Marketing Pl Subway Marketing Strategy

1042 Words5 Pages
1. Executive Summary

The marketing plan bonds with the overall financial and business plan. This plan contents a strategy for success, and breaks it down into coherent, actionable components that will aid The Sub Shop to implement marketing activities to obtain a return on investment. The following areas will help explain, how the company organise differentiation from the competition, and define the strategy that will drive its business forward.
The aim of the marketing plan is to evaluate Subway marketing strategies and the link with its objectives. Firstly, the marketing audit will be assessed using SWOT Analysis, P.E.S.T. analysis and five sources analysis to discuss operating performance and environment. Then, focus will be moved to
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A number of Subway’s London outlets offer a click-and-collect service possible to order online or via mobile. This function is integrated via smartphone app also as well as enabling customers to collect points via the SubCard rewards programme. The Subway UK app is named SubCard and consents customers to scan their iPhone at the till to earn points towards a free sandwich (Mintel, 2015).
Figure 2: Selected foodservice brands, by association with ‘healthy’, 2013-15
Base: internet users aged 16+ who have heard of the brand and expressed a view Healthy %
Subway 28.3
YO! Sushi 26.2
Wagamama 19.5
Harvester 15.1
Gourmet Burger Kitchen 10.9
ASK Italian 8.9
PizzaExpress 8.6
Zizzi 8.3
Prezzo 8.2
Toby Carvery 7.9
Chiquito 7.5
Vintage Inns 7.2
Costa Coffee 6.7
Café Rouge 6.1
Pizza Hut 6.0
Chicken Cottage 5.9
Sizzling Pubs 5.9
Beefeater 5.4
JD Wetherspoon 5.2
KFC 4.8
Chef & Brewer 4.7
Frankie & Benny’s 4.7
Brewers Fayre 4.6
Starbucks 4.4
Caffé Nero 4.3
McDonald 's 4.3
All Bar One 4.2
T.G.I. Friday 's 3.8
Hungry Horse 3.8
Coffee Republic 3.8
Burger King 3.1

Source: Lightspeed GMI/Mintel
According to survey, Subway manages to bridge this divide in being healthy provider, included with its salad bar format, and also its low-fat sub range also contributed into healthy eating, with offering a lower fat flatbread

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