SUBWAY Marketing Plan

Topics: Marketing, Fast food, Subway Pages: 21 (5489 words) Published: April 15, 2015


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 it has proven to be a winning marketing strategy in Europe. Their customers have really respond to the high level of service that Subway restaurants are famous for. They have also become popular with health conscious customers in Europe who are searching for higher quality fast food options. Subway’s low initial investment and ability to fit into unusual spaces are other reasons for their success. Without the need for heavy equipments for cooking a Subway restaurant is the perfect business for the small spaces and tight real estate of U.K. Their regional office makes the franchise start –process simple and easy. Europe is currently wide open for development. As their brand awareness grows in Europe, more and more people are becoming aware of Subway as a great tasting lunch option and also as a great way to start their own business within their community. Estimates that its goal of opening another 1600 locations in the U.K and having a total of 30,000 restaurants worldwide, including 4,000 locations in Europe by 2010 are right on track. 1.1 Introduction

According to SUBWAY’s future market expansion strategies they have planned to open 1600 locations in the U.K by 2010. In this marketing plan I am going to discuss and explain what are the SUBWAY existing strengths, weaknesses, opportunities, threats, their marketing strategies, marketing mix , branding strategies and their recent and future changes which are effect their marketing success as a company. And also , as a marketer ,I discuss what are the changes they can do to minimize deviations from their original marketing objectives . In this plan I use my marketing knowledge to evaluate SUBWAY marketing strategies and , will be discussing their potential growth from my point of view as a marketer. For this I use some marketing theories and concepts for explain my ideas. First I use small marketing environment audit using SWOT analysis, P.E.S.T analysis and five forces analysis to discuss...

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
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