...Subway is the world’s biggest sandwich chain. It overtook McDonald’s as America’s biggest fast-food restaurant by number of outlets in 2002, and achieved the same feat on a global scale in 2010. 1. Marketing Advertising Campaign * Subway targets more of the younger generation aiming at nutrition consciousness, these would include ‘empty nest 1 and 2’ (singles and newly married people) and ‘full nest 1 and full nest 2’ (family with young children and that with grownups still living with parents). * Subway also focuses on hard sell approach in terms of the functional benefits and attributes of the menu being offered while the soft sell approach is inclined towards the nutritional value gained and often gets to be criticized for the hefty amounts spent for ad campaigns and promotions. * Jared Fogle “The Subway Guy”, first came to media attention in 1999 when Men’s Health magazine did a story on how he became obese by eating junk food and not exercising and then proceeded to lose 245 pounds by eating Subway sandwiches. Fogle is now the face of Subway marketing. He tours around different schools and promotes healthy eating to children. * Mark Blackwell is Subway restaurants weight loss hero in Australia. Blackwell was inspired by Jared Fogle to develop a diet of his own design that included Subway sandwiches. * In the year 2002, the outlets’ low fat sandwiches were promoted showing Mark Blackwell having lost 42 kilograms after a year of Subway...
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...Complimentary Sample Summary Made To Stick Why Some Ideas Survive and Others Die THE SUMMARY Some stories stick with us forever. Long after we hear them, we could easily re-tell them. A lot of Aesop’s fables are like that: The Boy Who Cried Wolf, The Goose that Laid the Golden Egg, etc. We are all familiar with the opposite experience—reading an article that we can’t remember five minutes after we have finished, or listening to a lecture that leaves our brain as quickly as it enters. They are the opposite of “sticky.” Why do some ideas succeed while others fail? How do we nurture our ideas so they’ll succeed in the world? Many of us struggle with how to communicate ideas effectively, how to get our ideas to make a difference. This book is about how to do just that. In researching successful, “sticky” stories, six principles emerged. Sticky ideas shared certain traits that made them more likely to succeed. This doesn’t mean that there is a formula that guarantees success, but it does mean it is possible to greatly improve our odds. The six principles are: About the Authors Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. Dan Heath is a consultant to the Policy Programs at the Aspen Institute. A former researcher at Harvard Business School, he is a co-founder of Thinkwell, an innovative newmedia textbook company. Published by Leaders Book Summaries. 872 New Britton Rd, Carol Stream, IL 60188 No part of this...
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...the position/competition/brand, evaluating the services and pricing, and finally considering promotions/marketing. Through the breakdown of these subjects it will be apparent that Subway is not only one of the leading firms in its industry, it will also show that it has outshined companies across the world in marketing management. Provide a description of your product/service and a brief history of the firm that produces your product/service. Subway is a fast food restaurant franchise that specializes in the submarine sandwiches. It is owned and operated by Doctor’s Associates, Inc. Subway’s headquarters is located in Milford, Connecticut. The franchise has five regional offices to oversee its international operations. The regional offices for Europe are located in Amsterdam, regional offices for Australia and New Zealand are located in Brisbane, regional offices for Asia are located in Beirut and Singapore, and regional offices for Latin America are located in Miami, Florida. (China Weekly News, 2011) Currently, Subway franchise has over 39,000 stores in 102 countries and provides over 400,000 jobs and opportunities worldwide. (Subway, n.d) In 2010, Subway overtook McDonald’s as the largest fast food chain in the world. (Jargon, 2011) Entrepreneur Magazine has consistently ranked Subway as the top 500 franchises in the world. (Entrepreur.com, 2012) It...
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...Administration Lappeenranta Corporate and Financial Law Riina Liutu SUBWAY MARKET RESEARCH Bachelor‟s Thesis 2010 ABSTRACT Riina Liutu Subway Market Research, 114 pages, 7 appendices Saimaa University of Applied Sciences, Lappeenranta Degree Programme in Business Administration Corporate and Financial Law Bachelor‟s Thesis 2010 Instructor: Sari Jokimies Manager of Degree Program The main goal of this thesis is to find out whether Danish entrepreneurs can become successful in the Danish market as Subway franchisees. Three specific cities, namely Århus, Horsens and Vejle, are looked at in depth. In the thesis, these three cities will represent the Danish market. An evaluation of the most suitable location for a Subway restaurant is made. To reach the above objective, the Subway franchising concept, the market situation, the customers and the competitive situation will be analyzed and evaluated. In order to understand the market in which the franchisee would operate, the size of the market, historic growth, potential growth, trends and macro environmental factors will be analyzed. The analyses will show that the fast food market is mature, and that it still holds some growth potential. To find out who the potential customers of the Subway franchisee might be, a survey was made. A questionnaire was used as a main tool to analyze customer preferences and the prospects of opening a Subway restaurant in Århus, Horsen s or Vejle. After evaluating the results...
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...Type of Business Subway® The main activities of Subway® are that they sell mainly sandwiches to their customer to fulfil the customers need for food. The Subway® franchise began in the USA in 1965 and now has 32,774 outlets in 91 countries, also in most years 70% of new Subway® franchises are sold to existing Subway® owners. Subway® is owned in a private sector, as the business started as a partnership between Fred DeLuca & Dr. Peter Buck and they opened three stores before the Subway® outlet began franchising. Subway® what to make a profit, as when the business first opened it was so that Fred DeLuca could pay for his university tuition, and the partnership turn the business to a franchises so that others could succeed in their own business venture. The industry sector that Subway® is tertiary as they sell mainly sandwiches to people that use the business. Products Subway® has a low fat menu which is popular with customers all around the world, and Subway® allows their customers to add the ingredients that they what into their sub, also other product includes drinks & snacks. The subs, snacks & drinks can be combined together into one deal to give their customers a cheaper offer on their products. Purpose The reason that Subway® exist is that Fred DeLuca was looking for a way to make enough money to pay for his university tuition and the solution came at a BBQ during a conversation with a family friend, Dr. Peter Buck, who suggested to Fred that he open a...
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...Subway Misses the Mark on a Customer Relationship Opportunity Share Last week I got an email from a reader who wanted to share an experience she had with Subway restaurants. Unfortunately what started out as a positive experience turned into a negative one, and Subway really missed the mark on two fronts: customer service and involving customers in the decision-making process. Kathy Garcia, a fan of Subway's tuna subs, sent an email to the Subway website to share how much she loves the sandwich, and suggested the company return it to the famed $5 menu. She expected nothing more than a "thanks for your email and suggestion" reply. However, the response she received from a Subway customer service rep left a bad taste in her mouth. "Thank you for taking the time to contact us," the email says. "I appreciate the fact that you took the time and effort to share your insights and comments with us." So far, so good. Until... "The Research & Development team at SUBWAYR headquarters is always researching and introducing new products, as well as looking to improve the products presently offered. Unfortunately, it is our policy not to accept outside suggestions regarding products. This policy is in place as we must consider various factors, such as contracts with outside manufacturers, nutritional content, availability and cost, before considering a product change or addition. Some products are only available for a limited time, some are available only at participating locations;...
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...TOPIC : SUBWAY Submitted to: Prof. BRIJESH MBA Dept Submitted by: Punith R Pokale 1PT12MBA58 CONTENT * INTRODUCTION * FLOWER OF SERVICE FOR SUBWAY * HARD AND SOFT SERVICE STANDARDS * CHANNELS OF SERVICE DELIVERY * COMMUNICATION MIX * SERVICE BLUEPRINT * SERVICE QUALITY GAP MODEL AND QUALITY DIMENSIONS * PRICING STRATEGIES * CRITICAL ANALYSIS INTRODUCTION SUBWAY has come a long way in India since it opened its first restaurant in India. Young Indians have warmed to the image of the American chain, and made it one of their favourite places to swarm to, and hang out in. Subway has very successfully entered the Indian market and sustained its growth by developing a unique menu to appeal to the Indian taste. If you are a foreigner visiting India, you might be interested in indulging in some of the Indianite treats at Subway -- for example, the legendary paneertikka sandwich. Also, as an Indian you might be interested in some of Subway’s Continental treats like the Italian B.M.T. Subway offers a wide variety of submarine sandwiches and salads on its menu. It offers an assortment of vegetarian and non-vegetarian fares. They also cater to the health-conscious customers by providing them with 97% fat free subs. Subway offers a separate specialty menu for breakfast. Apart from...
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...TOPIC | PAGES | 1.0 | Content | 1 | 2.0 | Task 1 | 2 – 18 | 3.0 | Reference | 19 | 4.0 | Conclusion | | 5.0 | Coursework | | 2.0 Task 1 2.1 Company background The History of Subway As early as 1965, Fred DeLuca started to realize his dream of becoming a doctor. Looking for a way to pay for his education, a family friend suggested he open a submarine sandwich shop. friend-Dr loans $ 1,000. Peter Buck-offered to become Fred's partner, reached a business relationship will change the landscape of the fast food industry. Connecticut Bridgeport first store opened in August this year, 1965. Then, they set a goal of 32 stores open for 10 years. Fred quickly learned the basics of doing business, as well as a producer of the importance of excellent service, high quality products and provide excellent customer service, maintaining low operating costs and looking for a great location. These early lessons from around the world continue to serve as the basis of a successful restaurant Subway. SUBWAY, the Franchise By 1974, he owned and operated 16 submarine sandwich shops in Connecticut. Realize they will not achieve the target time of 32 shops, they began franchising, subway ® brand to launch a period of significant growth and continues to this day. A Fresh Future Today, the subway ® brand is the world's largest submarine sandwich chain with more than 37,000 worldwide locations. We have become the main choice of people looking for a quick, nutritious food, the whole family...
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...Crisis Mode We are all involved in public relations (PR). Practicing positive self-promotion is a daily activity for most, and comes as a sort of side effect of human interaction. This constant effort to control and maintain an image can prove to be very taxing. Then, on top of that, crises can arise which demand extra attention and PR ‘magic.’ Even at the small scale of the individual this can prove stressful, and mistakes are often made. Imagine how stressful it can be for a corporation, a grocery chain, a political figure, or cultural figure. Recently, Volkswagen (VW) came clean (please, excuse the pun here) about cheating on emissions test for their new diesel vehicles. This development is bad for the company’s image for at least two reasons. One, it shines a negative light on their internal culture and values because the issue was born from within the corporation. Two, VW’s reputation as a reliable, trustworthy brand has suffered some tarnishing as a large amount of people purchased cars under the false pretense of the tests. Luckily, VW quickly responded the situation: they immediately removed Chief Officer Martin to Winterkorn and announced an internal investigation. Also, they were honest the media: the with American Operations Chief announced, “We screwed up” (Hemus). It may take a while, but VW will seemingly be able to recover. Grocery and health store chain Whole Foods was charged by New York City’s Department of Consumer Affairs (DCA) for...
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...SUBWAY® FAQs 1. Who founded the SUBWAY® restaurants? When and where did the first restaurant open? In 1965, SUBWAY® restaurants was founded by 17 year-old high school graduate Fred DeLuca, along with family friend Dr. Peter Buck. The first restaurant opened in Bridgeport, Connecticut, USA in 1965 and was called Pete’s Super Submarines. The first franchised SUBWAY® unit opened in Wallingford, Connecticut. 2. Where is the company headquarters? The company headquarters is located in Milford, Connecticut, with additional regional and country offices, employing about 1,000 people in total. Worldwide, its franchisees provide more than 300,000 jobs in the communities where they are located. 3. Can I buy stock in SUBWAY®? No, DAI is a privately held company and is not traded on any stock exchange. Each franchise is individually owned and operated. 4. Who is Jared? Is he a real person? Jared “The Subway Guy” lost 245 lbs. with his own SUBWAY diet for almost a year: he had a 6 inch SUBWAY® turkey sub for lunch and a foot-long Veggie Delite® sub for dinner.* His story came to our attention after Men’s Health Magazine featured his incredible weight loss success story. Since then, Jared’s story has inspired many others to follow his lead. Today, Jared stays busy as a SUBWAY® spokesperson, traveling throughout the US and Canada, making public appearances and doing interviews for television, radio, newspapers, and magazines. 5. What are the goals of SUBWAY® restaurants for...
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...Branded Foodservice QSR Insights & Best Practices Presented by Doctor’s Associates, Inc. Don Fertman, Director of Development What is Subway®? Our Credentials in Brief Subway is the world’s largest sandwich franchise in fastest growing QSR segment Subway has more restaurants in North America than any other fast food franchise. Subway is the 2nd largest QSR chain in the world in numbers of units. 22,500+ restaurants in 78 countries. 4500+ restaurants located outside US. Subway in C-Store Locations 3500 3000 2500 2000 1500 1000 500 0 1994 1996 1998 2000 2002 2004 Open C-store/Truck Stop Locations Subway® Restaurants in Convenience Store/Gas Station Locations Stop-N-Go Convenience Store, Quincy, MI USA Esso C-store/Gas Station Exterior, Brampton, ON, CAN Esso C-store/Gas Station Drive Thru, Brampton, ON, CAN Shell C-Store/Gas Station, Interior and Exterior, Ennis, TX Shell C-Store, Interior and Exterior, Bushnell, FL Jared with the Troops in Cuba Guantanamo Bay Naval Base The “eat healthy” message spans the globe! QSR Best Practices that C-Stores Can Leverage National brand awareness National “top of mind” consumer credibility Complement “brand” of c-store/truck stop Product familiarity Overall quality/health benefits Success history QSR Best Practices that C-Stores Can Leverage (cont.) Purchasing Product consistency Portability of product Operational simplicity Start – up assistance Training and support QSRs and C Store-Gas...
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...OMGT 5133 Lindsey Johnson and Joel Garza Paper 1: Compare and Contrast November 12, 2011 McDonald’s vs. Subway – The supersized fast food fight Who would have ever thought that our lives would become so complex and time starved that we would have to choose between two all-beef patties or five dollar foot long. McDonald’s and Subway are some of the first things that come to mind whenever you’re in a rush for work, school or for any other urgent matter and hungry at the same time. They both have a diverse variety of ready-to-go foods that you can bring along in the car, bus or as you make your way through the crowded sidewalks of any urban jungle. The difference between McDonald’s and Subway is not as obvious as people might think. They are totally different in terms of food offering so people with different palettes have to decide whether to frequent the golden arches for their famous hamburgers or visit the establishment that Gerard made famous for its submarine sandwiches. One similarity is their exponential growth in recent years, both in the United States and abroad. While both of them are scrumptious enough to get confused about, what is even more confusing is who will win the battle to become the leader of the quick service restaurant category? Quick service restaurants (QSR’s) are establishments where patrons generally order at a cash register or select items from a food bar and pay before they eat. They typically have limited service, drive-thru windows and...
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...Principles of management APPLIED RESEARCH SUBWAY Sandwich shop Michael D. Robinson Ottis Walizer Park University Internet Campus A course paper presented to the School for Arts and Sciences and Distance Learning in partial fulfillment of the requirements for the degree of Baccalaureate Principle of Management Park University May, 2008 TABLE OF CONTENTS Page INTRODUCTION 3 BODY 3 International Business 4 Social, Legal and Ethical Responsibilities 5 General Planning & Strategic Planning 6 Operations Management and Plans 7 Organizing Work and Synergism 8 Organization Structure and Chart 8 Work Team Utilization 9 Staffing 10 Employee and Manager Development 10 Motivating Employees 12 Leadership and Management 13 Managing Conflict and Stress 13 Managing Change 14 Controlling 15 Appraising and Rewarding 16 Operations Control 16 CONCLUSION 17 REFERENCES 18 INTRODUCTION SUBWAYS restaurants were developed by Fred La Duca and Dr. Peter Buck in Bridgeport, Connecticut, back in the summer of 1965. Fred was looking for a way to pay for college and one of his parents closes friends, Dr. Peter Buck, told him to open a sandwich shop. The suggestion came for a sub shop because they were very...
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...Strengths: Subway Restaurants is one of the leading submarine sandwich franchise based in the United States and having presence in more than ninety five countries having over 30,000 restaurants all over the world. The growth rate of the company has been increasing year after year. Subway has established itself in the fast food industry having brand recognition all over the world. Due to its great strategies the company has become the leading franchise in the United States in a very short period of time. In the United States alone there are over 23,000 subway restaurants. The company has even positioned itself in places like hospitals, churches, schools and popular retail stores. Subway is known to be companies that offer healthy subs sandwich that are preferred and much better as compared to food items offered by other fast-food chains. The company has partnered with the American Heart Association to add to its image further. The food menu of the Subway reflects the high demand of healthy and fresh food which is fast too.. Weaknesses: The decoration and look of the franchises is said to be old an outdated. Another problem with franchises is that the satisfaction level of the customers is not the same across franchises and also some franchises perform very poor. Service commitment is not consistent from store to store. This can be said to be related to staff as there is not much motivation and the turnover rate of the employees is very high. Opportunities: The company can...
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...------------------------------------------------- Marketing Feasibility Study The purpose of the Marketing Feasibility Study is to determine the suitability of this property for profitable development, and to define optimal products and amenities in accordance with projected market demand, and to project sales absorption and annual revenues from development of this property. The methodology entails examination of the site's market potential followed by research on the real estate consumer market and on competitive real estate products. Research findings are analyzed with respect to property location, potential competition, and preliminary development plans to define marketing feasibility in terms of potential market share, marketing constraints and opportunities and projected absorption rate and pricing ranges. These feasibility components provide the basis for definitive recommendations on development potential, development strategy and a cost-effective marketing and sales strategy. Marketing feasibility study for your successful project The study of the market is an essential point which is indispensable in the study of any economic feasibility for any proposed project that is because it shows the success or failure of any investment project in the provision of services or products to the largest number of consumers. It also shows the power of a project in continuation where it determines the degree of competition, policies of pricing, among other important matters...
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