K subway

BRIEF HISTORY

SUB-WAY STRATEGY

Subway's kjprogram addresses health, fresh, custom-made sandwiches expectations of consumers through a number of approaches

THE 7 P’S

PRODUCT

PRODUCT NOW

PRODUCT AND PRICES

PROMOTION

• For any business to gain people’s attention need to do promotion of its products so as to inform customer what is new that they are offering and perhaps establish the product in minds of people.

• They do this by promotion through advertisement in newspapers,hand-outs,tv-comercials

CURRENT PROMOTIONAL SCHEME

PLACES• SUBWAY use their major selling locations as franchisee

shops and their another new market development places in nontraditional places like Airports ,amusement parks ,business centers ,coliseums and stadiums ,colleges and universities ,convenience stores ,convention centers ,hospitals, military bases ,recreational facilities ,elementary and secondary schools ,supermarkets and travel centers/truck stops.

PEOPLE• The sale of any fast food restaurant depends upon

the way the people/staff serves to its customers.• At SUBWAY the staff is extremely user friendly i.e

greats customer with a smile and delivers the product as per customer’s want.

• People there,value for time by serving the order in just no time.

• They help the customer by choosing the product and by encouraging them to buy the product i.e covers important element of “ENCOURAGEMENT BY MOUTH”.

PHYSICAL EVIDENCE• SUBWAY positioning their products by continuing to build

the brand on the "freshness" platform. • They have the prices listed above the counter with all the

products and prices listed.• Proper facility of water and toilets were available in a very

hygienical condition.• Dustbins were available for the customer to dispose off

their waste

PROCESS• The process they follow is extremely efficient as the

customer has no hazels at all .• Review by a customer- “ You order it at the counter

and watch it being made by the highly efficient team of staff. When the product is ready, you pay and take it with you. No bills, no queues, no hassles”.

This technique helps SUBWAY to build a better name for itself and to have a potentially high rate of customer satisfaction and thus building a BRAND image for the company.

SWOT ANALYSIS

STRENTHS Size and number of stores and channels. Menu reflects demand for fresh, healthy

and fast. Partnering with the American Health

Association. Worldwide brand recognition. Customizable menu offerings. Low franchisee start up cost. Franchisee training is structured, brief

and designed to assure rapid start up and success.

WEAKNESSES Décor is outdated. Some franchisees are unhappy. Service delivery is consistent from store

to store. Employee turnover is high. No control over franchise situation in

given market area.

OPPORTUNITIES Continue to grow global business.

Update décor to encourage more drive in business.

Improve customer service model.

Improve franchisee relations.

Experiment with drive-through business.

Expand packaged dessert offerings.

Continue to revise and refresh menu offerings.

THREATS Franchisee unrest. Food contamination (Spinach). Competition. Interest costs. Economic downturn. Law suits.