Essay On Brand Strategy Of Subway: Situation Analysis And Rebranding

Value Proposition of Subway

Subway is an American multinational fast food restaurant franchise (Simi and Matusitz 2017). The company is known for its submarine sandwiches, salads, wraps as well as beverages (Kelly, Callaghan and Gabhainn 2021). This assignment is focused on conducting a thorough situation analysis of the company and also rebranding it. 

Subway is an American fast food franchise that is multinational and it offers a wide range of sandwiches salads wraps as well as beverages to its customers. The company was established in the year 1965. Dr. Peter Buck, Who was the nuclear physicist who first started the subway brand let’s change the lives of several college students in those times. The company started as a submarine sandwich shop which has changed the fast food industry over the years of its operation. This presentation is focused on conducting a thorough situation analysis of the company and also rebranding it. 

Subway is known for serving fresh, customizable as well as affordable sandwiches to its customers. The company is strict to its core values and principles of catering to the needs of the growing fast food industry so high quality and quick service (Mammadli 2016). The company offers exceptional service to its valued guests (Hussain et al. 2020). The company is also focused on keeping their operating costs low so that they can ensure growth in their systems and also offer affordable submarine sandwiches to their customers. 

Subway is extremely strict to its core values as well as principles that have remained the same over the decades of its operation. They are known for offering fresh, may order as well as affordable sandwiches to the customers. One of the major unique value propositions is exceptional service to their valued guests. They operate at a low cost so that they can ensure the incorporation of high quality systems so that they can grow within the operational market. the company offers a wide range of high quality menu items for each and every segment of customers so that they can afford as well as enjoy their food items. 

Product strategy: The company offers a variety of snacks, sandwiches, breakfast items as well as side drinks to cater to the diversified needs of the customers. Pricing strategy: The sandwiches cost between $4 and $8. This is extremely affordable and their differential pricing strategy has helped them keep competitive pricing and create value (Ganatra et al. 2021). Place and distribution strategy: Subway has approximately 35,000 franchises across 100 nations. It is also available across hospitals, airports, amusement parks, business centers, and many more. Promotion strategy: the company uses its tagline ‘Eat fresh' to promote the high quality as well as fresh food that they offer. Their advertisements are highly targeted to raise awareness about their products. They specialize in TV advertisements and print advertisements targeted to the general public and to the adults between 18 to 35 years of age in particular (Su, Tang and Li 2018). 

Marketing Strategy of Subway

The 4P’s of Subway make up their marketing and promotional strategy. This includes: Product strategy: Subway offers a variety of snacks, sandwiches, breakfast items as well as side drinks to cater to the diversified needs of the customers. Pricing strategy: Subway sandwiches cost between $4 and $8. They keep their prices extremely affordable so that people from different income groups can enjoy their food. They follow the differential pricing strategy combined with value pricing to have competitive pricing and also create value for the customers. Place and distribution strategy: Subway has approximately 35,000 franchises across 100 nations. They are also available across hospitals, airports, amusement parks, business centers, and many more. Promotion strategy: Subway uses its tagline ‘Eat fresh’ to promote the high quality as well as fresh food that they offer. Their advertisements are highly targeted to raise awareness about their items. They specialize in TV advertisements and print advertisements targeted to the general public and to the adults between 18 to 35 years of age in particular. 

Geographic segmentation: In some of the Middle Eastern countries, Subway offers a halal menu, vegetable menus without beef in India, as well as more sauce based food items in America. Demographic segmentation: caters to the individuals between the age group of 18 to 39 years who are concerned about their calorie and carb consumption and have a knack for fitness (Harrington, Ottenbacher and Fauser 2017). Psychological segmentation: caters to the customers who follow a healthy lifestyle. Behavioral segmentation: food quality, as well as food safety, is maintained by the company to cater to the health conscious people. 

Subway segments its customer groups as per the following variables: Geographic segmentation: In some of the Middle Eastern countries, Subway offers a halal menu, vegetable menus without beef in India, as well as more sauce based food items in America. Demographic segmentation: caters to the individuals between the age group of 18 to 39 years who are concerned about their calorie and carb consumption and have a knack for fitness. Psychological segmentation: caters to the customers who follow a healthy lifestyle.  Behavioral segmentation: Food quality, as well as food safety, is maintained by the company to cater to the health conscious people. 

Targeting: Subway not only caters to Generation Z and millennials, but they have also started to cater to the kids' segment. they add nutritional content to the kids' meal by replacing carbonated soft drinks with vitamin juices. Positioning: The company has always positioned itself as a fresh brand with its tagline ‘Eat fresh’. It has also positioned itself as the go to brand for snacking at affordable prices (Chen et al. 2018). 

Segmentation, Targeting, and Positioning

The targeting strategy of Subway does not only include catering to Generation Z and millennials, but they have also started to cater to the kids' segment. They add nutritional content to the kids' meals by replacing carbonated soft drinks with vitamin juices. Subway has always positioned itself as a fresh brand with its tagline ‘Eat fresh’. It has also positioned itself as the go to brand for snacking at affordable prices. The new logo of the brand has presented to the customers the next step of its improvement process. The company now focuses on fulfilling consumer desires by adding premium menu items like rotisserie style chicken as well as carved Turkey breasts. 

Menu expansion to various healthy items like soups and salads. Other healthy alternatives to dessert items like pudding, brownies, and pan cakes can be created. 

Menu expansion in terms of more healthy snacking can help the brand to extend its horizons. This can include vegetarian as well as non vegetarian soups and salads. Apart from that, the company can also create a dessert range using healthy ingredients like pudding, brownies, and pan cakes. 

Subway can introduce food trucks across various locations. This will help in improving sales and reaching out to a wider audience. 

Food truck facilities can help in reaching a wider range of customers. It will not only help in redesigning the business model and operations but also help in promoting the brand. The food trucks will be located in urban and populated centers across nations. 

Conclusion 

Therefore, in conclusion, it can be said that Subway is one of the fastest growing multi national fast food brands. It targets Generation Z and the millennials who are health conscious and are inclined towards fitness. In terms of rebranding the brand, the company can expand its food menu and introduce food trucks to promote the company. 

Therefore, in conclusion, it can be said that Subway is one of the fastest growing multi national fast food brands. It targets Generation Z and the millennials who are health conscious and are inclined towards fitness. In terms of rebranding the brand, the company can expand its food menu and introduce food trucks to promote the company. Menu expansion in terms of more healthy snacking like vegetarian as well as non vegetarian soups and salads and dessert range using healthy ingredients like pudding, brownies, and pan cakes can be done. 

References 

Chen, K.J., Yeh, T.M., Pai, F.Y. and Chen, D.F., 2018. Integrating refined kano model and QFD for service quality improvement in healthy fast-food chain restaurants. International journal of environmental research and public health, 15(7), p.1310. Ganatra, V., Utama, A.G.S., Puran, P., Pandey, R., Qi, L.M., Kee, D.M.H., Ling, I.S.A., Sien, L.H., Tien, T.J., Ramadhan, H.S. and Sin, L.G., 2021. A Study of Subway Marketing 4P Strategy. Asia Pacific Journal of Management and Education (APJME), 4(2), pp.47-64. Harrington, R.J., Ottenbacher, M.C. and Fauser, S., 2017. QSR brand value: Marketing mix dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks. International Journal of Contemporary Hospitality Management. Hussain, K., Jing, F., Junaid, M., Zaman, Q.U. and Shi, H., 2020. The role of co-creation experience in engaging customers with service brands. Journal of Product & Brand Management. Kelly, C., Callaghan, M. and Gabhainn, S.N., 2021. ‘It’s Hard to Make Good Choices and It Costs More’: Adolescents’ Perception of the External School Food Environment. Nutrients, 13(4), p.1043. Mammadli, A., 2016. Consumer perceptions of the fast food industry in Sweden a quantitative research study. Lund University. Simi, D. and Matusitz, J., 2017. Glocalization of subway in India: How a US giant has adapted in the Asian subcontinent. Journal of Asian and African Studies, 52(5), pp.573-585. Su, S., Tang, T. and Li, X., 2018. Driving strategy optimization for trains in subway systems. Proceedings of the Institution of Mechanical Engineers, Part F: Journal of Rail and Rapid Transit, 232(2), pp.369-383.