Marketing Research of Subway

In the United States alone, there are over 152,000 fast food restaurants. With that vast amount of establishments, there are two that dominate the world with their recognizable logos. Subway and McDonalds, the arrowed S and the double arches. The two companies have grown simultaneously for over 50 years, even getting in each other's ways in the process as both strive to be the most successful fast-food restaurant in the world. With both being beloved by many, there are bound to be an area where both companies have similarities in order to keep a status quo. Although Subway and McDonald’s are similar in regards to their atmospheres, they differ with their qualities of food and abilities to help their employees advance.

The change in consumer’s real household disposable income and increase in demand for take away, restaurant foods can have a major impact in this particular industry.

Subway is the largest restaurant franchise in the United States. The Subway chain has been established for about 38 years and it has reached number one in increased percent sales and consumer awareness over time. Subway 's accomplishments are mainly due to its brand awareness, product image and diversity in the fast food industry. However, in the presence of strong competitive pressure from its rivals, Subway has to make some strategic changes in order to prosper in the market place. This paper is aimed to give a thorough situational and SWOT analysis based on the facts presented in the case as well as internet updates. Additionally, some recommendations on Subway 's marketing strategies that are specifically on

Every organization should have some type of incentive plan for staff. As previously mentioned, it is important to keep staff motivated to edify the success of an organization. Motivation and incentive concepts are closely linked because they both encourage staff to perform in a better way. The difference is that motivation can be words, but incentives are typically tangible and specific. According to the Houston Chronicle, incentive plans offer recognition and rewards to employees for meeting pre-established goals or objectives. This can include cash bonuses, profit sharing, additional paid vacation time or any range of prizes such as gift cards, corporate merchandise or other products or services (McQuerrey n.d.). Again, the objective is to motivate and to ensure its effectiveness the goal of the incentive program being offered must be clearly defined, viable and valuable for whatever the staff is being asked to do.

The fast food industry in the US is witnessing the increasingly fierce competition among Chipotle, Chick-fil-A, McDonald’s, Jimmy’s egg and KFC. In addition, consumers increasingly favored foods clean and healthy. Foreseeing this need, numerous popular fast food restaurants sprung up promptly. The first Chipotle restaurant is opened in 1993 by Steve Ells in Colorado. On the contrary, McDonald’s is founded by McDonald’s family with a long history as well as one of the oldest brand in America. My paper will explain the similarities and differences in their three characteristics between Chipotle and McDonald’s, both of them are large enterprises in the fast food industry which have large market shares. Then, I also give opinions to differentiate

We feel that with us moving forward as a team oriented company we need to reward our teams when they go above and beyond. So here is how we will structure our new monthly incentive plan:

First, Schlosser and Wilson describe the history of fast food. Everything started with a fifteen-year-old boy named Charlie Nagreen at a county fair squishing a meatball between two slices of bread, creating the hamburger. The authors then go on to talk about how McDonald’s was the first restaurant to introduce a quick system for customers to get their food. After seeing the success of the McDonald brothers, a businessman named Ray Kroc made a deal with them to travel the country, spreading the chain. Later, Ray Kroc would buy McDonald’s from the McDonald brothers. When other restaurants, such as Wendy’s and Burger King, saw the success of McDonald’s, they began to do the same thing, having a chain of identical restaurants across the United States. Not only did restaurants adopt this idea of complete sameness, but so did other companies such as

The fast food industry encompasses a wide variety of economic situations. To begin with, within in the industry a widely discussed topic is the idea of workers forming unions in order to fight for better working conditions. Advertising is also a prominent factor that guides the productivity of businesses of the fast food industry. Another guiding force for fast food chains is globalization of their businesses, without advertising and globalization of businesses fast food chains would not be as successful as they are. The success of businesses can be determined through the idea of elasticity and the income effect because if a business knows the demographic they are targeting the companies will likely know how responsive profits are to a change

Zoë’s Kitchen is a successful restaurant in a new segment of a matured restaurant market. This company creates an at home atmosphere for the consumer to give the perception of an at home meal. There are a lot of competitors within the market and for just this company alone. Though, Zoë’s is differentiated enough as a whole to not actually have a true competition. There are upcoming threats in the fast-casual market from fast-food chains entering the market through mergers and adding healthier foods to the menus. The purpose of this analysis is to inform and forge a conclusion of what this company should do about its future.

The fast food, or quick service restaurant industry (QSR), represents approximately 200,000 restaurants and $155 billion in sales in the U.S. alone, they are one of the largest segments of the food industry (Hoovers, 2011). This segment of the restaurant industry is “highly competitive and fragmented… number, size and strength of competitors vary by region, market and even restaurant. All of these restaurants compete based on a number of factors, including taste, quality, speed of service, price and value, name recognition, restaurant location, customer service and the ambience and condition of each restaurant” (Chipotle, 2010).

The fast food industry has been growing dramatically during the last few years. For this reason, we should try to find out what are the several factors why fast food consumption keeps growing among young people and adults. Therefore, as we have seen, the popularity of fast food is spreading rapidly among many people due to the following three main reasons: good taste, convenient time, and price. Personally, working for a fast food restaurant for a brief moment in my life, I can attest to this. Marketing also plays a big part to more people eating fast food. It’s in our culture in America to expect fast food companies to market and strategize their ways to make us, the consumers, to buy more food and consume more food so they can make more profit. Especially now with commercials and social media. The fast food industry has thrived in the modern era. It’s thriving so much, the industry is growing faster than the U.S economy, at

If we look at the fast food industry today there is room for success. Based on RNCOS’ new US Fast Food Market Outlook 2010, fast food industry growth rate is strong. Especially, hamburger sales growth is reported at the healthy rate of 4.6% in 2008. The market is expected to grow to cross the $170 billion marks by 2010.It is believed that due to the economic meltdown, fast food industry is benefiting from people being more prices conscious. People who were enjoying nice means at fancier restaurants are now turning their choice of means to more economical ways.

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 and maintain a differential advantage while sustaining sales growths and profitability.

The success of Subway started in 1965, when Fred Deluca took an advice from family friend Peter Buck, to open a sandwich shop to earn more money and to pay for his education. The first Subway branch opened in Bridgeport, Connecticut. Their target was to open 32 restaurants in ten years,

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.