SUBWAY Marketing Plan

5476 Words Apr 2nd, 2015 22 Pages
Table of Contents

1.0 Executive Summary……………………………………………………………2
1.1 Introduction……………………………………………………………..2
2.0 Situation Analysis……………………………………………………………...3
2.1 Competitive Analysis…………………………………………………...3
2.2 SWOT Analysis………………………………………………………4-6
2.3 P.E.S.T. Analysis………………………………………………………7.
2.4 Five Forces Analysis …………………………………………………..8
3.0 Marketing Strategy……………………………………………………………9.
3.1 Mission………………………………………………………………..10.
3.2 Core Values and Philosophy…………………………………………..10
3.3 Marketing Objectives………………………………………………….10
4.0 Target Markets……………………………………………………………11-12
4.1 Targeting………………………………………………………………12
4.2 Positioning…………………………………………………………….12
4.3 Strategies………………………………………………………………13
4.3.1 Ansoff
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2.0 Situation Analysis
A situation analysis is an honest valuation of the opportunities and potential problems facing a prospective or existing company, through analysis a deeper understanding of an industry , competitor and possible optioned can be examined.
Subway is the market leader in the sub and sandwich shops offering a healthier alternative to traditional fast foods. Subway’s annual sales exceeded $ 6.3 billion, while countless awards and accolades have been bestowed its chain over the past 43 years . Subway has more than 28,000 units worldwide whilst its rapid growth has attracted many investments and brought it many competitors such as KFC and Burger king . Recent initiatives attract customers beyond Subway traditionally health conscious consumers should increase the company’s share of the fast food market.
Being part of a highly competitive and dynamic market, Subway faces a strategic marketing challenge as to what specific marketing mix to use in order to sustain a diffencial advantage while maintaining sales growth and above all profitability.
Subway effectively competes with burger chains and others that are in the fast casual segment of the market. Including healthier meals into his menu and giving much attention to obesity and diabetes have supported consumer’s choice for subway. However, subway has not been satisfied thus far, instead, more
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