strategic planning of subway......

2. INTRODUCTION
• Subway is an American fast food restaurant franchise that primarily sells submarine
sandwiches and salads.
• Subway is one of the fastest growing franchises in the world, with 40,855
restaurants in 105 countries and area of 1st January 2014.
• Subway's international headquarters is in Milford.

3. PRODUCTS
• Subway's core product is the submarine sandwich. In addition to these, the chain
also sells wraps, salad, and baked goods.
• Subway's best-selling sandwich, ontains pepperoni, salami and ham.

4. MISSION OF SUBWAY
“To provide the tools and knowledge to allow entrepreneurs to successfully complete
in the QSR industry worldwide by consistently offering value to consumers through
providing great fasting food that is good for them and made the way they like it”

5. MARKETING STRATEGY
• Subway's marketing program addresses health, fresh, custom-made sandwiches
expectations of consumers through a number of approaches.
• Success factors for fast food franchisees will include products and marketing
targeted to healthier menu selections, brand consistency, low start-up costs,
franchisee support, and consumer convenience. Subway represents a running
example of a fast food franchisee ready for success in the future fast food
market.

6. • Branded fast food continuing to move into other nontraditional venues such as
colleges, airports, military bases, hospitals, and amusement centers. Part of their
marketing strategy, Subway includes identifying which venues and retail chains
would be most amenable to quick-service brands.

7. OTHER STRATEGIES
1) Market Penetration
2) Market Development
3) Diversification
4) Product Development

8. MARKET PENETRATION
• Market penetration is a firm increases its share of a market in which it already
operates.
• SUBWAY always focuses their marketing strategies to penetrate the markets which
they are already operating. They have one operating department, it is Franchise
sales, this group is dedicated to finding those individuals who has quality of the
entrepreneurial spirit required to open a SUBWAY franchise of their own. They find
new franchisees to penetrate the market.

9. MARKET DEVELOPMENT
• This strategy involves finding new markets for the products a firm already makes.
• SUBWAY has developed a team specifying for market development. New Business
Development. This team works closely with potential franchisees who wish to open
a SUBWAY restaurant in non-traditional locations such as in a supermarket, movie
theater or gas station.
• Subway restaurant sites are adaptable to any type of location.

10. DIVERSIFICATION
• Diversification involves the firm going into new markets which are totally different
from those targeted by the existing activities of the firm. SUBWAY is going for real
estate markets, mobile phone markets and some financial markets to reduce their
business risk through diversification.

11. PRODUCT DEVELOPMENT
• Improvement of products over time to maintain their competitive position. Product
development is one of the main marketing strategies of SUBWAY, specially
introducing improved healthier menus.
• SUBWAY has a Research & Development team this department is responsible for
developing and test marketing the food that we serve and the equipment that is
used.

12. THANK YOU