University Marketing Report: Subway's New Product Launch Strategy

This report provides a comprehensive analysis of Subway's marketing strategies, focusing on the introduction of a new product, the "tangy burger." The report begins with an introduction to marketing principles and a description of Subway, highlighting the organization's current offerings and its decision to expand into the burger market. The main body of the report includes a detailed product/service description, a thorough market analysis encompassing market trends, competitor analysis (Wendy's, Burger King, and Starbucks), and an examination of current customer attitudes and behaviors. The report also identifies key market issues and opportunities for Subway. Furthermore, it delves into the target market, including segmentation, targeting, and positioning strategies. Finally, the report recommends a marketing mix for the new product, considering product, price, place, and promotion strategies to ensure successful market entry and growth. The report concludes with a summary of findings and recommendations, along with a list of references.

Principles of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Product/Service Description........................................................................................................1
Market Analysis..........................................................................................................................2
Target Market..............................................................................................................................6
Recommended Marketing Mix...................................................................................................6
CONCLUSION................................................................................................................................8
REFRENCES...................................................................................................................................9
.........................................................................................................................................................1

INTRODUCTION
Marketing principals are that kind of rules and regulations within the market and has to
be followed in an organization to mark effectiveness for running all operations of business
environment. These are the primary principals that has been helping over identification in order
to provide product through analysing of tools, process and principles. This report the
organization that has been taken is Subway that is an American fast food organization formed in
they year 1965. The organization has been offering various product but majorly deals with
sandwiches but not with burgers. Now the organization wants to come up with new product that
is “ tangy burger” that is having mixed taste of spice, sweet and salt, also includes sauces to
provide exotic taste. In this report things to be covered is primary and brief description of
product with effective analysis of market undertaking current trends, competitors with
opportunities. Marketing mix has to be conducted for barrier over free flow of product offering.
MAIN BODY
Product/Service Description
Subway is making efficiency within development that has been offering services
considered organization and decision making in context of customers need. Also with this
subway is required to identify needs of customer for offering them with unique services and
ways of making delivery. Subway is also going to make efficient development within the offered
product as the organization currently does not deal with burgers and because of this shifting of
customer is seen to other restaurants (Palmatier and Crecelius,, 2019).
In relation to this the organization adding burger to its menu and making an separate
section for it. Also innovative burgers has to be put of proper research on customers perspective.
Also effective changes, good relation with customers is going to be helpful for knowing the
requirements. This has to be performed by relationship manager to conduct regular research over
the events and certain activities. That is why undertaking of finding has to be identified over
development of new product and services. It has to be useful over improving of brand image of
an organization. On undertaking the above finding it has to be identified for developing of new
product and services which is going to be helpful in earning of profit and sales of an organization

Market Analysis
Brief analysis of the market
Marketing analysis is based on both quantitative and qualitative determination of market
that is helpful in making business plan. This involves size, customer segment, volume, buying
behaviour, competition and various behaviour which is existing in the market. In relation to this
the basic identification has to be represented over investors and organization that has been
significantly known about the market and has to show positive side in developing of sustainable
business development. In relation to this market has to analysed with different steps regarding
conducting of research over market that involves demographic and segmentation market that is
needed to be effective in competition relating to legal norms fro targetting market (Ojadonor,
2017).
Also such factor has been using for Subway that is in relation over identification of
effectiveness of conditions in market that has been useful in examine of risk factors of an
organization. Regarding this there has been usage of various framework that is being useful inn
terms of identification conditions in market that includes SWOT, porter's five force and PESTEL
analysis. Also significant framework involves analysis of prominent area required for expansion
of business and risk factors that is related to the expansion of subway. Besides this an
organization has to face barriers for making an efficient entry possible in an organization. They
are concerned about different factors like technology, brand name, accessible resources with
rules and norms.
Key market trends
Increase complexity in consumer purchasing: This is depicted over the challenges that
has been faced by an organization over analyzing of effectiveness in decision of customer
purchase. Also in modern time customer has various ways of purchasing products and it is going
to increase complexity over analyzing of online platform to provide effective delivery of
services. That is why marketing manager of Subway has been using different apps to get the
delivery done or to enhance the services and eliminates crowd from the restaurant and in today's
world it has become more famous within market.
Customization in product design: Lot of restaurants are there that is offering over
customization of services that is prominently being offered over respective organization and this
makes it become bigger threat for increasing of sales and profitability of an organization. That is
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why marketing manager of Subway has an opportunity over improving there market by
providing customization of product according to the needs. Thus the trend is getting famous in
relation of attracting larger number of customers.
Digital transformation: This is considered to be new trends that has been changing and
has to be faced by various organizations as considering the transforming of marketing that is
faced by various organizations. In such problem various problem is being involved with lack of
focus in integrated strategies that is being considered with structural issues and improvisation of
skills. The marketing manager of subway is needed to take digital transformation that is helpful
in making market objectives to be developed and essential road-map to develop digital
capabilities and skills of an organization (Eastman and et. al., 2016).
Key competitors
Competition within the market has been depicted over the rivals that has been existing in
an organization regarding various products under which some of them are similar, substitute and
unique aim has been promptly used with profits in the market share. Further there has been
competition in the market that is leading over the motivation of Subway in terms of developing
their sales and volume for several competitors of Subway and they are being explained as
follows:
Wendy's: This is the fast food restaurant of an organization that is providing services
approximately in 6700 locations. Major focus is over the sandwiches that is traditionally
served by it. The organization is having market share of 4.1 billion.
Burger King:Also burger king is the largest direct competitors of Subway that is having record
of 1.65 billion revenue and its services is more than 17000 locations across more than
17000 locations across the world.
Starbucks: It is considered as the largest coffee chain that has more than 31000 stores within
around 76 countries. For this, Starbucks reported revenues of approximately of 27 billion
and market share was of 87.8 billion.
Summarise the current customer attitudes/behaviours
Various elements and factors has been influencing decision to purchase that is been made
by customers and has been reflecting the attitude, attributes and customer behaviour of
consumer. For understanding the impact of such factors customers has to be over marketing
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action that is been taken by an organization and evaluation of these factors has been done as
follows:
Psychological factor: Consumer and decision making has been related over purchasing is
considered to be separated from each other and experience of persons is also very unique. Such
factor has been including various perspective of individual and requirement of ability to
understand important information. All customers has to react and understand the
communication of market as per the understanding and attributes. Thus, it is essential for
marketing managers of Subway requires to gain knowledge about the psychological factors in
relation with the campaign for making sure that targeted audience is attracted towards it.
Social factor: such elements is being refereed to as that kind of behavior of consumers
and the impact of society that is dynamic. Also it increases social factor that are present inn
society and is dynamic in nature impacts decision making of an person or individual. Under this
various factors like living standards, social status and education etc. that has been impacting
diverse and potential impact over difficulty in identifying essential of marketers in Subway. It is
going to be helpful in making marketing plan (Coşa and Gherasim, 2019).
Personal factor: It has been suggested that such factor is person specific and is focused
over concentration of group. The marketing unit of Subway is required over identification of
opinion of person its interest with habits over understanding decision making and reaction in
marketing campaign. Generation gap can be understood in more detail with the example that is
personal factor that means both younger and older people that are having various choices and is
required to be separated through different product that is going to lead over purchasing decision
making and expenditure.
Identify the main issues / opportunities
There are lot of issue that is being used by Subway in current time that is regarding
operations of its business and many of them are discussed below:
Food safety concerns undermine brand: Food safety is very important for an consumer of
Subway as it is offering sandwiches of all kinds and other products like shakers contains fats and
calories. In relation of Junk food hygiene and other measures has to be taken when food is being
prepared because it is one of the most important aspects. Subway has been facing problems and
review of brand and safety with quality standards.
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McDonald's have been facing problems and bad review in relation to their food safety and
quality standards.
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Legal dispute eats away early advantage: Subway has an stable position within market
and in relation to this profitability has been there over raising demand within an market of UK
because of such an variety of offering and at affordable rate. In the market of UK there has been
many years to overcome with an issue of getting quality and managing waste that has become a
problem in the country. After these consequences various problems has been there over moving
core offerings in an organization and has been founded by the receipt over attracting customer by
various kinds of veg and non-veg and wraps. So, the organization has been engaged into legal
dispute with the partners that has lead over expansion of subway.
Target Market Segmentation: In this subway has to take population on the basis of income, age and
other factors. In relation to this it is very important for an organization to enhance image,
sales and profitability that is useful for future with growth and its expansion. Subway has
to consider the behaviour of an customer in order to survey its competence for developing
loyalty within the customers and helping inn building of customer base. Also in this
behavioural areas of people has to be divided using of various concept on the basis of
taste (Chautard and Collin-Lachaud, 2019).
 Targeting: In respect of an organization it is required to target the whole category rather
then an particular base of customer that has to be considered with the taste and level of
income. In relation to this organizations has to lead over increasing of sales and
profitability. Also Subway is required to target the positioning of effective advertisement
through magazines and has been offering prominent discount card.
 Positioning: Also factors has to be depicted the price has been included over the high
scale and demands that includes all kinds of ingredients also includes income group that
is going to enjoy burger in restaurant as per the budget. That is why Subway position
over area of map respective organization. It comes under the tends for producing high
quality of products and services at low prices that is going to impact the brand image of
an organization that is helpful over attracting most of the customers.
Recommended Marketing Mix
 Product:
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Subway has been dealing with various customers that has been considering over level
income and customers taste. In relation to this Subway has been according to needs and demands
of persons. Also respective organization has to make the product after considering the quality
and price factor. Also the organization has to be effective over the brand that has been proving
large customer base and is developing trust of customers. New product offering tangy burger that
is a mixture of sweetness and salty. Price: Such product has been developing significant of price factor that has been valued
for money in relation Subway and should be understanding point of view and is also
making it available at quality of product considering at affordable price. In an
organization currently there has been penetration of pricing. An effective entry in an
market has to earn prominent share. The ideology of an organization has to offer new and
unique product that spread awareness among people. Promotion: Subway has been using promotional strategy that has been considering all
types of research that has been regarding the development of market and also other
promotional activities. In an organization from time to time lot of events has been
conducting and has been leading towards sales and promotion that has been improvising
in the sales of new product in market of subway. Promotion is over developing and
considering of brand image fro attracting of increasing sales and profitability. The
organization is required to promote products that is going to help in making social media
and advertisement of products. This is done with the help of social media upon
advertising of products that is going to help in making an person visible (Bonaparte,
2019).
 Distribution: Subway has been using franchise only in relation over offering product and
also opening outlets at short distance. Such model has been used over offering of
products only. It has been effective in terms of operating its stores in way of creating an
effective brand image. That is why identification of distribution model is being used in
terms of making an organization more famous over distribution channel because
manufacture has to be offered in its own restaurant directly to customers.
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CONCLUSION
From the above discussion it can be observed that identification of marketing principals
has been helpful in relation of identifying and examine of product with over all procedure of
marketing with different factors. Also it has been helping fro identifying of market undertaking
with various kinds of trends and making behaviour of customers is responsible. Further this is
going to lead over challenges and issues of an organization. Then segmentation, targeting and
petitioning has been explained that is required for new product to maintain efficiency with
reputation of an organization and is helpful in creating of awareness within the persons living in
society.
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REFRENCES
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marketing: Principles, contributions and implementation. Recherche et Applications en
Marketing (English Edition). 34(3). pp.27-46.
Coşa, L.M. and Gherasim, D., 2019. Principles of Marketing in the Public Administration in
Romania. Economy Transdisciplinarity Cognition. 22(2). pp.196-201.
Eastman, M. and et. al., 2016. THE BRAND PROJECT: INNOVATIVE STUDENT
RESEARCH IN A PRINCIPLES OF MARKETING CLASSROOM. THE
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Review. 9(1-2). pp.5-26.
Suryawanshi, V.B., 2020. MCQS 2 Principles of Marketing (202).
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marketing. Marketing Education Review. 29(1). pp.3-16.
Tokarev, B., 2019. Marketing Of Innovative Startup Stages. Annals of marketing-mba, 3.
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von der Heidt, T., 2018. A scholarship approach to embedding creativity and sustainability in
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