Marketing Report on Subway
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Added on 2020-10-04
Marketing Report on Subway
Added on 2020-10-04
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Marketing Report on Subway
Table of ContentsIntroduction.................................................................................................................................................3Overview of Subway................................................................................................................................3Outline the purpose of the report...........................................................................................................3Task 1: Evolution of Marketing...................................................................................................................3Describe the marketing and product orientations, highlighting the advantages and disadvantages ofeach.....................................................................................................................................................3Identify and explain the orientation adopted by Subway, and provide 2 examples that demonstrate Subway’s use of the approach.............................................................................................................4Task 2: Marketing Environments................................................................................................................5Identify and discuss one political factor and one environmental factor that could impact Subway’s business operations and consumer buyer behavior................................................................................5Task 3: Marketing Strategies.......................................................................................................................5Explain how psychographic segmentation differs from behavioral segmentation..................................5Discuss one type of segmentation that would be considered the most valuable for Subway to use when segmenting the market..................................................................................................................5Task 4: Marketing Mix................................................................................................................................6Identify and describe...............................................................................................................................6Explain the role of the Promotional Mix..................................................................................................7Discuss the promotional mix element that Subway adopts in the video campaign followed by the advantages and disadvantages................................................................................................................7Conduct research and discuss the channels used by Subway to increase its market share.....................7Discuss the key message in the video campaign.....................................................................................8Discuss the key target audience of the video campaign and their characteristics...................................8Using AIDA (Attention, Interest, Desire, Action) marketing theory, explain how the video campaign’s source attributes and key message achieve Subway’s new objective.....................................................8Discuss one method to be used by Subway to gather feedback on the effectiveness of the video campaign.................................................................................................................................................8Conclusion...................................................................................................................................................8
IntroductionOverview of SubwaySubway is a US based firm that deals in selling of sandwiches (submarine) and salads all overthe world. These sandwiches are basically made from fresh and oven baked bread that has lowfat and healthy toppings so as to be able to serve large variety of mouthwatering hot as well ascold sandwiches (About us, 2018). The company has a presence of more than 45000 stores in100 nations and half of which are located in United States. It has been known to be the largestsingle brand restaurant chain in the world (Subway Restaurants: advertising & marketing profile.2018). The working of the company is further based on the mission to eat fresh and live green. Italso adheres with certain core values and principles such as providing exceptional service to theguests; highest quality menu items that can be afforded by everyone. All this is done by keepingthe operational cost to a low level. Based on the above, the company has been delighting theconsumers by serving fresh as well as delicious sandwiches are made right in front of them. Thecompany had taken large number of marketing activities which has been 508.5 million USdollars in advertising itself during the year 2016 (Statista, 2018). This has made a generalperception of the consumers that its salads and sandwiches are a lot healthier than traditionalburgers (Subway Restaurants: advertising & marketing profile. 2018). Outline the purpose of the report As a newly appointed Marketing assistant of Subway, this report is prepared on the instruction ofthe Marketing Director of Subway addressing the following tasks. These revolved around theconcepts ofmarketing and product orientations and the one used by Subway. Emphasis is alsogiven on overall marketing environment, strategies as well as marketing mix used by thecompany. Last but not the least emphasis is also given on promotional mix of Subway used in avideo campaign. Task 1: Evolution of Marketing Describe the marketing and product orientations, highlighting the advantages and disadvantages ofeachMarket orientation is a technique where focus of the company is on discovering the needs anddesires of consumers and making an attempt to meet them. The technique is advantageous forSubway as it helps the company in becoming responsive to the needs and wants of consumers;
helps to drive the process of constant improvement (Choi and Reid, 2018). It also assists inbuilding up the overall consumer loyalty by creation of satisfied consumers which in turnprovides a competitive advantage over rival firms. On a negative note, this approach may requiresubway management to be quick enough in responding to demands of consumers; followed byneed to adhere with planning challenges as well as investing a lot in market research. Along withthis, two major risk factors are also involved in this orientations being risk of underestimating themarket as well as consumer (Bublitz sand Peracchio, 2015). Product orientation on the other hand can be defined as that marketing philosophy where focusof management attention is making products and services for the consumers. Subway is likely tobenefit from the approach as there will be a provision of quality foods that is the main demand ofconsumers (Lundgren, 2015). The firm will also get a chance to invest in technology so thatvaried products can be provided to the consumers in form of making sandwiches and salads innew ways. There can further be a development of economies of scale through this approachwhich can lead to lowering of prices (Sumaedi and Yarmen, 2015). However the studies haverevealed that if Subway will adopt this approach then it will have to ensure that its sandwichesand salads are of first grade. There may further be a rise in its research and development cost dueto investment in overall technology. Identify and explain the orientation adopted by Subway, and provide 2 examples that demonstrateSubway’s use of the approach.As per my understanding, Subway has basically adopted a marketing oriented approach as it isaware of the fact that consumers are very knowledgeable these days and have also becamechoosy with respect to the kind of product offerings they wish to have. Hence emphasis is givenon what the consumers want to buy rather than what is being sold by the company. In thisrespect, two examples have been provided that demonstrates how Subway uses this approach.This is done by always making an attempt to connect with the consumers through social mediasites. It is also more interested in providing what is wanted by the consumers’ through itsordering system where all the ingredients are displayed to the client. It also provides increasedchoices to the consumers through tis menu items (Moran, Ramirez and Block, 2017). This is aswhile ordering sub sandwich, the consumer can choose from different breads; cheese; veggies;sauces and also other side dishes that may go with the sandwich.
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