References: Harvard Business Review: http://hbr.org/2004/07/marketing-myopia/ Marketing Myopia by Theodore Levitt Subway Restaurant: http://www.subway.com/subwayroot/default.aspx/ The New York Times: http://www.nytimes.com/2012/12/11/business/ Article “Fearing a Mile-High Punk’d Prank” by Jared Fogle
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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
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1 INTRODUCTION Subway chain is the third largest fast food chain in the world after McDonald‟s and KFC. The first Subway was founded in 1965. The founder of the Subway chain‚ Fred De Luca‚ started running his restaurant business when he was only 17 years old. The first Subway restaurant was opened nine years after its foundation in Connecticut where the headquarter is now situated. (Subway Denmark) Now there are more than 30‚000 Subway restaurants in 88 countries worldwide and it is the world‟s
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Subway: Competitive Advantages and Disadvantages Subway prides themselves on their sandwiches -- custom-made on freshly baked breads‚ Subway sandwich shops provide fresh‚ great-tasting ’made to order’ subs‚ salads and wraps‚ with extraordinary customer service and value. Millions of customers think of Subway shops sandwich options (including ’8 under 6’ grams of fat) along with spokesman Jared Fogle -- as their preferred fast food choice for intelligent eating habits. The Subway chain
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Subway’s Promotional Methods Subway‚ the largest franchise in the world‚ uses various promotion methods. Subway uses mass selling as their primary way of advertising. Since the target market is large and scattered over 98 countries‚ this is the easiest way for Subway to target their products. They announce their promotions using TV ads‚ radio ads‚ newspapers‚ and online ads. Subway also uses publicity as a form of advertising. Jared Fogle‚ Billy Blanks‚ and Michael Phelps are all great examples
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The Subway restaurant chain likes to tell its customers to “eat fresh”. But in 2004 Subway had to eat something different: a controversial cross-promotional campaign launched by its’ German franchises. Cross-promotions occur when two organisations agree to promote each other’s products or goals. In the Subway case‚ the restaurant chain’s 100 German franchises contacted the company handling German distribution of Super Size Me‚ a documentary harshly critical of McDonald’s Subway international
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Subway Innovation Report Subway is the name of a franchise fast food restaurant that mainly sells sandwiches and salads. It was founded in 1965 by Fred De Luca and Peter Buck. The corporation that owns the trademarked name of Subway is Doctor’s Associates‚ Inc. (DAI). The company has over 28‚400 franchised units in 87 countries as of September 2007 and is the fastest growing franchise in the world. It is currently the third largest fast food chain globally after YUM! Brands (34‚000 sites) and McDonalds
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Case Number One - Subway Sandwich Shops Situation Analysis Subway Sandwich‚ as presented in the Case Study presented in the Marketing Management MGT 551 class‚ is an undisputed market leader in a segment that is “firmly established as a nationwide food item for which there is plenty of room in all areas” (University of Phoenix‚ 2008). However‚ with a growing competition‚ changing consumer trends and increased product specialization‚ Subway’s real strategic marketing challenge is to be able to develop
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point Subway is more nutritional then McDonalds. a. Most of Subway’s food has a lot less calories and fat than McDonalds i. Subway’s popular meatball marinara sub has 379 calories and 23 grams of fat in a 6 inch sub. ii. Compare that to 740 calories and 42 grams of fat in a double quarter pounder with cheese. b. A good example of people affected by subway and McDonalds are Jared Fogle and Morgan Spurlock. i. Jared Fogle is the face
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his discovery of a lost plane. The author portrays Jared as a young boy whose treatment for escapism is illusion. The author hints what Jared is avoiding to give an idea of the reason why the boy is in the woods on a cold winter day. “… Better to be outside on a cold day than in the house where everything‚ the rickety chair and sagging couch‚ the gaps where the TV and microwave had been‚ felt sad.” He detests the shabbiness of his home. As Jared made his way through the woods‚ he imagines he is explaining
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