Submarine Sandwich and Subway
Subway’s Domestic and International Marketing Plan
Presented by Moses Ballenger
The University of Houston – Victoria
International Marketing (MKT 6377)
2011 Summer Session
Table of Contents
2. - Letter of Recommendation
3. – Executive Summary
4. - Introduction, Background, Summary and update of the case study
2.1 – Target Market Analysis
2.12 – Primary Target Market
2.13 – Primary Target Market Demographics
2.14 – Secondary Target Markets
2.2 – SWOT Analysis
2.21 – Strengths (3 strengths)
2.22 – Weaknesses (3 Weaknesses)
2.23 – Opportunities (3 Opportunities from the macro environment analysis)
2.24 – Threats (3 Threats from the macro environment analysis)
2.3 - Competition Analysis
2.31 – Primary Competitor
2.32 – Secondary Competition
2.4 – Keys to Success (3 keys to success of the company in order)
2.5 – Macro Environment Analysis
2.51 – Economy (2 macro economy factors)
2.52 – Culture (2 macro culture factors)
2.53 – Politics, Rules, and Regulations (2 factors)
2.54 – Technology (2 factors)
3.1 – Mission Statement
3.2 – Marketing Objectives (3 Objectives in order of importance)
3.3 – Financial Objectives (From the competition analysis)
3.4 – Positioning strategy (From the competition analysis)
3.5 - Marketing Mix Strategies
3.51 – Product Strategy
3.52 – Price Strategy
3.53 – Promotion Strategy
3.54 – Place Strategy
4.0 – References
5.0 – Appendices (Promotion flyer and other)
1.2 Letter of Recommendation
Subway Franchise Headquarters/Doctor’s Associates Inc.
CEO, President, Co-Founder
325 Bic Drive
Milford, Connecticut 06461
United States
Dear Mr. Fred DeLuca,
I would like to thank you first for the opportunity to conduct the marketing assessment proposal for your company. I hope you find my recommendations satisfactory in this letter, which is summarized below.
Subway must first be honored for its accomplishments so far to date. Such success has
Presented by Moses Ballenger
The University of Houston – Victoria
International Marketing (MKT 6377)
2011 Summer Session
Table of Contents
2. - Letter of Recommendation
3. – Executive Summary
4. - Introduction, Background, Summary and update of the case study
2.1 – Target Market Analysis
2.12 – Primary Target Market
2.13 – Primary Target Market Demographics
2.14 – Secondary Target Markets
2.2 – SWOT Analysis
2.21 – Strengths (3 strengths)
2.22 – Weaknesses (3 Weaknesses)
2.23 – Opportunities (3 Opportunities from the macro environment analysis)
2.24 – Threats (3 Threats from the macro environment analysis)
2.3 - Competition Analysis
2.31 – Primary Competitor
2.32 – Secondary Competition
2.4 – Keys to Success (3 keys to success of the company in order)
2.5 – Macro Environment Analysis
2.51 – Economy (2 macro economy factors)
2.52 – Culture (2 macro culture factors)
2.53 – Politics, Rules, and Regulations (2 factors)
2.54 – Technology (2 factors)
3.1 – Mission Statement
3.2 – Marketing Objectives (3 Objectives in order of importance)
3.3 – Financial Objectives (From the competition analysis)
3.4 – Positioning strategy (From the competition analysis)
3.5 - Marketing Mix Strategies
3.51 – Product Strategy
3.52 – Price Strategy
3.53 – Promotion Strategy
3.54 – Place Strategy
4.0 – References
5.0 – Appendices (Promotion flyer and other)
1.2 Letter of Recommendation
Subway Franchise Headquarters/Doctor’s Associates Inc.
CEO, President, Co-Founder
325 Bic Drive
Milford, Connecticut 06461
United States
Dear Mr. Fred DeLuca,
I would like to thank you first for the opportunity to conduct the marketing assessment proposal for your company. I hope you find my recommendations satisfactory in this letter, which is summarized below.
Subway must first be honored for its accomplishments so far to date. Such success has
References: 1) The Week (2011, March 8). Subway, the World’s biggest restaurant chain: By the numbers. Retrieved, in 16h July 2011, from http://theweek.com/article/index/212902/subway-the-worlds-biggest-restaurant-chain-by-the-numbers 2) Subway Restaurant website http://www.subway.com/subwayroot/AboutSubway/history/subwayHistory.aspx 3) Michael McCarty (July 2006) 4) Entrepreneur Magazine (January 2009). Top 10 Franchises of 2009. Retrieved, in 16th July 2011, from http://www.entrepreneur.com/magazine/entrepreneur/2009/january/199094.html 5) Entrepreneur Magazine (2011) 2011 Global Franchising Rankings 7) Richard Behar (1998 March 16) Why Subway is… Fortune Magazine. CNN Money. Retrieved, in 16th July 2011, from http://money.cnn.com/magazines/fortune/fortune_archive/1998/03/16/239302/index.htm 8) Margie Walker http://en.wikipedia.org/wiki/SWOT_analysis 14) Entrepreneur Magazine (January 2009) 15) Romero, Dennis. (2009). Subway hit the spot. Entrepreneur, Vol.37(1), p 125 – 133, 8p 16) Comes, Steve. (2010). Fred DeLuca. Nation’s Restaurant News, Vol. 44 (37), p54, 1p 17) Nation’s Restaurant News (June 2010). Top 100 Chains Ranked by Growth In U.S. Franchise Units. Retrieved, in 15th July, from Business Source Complete 18) Lee A 19) CSPI (January 2009). Subway Urged to Set Nutritional Standards for Foods Marketed to Children. Center for Science in Public interest. Retrieved, in 16th July 2011, http://www.cspinet.org/new/200901141.html