Essay on Marketing Plan 2

2192 Words Nov 21st, 2012 9 Pages
Marketing Plan Teresa Bowie
University of Phoenix
Marketing
MKT/421
Tracy Coomes October 2, 2012

Marketing Plan: Phase II

Introduction Subway is a growing business with the strength of motivating the world to healthy eating. So how do we identify the segmentation criteria that will affect their target market selection? To understand the effect on the segmentation criteria the key is to identify the target market of the business. In order for the market to achieve their goals, they must follow the step of researching the target market. Describe the organizational buyers and consumers of the new
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412). The subway sandwich chain has back the region as a healthy alternative to other fast food burger expense. A dedicated spokesperson for subway has dropped several pounds eating Subway sandwiches, and this is a great testimony of a healthy fast positioning. The subway shop strategy focused on reinforcing the original healthy, including low-fat. This chain has to face many fast food competitors such as McDonald’s, Burger King, Churches Chicken, who are adding healthier options to their menus. Market specialization is the targeting strategy used by Subway restaurant therefore Subway uses slogan "eat fresh" to focus on food quality.

Target Market

Subway wants to give the customer a stamp card to receive a free submarine sandwich of his or her choice. The card cannot be used with any other coupons or promotions. For the stamp card to be successful Subway has to determine the target market the organization wants to capture. A successful target market would be teenagers, college students, and athletes. Teenagers want to look good, eat healthy, and enjoy eating delicious tasting food, especially if they can receive something free. Teenagers love to choose what they eat, and Subway gives them the opportunity create their own sandwich. Parents of the teenager would enjoy this promotion because their children began to eat healthier. College

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