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Situation Analysis and Marketing Objectives - Assignment Example

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Situation Analysis and Marketing Objectives The company product: the Subway Sandwich Foundation of Marketing Strategy Business School March 2011 Executive Summary The report presents a brief introduction of the Subway sandwich chain and focuses mainly on its marketing strategies and objectives…
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Situation Analysis and Marketing Objectives

Download file to see previous pages... The report ends with a concise statement of marketing objectives for Subway that it needs to follow in order to achieve its goals. Table of Contents Situation Analysis and Marketing Objectives 1 Executive Summary 2 Introduction 4 Situation Analysis 5 Internal Environment 5 “Product, Pricing, Promotion, and Placement”: 5 Target Market: 6 Value-addition: 6 External Environment: 7 Competitors: 7 Technology: 7 SWOT Analysis: 8 Strengths: 8 Weaknesses: 8 Opportunities 9 Threats: 9 Marketing Objectives 9 References 11 Situation Analysis and Marketing Objectives 1 Executive Summary 2 Introduction 5 Situation Analysis 6 Internal Environment 6 “Product, Pricing, Promotion, and Placement”: 6 Target Market: 7 Value-addition: 7 External Environment: 8 Competitors: 8 Technology: 8 SWOT Analysis: 9 Strengths: 9 Weaknesses: 9 Opportunities 10 Threats: 10 Marketing Objectives 10 References 12 Introduction Subway, the world’s number one sub-marine sandwich franchise of 2011, was started by Fred DeLuca in 1965 to make money for being able to pay his medical college’s tuition fee. Fred borrowed $1000 from Dr. Peter Buck, a family friend who later on became his partner, to open his first sub-marine sandwich shop in Bridgeport, Connecticut. ...
The menus of Subway franchises vary from location to location as it adapts to the cultural differences and preferences of its target consumers. The report presents a situational analysis of both the internal and external environments of Subway to highlight the company’s target market, its objectives, competitive advantages, overall market analysis and its marketing strategies. It also presents a competitor analysis followed by a SWOT analysis of the company that indicates the strengths, weaknesses, opportunities and threats presented by the internal and external environments of Subway. Marketing objectives will follow the SWOT analysis, laying the foundation for helping the company meet its objectives (Solomon et al, 2011). Situation Analysis Internal Environment Subway’s main objective is to provide its customers with fresh and high quality sandwiches at all times. It also aims at establishing itself as a fresh and healthy sandwich maker in the fast-food industry. “Product, Pricing, Promotion, and Placement”: Subway mainly deals in submarine sandwiches that are promoted like healthy and fresh sub-sandwiches. This was what Fred DeLuca started initially when he opened his first sandwich shop in Bridgeport. The company, however, expanded its product offerings with the passage of time and thus increased its menu from only sandwiches and salads to breakfast, sandwiches, salads, catering services, coffee, cookies and Kids’ meals. Subway has always targeted the upper and upper-middle class segments of the market; therefore, their sandwiches do not come cheap. One of the franchisees, however, set out to increase his franchise’s sales and popularity by offering $5 Foot-long sandwiches which was later adopted by the company as a ...Download file to see next pagesRead More
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