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
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