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Subway

Company overview, history

Open new store every 3 hours chainopenings 10/03

Strategic issue
Needed to market the chain in a way that would promote awareness and capture the 18-34 year old market.
Their brand was suffering and chains were posting flat growths.
reinvent

Industry overview

Trends at time
Surgeon general made obesity public enemy number one.
Trends moving towards people eating healthier

Conditions of industry

Flat sales growth made business move towards opening up as many stores as possible, since fast food was an impulse purchase, they wanted to be in your face when you were hungry. Mcdonalds quote.
The claustrophobic conditions have cut the industry's sales-growth rate in half over the past decade and left chains struggling to find spots for new stores chainopenings 10/03

Swot

Point of leverage

Competition
Mcdonalds
Burger king
Wendys
Kfc

Strategic response
Build a value proposition to resonate with the masses
Marketing......


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Approximate Word Count: 467
Approximate Pages: 2 (250 words per double-spaced page)

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