Subway Short Report

Fundamentals of

Marketing

Subway

Market Segmentation

Target Market

Positioning

Michael Francis B Romulo

610828

Contents

Executive Summary 3

Introduction 4

Situation Analysis 5

Segmentation 5

Geographic 5

Demographic 5

Psychographic 5

Behavioural 6

Targeting 7

Positioning 7

Conclusions 7

Recommendations 8

References 9

Executive Summary

The aim of this short report is to provide information on Subway segmenting its market based on demography, psychographic and behavioural aspect of the market. Income, Lifestyle and Age was their basis for segmenting and designating them according to their eating preferences. As a healthy and fast food, Subway has positioned itself in a niche with its baguette style sandwich where competition from pizza and burger fast food is not a threat.

Introduction

The Quick Service restaurant has grown over the years and consumers are demanding for a healthy alternative from fatty high cholesterol burgers. With this growing industry comes a consumer who wants everything from fast food, cheap but healthy.

1965 was the year when Fred Deluca and Dr Pete Buck conceptualized the SUBMARINE SANDWICH. Company grew but needed a boost, that's when they offered Brian Dixon a loan for a franchise. Brian was the first SUBWAY franchisee. After 45 years Subway is the leading and largest submarine sandwich chain with 37,146 restaurants in over 100 countries. It has a wide array of choices, the current menu features breakfast subs, sandwiches, salads, fresh fit for kids, sides, and drinks.

Last 2007 they introduced the fresh fit and fresh fit