SUBWAY REPORT Edit

Topics: Fast food, Fast food restaurant, Food Pages: 35 (6454 words) Published: April 29, 2015

Table of Contents
LETTER OF ACKNOWLEDGEMENT3
LETTER OF TRANSMITTAL4
EXECUTIVE SUMMARY5
FOOD INDUSTRY ANALYSIS7
INCREASING MARKET FOR FAST FOOD7
THE FUTURE OF THE INDUSTRY7
SUBWAY-EAT FRESH9
INTRODUCTION9
HISTORY9
PRODUCT PORTFOLIO11
COMPETITOR ANALYSIS12
COMPETITIVE ADVANTAGE OF SUBWAY14
CORPORATE ORGANIZATION17
MARKETING ORGANIZATION17
FUNCTIONAL INTEGRATION AT SUBWAY RESTAURANT18
METHODS OF INTEGRATION18
PROCESS OF OPENING UP A FRANCHISE18
PORTER 5 FORCES MODEL19
Market competitors19
Suppliers19
Buyers20
New entrants20
VISUALIZATION OF SUBWAY’S STRATEGY21
GAP ANALYSIS22
Situation analysis22
Current Situation22
PAIN POINTS OF THE CONSUMERS23
BLUE OCEAN STRATEGY24
SEQUENCE OF BOI MOVE24
BUYERS’ UTILITY24
BUYERS UTILITY MAP25
ERRC GRID27
VALUE CURVE28
SIX PATHS OF BLUE OCEAN28
THE STRATEGIC PRICING OF SUBWAY30
PRICING APPROACHES31
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 SUBWAY31 ADOPTATION ACHIEVEMENT33

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 Baluchistan, for his guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. We have made all our efforts to cover the aspects of Subway and to recommend them to the best. Regards,

Neelam Karim (11483)
Nabeel Khan (12099)
Saad Surti (11856)
Komal Naz (11557)
Rabee Chappra (11312)
Haresh Kumar (12002)
Sonia Mumtaz (11666)

LETTER OF TRANSMITTAL

Mr. Ekhalque Ahmed
Faculty,
Institute of Business Management (IoBM),
Karachi.
April 18th, 2015

Dear Mr. Ekhalque Ahmed,

Please accept our report on “BLUE OCEAN STRAEGIES IN SUBWAY”.

This is the term report of MARKETING STRATEGIES AND VALUE INNOVATION course which was assigned to us by you.

The objective of this report is to analyze the Marketing Strategy and Value Innovation of SUBWAY and tried to apply the concepts taught by you in practical situations especially the blue ocean strategy The report has been completed after the perpetual hard work, determination and devotion of past three months.

If you have any additional questions, we would be pleased to answer them.

Sincerely
Neelam Karim (11483)
Nabeel Khan (12099)
Saad Surti (11856)
Komal Naz (11557)
Rabee Chappra (11312)
Haresh Kumar (12002)
Sonia Mumtaz (11666)

EXECUTIVE SUMMARY

This report has been made on fast food restaurant "subway", the second largest franchise restaurant in Pakistan. It falls into the category of fast food. Report starts up with the industry analysis including the growth in the past years, the innovations being done in this industry and what is the future of fast food industry in Pakistan. After this we have discussed the history of subway, how it started internationally and then in Pakistan. We have discussed it's product portfolio, its competitors and the competitive advantage it provides to the customers. Further moving, report...
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