Marketing and Communication Strategies of Subway Restaurant

Running head: Marketing and communication
Marketing and communication

Marketing and communication
Table of Contents
Introduction...........................................................................................................................................3
Part 1.....................................................................................................................................................3
Task 1 Evolution of marketing..............................................................................................................3
A.Marketing and product orientations...............................................................................................3
Orientation adopted by Subway.........................................................................................................5
Task 2 Marketing environments............................................................................................................5
A.Political factor and one environmental factor................................................................................5
Task 3: Marketing strategies..................................................................................................................6
A. Differences between psychographic and behavioural segmentation.............................................6
B. Types of segmentation..................................................................................................................6
Task 4. Marketing mix..........................................................................................................................7
A.Identify and describe......................................................................................................................7
Part two: Communication campaign review..........................................................................................8
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11
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Marketing and communication
Introduction
Subway restaurant is one of the biggest food chains in the market that was originated in 1965.
It is a market leader in the sub and sandwich shops rendering a healthier alternative to
traditional fast foods. The store of the restaurant brand started more than 50 years ago. In
today’s era, the company brand is the world’s biggest Submarine sandwich chain with approx
40,000 locations across the world (Subway, 2018). The firm is growing and leading company
who provides delicious and tasty fast food products to the customers throughout the world.
The main vision of the company is to make restaurant and operations in a hassle free manner.
The firm understands the significance of rendering a variety of healthy options and offering
access to complete nutritional information for the customers (Subway, 2018). The
corporation is also working constantly to improve energy efficiently, food and water quality,
and water conservation and reduce waste stream. Apart from this, effective CSR activities
also are being exercised by Subway restaurant widely. It also uses dynamic and strong supply
chain management to supply the fast food products effectively and efficiently. Furthermore,
code of conducts and ethics are also followed by the organization carry out the business
activities effectively and hassle free manner.
Marketing is one of the biggest strategies for each and every company. As the same way,
Subway restaurant also uses marketing mix strategies to compete and strive with rivalries in
the marketplace. Marketing and product orientation concept, political and environmental
factor also have been explained in the task. In first part, the report outlines the marketing mix
strategies of Subway restaurant. In second part, the paper discusses about the promotional
mix that helps the company to encourage the customers for buying the fast food products.
The paper also depicts ample of information about the key target audience of Subway
restaurant.
Part 1
Task 1 Evolution of marketing
A.Marketing and product orientations
Marketing may be defined as an activity, processes for creating, set of institutions,
communicating, rendering and exchanging offerings which have value for the customers,
partners, clients and community in a large extent. In this way marketing plays a significant
role to attract and retain the customers in the global market (Polyorat and Sophonsiri, 2010).
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Marketing and communication
By using marketing research, the company may able to increase and enhance the sale and
profit volume.
Product orientation is also considered an important and effective concept to make attractive
and effective the products in the competitive market. An organization that follows a product
orientation choose to ignore their needs, requirements and choices of the customers and they
start to focus on the efficiency, quality and effectiveness of the products (Baker and Hart,
2008). In product orientation, the company just only focuses on the features and quality of the
products.
Advantages and disadvantages of marketing have been detailed below.
Advantages
 Marketing helps in promoting and enhancing the business globally.
 Furthermore, it also helps in enhancing and improving the brand recognition in the
competitive market.
 Marketing also improves the business profits by increasing or boosting the sales
(Kokemuller, 2018).
Disadvantages
 It has been found that marketing is very costly and time consuming process.
 Lack of certainty is other disadvantage of the marketing.
Advantages and disadvantages of product orientation have been discussed below.
Advantages
 Product orientation helps in identifying and determining the quality, features and size
of the products.
 Another benefit to the product orientation is that it permits for a technology to be built
and developed that can be used for a wider range of a products.
 Economies of scale is one of the significant advantages of product orientation
(Bender, 2018).
Disadvantages
 Missed opportunities is a significant disadvantage of the product orientation.
 Narrow branding is also a biggest cons in the product orientation (Edmunds, 2018).
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