What Makes a Business Successful?

Mmgp Final Busi 520
MMGP: Research Paper Final
Business 520
Introduction
In determining what makes a business successful one must consider all aspects of a firm. One of the most important factors of success is imbedded in the marketing management team of a company. In this project, Subway’s marketing strategy is thoroughly researched to reveal why the firm is thriving among fast food chains around the world. This is done through researching the background on the company, analyzing the fast food market, identifying the position/competition/brand, evaluating the services and pricing, and finally considering promotions/marketing. Through the breakdown of these subjects it will be apparent that Subway is not only one of the leading firms in its industry, it will also show that it has outshined companies across the world in marketing management.
Provide a description of your product/service and a brief history of the firm that produces your product/service.
Subway is a fast food restaurant franchise that specializes in the submarine sandwiches. It is owned and operated by Doctor’s Associates, Inc. Subway’s headquarters is located in Milford, Connecticut. The franchise has five regional offices to oversee its international operations. The regional offices for Europe are located in Amsterdam, regional offices for Australia and New Zealand are located in Brisbane, regional offices for Asia are located in Beirut and Singapore, and regional offices for Latin America are located in Miami, Florida. (China Weekly News, 2011) Currently, Subway franchise has over 39,000 stores in 102 countries and provides over 400,000 jobs and opportunities worldwide. (Subway, n.d) In 2010, Subway overtook McDonald’s as the largest fast food chain in the world. (Jargon, 2011) Entrepreneur Magazine has consistently ranked Subway as the top 500 franchises in the world. (Entrepreur.com, 2012)
It began with a young teenager looking for way to pay for his education to fulfill his dream of one day becoming a medical doctor. His friend suggested that he opened a submarine sandwich shop. With a $1,000 loan and an offer of partnership from his friend, Fred DeLuca opened his first shop in Bridgeport, Connecticut in 1965. The first store was called Pete’s Subway. They originally had a goal of opening 32 stores in 10 years. Realizing that goal with not feasible with two people, they decided to go into franchising, thus the Subway franchise began. The sandwich company used the name “Subway” for the first time in 1968. The first franchised Subway restaurant opened in Wallingford, Connection in 1974 and the first restaurant opened outside of North America was in Bahrain in December 1984. (Subway.com, n.d.)
Subway’s products include the submarine sandwich, salad wraps, and baked goods (cookies, doughnut and muffins, etc.). Its core product is the sub sandwich. Its menu features a variety of sandwiches to include B.L.T, Chipotle Steak, Subway Club, Turkey & Bacon Avocado, Roast Beef, Cold, etc. Its breakfast menu includes the Bacon, Egg & Cheese, Black Forest Ham, etc., however, the menu varies from regions and countries. Its best-selling sandwich is the B.M.T. In 2006, Subway introduced the “personal pizzas” but only available on some selected locations. (Subway.com, n.d.) In 2009, Subway signed a deal to serve Seattle’s Best Coffee’s coffee as part of its breakfast menu in the U.S. (Starbucks.com, 2009)
Subway’s menu varied from country to country and region to region. In 2006, the franchise opened its first kosher Subway restaurant in Cleveland, Ohio to cater to the large Jewish population. The modifications to the menu included non pork-based products and soy-based cheese products. It had more than 12 kosher restaurants at one point but only 5 remained as of 2011. Subway also ventured to Pakistan where its menu contained no pork product but included products that catered to local needs such as the Chicken Tikka and Chicken BBQ. In India, its menu excluded pork and beef products and included a variety of vegetarian choices. In Muslim countries and in region with large Muslim population, its menu included halal items. (Subway.com, n.d.)
Describe and discuss (broadly speaking) the 4 Ps associated with your product/service. Below are the 4Ps described in your textbook, describe and discuss all four of the 4Ps. Old 4 Ps - Product, Place, Promotion, Price New 4 Ps -People Processes Programs Performance
In the 1960s, Professor Jerome McCarthy created the old P’s which included product, place, promotion, and price. (Motley, 2002) “Dr. McCarthy depicted these elements as a four-part circle circumscribing the customer, with an outer perimeter that he called "the external environments" of societal, regulatory and cultural influences.” (Motley, 2002) The four P’s that McCarthy created have helped businesses focus on the important factors of marketing that make a business successful.
Subway has managed to grow immensely with over 37,000 locations worldwide since its first store opened 1965. (Subway, n.d.) Founders Fred Deluca and Peter Buck have focused on channeling the customer and really utilizing the old P’s wisely. The Subway firm focuses on the product by providing a quality fast food meal that can be altered to the customer’s liking. Subway provides a variety of different submarine sandwiches in which the customer can choose the toppings without any charge. In addition Subway also features a fresh fit menu that includes heart healthy choices for children and adults. Another feature Subway includes is a special on a footlong that changes every month to help market new products. The size of the product is kept simple with either a choice of a 6-inch or 12-inch sub sandwich. There is also the additional choice of a flatbread. (Subway, n.d.) Price is important for Subway because it helps reflect the variety of people interested in consuming the firm’s products, and the brand is well known for its low prices, which include five-dollar footlongs, four-dollar lunches, three-dollar breakfasts, and a featured six-dollar footlong sandwich. These everyday values are in addition to the affordable prices on the menu for other items such as salads, soup, cookies, chips, and drinks. (Subway, n.d.) Another P that Subway has taken advantage of is promotion. Subway uses commercials on television, ads in newspapers, and social media websites like Facebook to help promote its product, as well as partnering with well-known sports stars to promote the business. The last old P is place, which is extremely crucial to attract all customers who need quality food at a fast pace. Subway chooses the franchises locations strategically in order to attract the most customers who are on the go and need a quick meal. Subway has set up shop in colleges, malls, airports, Walmarts, and cities around the world to make it easier for the customers to utilize the products.
Recently the four P’s have been updated and now include people, processes, programs, and performance. “A great marketing campaign makes your whole sales force more effective. A great marketing campaign reduces pricing pressure, increases market share, and makes it easier for you to recruit amazing salespeople.” (Godin, 2001) Companies around the world now apply both the old and new P’s to maximize efforts in marketing their company.
Subway specifically uses the first P, people, in the sense that the company hires employees that will represent the company professionally and with respect. The firm has also listened to customers, introduced a healthy menu to appeal to the health conscious, and has continually offered new products to the menu throughout the last 48 years, including salads, soups, and breakfast options. Jared Fogle became the original icon and promoter of the fast food restaurant. Jared was an ordinary guy who was overweight and by being disciplined and eating only healthy options provided by Subway he lost over 150 lbs. Jared was a breakthrough icon for the restaurant and helped boost Subway’s popularity by helping the customers relate to in everyday person. Subway uses the third P, program, by marketing to the newer age and advertising through social media networks like Facebook and Twitter. Subway also is involved in keeping people healthy and sponsors groups like the Jared Foundation and Heart Health & childhood obesity. The final P is performance in which Subway encompasses entirely. Subway has created a brand that is known worldwide to be efficient yet delicious. Their reputation and popularity has grown immensely because the company gives back to the community and promotes healthy, active lifestyles.
Describe and discuss the demographic trends associated with your product/service
Subway began its roots in 1965 as a single small sub shop, and now has 39,654 restaurants in 102 countries. Today it has grown to become number two in fast food traffic, second only to McDonalds. Domestically it is the second most visited of any popular fast-food chain in the Midwest/South United States and number 3 in the West and Northeast. Currently, the franchise has plans of anticipated growth in both Asia and Africa. In 2011 Subway opened approx.1000 new restaurants in the United States, and has plans to continue the growth trend annually. (Retail Traffic-2011)
Subway Franchise’s domestic demographic agenda, is to concentrate of markets that are “low density” which equates to one store for every 12,000 people, and includes upcoming growth several very populated areas of the United States. Their international trend typically focuses on high density markets, and the chain’s target rate is one subway store for every 8,000 people. Subway’s franchise agents investigate new store locations, and are typically former owners that know the business from the inside, and are focused on determining new market opportunities. The franchise employs specific strategies when considering locations for developing new establishments, and some of the factors taken into consideration are; area traffic flows, what streets have pedestrian traffic versus vehicle traffic, and potential development plans for the area. (BusinessWeek-June 2013) As a matter of convenience, one of Subway’s theories is to get not only the name out there, but having a visible presence helps in their promotion.
Describe and discuss the current economic trends and the influences they will have on the sales of your product/service.
The recent economic downturn has surely helped Subways market share to grow, as people are seeking to gain as much values as they can from their hard earned dollar. Subway offers consumer value with meals that are priced below $5 US, are at convenient locations, and offers a very competitive alternative to fast food. Bottom line, in today’s market place value is the number one ideal.
Describe and discuss the technological changes that have affected consumer acceptance of your product/service.
Greater market presence, as well as advertising has increased the awareness of Subway as an option in the fast food arena. Consumers making food selections often purchase what first comes to mind, and Subways marketing has kept them right there with McDonalds. Other fast food franchises such as Burger King and Kentucky Fried Chicken have lost market share due to decreased visibility and lack of consumer awareness. The franchise has introduced new locations that include drive-thru’s, malls, and inside other retailers like Wal-Mart. Additionally, Subways target franchise size (1200-1400 Sq. Ft) is relatively small, and offers the ability to open numerous locations at reduced costs and promotes greater brand awareness. (Nation’s Restaurant News-2013)
Describe and discuss the consumer’s tastes and preferences for your product/service.
Public awareness of poor eating habits and increased health issues, has led to conscientious choices and healthier eating choices. Subway’s famous marketing campaign of an overweight “Jared” has helped to identify the brand with that of “losing weight.” Latest ad campaigns have been focused on “Eat Fresh” and often have popular sports figures on the commercials. This also helps the public to not only identify their product with weight loss, but is also perceived as a” fresh diet.” (Retail Traffic-2011)
Describe and discuss the Social/Cultural factors for your product/service
Consumers are looking for freshness, convenience, accessibility, value, and variety. Subway has successfully responded to what society “needs.”
Our society has been gravitating towards fresher foods, better diet, weight loss, and even organic foods, (ex. Whole Foods). “Offering a fresh, healthy alternative to fast-food restaurants,” is a popular subway logo that perpetuates its image. (subway.com, n.d.) It provides the consumer with the concept that they are making a healthier choice in their fast food selection.
Since 1965, we’ve been proud to serve the world its favorite submarine sandwiches. It’s been quite a journey, from Fresh Fit to Five Dollar Foot longs to our breakfast menu, we’re always changing and always expanding, making us the largest submarine sandwich chain in the world. (www.Subway press releases)
Subway’s strategy- offer a fast food alternative, maintain a quality product associated with a healthy diet, and promote brand recognition through increased visibility.
Describe and discuss the cultural factors that have the most influence on consumers purchasing your product/service?
There are many ways marketing can aide in the success of a company like Subway. The goal of marketing is to tap into the buyer’s mind and find out everything there is to know about them, down to the simplest characteristic like age. There are a number of factors to take into account when examining what influences a consumer’s decision. Broadly speaking, a consumer’s decision can be influenced by culture, social, personal, and psychological factors. Any successful company will dedicate a generous amount of time and money to do extensive research on these aspects of their consumers.
Culture consists of the core beliefs and behaviors of a society. It is important to study the cultural factors that influence the consumer to purchase products or services from a company. More specifically, Subway has focused in on consumers that are on the go and lead busy lives. These types of people are sometimes too busy to fix their lunch or make dinner for their family so the solution ends up being fast food. It’s not just the fast food part that is appealing to consumers it is also the fact that Subway offers options for the health conscious buyers. “In the past 5 years, fast‐food restaurants positioned as healthy (e.g., Subway) have grown at a much faster rate than those not making these claims (e.g., McDonald’s).” (Chandon, Wasnik, 2007) These are cultural factors that can be seen worldwide and it is why Subway has become so successful in 102 countries.
Describe and discuss the social factors that have the most influence on consumers purchasing your product/service?
Social factors in one’s life can have a significant impact on what a consumer is interested in and purchases. From the time a person is born the most influential factor is their family. A person learns and develops habits, thoughts, and opinions from their parents and siblings. (Kolter, Keller, 2012) Therefore if a family lives an active and busy lifestyle then this will tend to rub off on their children. Because Subway tends to cater to people on the go, families will choose this type of fast food to bring home to their family. This may become a habitual routine if there is a night that is too busy to cook. Another social factor that contributes to the Subway consumer would be the role of opinion leaders. Subway uses sports icons to help promote their products and influence customers to buy Subway. By using these stars, Subway has the ability to strongly market their product to sports captains and coaches. (Subway, n.d.)
Describe and discuss the personal factors that have the most influence on consumers purchasing your product/service?
Yet another important factor for marketers to consider is personal factors. Personal factors are important because they are not easily changed and they are what make up a person. Subway’s target age group is 16-39 and includes people who are busy studying in college or who are in the prime of their career., and possess a busy lifestyle in which people do not always have time to cook. Subway’s low prices and deals also are attractive to people affected by the recession or just do not make a lot of money in general. “Value meals have really had an impact on fast food outlets, which have seen an increase in traffic.” (Pitta, 2010) Subway’s brand personality can be described as competence (reliable, intelligent, and successful) according to Stanford’s Jennifer Aaker. (Kolter, Keller, 2012) In return people who view themselves with these personality traits may tend to lean more towards restaurants like Subway. Yet another personal factor to explore is lifestyle and values. Subway hits the nail on the head in this category by appealing to many lifestyles; money constrained, time constrained, multi-taskers, and the health conscious.
Describe and discuss the psychological factors that have the most influence on consumers purchasing your product/service?
Psychological needs are extremely important because they involve the needs that sustain life; food, water, and shelter. Subway is a food restaurant so therefore it provides a psychological need in order to survive. Subway uses hunger as a motivation to advertise and sell to consumers. While advertising Subway creates the perception of healthy, delicious, and efficient meals for people who need food fast. Consumers will learn that Subway is more cost effective and faster than other sandwich stores. To be more affordable the Subway restaurant creates deals on sandwiches and meals. No matter what Subway store a customer buys from, the employees are fast and the customer is usually out the door in five minutes. Advertisers for Subway use sports stars and people they look up to in order for consumers to make that association and keep it in their memory. The company also uses catchy one-liners like “five dollar footlongs” that get stuck in the consumer’s head and make it hard to forget.
Subway has worked hard in researching and executing their ideas to assist the company in being so successful. Marketers have tapped into their target consumers and found out the cultural, social, personal, and psychological factors that drive their customers to buy their product. These factors are just the basis of a more complex form of analyzing the consumer market. As long as Subway stays focused on the consumers’ needs and wants then the company will continue to grow and prosper.
Which aspects of consumer behavior should your product or service emphasize in their marketing plan and why?
There are various aspects of consumer behavior that our Subway franchise should emphasize in the marketing plan. The first aspect is the cultural factor. Consumers’ desires, needs, and requirements vary based on societies, values, traditions and customs. Culture factor includes subculture factors such as religions, nationalities, racial groups, and geographic regions. Understanding these cultural factors can help Subway influence the consumers’ buying behavior. (Yakup, Mucahit, Reyhan, 2011) For example, the religion of Islam does not allow eating pork. Knowing this subcultural aspect would allow Subway to create menu without pork-based product in order to influence Muslim’s food buying behavior. People of various nationalities and racial makeup will have different taste requirements. Knowing the geographic regions where people of diverse backgrounds will allow Subway to target these individuals. The other key cultural aspect is personal factor. There are plenty of unhealthy fast food restaurants out there. Subway should be the healthy alternative. According to an independent survey, about 15% of fast food diners ordered healthy items from the menu. Dave Jenkins, co-founder of CustomerDNA, found that health was one of the three most important criteria that customers based their purchase decisions. Subway was ranked number one in this criteria. (QSRMagazine.com, 2011) There is a large population with a personal preference of healthy menu; therefore, it is critical that Subway emphasize their healthy menu to the health conscious population.
Which variables should your firm use to segment its target markets?
Subway is a multinational franchise; therefore, geographic segmentation should be a key variable that our company should use to segment its target market. Understanding geographic units particularly nations is key for growth and expansion. No two countries are the same. Each country has its own unique taste and diet. To be successful, Subway must tap into their taste and diet. Take India for an example. With a population of 1.22 billion (CIA Factbook, n.d.), there is a huge market to be tapped for Subway. Cows are sacred animals in India. (Religionfacts.com, n.d.) Not understanding this crucial fact could be a suicidal move for Subway if it does not change its menu to reflect the nation’s specific religious needs. The other crucial variable for our franchise should be psychographic segmentation particularly interests, activities, habits, lifestyle and hobbies. It is an important factor in order to gain and maintain market share. For examples, Subway advertising slogan “Eat Fresh” targets customers with an interest for fresh, healthy menu items target nutrient and health conscious customers in Perth, Australia; and sandwiches are served based on size choices and customization to meet customer’s specific taste and choice. (Moeen, 2010)
How can your firm evaluate the attractiveness of each identified segment?
There are many factors in evaluating the attractiveness of each identified segment. We will look at three key factors for Subway. The primary factor for evaluating attractiveness of a segment is segment profitability. Subway must know whether making a profit is feasible if it chose to penetrate this segment. If there is no profit to be made or profit is marginal, then it is best for Subway to seek other segments with better return on its capital. The second key factor is competitors. Subway’s key for a successful segment penetration is in its ability to cost-effectively determine whether a certain segment will be attractive or not by analyzing your competitors’ data. Data include competitors’ ability to meet customer needs and their profitability. From analyzing the data, Subway must determine if there is room for the franchise chain to penetrate this segment and if Subway can do better than its competitors. The third key factor is segment resources. Knowing that there is profit to be made in a segment is one thing, knowing whether Subway has the resources to do it is another. Going in not having the right resources could eat into your profit and hurt your company’s reputation.
Should your firm pursue full market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? Why?
To best promote Subway sandwiches, it would be best to utilize a single segment concentration. The reasoning behind this strategy, is that it chooses to market to only one segment of the population, and this approach specializes in targeting to a particular group of consumers.
Typically this segment is an already identified target market. Establishing a niche in the market requires refining the marketing strategy to accommodate the product offering into an already saturated market. In the fast food arena, Subway is attempting to differentiate themselves from similar offerings, addressing a unique set of consumers wants, and offering them additional value for their time and money. (Jennings, 2009) The product and name, seeks to develop brand name awareness through mutual support with health orientated agencies such as the American Heart Association and other notable agencies. (Cebrzynski, 2008)
The Subway franchise does not attempt to compete with other varieties of fast food restaurants, but instead promotes a unique and strong market presence, that is accomplished through branding and a thorough knowledge of its target market.
What are your firm’s target markets?
Our product “Subway sandwiches,” appeals to Consumers ' growing consciousness about health and nutrition presents and opportunities for restaurant marketers, but the issue of dietary prudence also poses balancing-act challenges.” (Cebrzynski, 2008) Subway is attempting to embrace the younger to middle age population, as it is here that the population is becoming health conscious. Specific target markets will be health orientated consumers interested in offerings that are fairly priced, with a focus on value as well as individual choice.
Findings show that consumers are interested in greater individual choices in what they consume (Subway tests upscale cafe format- 2011), and our menu offers them a greater degree of variation in their sandwich than any other fast food franchise. Other competitors “fast food” offerings are typically hamburger and chicken sandwiches that are; high in fat, high in sodium (Reducing Sodium 2011), and comparably high priced offerings. Offering a healthier food choice is a brand value strategy of Subway. The company has become aware of consumers ' growing consciousness about health and nutrition, and what opportunities it presents for restaurant marketers.
What specific needs does your product/service address for each target market? Be specific and creative.
For the health conscientious, Subway sandwiches offer a variety of nutritious offerings with fewer grams of fat than a typical fast food burger. It addresses the concerns of consumers that are selectively choosing not only tasty, but also healthier than offerings from competing fast-food restaurants.
On a value basis, Subway subs are considered to be reasonably priced and are viewed as providing high value compared to that of a typical burger and fries meal. “By sourcing their supplies locally, they are able to ensure quality and keep the prices they charge their customers low.” (The Global Expansion of Subway Sandwich Shops)
The Subway franchise specializes in having a thorough knowledge of all of the segments needed, and continues to maintain a strong market presence in the fast food arena.
What is an appropriate positioning statement for your product/service? Explain the statement.
According to Kantz,
A well-crafted positioning statement defines your company 's direction. It answers seven essential questions: who you are, what business you 're in, whom you serve, what 's needed by the market you serve, against whom you compete, and what 's different about your business. It 's surprising how few companies exist with management in total agreement on these basics. (1998)
Subway is known for its fresh ingredients, healthy choices, menu customization and high quality food. All of these are positive attributes that would be beneficial for the Subway brand to identify with. An effective positioning statement must encompass all of these attributes; therefore, an appropriate positioning statement for the Subway franchise would be:
Subway is a food fast restaurant chain that provides health-conscious customers with healthy and delicious food with high-quality, fresh ingredients customized according to their needs at reasonable price.
Subway is one among of hundreds of other fast food restaurants in the world. Some of Subway’s competitors are McDonald’s, Burger King, and Quiznos. The franchise must have clear direction and focus and must differentiate itself from other competitors. McDonald’s, Burger King and other burger chains are known for serving unhealthy, high-fat items on their menus. Having a positioning statement with mentioning of “healthy food” allows Subway to distance itself from these unhealthy fast food chains. Additionally, fresh and high quality ingredients and customization are what set Subway apart from their competitors. Thus, including these differentiation aspects in the statement is critical. Quiznos is a company that sells similar food items as Subway. Subway usually has cheaper price on similar menu items compared to Quiznos (Platt, 2010), thus mentioning “reasonable price” is also crucial. Lastly, mentioning “delicious food” in the statement communicates to the customer that you can have healthy food, fresh ingredients and reasonable price without compromising with taste. The positioning statement mentioned above is an effective one because it answers all of Kantz’ seven essential questions.
How is your product/service positioned in the market place? Provide examples and a detailed explanation.
Among the fast food restaurant chain giants, Subway has positioned itself as the premier provider of low-fat and healthy to-go food for the health-conscious consumers. For years, the chain was on an aggressive campaign to convey its message that Subway food is the fresh and healthy but didn’t have effective channel to communicate that message to the customers. That changed when Jared Fogle, who claimed to have lost 245 lb on a Subway diet, was chosen as Subway’s spokesman. Jared became an instant celebrity and pop-culture icon with his first appearance in the Oprah Winfrey’s show. Jared was the real-life evidence that Subway offered healthy diet options. He became the vehicle for the communication department to spread Subway’s health message. It was such a success that fast food chains like McDonald’s and Burger King began to change their menus to include healthy food options. More importantly, Subway has cemented itself as the healthy, low-fat fast food chain in the consumers’ consciousness. (Iacono, 2005) With healthy choices with fresh ingredients and reasonable price, Subway grew by leaps and bounds. By the end of 2010, Subway surpassed McDonald’s to become the largest fast food chain in the world in term of number of restaurants. (Praetorius, 2011)
What brand elements would be most useful for differentiating your product/service’s brand from the competition?
In marketing all companies will cross paths with the competition and it remains important for these companies to come up with strategies to distinguish themselves from the rest. In some cases the competition will be intense and in others there may be one or two other competitors. For Subway, the competition is high with fast food becoming more a part of cultures across the world. Although Subway is the leader in sub sandwiches it still trails behind McDonalds in the broader category of the fast food industry.
One of the most important aspects of marketing a company can do to separate it from others is to put a brand on their product. Choosing a brand is crucial to the success of a company in the fact it will be the first thing consumers remember when they use their product. Subway has some distinct brand elements that has really aided in the success of the company in such a short period of time. When a consumer thinks of Subway, one of the first thoughts may be “Eat Fresh”, which is the company’s signature slogan. (Subway, n.d.) This slogan is used in advertisements on TV commercials, billboards, posters, and ads in newspapers or magazines to imbed those words into the customer’s mind. It is catchy, short and usually involves a short jingle to accompany the words so that it is easy to remember. The words “Eat Fresh” can really be attractive to every type of customer that is concerned about the foods they consume. It does target more of a health conscious type consumer but with weight and health as worldwide concerns a more variety of people will be drawn to Subway’s slogan. Subway’s logo features bright yellow which can be an appealing color and grab the attention of a person. (Subway, n.d.) The logo also features arrows that begin and end the word Subway that may represent the fast in and out feature of the restaurant. (Subway, n.d.)
Which firm is the market leader in your industry, what are its strengths and weaknesses?
In the fast food restaurant industry the competition is strong with new products and deals being introduced worldwide. According to Forbes magazine, Subway does rank number three internationally amongst fast food chains. (Forbes.com) The number one fast food chain worldwide is McDonalds, which has steadily kept this spot for many years. (Forbes.com) McDonalds is well known in many family households whether a stop there is common or a visit to the restaurant is a rare occasion. McDonalds has evolved from a fast food chain that was known for its burgers to a place where you can order anything from a salad or yogurt parfait to a burger and fries. What makes McDonald’s so successful is a number of reasons that range from prices to having a variety of products to offer. To start off, anyone can find food at McDonalds that will satisfy their hunger including the health conscious who do not want to stack up on the calories. “The top burger brass has learned to listen to the mothers who called for salads, snack wraps, oatmeal, and apples.” (Kaufman, 2012) Listening to the consumer’s needs is one of the most basic but crucial aspects of a successful company. Another factor in McDonalds’ success would be its affordability to even the most budget conscious consumer. On top of their low prices, McDonalds offers fast and efficient service that is well known to its customers. Although McDonalds is at the top of its industry it does not eliminate the fact that all companies have their weaknesses. For McDonalds, the biggest weakness for the company would be the unhealthiness of the food produced. With obesity on the rise, especially in the United States, fast food restaurants including McDonalds are indirectly being blamed for their contribution to this worldwide health problem. McDonalds is finding ways to steer this negativity away by introducing healthier options for kids and adults. “McDonald 's have managed their logistics function by setting the standards and defining the expectations for each player. They have done it by measuring performance and paying accordingly and by maintaining flexibility and a willingness to innovate.” (Ritchie, 1990) Being the leader in the fast food industry, McDonalds has created exceptional products that are delivered above and beyond the consumer’s needs.
Throughout the years the importance of certain aspects of life change with each generation. The concern of choosing healthy food options and staying fit is becoming more prominent because of the rise in health related illnesses. Subway has already tapped into the minds of the health conscious where as McDonalds is still working on ways to change the unhealthy image that it has adopted throughout the years. As long as Subway keeps the image it has created and continues to grow it very well may be the number one fast food restaurant in the future years to come.
What is the brand promise for your product/service? If there is a similar brand promise that another product/services uses please discuss.
The Subway© brand promise is one of; value, satisfaction, and offers the consumer a varied food selection. The company focuses on branding it’s product as being a “healthy alternative to high fat, fast food” as well as ensuring that its customers are satisfied with its variety of offerings. Its marketing concept is to provide healthy food for a variety of taste preferences, and its brand correlations are: “SUB,” “Fresh,” “Five Dollar Footlong,” “Fresh Fit,” and “Heart Healthy”. These memorable phrases are often used in association with the Subway brand.
Similar brand promises in the fast food arena are Chipotle Mexican Grill and Panera Bread©. These restaurants like Subway, attempt to offer healthy alternatives to commonplace fast food, but provide a different menu than Subway and are not included in the same market segment of sandwich “fast food offerings”. These other two restaurants imply healthy food alternatives and target the same market health conscientious consumer, similar to that of Subway©. Both restaurants are very popular with consumers, but they do not engage in direct competition with the leading sandwich franchise of Subway©. (Forecourt Trader-2013)
What are the attributes and benefits of your product/service? How do they relate to the target market?
The Subway© franchise offers consumers a fresh healthy food value, and ensures that their healthy menu items are readily accessible by nearly everyone. The company prides itself on fast service and a superior product.
The combination of excellent service, great tasting sandwiches and salads, healthier options, convenience, and all at a good value are cornerstones of the Subway experience, and we continually hear from our customers that these are factors they consider to be most important when deciding where to eat. (PR Newswire-2013)
Subway© is able to achieve consumer satisfaction and allegiance by continually offering new products and a variety of choices to entice its customers. Customers relish the “fresh food concept”, and the franchise’s ability to recognize new market opportunities as well as the ease at which it opens new stores, which allows it to maintain dominant market share of the fast food sandwich segment. Also, the company positions itself at the top of its segment by marketing campaigns targeting “savvy consumers”. By embracing the passions of an educated middle income generation, they are able to develop a “relationship” with its customers by affiliating itself with the targeted interests of its chosen consumer market. (Jennings-2003)
In the last five years, the company has been exploring opportunities that other chains may have failed to view. Continually evaluating new location and market opportunities, one of their newest markets was the opening of Subway© stores at military base locations.
“Not only does it provide more outlets for us to serve sandwiches, serve our food to customers and build our customer base, it 's also a way for us to make our men and women in uniform more comfortable where they are," says Public Relations Coordinator Les Winograd. "So it 's something we can all be proud of.” (Norris-2008)
With its target group’s recent interest in lower fat diets, subway has emphasized that its offerings are lower in fat than its fast food competition.
With a long standing reputation for offering an alternative to traditionally fatty fast food, the SUBWAY(R) brand strives to continuously improve the nutritional benefits of its menu and offers a wide variety of great tasting sandwiches and salads that are trans-fat free, and low in saturated fat and cholesterol, including many with 6 grams of fat or less. (PR Newswire-2013)
How can your firm use packaging and labeling to support its brand image?
The Subway© franchise looks to embrace the conscientious consumer, by developing its environmentally friendly product packaging and conscientious store operations. The company is able to “create a relationship” with its customers, and this is an important consumer emotion for the chain.
Subway© packaging offers information on the franchises low fat sandwich offerings, and the chain uses environmentally friendly product packaging. Napkins are comprised of 100% recycled fiber, and 49% post consumer content. Its paper towels and tissue products are also 100% recycled material and up to 75% post consumer content. Even the stores cleaning items are environmentally friendly. Mops for example were made from recycled cotton socks, t-shirts, and the handle is made of recycled plastic bottle caps.” (PR Newswire-2010)
The consumer is able to readily view the firm’s commitment to healthy food choices, and the corporations concern of the environment by viewing product and packaging materials on line at www.subway.com. This provides the consumer with the opportunity of experiencing and associating with the Subway© brand.
What support services do buyers of your product/service want and need?
Customers of subway are looking to gain satisfaction and value in a wholesome and fast meal. Essentially they are looking for healthy alternatives in fulfilling their need for sustenance. The Subway© franchise focuses on relating to customer satisfaction and providing a rewarding experience, by promoting the “emotion” that Subway© respects and supports health conscientious consumers seeking to consume healthy food options. (Paskevich-1992)
The franchise emanates high quality standards, and leaves the “obsessed customer,” feeling that the franchise has a direct and clear sense of their individual needs, wants, and interests. Differentiating themselves from other major fast-food competitors allows the franchise to be forefront in the minds of its target audience, those choosing not to eat at fat laden fast food hamburger restaurants, and are conscientious individuals that want alternative choices. Subway© goes beyond just offering health conscious food, but they also emphasize that they are an “environmentally friendly” fast food restaurant. The patrons in this group are left with a feeling of “well-being” in not only what they eat, but also with their restaurants “relationship” and the chain’s desire to support their environment. (DiPietro, Cao, Partlow-2013)
The company goes beyond offering food, and attempts to integrate into the targeted consumer’s lifestyle. “Customers also expressed preferences related to restaurants that are environmentally friendly and use environmentally safe products.” (DiPietro, et al,, 2013)
What support services does your firm’s main competitor offer? How do those efforts affect their sales?
Subway’s main competitors in the fast food arena are McDonalds, Burger King, and Arby’s. But in the specialized “sandwich segment” of fast food (where Subway’s niche is), there is Quiznos, Jimmy Johns, Firehouse Subs and even Panera Bread. Two smaller sandwich segment competitors are Schlotzsky 's and Port of Subs. (Paskevich-1992) Subway’s main competitor is; “Quizno’s, holds the title of fastest-growing restaurant chain.” (Thuy-Doan Le Bee-2005)
Subway is considered the billboard of sandwiches, even by its nearest competitor. "We actually give a lot of credit to Subway for our success," said Quiznos’ spokeswoman Stacie Lange. "With their emphasis on sandwich and fresh, that did a lot to market the sandwich category.” (Bee, 2005)
Subway has created the niche in the sandwich segment of fast food. Quiznos and other sandwich competitors utilize the unique concept that Subway developed, but attempt to differentiate their sub’s in a small way to be able to participate in this fast food segment. Quizno’s is attempting to grab their share by offering a “toasted sandwich” that is “a little more expensive but people are willing to pay what it takes for a good sandwich." (Bee, 2005)
"They 're going after the Quiznos market," said Bob Goldin, exec VP at restaurant consultant. “They 're adapting and reacting to the times.” (MacArthur-2004) As new entries into the “sub market” develop and create new space, the sandwich segment steals additional market share from the overall fast food market, and Subway© capitalizes on the opportunity. The competition then remains between the leaders on a global scale, versus the regional competitor’s in the local markets. (Bee, 2005) Competition seems to be good for the sandwich segment overall. As one “sub” franchise markets a new twist to the sandwich (ex. Quiznos toasted buns), the other franchises follow suit by installing ovens to compete with the toasted bun market. The competition tends to develop and expand the market segment, yet Subways’ large global footprint and excellent marketing campaign continues to yield positive sales and growth.
What post-sale service arrangements must or should your firm provide to handle repairs/services? How will repair/service efforts affect customer satisfaction?
Post-sale service is a big deal in the manufacturing industries such as automobiles and personal computing industries. In fact, studies have indicated that many companies have profited significantly from the post-sale services. In 2006, as much as two-thirds of Xerox $16 billion in annual sale came from post-sale services and spare parts. For other manufacturing companies, post-sale service is their core service and the primary revenue generators. (Deckert, 2006) While these are the case in the manufacturing industries, it is not so much for the food service industries. Food service industries do not have to worry about food needing spare parts or requiring warranty or maintenance services. They only have to concern about maintaining and gaining customer loyalty, provide outstanding customer service, providing service consistency and maintaining and improving brand image. Customer satisfaction, customer loyalty, customer service, and brand image are all inter-related: In order to obtain customer satisfaction, Subway must provide outstanding customer service. If the customer is satisfied with the customer service, Subway gains customer loyalty and positive brand image.
For Subway to grow and prosper, it must adhere to all these aspects of customer relationship management. Not doing so could have negative consequences on the franchise chain. On clear example is the company’s recent handling of its 11-inch “footlong” controversy in the post-sale environment. The controversy started when an Australian teenager posted a photo of the supposedly footlong that measured only 11 inches on Subway’s main Facebook page. The photo immediately went viral. Customers from around the world started sharing photos of their footlong sub sandwiches that didn’t quite measure up. Here is Subway’s response to the controversy:
With regards to the size of the bread and calling it a footlong, ‘SUBWAY FOOTLONG’ is a registered trademark as a description name for the sub sold in Subway Restaurants and no intended to be a measurement of length. The length of the bread baked in the restaurant cannot be assured each time as the proofing process may vary slightly each time in the restaurant. (Sieczkowski, 2013)
Subway’s response was a big mistake. Whether the footlong were to be taken as a measurement of length or not was not important. The important thing to consider was the customers’ expectation. They expected a 12-inch sandwich and Subway didn’t deliver. Subway’s shortcoming in its footlong sandwiches and its subsequence handling of it had cost dissatisfaction among customers. They felt they were cheated by Subway. As a result of the controversy, Subway suffered numerous lawsuits for misleading claims and its brand image tainted. “Customer satisfaction is related with loyalty of the customer and financially stable performance of the firm.” (Choudhary, 2011) Subway definitely suffered some financial setback (i.e. lawsuits). More importantly, they lost some of the customer loyalty. Even for such a large franchise chain, Subway was not prone from make serious mistakes. Subway learned that it was the customers that determined the size. Realizing the mistake from its initial response, Subway had since then switched tone in an effort to regain customer satisfaction. “…We have redoubled our efforts to ensure consistency and correct length…Our commitment remains steadfast to ensure that every Subway Footlong sandwich is 12 inches at each location worldwide.” (Hsu, 2013)
Developing pricing strategies is crucial in setting the standard for a company and what type of customers the prices will attract. Subway has priced its products to average the same prices as other fast food restaurants in the industry. Although Subway keeps their prices pretty even across the board there are some price adaptations the firm could use to benefit the company. In addition there may be ways for the Subway company to alter the prices of their products and further the success of the firm.
What price adaptations should your firm include in its marketing plan? Be specific.
Subway is a fast food restaurant designed to accommodate and attract almost any type of customer. In order to achieve this, Subway offers deals like five-dollar footlongs and a featured six-dollar footlong special of the month on top of their already low prices. (Subway, n.d.) The five-dollar footlongs choices should change according to the costs of the meat products bought. The change of sandwiches may attract more customers to go to the restaurant and take advantage of the deal on their favorite sandwich. Another price adaptation that should be included in Subway’s marketing plan should include a price cut on a large volume purchases. For example, when a customer wants Subway to cater an event, a discount should be offered to those ordering larger quantities. These types of discounts will attract customers who are looking for an affordable way to throw a party or have a lunch meeting. In addition, Subway should offer rewards and promotions to frequent customers by re-implementing a rewards card. A rewards card should be able to keep track of how often and how much a customer spends money at Subway. These customers should receive promotions for their loyalty to the company. “The main behavioral purpose of any loyalty initiative is to maximize the level of customer’s relative attachment toward their favorite products or services.” (Szczepanska, Gawron, 2011) Another price adaptation to include would be coupons for products that the company is trying to promote and see if the customers respond. This is beneficial for both Subway and its customers. Subway can use this as a tool to see what products the customers like and for the customers to get the product at a discounted price. If Subway implements these price adaptations to their products, the company’s reputation and success for the future will be sure to go up.
Describe and discuss any changes your team would make in the pricing of your product. Be specific and provide examples where applicable.
Subway prides itself on its low prices on a variety of products that the company offers. Although cutting the prices on all products may not be an option because it may cause low profits, adding more deals and promotions may be the answer. “Some others feel that passing on the burden to consumers is not the best thing to do in the price sensitive F&B business.” (Fast food, 2012) Subway could try a “happy hour” special from 4 PM to 6 PM and offer products at a discounted price. This would allow more flow into the stores due to the low prices and Subway’s popularity will increase as a result. Additionally the increase in customers will make up for the loss in profits from regular priced items. In restaurants all unused food will spoil eventually so offering a special for the last hour or two the restaurant is open could also be a good price change. Offering this special will reduce wasted food and also turn over a profit for the company. Another price option to consider would be similar to a Groupon in which the deal would offer buy one sub sandwich, get one half off. This type of deal does not have to offered everyday; it could be an option for the weekends when business may be at a more constant flow. Although cutting prices on the individual products may not be a good idea, offering lower prices for certain parts of the day and on products that are going to be wasted may be a better alternative.
The way a company prices the products or service will help the company to attract new customers and keep loyal customers coming back. Subway’s already low prices are one of its noticeable strengths. Because of the low prices, Subway should think of alternative ways to gain more customers while still maintaining a positive profit. Creating more deals and changing prices on products during non rush hour times may be a good solution. In addition, Subway should reward the loyal customers by providing a rewards card that will give them promotional deals. Subway is already a fast growing franchise recognized worldwide that doesn’t necessarily need to cut prices in order to gain more popularity.
Describe, discuss and analyze all of the various Integrated Marketing Communication (IMC) mix components your product/service uses.
Integrated Marketing Communication is widely used today by companies to communicate to their customers. It is a revolutionary concept that incorporates all forms of advertisement into a “harmonious, customer-centered planning process” (Jones, n.d.). Subway incorporated several IMCs that involved its most famous spokesman Jared Fogle that resulted in significant profit for the company. Since becoming the spokesman for Subway, he had been in several marketing channels that promoted Subway’s brand image. He appeared in several TV shows and radio shows to include Larry King Live and Oprah to talk about his incredible weight loss. The discussion of his physical transformation included mentions of the Subway diet brought positive response from target audience. Jared was also in Supersize Me, a documentary film that followed Morgan Spurlock during a 30-day period in which he ate only McDonald’s food. The film helped Subway to distance itself from McDonald’s and other fast food restaurants as the healthy food alternatives. Jared was also gave keynote speech at White House to lobby the government to do more in combating obesity. Although he was not there to represent Subway or spoke for Subway, Jared, as a public figure, was associated with Subway. Jared helped to launch the Subway School Lunches Program in which Subway provides delivery service to schools from off-site Subway restaurants. He was parodied in Saturday Night Live and South Park. He, in various IMCs, has become a celebrity and a public figure known as the “Subway guy” which has helped boost the Subway brand recognition. “He has become an aspiration for tens of thousands of others who have gone on their own diets after hearing Jared’s incredible weight-loss success.” (Subway, n.d.)
Describe, discuss and analyze the internet marketing possibilities for your product/service.
Companies of today have been involved with several internet marketing strategies in attempt to reach the tech-savvy consumers. Social media sites like Facebook, Twitters, and Youtube allow companies multitude of ways to communicate to the consumers and spread their brand image. Social media has many positive aspects: it is an inexpensive platform for companies to communicate and receive feedbacks directly from the consumers. (Social Media Marketing, 2011) Subway uses Facebook and Twitter to connect with the consumers with over 15 million friends and 500,000 followers, respectively. The head of Subway’s social-media team said, “We spend a tremendous amount of time not only sharing news about special promotions at Subway, but also listening, responding and amplifying customers ' stories or their concerns to make sure they know they are being heard.” (Brin, 2012) Since placing high emphasize on using social media to listen and respond to customers, Subway has become the most beloved fast food chain in the United States with 76% positive rating from according to online opinion poll. (QSRmagazine.com, 2011)
Describe, discuss and analyze the use of social media in marketing your product/service.
In the 21st century, social media is growing faster and stronger each year. “The speed of innovation increases day-by-day, and this era has the highest rate in the speed of the enhancement of technology in comparison with any previous era.” (Dehkordi, Rezvani, Rahman, et al, 2012) A significant amount of people worldwide have an account or at least know of social networks like Facebook and Twitter. Because of the rise in use of the internet in the last twenty years, companies have also started to use social media as a way to market their product or service. Subway in particular uses Facebook and Twitter to achieve an even broader audience of customers to market to. On Subway’s Facebook and Twitter accounts, customers can find posts about featured products and write ideas and thoughts about that post. “Subway continuously manages to sell promoted deals without pushing the advertising theme too far, according to Vivaldi.” (Badenhausen, 2013) Subway also uses this social network to allow customers access to what the company is involved in like the American Heart Association and sporting events like the Superbowl. Subway is very adamant about promoting healthy lifestyles and social media helps to further this effort by posting about working out and featuring famous sports stars. In addition, these networks allow customers to share their opinions and ideas to each other as well as the company. “Social media users posted 44,189 opinions on Subway and 258,270 opinions on fast food chains in the last 12 months, which they shared 137,763,386 times. 81% of opinions posted on Subway were positive.” (Research and Markets, 2012) It is clear that Subway customers are responding to the use of social media in marketing their favorite products.
Surveying the current promotional efforts for your product/service, what specifics could you provide that show your firm is delivering value for their customers?
A company who offers promotions for their product or service will ultimately be the most successful as well as have more loyal customers. Promotional efforts are both valuable to the consumer and the company offering the promotion. Consumers get to take advantage of the lower prices while the company may see an increase in sales and customers. “Typically, promotion campaigns require some form of effort before consumers can benefit from the promotional incentive being offered.” (Dogan, 2010) The everyday promotional values at Subway make it easy for all customers to enjoy the food at a low price without having to put forth any effort to save. Subway is one fast food chain among many that use promotional efforts to deliver value and savings to their customers. To start off the day, Subways offers a breakfast combo for three dollars, which includes a breakfast sandwich and coffee. Moving onto lunchtime, the firm then offers a six-inch sub sandwich and a twenty-one ounce fountain beverage at a four-dollar value. This value menu combo can be purchased and enjoyed anytime of the day. In addition, Subway offers a variety of five footlong sub sandwiches for five dollars all day, everyday. Lastly, Subway’s menu features a value sub sandwich that changes monthly and can range from a buffalo chicken sub to a turkey and bacon avocado sub sandwich. (Subway, n.d.) With these values Subway can offer great incentives to their customers while also capitalizing on the benefits of the promotions.
What examples could you provide of firms (any firm, in any industry) that successfully engaged in socially responsible marketing?
Socially responsible companies and businesses are becoming more popular in today’s society, as the concept of “responsibility” is widely promoted and expected. Companies became readily aware of the “responsible” trend as early as 1970’s, and this is when Starbucks began to address the concept of “Social Responsibility.”
Toms of Maine- This company began in 1970. Its product line was originated to supply consumers with all natural health care products, and the company’s focus was “doing right for customers, employees, communities and environment”. Toms donates 10% of the profits to charitable organizations, and encourages employees to use 5% of their paid time to volunteer in the community. The founder established the company on the premise of “doing what is right for customers, employees, communities, and environment,” as well as “adhering to standards of natural, sustainable, and responsible; and by not testing on animals.” (PR Newswire-2006)
Whole Foods- One of the original and very successful organic and natural food chains, with a belief of providing healthy, fresh, organic food. Its success lies in choosing the proper social market to introduce its stores, but also in how it manages its relationship in the community. The company strives for customer satisfaction, and employee happiness. It offers excellent shareholder value while providing local community support and environmental improvement. It has become a “friendly” merchant business, and has been ranked “100 Best Companies to Work for in America” by fortune magazine. (Canada News Wire-2005)
Subway©- The franchise has embarked on an environmental campaign with utilization of environmentally conscious paper products as well as using water conserving technology in their franchise’s. They have switched to products and practices to improve the sustainability of their supply chain and to reduce their waste stream. Additionally, they have made a commitment to support responsible farming and fishing in an effort to support the earth’s natural resources. The company also encourages their franchise’s to contribute to the local community, promotes diversity, and chooses to employ “eco-friendly” building materials in new and existing building locations. (U.S.Newswire-2012)
What specific suggestions could you provide for your firm to follow in order to be more socially responsible?
Growing concerns over the sustainability of our planet has encouraged companies to evaluate business practices of suppliers and producers within their business footprint. Sustainability, in a nutshell is protecting and respecting natural resources, and supporting future generations and the environment.
It is easiest for developed countries to consider being socially responsible, as the majority of its population’s primary needs is met. Poor and impoverished countries still struggle to provide the basis necessities for life. Developed countries have an opportunity to take an active role in sustainability and social responsibility. Whole Foods and other conscientious company’s offer employees a better work environment, and better pay and proper work hours protect and respect the employees. (Mohr-2001)
Primary considerations for a company seeking to participate in a socially responsible program are, but not limited to: water conservation, promoting sustainability by utilizing recycled paper products and building materials, supporting measures to prevent de-forestation in third world countries, protecting wildlife, using humane practices on farm animals, proper product sourcing, giving portions of profits to poor and impoverished countries, giving back to the community, and supporting health conscious organizations. “Companies, cooperatives and landowners that participate in our programs meet rigorous standards for protecting the environment, wildlife, workers and local communities.” (PR Newswire-2003)
“As more businesses adopt corporate social responsibility (CSR) principles, it gets harder to know what 's real and what 's greenwashing, marketing hype and public relations spin.” (Robb-2013)
Although, not all firms employing a socially responsible practice are successful at marketing their campaign. Critiques of companies claiming to become “socially responsible” often fail, as public perception disarms the company’s image before it can employ its new marketing practices.
Conclusion
Subway started with a humble beginning by a young Fred Deluca opening a submarine sandwich shop to pay for his medical college. Through superb and intelligent marketing management, Subway has surpassed McDonald’s to become the largest fast food chain in the world in terms of unit size. Subway focused on the on-the-go consumers with busy lives by providing quality reasonably-priced food with menu item customizations to customers’ likings. Through the use market differentiation, Subway successfully separated itself from McDonalds and other fast food restaurants as a uniquely restaurant franchise that offered fresh and healthy menu items. Various marketing communication strategies like using Jared Fogle as evidence that the “Subway diet” worked and using advertisement slogan “Eat Fresh” catapulted the Subway franchise into the consumer consciousness as the healthy, nutritious fast food alternatives. Subway continued effort to improve its products and brand image by directly communicating with customers through embracing the internet and various social media platforms. To expand all over the North America and internationally, Subway utilized geographical segmentation strategies by modifying its menu items from region to region to cater to the local needs and diets. Subway is not without flaws. Its mismanagement of the 11-inch footlong controversy has lost some loyal customers and tarnished the brand image. Subway is also facing competitions in the sandwich segment with the rise of Quiznos, Jimmy Johns, Firehouse Subs, Schlotzsky’s and Port of Subs. Despite some missteps and rising competitions, Subway continually experiencing positive sale and growth due to its large international footprint and adaptively intelligent marketing strategies.
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Retrieved from http://www.liberty.edu:2048/login?url=http://search.proquest.com.ezproxy.liberty.edu:2048/docview/234254995 Nation’s Restaurant News, May 2013. Retrieved from: http://nrn.com/consumer-trends/mcdonald-s-subway-rank-most-visited-qsr-chains Paskevich, M. (1992, Jul 12). RESTAURANTS sandwich shops take big bite out of city 's fast- food market. Las Vegas Review - Journal. Retrieved from: http://search.proquest.com/docview/259936188?accountid=12085 Pitta, Dennis. (2010). Product strategy in harsh economic times: Subway. Journal of
Product & Brand Management. 19(2), 131-134. Retrieved from http://www.liberty.edu:2048/login?url=http://www.emeraldinsight.com.ezproxy.liberty.edu:2048/journals.htm?issn=1061-0421&volume=19&issue=2&articleid=1853410&show=html&PHPSESSID=cja63t56ejo9mtpmd01p5rt8u6 Platt, A. (2010). Sub Smackdown. Retrieved 27 June 2013, from http://nymag.com/restaurants/features/sandwiches/66292/ Praetorius, D. (2011). Subway Passes McDonald’s to become the World Largest Restaurant Chain. Retrieved 28 July 2013, from http://www.huffingtonpost.com/2011/03/07/worlds-largest-restaurant-chain-subway_n_832511.html QSRMagazine.com (2011).Consumers Turning to Subway for Health. Retrieved 11 July 2013 http://www.qsrmagazine.com/news/consumers-turning-subway-health?microsite=9345&utm_campaign=20110623&utm_source=jolt&utm_medium=email QSRmagazine.com (2012).Social Media Users Love Subway the Most. Retrieved 10 August 2013, from http://www.qsrmagazine.com/news/social-media-users-love-subway-most Reducing sodium. (2011, April-May). Frozen Food Digest, 26(4), 20. Retrieved from http://go.galegroup.com.ezproxy.liberty.edu:2048/ps/i.do?id=GALE%7CA260060446&v=2.1&u=vic_liberty&it=r&p=AONE&sw=w Ritchie, Peter. (1990). McDonald’s: A winner through logistics. International Journal of Physical Distribution & Logistics Management. 20(3), 21-24. Retrieved from http://www.liberty.edu:2048/login?url=http://www.emeraldinsight.com.ezproxy.liberty.edu:2048/journals.htm?issn=09600035&volume=20&issue=3&articleid=846349&show=html Robb, J. (2013, May 21). Being socially responsible on the backs of the poor. The Spectator. Retrieved from: http://search.proquest.com/docview/1353330413?accountid=12085 Rogers family coffee companies, national audubon society and rainforest alliance launch habitat friendly socially responsible audubon coffee line for national distribution. (2003, Nov 19). PR Newswire. Retrieved from http://search.proquest.com/docview/446869574?accountid=12085 Sieczkowski, C. (2013). Subway Response to ‘Footlong’ Controversy: Name ‘Not Intended To Be A Measurement of Length.” Retrieved 3 August 2013, from http://www.huffingtonpost.com/2013/01/19/subway-response-footlong-controversy-measurment_n_2511316.html Social Media Marketing.(2011, July).Kitchen & Bath Design News, 29(7), 48. Retrieved from http://go.galegroup.com.ezproxy.liberty.edu:2048/ps/i.do?id=GALE%7CA260603811&v=2.1&u=vic_liberty&it=r&p=ITOF&sw=w
Starbucks.com (2009). Subway Restaurants to Brew Seattle’s Best Coffee Exclusively. Retrieved 6 July 2013, from http://news.starbucks.com/article_display.cfm?article_id=292 Subway is first with calorie labelling. (2012, Oct 11). The Corkman. Retrieved from http://search.proquest.com/docview/1112230749?accountid=12085 Subway Moves Fast as Opportunities for Expansion Grow. (2011, January 20). Retail Traffic [Online Exclusive]. Retrieved from http://go.galegroup.com.ezproxy.liberty.edu:2048/ps/i.do?id=GALE%7CA247398142&v=2.1&u=vic_liberty&it=r&p=ITOF&sw=w SUBWAY(R) named "brand of the year" in 2013 harris poll EquiTrend(R) study. (2013, Mar 27). PR Newswire. Retrieved from http://search.proquest.com/docview/1319834888?accountid=12085 Subway.com (n.d.). Jared Fogle. Retrieved 9 August 2013, from http://www.subway.co.nz/about-us/jared-fogle
Subway. (n.d.). SUBWAY. In Menu- Everyday Values. Retrieved July 6, 2013, http://www.liberty.edu:2048/login?url=http://www.subway.com/subwayroot/about_us/history.aspx Subway. (n.d). SUBWAY. In The History of Subway. Retrieved July 6, 2013, http://www.liberty.edu:2048/login?url=http://www.subway.com/subwayroot/about_us/history.aspx SUBWAY(R) restaurant chain continues to "live green" with salad bowls made from 95 percent recycled materials. (2012, Apr 16). U.S.Newswire. Retrieved from: http://search.proquest.com/docview/1000432041?accountid=12085 SUBWAY(R) shows off outfits made from restaurant chain 's recycled packaging. (2010, Sep 10). PR Newswire. Retrieved from http://search.proquest.com/docview/750175867?accountid=12085 Subway; SUBWAY(R) sandwich chain opens 600th Los Angeles area location. (2011). China Weekly News, 407. Retrieved from http://search.proquest.com/docview/856048619?accountid=12085 Subway tests upscale cafe format. (2011, June 13). Nation 's Restaurant News, 45(12), 6. R Retrieved from http://go.galegroup.com.ezproxy.liberty.edu:2048/ps/i.do?id=GALE%7CA258993864&v=2.1&u=vic_liberty&it=r&p=ITOF&sw=w Szczepanska, Katarzyna , Gawron, Patryk. (2011). Loyalty program effectiveness. Foundations of Management. 3(2), 89. Retrieved from http://www.liberty.edu:2048/login?url=http://search.proquest.com.ezproxy.liberty.edu:2048/docview/1322351900/fulltextPDF?accountid=12085 The benefits of a SUBWAY[R] franchise. (2013, June). Forecourt Trader, 54. Retrieved from http://go.galegroup.com.ezproxy.liberty.edu:2048/ps/i.do?id=GALE%7CA335070333&v=2.1&u=vic_liberty&it=r&p=ITOF&sw=w The Week: Branding news - Subway plots branded runs. (2012, October 19). Campaign, 08. Retrieved from http://go.galegroup.com.ezproxy.liberty.edu:2048/ps/i.do?id=GALE%7CA305697447&v=2.1&u=vic_liberty&it=r&p=AONE&sw=w Thuy-Doan Le Bee, S. W. (2005, Aug 06). Sandwich wars quiznos, the fastest-growing restaurant chain, chases the industry leader, subway two companies view real enemy as burgers, fried chicken. The Sacramento Bee. Retrieved from: http://search.proquest.com/docview/246597506?accountid=12085 Tom 's of maine honored by EPA for outstanding environmental achievements. (2006, May 05). PR Newswire. Retrieved from: http://search.proquest.com/docview/447691095?accountid=12085 Whole foods market(R) to donate more than $570,000 to establish whole planet foundation(TM). (2005, Nov 04). Canada NewsWire. Retrieved from: http://search.proquest.com/docview/453212732?accountid=12085 Yakup, D., Mucahit, C., Reyhan, O., 2011. The Impact of Cultural Factors on the Consumer Buying Behaviors Examined through An Empirical Study. Retrieved 11 July 2013 http://www.google.com/#sclient=psy-ab&q=the+impact+of+cultural+factors+on+the+consumer+buying+behaviour+examined+through+an+empirical+study&oq=the+impact+of+cultural+factors+on+the+consumer+buying+behavior&gs_l=hp.1.0.0i22i10i30j0i22i30.9946.34205.1.37154.87.53.9.20.21.2.1716.15893.2j11j27j9j6-1j0j2.52.0....0...1c.1.19.psy-ab.1R8lfKn7w5U&pbx=1&bav=on.2,or.r_qf.&bvm=bv.48705608,d.cGE&fp=ae6a54da3a04ca6&biw=1440&bih=689 (2012). Fast food companies increase prices as inflation brings down profitability.
The Financial Express. Retrieved from http://www.liberty.edu:2048/login?url=http://rx9vh3hy4r.search.serialssolutions.com/?ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info:sid/summon.serialssolutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=artic (2012). Research and markets; public opinion on Subway and fast food chains on social media. Marketing Weekly News. 1012. Retrieved from http://www.liberty.edu:2048/login?url=http://rx9vh3hy4r.search.serialssolutions.com/?ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info:sid/summon.serialssolutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=artic (2013). Top 10 global fast-food chains. Forbes.com. Retrieved July 25, 2013, from http://www.liberty.edu:2048/login?url=http://www.forbes.com/pictures/mlf45khke/top-10-global-fast-food-brands/

References: Anonymous. (2008). SUBWAY; SUBWAY restaurant introduces $5 footlongs. Food Weekly Focus Cebrzynski, G. (2008). Painting the picture of health. Nation 's Restaurant News, 42(8), 43-44,46. Retrieved from http://search.proquest.com/docview/229372789?accountid=12085 Choudhary, A. (2011). Impact of After Sale Service Characteristics on Satisfaction. Retrieved 1 August 2013, from http://www.academia.edu/1163749/Impact_Of_After_Sale_Service_Characteristics_on_Customer_Satisfaction Deckert, A. (2006). Post-sale services often overlooked, study says. Rochester Business Journal, 22(1), 4. Retrieved from http://search.proquest.com/docview/235118702?accountid=12085 ?accountid=12085 Dehkordi, Goodarz Javadian; Rezvani, Samin; Rahman, Muhammad Sabbir; Nahid, Firoozeh Fouladivanda Neda; Jouya, Samaneh Faramarzi. 2012. Conceptual study on e-marketing and its operation on the firm’s promotion and understanding Hsu, T. (2013). Subway Pledges to Make all its Footlong Sandwiches 12 Inches. Retrieved 4 August 2013, from http://articles.latimes.com/2013/jan/25/business/la-fi-mo-subway-footlong-20130125 Iacono, E. (2005, Jan 24). Subway positions itself as healthy fast-food option. PRweek, 8, 10. Retrieved from http://search.proquest.com/docview/232039377?accountid=12085 Jargon, J., 2011. Subway Runs Past McDonald’s Chain. Retrieved 6 July 2013, from http://online.wsj.com/article/SB10001424052748703386704576186432177464052.html Kanzler, F. (1998). The positioning statement: Have one before you start communicating. Public Relations Quarterly, 42(4), 18-20. Retrieved from http://search.proquest.com/docview/222391576?accountid=12085 Kaufman, Frederick. (2012). Mcdonalds. Foreign Policy. 196, 52. Retrieved from http://www.liberty.edu:2048/login?url=http://search.proquest.com.ezproxy.liberty.edu:2048/docview/1112117599/fulltext?accountid=12085 Kolter, Philip & Keller, Kevin. (2012) Marketing Management. Upper Saddle River, New Jersey: Prentice Hall. MacArthur, K http://search.proquest.com/docview/208335333?accountid=12085 Moeen, H., 2010 Paskevich, M. (1992, Jul 12). RESTAURANTS sandwich shops take big bite out of city 's fast- food market. Las Vegas Review - Journal. Retrieved from: http://search.proquest.com/docview/259936188?accountid=12085 Pitta, Dennis. (2010). Product strategy in harsh economic times: Subway. Journal of Product & Brand Management http://www.huffingtonpost.com/2011/03/07/worlds-largest-restaurant-chain-subway_n_832511.html QSRMagazine.com (2011).Consumers Turning to Subway for Health http://www.qsrmagazine.com/news/consumers-turning-subway-health?microsite=9345&utm_campaign=20110623&utm_source=jolt&utm_medium=email QSRmagazine.com (2012).Social Media Users Love Subway the Most http://www.huffingtonpost.com/2013/01/19/subway-response-footlong-controversy-measurment_n_2511316.html Social Media Marketing.(2011, July).Kitchen & Bath Design News, 29(7), 48 Starbucks.com (2009). Subway Restaurants to Brew Seattle’s Best Coffee Exclusively. Retrieved 6 July 2013, from http://news.starbucks.com/article_display.cfm?article_id=292 Subway is first with calorie labelling. (2012, Oct 11). The Corkman. Retrieved from http://search.proquest.com/docview/1112230749?accountid=12085 Subway Moves Fast as Opportunities for Expansion Grow. (2011, January 20). Retail Traffic [Online Exclusive]. Retrieved from http://go.galegroup.com.ezproxy.liberty.edu:2048/ps/i.do?id=GALE%7CA247398142&v=2.1&u=vic_liberty&it=r&p=ITOF&sw=w SUBWAY(R) named "brand of the year" in 2013 harris poll EquiTrend(R) study. (2013, Mar 27). PR Newswire. Retrieved from http://search.proquest.com/docview/1319834888?accountid=12085