CASE ANALYSIS

Dayrit, Ralph Marvin S.

Delos Reyes, Eriel A.
Del Rosario, Roneal R.
Diocampo, Arnido N.

I. INTRODUCTION
Subway (stylized as SUBWAY) is an American
fast

food

restaurant

primarily

business

sells

that

submarine

sandwiches(subs) and salads.

Owned

and

operated

by

Doctor's

Associates Inc.
It also sells wraps, and baked

goods

(including cookies, doughnuts , and muffins)

II. TIME CONTEXT

28th of March 2011

III. VIEWPOINT
Subways Marketing
Department Head

IV. CENTRAL PROBLEM

Subway does not earn enough revenue to
outpace McDonalds.
McDonalds still holds the top position as
the world's largest restaurant chain in terms
of sales.

V. OBJECTIVES
Must Objectives
1. To evaluate the customer loyalty in the

international market with respect to taking

Subway and its marketing strategies.
2. To appeal to customers as a healthy restaurant.
3. To offer products with great value through

fresh, delicious, made-to-order sandwiches,

and an exceptional experience.

V. OBJECTIVES
Want Objectives
1. To bring customers into the store and keep
them coming back.
2. To build good company reputations and have
a wider customer range.
3. To be the number one Quick Service
Restaurant franchise in the world.

SWOT ANALYSIS
Strengths

Weaknesses

1) Great degree of subs customization

1) Interior design of the outlets often looks

2) Choice of healthier meals

cheap

3) Partnerships with Britain and

2) High employee turnover

American and Britain Heart

3) Services are not consistent from store to

Associations

store

4) Operated by Doctor's Associates

Inc.

Opportunities

Threats

1) Increasing demand for healthier

1) Saturated fast food markets in the

foods

developed countries

2) Home meal delivery

2) Trend towards healthy eating

3) Changing customer habits and new

3) Local fast food restaurant chains

customer groups
4) Introduction of drive-thru

4) Currency fluctuations

VI. AREAS OF
CONSIDERATION
Interior Design
Increasing demand for healthier food
Home delivery
Saturated fast food markets
Trend towards healthy eating

VII. ALTERNATIVE
COURSES OF ACTION
1. Marketing activities such as promotional events.
Advantages

a) Gain customers awareness.

b) Creates selling opportunities and grows revenues.
c) Creates word-of-mouth opportunities.
Disadvantages

a) An obvious disadvantage to a promotional strategy is its

potential for failure.
b) It can be costly to develop and maintain.
c) Risk of time wasted for an unsuccessful campaign.

VII. ALTERNATIVE
COURSES OF ACTION
2. Change of interior design.
Advantages

a) It can grab attention.

b) It can improve the ambiance for customers to come and stay.
c) It can make the customer experience worthwhile.
Disadvantages

a) It can be costly to develop.

b) Might not suit the customers preferences or taste.
c) The new design might not flow together with the theme of the
restaurant.

VII. ALTERNATIVE
COURSES OF ACTION
3. Introduction of new products to attract new customer
groups such as chocolate drink, fruit juices, and ice cream.
Advantages

a) Creates upsell and cross sell opportunities.

b) It can generate attention
c) It can create new reputation.
Disadvantages

a) There is a risk whether the customers will like it or not.

b) There is an added cost in introducing a new product.
c) There is a chance that customers will not patronize the new
products.

VIII. RECOMMENDATION
ACA # 1. Marketing Activities

IX. PLAN OF ACTION

Hire famous celebrities or athletes.
Promotional events in a limited time.
Advertisements must focus on fresh and
nutritious foods that are catered to their
customers preferences.

THANK YOU FOR

LISTENING!