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Download 2010-10-23 SUBWAY - Marketing-Team
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SUBWAY’s Marketing Strategy By Hien, Ken, Rui, Sangay and Saran Fresh & Healthy • Made on the spot • Less 6g of fat • Eat Fresh More Choices & Customisations • Made to order • Local ingredients Product Price & Quality Promotion • Direct Advertising • Indirect Advertising Place • Store flexibility People • Young, eager work force • Standard Training & Customer service Process • Systematic & Quick service • Easy and fast to learn 5 C’s Customers • Segmentation •Geographical •Age Group Company • Global brand 5 C’s Collaborators • Coca-Cola and Coffee • American Heart Association. • Local suppliers 5 C’s Competitors • McDonalds • Alibaba • Local Delis 5 C’s Context • Obesity • Global economic slow down • Green movement • Increasing Multicultural society Strengths • • • • • • Fresh &Healthy Quick &Fast Customise to your liking Flexibility of stores Big Size/value for money Global reputation Weakness •Too large for kids • Soft drinks and cookies • Sandwiches are lunch centric meals • Plain in store dinning experience, and not family friendly Opportunities • • • • • • • Obesity, Healthy Lifestyles Green Economic slow down Busy Lifestyle Sport events Heart foundation Multi-cultural Threats • Fast becoming more fresh • Fresh becoming faster • Reliance on Jared Subway’s spokesperson Strategies • Healthier and better Breakfast and Dinner meals. • offer home delivery or drive thru (dinners) •Promote and provide healthier choices •Heart foundation link •Offer Juices, Fruit-salads or Soup. • • • • Organic choices Sports event sponsorship Improve kids meals Improve in-store dinning
