Marketing Report: SWOT Analysis and Marketing Mix of Fast Food Brands

This report provides a comprehensive marketing analysis of three major fast-food brands: Subway, KFC, and McDonald's. It begins with a detailed SWOT analysis, examining each company's strengths, weaknesses, opportunities, and threats within the Australian market. The report then delves into the perpetual positioning of each brand in relation to its competitors, followed by an overview of their respective target markets. Furthermore, it identifies the product concept applied by Subway, emphasizing its focus on product quality and health-conscious offerings. The analysis continues with an examination of the current marketing mix strategies employed by each brand, including product offerings, distribution channels (place), pricing strategies, and promotional activities. The report concludes by referencing the sources used for the analysis.

STUDENT DETAILS
MARKETING

MARKETING 1
Current marketing analysis
SWOT analysis of Subway, KFC and McDonald’s:
STRENGTH
Subway has to offer healthy subs sandwich that is
preferred by many customers (Entreprenur.com,
2019).
McDonald’s launches new product frequently and
they achieve sustainable success in the new
launching. Such as: introducing smoothies, coffee,
angus burger, chicken burger, etc
(Seriousfacts.com, 2019).
KFC has a strong global presence. KFC has the
world's 2nd largest restaurant chain and largest
leader in non-veg food segment (Ohfacts,com,
2019).
Weakness:
Subway has a large number of operating
locations in Australia but still, they have low
brand value as compare to its biggest
competitors McDonald’s and KFC.
From the last 3-4 years, the turnover of
McDonald's is decreasing subsequently. The
dividend growth is also going slow
(Seriousfacts.com, 2019).
KFC is facing major distribution issue for the
delivery of the chicken. The quality of the
chicken and supply is extremely important for
the company.

MARKETING 2
Threats:
Subway has also involved in the franchise
business. Training of the staff is also outsourced
and because of this common level of customer
satisfaction cannot be attained (Entreprenur.com,
2019).
McDonald is facing a threat by the changing
psychology of the people. Now populations are
becoming health conscious, thus is create the
major threat for the brand (Seriousfacts.com,
2019).
KFC has faced major criticism in the year 2017 in
Australia for the quality of oil they are using
(Ohfacts,com, 2019).
Opportunity:
People are becoming health conscious; this
will succour the Subway in becoming more
successful.
McDonald’s loyal customer is a great asset
for them. People who are addicted to the taste
are not willing to switch to another fast-food
brand.
KFC has the opportunity to introduce new
healthy diets which are low in fat and low in
calories in the Australian market.

MARKETING 3
Perpetual position of Subway with its major competitors in the Australian Market:
PIZZA HUT McDonald’s Subway
KFC
Wendy’s
JUNK
FOOD
WIDE CHOICE
HEALTHY
LIMITED CHOICE

MARKETING 4
The targeted market for each brand:
Subway:
Subway's target audience is young adults who are between 16 to 39 years old. They target
those people who enjoy delicious and healthy sandwiches (Entreprenur.com, 2019).
McDonald’s:
They target population between the age group of 8-40 years. They target those people who
look for quality fast food with great customer service at cheap cost. People belong from a low
and middle class, prefer to go with the brand (Seriousfacts.com, 2019).
KFC:
KFC targets people who belong under the age of 16-40 years. They target those people who
prefer non-veg fast foods like chicken fries, chicken burger, etc (Ohfacts,com, 2019).

MARKETING 5
Identified concept applied by Subway:
The Product Concept:
The product concepts hold that the purchasers will support items that offer the most in
quality, execution and imaginative highlights. Under this concept, marketing strategies are
focused on making product improvement (Garlin, et. al., 2018). Item quality and
improvement are significant pieces of success in the competitive market. Subway has focused
on the quality of items and they offer healthy subs and meals to the people (Green & Warren,
2019). Nowadays, people are becoming more health-conscious and because of this, the
management needs to apply "The product concept" more significantly (Green & Wareen,
2019).

MARKETING 6
Current application of marketing mix by each brand:
Product:
Subway offers products like veggie delite, chicken teriyaki, Italian BMT, subway melt, Tuna,
etc. They mainly focus on the product which is rich in health benefits. McDonald's have a
product range of chicken and fish, hamburgers, beverages, etc. The delivery quick services to
their customers. KFC offers chicken snacks, snack box, popcorn chicken, veg zinger, bucket
chicken. They are also a concern for the delivery of chicken in the Australian market
(Entreprenur.com, 2019).
Place:
Subway operates at restaurants, kiosk, through a mobile application, websites and at shopping
malls. McDonalds and KFC also operate at the same location. Australian customers
nowadays prefer to place an order for their home delivery instead of going to the outlets.
Price:
Subway lines in the premium price because if the comparison is made based on price with
KFC and McDonalds then it can be concluded that the price of the Subway is slightly higher.
Promotion:
The marketing department of Subway, KFC and McDonalds prefers various methods for
promotions. For example: creating various offers, social media marketing, television
advertisements, promotion through hoardings, etc (Ohfacts,com, 2019).

MARKETING 7
References
Entreprenur.com. (2019) 20 subway facts that may surprise you. [Online] Available at:
https://www.entrepreneur.com/slideshow/280957 [Accessed on: 10th September, 2019]
Garlin, F., Hayek, J., Squire. M, Edward, and Spanjaard, D. (2018) Enterprise Innovation
and Markets. Australia: John Wiley & Sons
GREEN, M.C.K. and WARREN, J. (2019) GLOBAL MARKETING. London: Pearson.
Ohfacts.com. (2019) 16 Interesting facts about KFC and SWOT analysis. [Online] Available
at: https://ohfact.com/interesting-facts-about-kfc/ [Accessed on: 10th September, 2019]
Seriousfacts.com. (2019) 40 Interesting facts about McDonalds’s. [Online] Available at:
https://www.seriousfacts.com/mcdonalds-facts/ [Accessed on: 10th September, 2019]