New Services at the Subway Sandwich Shops: Positioning and Differentiation Strategies

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Subway Sandwich shops are everywhere. This hybrid of fast food and health food restaurants has made significant market share gains in the last two decades. The market will and always has been constantly changing and evolving into a new mix of challenges of solutions. The purpose of this essay is to describe the positioning and differentiation strategies for a new batch of services and products from Subway that will assist this organization in continuing its upward progress. These new services, including building a state of the art drive thru system, implementing 24-hour stores and creating a smart phone application, are being used as a new approach to help in this cause and need to be more fully understood in order for the marketing plan to take hold and increase the competitive advantage of this firm. Bhasin (2012) explained how Subway has used their marketing strategy to reach new heights and become very profitable. He wrote "Subway has found a niche, attacked it with vigor, and now completely dominates it. Subway now has more locations that any other restaurant chain in the world with 36,000+. That's even more than McDonald's, which has 33,000 plus." Subway has done this by cleverly positioning itself, within several markets, to create a unique restaurant experience that is centered around quick, cheap but healthy eating. Incorporating the new changes proposed, a similar marketing strategy must be employed to continue differentiating this restaurant from other

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