Presented By:

Muhammad sajid

Muhammad Naveed

Mashab Khaliq

Muhammad Ejaz

COMPANY HISTORY Founded in the summer of 1965, by fred de luce and investor

Dr.Buck

Subway prides itself in being a healthy fast food chain offering a variety of sandwiches and subs

As a growth strategy and in an effort to increase profit they embarked on the idea of franchising their business

MISSION STATEMENT

"To provide the tools and knowledge to allow entrepreneurs to successfully

compete in the industry worldwide by consistently offering value to consumers

through providing great-tasting food that is good for them and made the way they like

it."

SWOT ANALYSIS

STRENGTH Brand value Wide distribution network

across the country Healthier food range which is

fresh and light

OPPORTUNITES Industry is still growing

despite slowdown in the economy

People turning health conscious

Growth in other virgin markets very much possible

WEAKNESSES Small menu list Increasing operational cost for

franchisees

THREATS Competitions from other

forms of fast food chains Easy entry into the industry

STRATEGY Formulating a unique value proposition

Targeting an underserved customer segment

Structuring an aggressive franchising model

Expanding internationally

MARKETING “Eat Fresh”

SLOGAN

Higher perceived value against competition

Custom sandwiches tailore to customer

Appeal to young professionals

4P’S OF MARKETING

PRODUCTS Wider menu providing variety Fresh and better quality

products Introduce products like salads,

pasta dinners, soups, desserts etc

PLACE Market research on the location

preferences, close down poor and

predatory franchisees Up scale to stripped down

shops to quasi deli restaurants

PRICE Upscale pricing-little higher

than other subs Differential pricing strategy

with value pricing

PROMOTION Health related events and

dance events Campaign for children and

young adults

FRANCHISING Low start up cost Less equipment is needed

For example: countertop, oven, refrigerator, microwave

Small area is needed

Real estate or lower operating cost which therefore raise margins

$12000 vs 45000 for mc Donald’s

Make it appealing to investors

PRODUCTS

SANDWICHES Italian

Tuna

Meatball & cheese

Sea food & crab

Chicken teriyaki

Subway melt

COMPETITORS KFC

McDONALDS

BURGER KING

PIZZA HUT

DUNKIN DONUT

CUSTOMER ANALYSIS 78.7% of adults were patronized to fast food of which 31% went

14+ times in the last 30 days

Heavy users are usually male, young adults and singles

Lunch in most popular occasion

Subway is least patronized restaurant among the competitors

RECOMMENDATION Take advise from franchisees

Continue healthy eating strategy

Offer new item for local taste

Increase seating to be in line with asian culture

Add break fast item

Price according to country’s discreationary income

SUMMARY Subway success consisted of strong band based on a unique value

Proposition aimed at a dissatisfied target segment

The company low cost franchising strategy has allowed sub to flourish both domestically and overseas