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The internal and external environments of subway marketing essay

S in 1965 Subway website. The franchise has since grown and operates in 96 countries and runs 34,166 restaurants globally Subway website. The franchise which mostly concentrates on the sale of submarine sandwiches, personal pizzas and salads is considered the second largest restaurant franchise in the world after Yum!

Brands which currently have 37,000 outlets; and the largest single-brand restaurant franchise in the world Hoovers, 2011; Most interesting facts, 2011. Subway is currently owned by Doctor's Associates, Inc.

Internal and external analysis of subway

It is one of the fastest growing franchises Entepreneur, 2011. In a market that is growing increasingly competitive, it is highly imperative for an organization to develop proactive actions to be used in enhancing its competitive advantage Butler, 2006. Among the most effective ways to enhance competitive advantage is through the use of effective marketing strategies which in effect denote the need for a marketing plan Aswathappa, 2006.

This report constitutes of a marketing plan for Subway Restaurant, an American franchise that managed to become one of the fastest growing franchises in the globe. The completion of the report will culminate in a marketing plan that examines the situational analysis of the environment, the SWOT analysis, the marketing strategy and objectives, promotional strategies, implementation schedule and timeline.

Analysis of subways internal and external

The factors are discussed as follows: Internal environment The company's employees are guided by a well respected culture of customer service and the provision of quality products SUBWAY Operations Manual, 2008. These are factors that have promoted the growth of the restaurant franchise over the years. The company's main strength in the context of increasing competition is the fact that it offers healthy meals.

Its submarine are said to have not more than 6 grams of fat. In order to capture the growing trend of internet use around the world, Subway has introduced online ordering whereby customers can order their food on their website and have it delivered without having to visit the restaurant. Subway is highly committed towards the community and this is accomplished through environmental conservation - through the going green initiative; enhancing diversity; teamwork; and creating entrepreneurial spirit through providing opportunities for people to run Subway outlets Subway website.

Subway if currently performing well financially; and remains one of the largest fast food outlets.

Internal and external analysis of subway essay

One of the greatest strengths for Subway is that it enjoys global presence and is highly preferred across the customer fraternity. External environment The fast food business is highly competitive and the Subway restaurant has to compete for market with the likes of McDonalds, Quiznos, Greggs, Pizza Hut, Yum!

This denotes the need for Subway to be innovative and to conduct rigorous marketing in order to retain the market. Legal factors that have affected the company so far include patent right issues and taxation issues. This was a significant loss for Subway which on the contrary does not pay taxes for cold Subs. Further, other premises do not pay VAT in similar food Howlander, 2011. The franchise also lost to Casey's convenience stores in January 2011 when the franchise lawyer demanded Casey to cease from using "footlong" in advertising their 12 inch sandwiches and in turn Casey's filed a case against Subway Welte, 2011.

An example is the recent global economic crisis that affected the profitability of most companies. Political factors also threaten the franchise, given that it operates internationally.

Analysis of subways internal and external environments essay

Changes in regulations and changes of governments for example could impact on the business requirements in difference countries. Subway is the world's largest single-brand franchise and operates in 96 countries Brand recognition throughout the world mostly due to its presence in the most traditional places including schools, hospitals and popular stores such as Wal-Mart thus lowering its advertising costs Healthy food options including healthy subs sandwich enhance popularity.

Subway has partnered with American Heart Association Subway website.

  1. Swot analysis strengths, weaknesses, opportunities and threats analysis is a framework for identifying and analyzing the internal and external factors that can have. In 1983 the chain is ranked number one in the sub sandwich category for the first time by Entrepreneur magazine.
  2. Subway did not respect the local culture because they had very little knowledge about sandwiches in the Chinese culture and did very little to alter their menus. In order to ensure that marketing plan works out well, the firm must ensure that the company's strengths are used to overcome the weaknesses and threats.
  3. Conclusion The marketing plan identified above will serve as a guide during the implementation of the marketing strategies aimed at promoting the profitability of the company.
  4. Subway has come under scrutiny due to the use of more corn syrup which is high in fructose as opposed to the use of whole grains Nelson, 2010.
  5. Swot analysis swot, which stands for strengths, weaknesses, opportunities and threats, is an analytical framework that identifies the internal and external factors that are favorable and unfavorable for a company.

High level profits due to large market coverage Global presence insinuates that more customers can be reached and that it can take advantage of openings in these countries. Weaknesses Lack of uniform performance among franchises: Subway has been criticized for lack of uniformity in performance among franchises such that a different kind of image is created every time a person visits a different Subway Free Swot, 2011.

Customers are likely to obtain better service in some restaurants and unpleasant service in others thus raising the question of common goals. Subway has come under scrutiny due to the use of more corn syrup which is high in fructose as opposed to the use of whole grains Nelson, 2010. Restaurants have to purchase products from selected Subway suppliers thus limiting their selection capacity and bargaining power. Universal control insinuates that the activities of the group are controlled from a central position; thus limiting autonomy in branches.

Subway offers a limited range of products as opposed to the internal and external environments of subway marketing essay fast-food restaurants thus limiting their potential. Legal issues that may come up during its operations Food contamination remains a threat in case customers experience such a misfortune Rising costs of supplies could affect the overall profitability of the franchise Economic changes such as fluctuations in disposable income, foreign exchange and taxes could affect the company.

Opportunities An opportunity for global expansion still exists for the company Diversity: The current menu provision is limited and the franchise could benefit from diversifying into other food products Partnerships with toy manufacturers, movie producers and beverage companies that could further promote the brand name Merger and acquisition opportunities that would increase the market possibilities and diversity of customers McFarlane, 2008.

Marketing objectives The main focus of the company is to develop enhance market development in order to endure that it stays ahead of competition through attracting new customers and retaining existing ones.

Marketing objectives are as follows: The company seeks to add 2000 stores in different areas around the globe, more so in the developing economies of India and Asia where 150 of the new stores will be located. To improve sales by 20 percent in the next 6 months and 30 percent in the next 12 months To increase customer awareness by 30 percent in the next one year To improve the efficacy of the online ordering system by 50 percent in the next 12 months and hence reduce traffic at its outlets.

Marketing strategy It is imperative for Subway to consider its market before exploring the possibility of reaching out to customers. Accordingly, a survey of the market is imperative before embarking on the strategy in order to ascertain the potential market and the most effective strategies to enhance competitiveness. The main strategies for use will include pricing and promotional strategies.

Pricing strategies Subway aims at improving its sales by 30 percent by the end of the year and this will be achieved through pricing strategies. One of the main ways of achieving this will be to offer a standard price for most of its sandwiches such that it retains a form of single-price identity where customers pay one price for most sandwiches.

This is expected to improve the level of sales. Reducing and standardizing the prices will cost the company approximately 2. This will however be counteracted by the increased volume of sale. This is not an example of the work written by our professional essay writers. This emanates from the fact that the internal and external environments of subway marketing essay number of internet users has increased vehemently and online advertisements are likely to receive a significant level of attention.

Subway will enhance this through the use of social networks such as Facebook, Twitter and LinkedIn among others.

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  • An example is the recent global economic crisis that affected the profitability of most companies.

This will increase the market share significantly. Conclusion The marketing plan identified above will serve as a guide during the implementation of the marketing strategies aimed at promoting the profitability of the company. It is notable that Subway has its own strengths and weaknesses and that a significant level of factors impact the franchise both at the internal and external level. In order to ensure that marketing plan works out well, the firm must ensure that the company's strengths are used to overcome the weaknesses and threats.

Through the pricing and promotional strategies, the franchise should be in a position to improve its market position. Subway research paper Essay Executive Summary I have chosen to do my Multi-National profile on Subway because I am fascinated on how young people become so successful in the field I am currently in.

Analysis of subways internal and external

After acquiring a little bit of knowledge about Subway, I wanted to go into greater depth to learn more about the franchise. Vietnam History of Subway At the age of seventeen, Fred Deluca just graduated from high school and decided he wanted to further his education to study medicine, at the University of Bridgeport in 1965. With the advice from a longtime family friend Dr. The two became business partners in this new fast food chain. The first store was opened in Bridgeport, Connecticut in August, 1965 and they sold 312 sandwiches the first day.

  1. Even though Christianity, Sikhism, Buddhism and other religions make up 5. Swot analysis strengths, weaknesses, opportunities and threats analysis is a framework for identifying and analyzing the internal and external factors that can have.
  2. Further, other premises do not pay VAT in similar food Howlander, 2011.
  3. Even though Christianity, Sikhism, Buddhism and other religions make up 5.
  4. External inputs to strategy would view city subways as a substitute to a pestel analysis is a part of the external strategic analysis when conducting.

The average cost of a sub was between 49 cents and 69 cents. Deluca and Buck started to realize in order to be successful; you must be ahead of the game and watch out for your competitors. They both learned after opening their first Subway, that location is very important, in order to produce larger revenue. In 1974 Deluca and buck decided to open their first franchise in Wallingford, Connecticut.

In 1983 the chain is ranked number one in the sub sandwich category for the first time by Entrepreneur magazine. By 1987 Subway has reached their 1000th locations with opening in Anderson, Indiana.

  • In order to ensure that marketing plan works out well, the firm must ensure that the company's strengths are used to overcome the weaknesses and threats;
  • The strengths, weaknesses, opportunities, and threats facing new assessment of its strengths, weaknesses, opportunities, and threats brief swot analysis.

The chain opens the first locations in the state of Hawaii and in the Bahamas. Over the next 20, Subway averaged openings of a 1000 stores per year and in 2007 The 28,000th Subway restaurant opens. Thailand is the largest manufacturer for Subway. Subways 1 competitor in the The internal and external environments of subway marketing essay sandwich industry McDonalds: Subways 1 competitor fast food chain in the world Burger King: Subways 2 competitor fast food chain international Pizza Hut: They were too concerned about being number one and selling their franchises to expand.

Over 2,000 franchises have closed during the Great Recession. To get sales up, Quiznos discounted and couponed, which only made profit matters worse, and store closures accelerated. The first store was opened in Bridgeport, Connecticut 1968: Biggest, Meatiest and Tastiest 1977: Steak and Cheese and wheat bread are added to the menu. Subway is now present in all 50 states 1990: Toasted subs are introduced. Subway has 41,270 restaurants in 104 different countries. Paneer Tikka, made with marinated cottage cheese slices cooked in a traditional Indian clay oven.

Ice Plant Veggie, which is hydroponically grown at participating restaurants. The ice plant is known for its crispy and naturally salty-tasting leaves. Pierna Habanera, a spicy ham served with hot habanera sauce and Mexican-style cream. Peri Peri Chicken, which is made of chicken strips with an African-inspired sauce and seasoned with chili peppers. Skagenrora, a mix of shrimp, crab, mayo, lemon, herbs, and spices.

Halloumi, a soft white cheese made from sheep and goat milk, which has a high melting point and is typically grilled or fried. In Israel, for example, the company omits pork items from its menu to avoid violating religious dietary customs. In countries where people are not used to eating sandwiches, Subway has had to educate consumers about this uniquely American product.

India is known as the land of spirituality and the population is predominantly by two major religions, 80. Even though Christianity, Sikhism, Buddhism and other religions make up 5.