R. 2007, p.27). Subway restaurants' is a registered trademark of Doctor's Associates Inc. (DAI). DAI owns the operational business concept and trademark of SUBWAY Restaurants. It is the franchisor and seeks to find entrepreneurs, or franchisees to partner with. The franchisee buys the right to operate the SUBWAY® franchise according to DAI's contract. DAI is a privately owned company, located in Milford, Connecticut. Here, at corporate headquarters, approximately 600 people work to keep SUBWAY® Restaurants the number one sandwich franchise in the world (http://www.subway.com/StudentGuide/, 2006).
Strategic marketing environmental analysis with a special focus on competitive analysis. (Use at least two analytical tools)
INTRODUCTION
According to Ennew, C. and Waite, N. (2007, p.69-72), one of the first stages in a marketing process is to understand the environment in which an organization operates. Marketing forces organizations to look outside and to develop an awareness and understanding of the environment in which they operate. There are several components in the overall marketing environment such as internal and external environment. Internal
Bibliography: Canfield, J., Hansen, M.V. and McKowen, D. 2006. Chicken soup for the entrepreneur 's soul: advice and inspiration for fulfilling dreams. s. l.: HCL. ISBN 0757302610, 9780757302619 Walker, J.R Kaputa, C. 2006. U R a brand: how smart people brand themselves for business success. s. l.: Davies-Black Publishing. ISBN 0891062130, 9780891062134 Doole, L and Lowe, R Oh,H. and Pizam, A. 2008. Handbook of Hospitality Marketing Management. illustrated ed. s. l.: Butterworth-Heinemann. ISBN 0080450806, 9780080450803 Ilan Alon, I Lancaster, G. and Reynolds, P. 2005. Management of marketing. illustrated ed. s. l.: Butterworth-Heinemann. ISBN 0750661038, 9780750661034 Dibb, S Pizam, A. 2005. International encyclopedia of hospitality management . s. l.: Butterworth-Heinemann. ISBN 0750659963, 9780750659963 Kelley, L.D Cooper, S. W. and Grutzner, F.P. 2008. Tips and Traps for Marketing Your Business. s. l.: McGraw-Hill Professional. ISBN 0071494898, 9780071494892 Mercer, D Ennew, C. and Waite, N. 2007. Financial services marketing: an international guide to principles and practice. s. l.: Butterworth-Heinemann. ISBN 0750669977, 9780750669979 Reid, R.D Piercy, N. 2002. Market-led strategic change: a guide to transforming the process of going to market. 3rd ed. s. l.: Butterworth-Heinemann. ISBN 075065225X, 9780750652254. John W. English, J.W. 2003. How to Organise and Operate a Small Business in Australia. 9th ed. s. l.: Allen & Unwin. ISBN 1741141222, 9781741141221 Pelsmacker, P.D Baker, J. M. 2003.The marketing book. 5th ed. s. l. Butterworth-Heinemann. ISBN 0750655364, 9780750655361 Gelder, S Adcock, D., Halborg, A. and Ross, C. (2001, p.410). Marketing principles and practice. 4th ed. s. l.: Financial times management. ISBN 027364677X, 978-0273646778 H Prideaux, B., Moscardo, G. Laws, and E. 2006. Managing tourism and hospitality services: theory and international applications s. l.: CABI. ISBN 1845930126, 9781845930127 Andreasen, A.R Hollensen. S. 2009. Essentials of Global Marketing. s. l.: Pearson Education. ISBN 0273717847, 9780273717843 Sandhusen, r Donald Atwater, PhD and Shizuka Suzuki. 2006. Obesity, Social Responsibility, and Economic Value. [Online] Available at: http://gbr.pepperdine.edu/062/csr.html [Accessed 28 August 2009]. Nguyen, M. 2005.Subway plans a revolution against its competitors. [Online] Available at: http://www.bandt.com.au/news/a6/0c02c2a6.asp 3feb2005 [Accessed 28 August 2009]. SCDL. 2007. Concepts and strategies of brand management. Service marketing and brand management. Pune: Symbiosis center of distance learning. [CD ROM] SCDL Subway.com. 2006. FAQ. [Online] Available at: http://www.subway.com/StudentGuide/ [Accessed 28 August 2009]. Subway.com. 2006. Welcome to the SUBWAY® Student and Educator Resource Guide. [Online] Available at: http://www.subway.com/StudentGuide/ [Accessed 28 August 2009]. Wilson, R.M.S. and Gilligan, C. 2005. Strategic marketing management planning, implementation and control. 3rd ed. Oxford: Elsevier Butterworth-Heinemann.