Marketing and Communication assignment : Subway
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Added on 2021-04-24
Marketing and Communication assignment : Subway
Added on 2021-04-24
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Running head: MARKETING AND COMMUNICATIONSMarketing and CommunicationsStudent’s name: Name of the university:
1MARKETING AND COMMUNICATIONSTable of ContentsIntroduction......................................................................................................................................2Task 1...............................................................................................................................................3a. Describing the marketing and product orientations, highlighting the advantages anddisadvantages...............................................................................................................................3b. Identifying and explaining the orientation adopted by Subway and providing two examplesthat demonstrate Subway’s use of approach................................................................................4Task 2...............................................................................................................................................4a. Identifying and discussing one political factor and one environmental factor that couldinfluence Subway’s business operation and consumer buyer behaviour.....................................4Task 3...............................................................................................................................................5a. Explaining psychographic segmentation which differs from behavioural segmentation........5b. Discussing one type of segmentation that can be considered the most valuable for Subwayto use when segmenting the market.............................................................................................6Task 4...............................................................................................................................................7a. Identifying and describing Subway’s product offerings, pricing strategies and place whereSubway’s products are sold.........................................................................................................7b. Part Two: Communication Campaign Review............................................................................91. An explanation of the role of the Promotional Mix.................................................................9
2MARKETING AND COMMUNICATIONS2. Discuss the promotional mix element of the Subway adopts in the video includingadvantages and disadvantages.....................................................................................................93. Conducting research and discuss the channels used by Subway to increase its market share...................................................................................................................................................104. Discuss the key message of the video campaign...................................................................105. Discussion of the key target audience of the video campaign and the characteristics..........106. Using of AIDA marketing theory to explain the video campaign attributing and keymessage achieve Subway’s new objective................................................................................117. Discussion of one method Subway use to gather feedback on the effectiveness of Videocampaign....................................................................................................................................11Conclusion.....................................................................................................................................12Reference List................................................................................................................................13
3MARKETING AND COMMUNICATIONSIntroduction Providing an overview of Subway Subway is an American fast food restaurant which was established in the year 1963. Subwayprimarily sold the submarine sandwiches and salads. Subway started its journey by 17 years oldhigh school graduate Fred DeLuca and he started its journey with his family friend Dr PeterBuck. They opened its first store in Bridgeport, Connecticut, USA. They decided to open more32 stores within 10 years; however, it seemed impossible for the duo. They took beganfranchising and the brand saw the remarkable growth. At present, Subway had more than 44,834restaurants in more than 112 countries (Subway.com 2018). Outlining the purpose of the report This report sheds light on marketing concept and marketing communication of Subway. Thecomponents of the marketing communication mix are explained along with the factors ofcompetitive advantage. There are two parts in this report, the first part deals with marketingenvironment and organisational decision process. The purpose of the first part is to highlight theevaluation of the marketing and the marketing environment of Subway. In part two;communication campaign review has been included.
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