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
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
References: 2.1.2 THE ‘SUBWAY DIET’ As the name suggests, the ‘Subway Diet’ refers to an actual dieting programme based on SUBWAY sandwiches, as echoed by Bumgardner (2004)