Marketing
Issue 1
Subway has not only developed as a brand in Australia but also in its marketing strategy due to the early integration of a digital strategy. This has allowed the Subway brand to further own the ‘Healthy Alternative’ position in the fast food industry as is evident in the recent market research reults (Sprout Research, 2013).
Subway is a worldwide franchising company and is entirely franchise owned. Subway provides a healthy alternative to fast food by allowing customers to build their own sandwich using freshly baked bread and a selection of freshly prepared ingredients. Subway operates in the Quick Service Restaurant (QSR) market which includes all “fast food”, including franchised brands and independent businesses. The Subway marketing orientation has made significant changes, in the earlier days the ‘SUBWAY’ brand had little impact or meaning. It had an American centric feel, very little was known about the products a Subway store sold and confusion with the underground railway stations was evident in earlier amateurish surveys. The focus was that of a Selling Orientation, since consumers had little education about the product, therfore requiring a heavy selling approach to persuade purchase
In recent times, the market education process has matured and the brand is now synonymous with a healthy fast food option. This continues to be evident in much more advanced market research conducted by external companies. The orientation has now shifted to a predominantly Market Orientation. This is evident by the large investment in market research such as focus groups, customer feedback, franchisee feedback and a new initiative titled ‘Mission Impossible’ whereby the in store customer experience is broken down into 5 zones and each is analysed from the customers eyes. This last initiative has been the most successful in terms of driving the market orientation and has subsequently lead to improved results from feedback forms and surveys.
Issue 2
Company -
Subway has not only developed as a brand in Australia but also in its marketing strategy due to the early integration of a digital strategy. This has allowed the Subway brand to further own the ‘Healthy Alternative’ position in the fast food industry as is evident in the recent market research reults (Sprout Research, 2013).
Subway is a worldwide franchising company and is entirely franchise owned. Subway provides a healthy alternative to fast food by allowing customers to build their own sandwich using freshly baked bread and a selection of freshly prepared ingredients. Subway operates in the Quick Service Restaurant (QSR) market which includes all “fast food”, including franchised brands and independent businesses. The Subway marketing orientation has made significant changes, in the earlier days the ‘SUBWAY’ brand had little impact or meaning. It had an American centric feel, very little was known about the products a Subway store sold and confusion with the underground railway stations was evident in earlier amateurish surveys. The focus was that of a Selling Orientation, since consumers had little education about the product, therfore requiring a heavy selling approach to persuade purchase
In recent times, the market education process has matured and the brand is now synonymous with a healthy fast food option. This continues to be evident in much more advanced market research conducted by external companies. The orientation has now shifted to a predominantly Market Orientation. This is evident by the large investment in market research such as focus groups, customer feedback, franchisee feedback and a new initiative titled ‘Mission Impossible’ whereby the in store customer experience is broken down into 5 zones and each is analysed from the customers eyes. This last initiative has been the most successful in terms of driving the market orientation and has subsequently lead to improved results from feedback forms and surveys.
Issue 2
Company -