Appendix A For Subway Essay

2766 Words 12 Pages
1. Description of SUBWAY
SUBWAY is a fast food chain own by Doctor’s Associates INC. Subway primarily sells submarine sandwiches and salads. It is currently the fast food chain with the most amount of stores in the world with 42,999 outlets spreading over 108 countries (SUBWAY , 2014). Refer to appendix A for Subway’s history timeline. (chart 1) (SUBWAY, 2014).
2. Strategic Focus and Plan of SUBWAY
2.1. SUBWAY’s Mission
"Delight every customer so they want to tell their friends – with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience." (SUBWAY FRANCHISE HEADQUATER, 2014)
2.2. SUBWAY’s Objectives or Goals
SUBWAY’s long term goal is to be the number 1 Quick Service Restaurant (QRS) worldwide while
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Some major competitors of Subway are McDonalds, Kentucky Fried Chicken, Burger King and Wendy’s. In this report, we will be comparing the 4 Ps between Subway and one of it’s largest competitors, McDonalds. Firstly, McDonalds has a wider range of food choices as compared to Subway. McDonalds has 27 different flavoured burgers, 19 drink flavours, 17 types of desserts and various sauces to go with French fries. Whereas Subway has 16 different types of sandwiches, served with Lay’s brand chips and cookies. Secondly, McDonalds product price range is wider and hence is able to cater to a larger variety of needs. The price of the products in McDonalds range from $ 1.59 to $ 6.19 for a set meal, whereas Subway ranges from $ 4 to $ 6.25 for a six-inch sandwich set meal. Thirdly, McDonalds maintains a more extensive advertising campaign than Subway. Other than promoting through the media channels such as television, newspaper advertisements and radio commercials, McDonalds too used billboards and signage frequently outside their branches. At the same time, McDonalds sponsors various sporting events ranging from Little League to the FIFA World Cup and the Olympic Games. Nonetheless, Subway also promotes their weekly specials in the same way as McDonalds. Subway constantly focuses on their advertising slogan-“Eat Fresh” and endeavours to serve freshly-baked bread, fresh ingredients and additional toppings, giving customers …show more content…
Instead of assorted sandwiches, various types of breads are freshly-baked every day. With the variety of “veggies” toppings, people get to customize their submarine sandwiches (Hoang, 2011). Besides that, convenient and reasonable price for a satisfying breakfast, lunch or dinner are always provided by SUBWAY.
3.3.2. Weaknesses Outdated look and interior decoration in their franchise outlets are one of the biggest weaknesses for SUBWAY. Customers mainly takeaway their meals as there isn’t much SUBWAY’s franchisee provides proper environment dine-in services in the restaurant. Moreover, there are too many franchises of SUBWAY in the market and therefore, it is hard for its parent company to maintain the quality of food and services provided to customers. Service commitment from their staffs are also not consistent in all franchises. As a result, the low motivation of staff causes high turnover rates. (Adam, 2010).
3.3.3. Opportunities
Besides improving the dine-in environment and interior design, SUBWAY can consider to setup more 24 hours SUBWAY to satisfy people’s cravings at any time. Drive-through services are also suggested to allow customers to purchase their meals without leaving their cars when they are in a rush (Jurevicius, 2013). Moreover, setting up hotlines for home delivery can also expand SUBWAY’s

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