Companies also will decide which customer it will serve Targeting and how to serve Positioning. Moreover, Subway would like create a healthy and fresh of salad in reasonable price to attract the loyalty of customer and keep a good relationship with customers in long term. This new product focus in age is ranging from between 18 to 40 because they are always busy on their work and study so they have no time to cook or have a proper meal at outside, therefore, most of them will take fast food for their lunch or dinner.
This new product are offering greatest opportunities for all customers to have a balance meal and following by the food guide pyramid. A point of difference can truly function for a brand association was determine by three criteria which are desirable to consumer, deliverable by the company and differentiating from competitors. For Subway, its key point of difference from other fast food restaurants is healthfulness. It was offering bakery sandwich and without any deep fry sandwich.
The difference of Subway is a smart way to keep other potential health-focused fast-food purveyors out of its business Kevin Lane Keller, Brian Sternthal, and Alice Tybout, This positioning brings competitive advantages to the company. All of this data will affect the sale volume of Subway. It can increase and consolidate the loyalty of customers. Moreover, it also helps Subway to gain more profit and higher market share. Juicy Fruitti is a salad and it made by mango, grape, honeydew, and kiwi and apple which focus on healthy features.
The packaging design of Juicy Fruitti are easy to hold and convenience for take away. In addition, it package also have to protect the quality of Juicy Fruitti salad and let the Juicy Fruitti salad keep fresh. This price of Juicy Fruitti will be fix in a year for observe. Nowadays, Subway franchise still continue to expand and looking for new franchisees and store locations to convenience for all loyalty customers.
For example, Subway can make a voucher for get a free Juicy Fruitti salad. The brand-new product that will be going to sell into the market is Juicy Fruitti. Juicy Fruitti will retail at all shop with the price of RM6 and it will be expected to become a best sale product compare with the others current choices as well which include the cost of the product producing.
From June to July, the net revenue was increase RM5, , The opinions herein are exactly that, they are the opinions of the author. Doctors Health Press and its employees are not responsible for medically unsupervised activities that could be harmful to your health. For our books and special reports, we will give you a full refund of your purchase price within 30 days of your order.
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The following other wikis use this file: Usage on de. Width Height Structured data Items portrayed in this file depicts. Moreover, this plan will provide some possible recommendations as well as plausible solutions in order to increase business performance of Subway. Situation Analysis 1. About Subway Subway is one of the biggest and strongest fast food brands in the world today.
After periods of continuous innovations, Subway had developed until ; this company had 1, stores in all United States as well as many stores outside the country Subway Subway spread worldwide in the form of franchise which was the key factor leading to its international success appendix about the fastest growing franchise in the world.
In fact, until now, there are approximately 40, Subway stores in countries all over the globe. When entering Vietnamese market, Subway keeps following the franchise agreements, therefore, almost the unique characteristics of Subway bread are remained the same. The unique ordering method of Subway is kept unchanged.
Customers can design their own subs by choosing size of bread and the inside ingredients such as meat, sauce, vegetable. Unlike other fast food, Subway bread is not greasy and does not contain calories those that can be harmful for health. Therefore, Subway bread is considered as healthy in some extent. Marketing Environment 1. Micro environment Image credit: Kotler et al, 1. Furthermore, with a good reputation, which has been created for many years, Subway can reduce the cost of branding but still attract customers.
However, in long run, they need to use the available resources in Vietnam in order to reduce the production cost as well as generate more profit. Since Subway is still new and accounts for a small proportion of the total market share, its main customer is individual and do not have special services such as birthday party or events. It has ham, eggs, pepper, pickle, roasted pork, varied kinds of sauces and many other different ingredients depending on different areas.
Therefore, Vietnamese people can easily accept Subway. However, one big disadvantage of Subway is its much higher price compared to Vietnamese general food price. At first, customers can go to Subway to try new foods and new style of serving but with this much higher price, they might not consider Subway as a daily meal. However, Vietnamese people might be too familiar with these foods so they are excited to try new fast food, which are subs from Subway. This can be a big advantage for Subway.
This new fast food can easily get attention from customers. In present, they do not sell only pizza but also many kinds of foods to compete with other fast food brands.
Pizza Hut has some combos with only 49,VND with one small size pizza, one drink and one other dish. These combos are suitable for a meal as the price is acceptable for middle class and above. Therefore, Pizza Hut can have a fixed amount of loyal customers. Macro environment 2. The bigger size of younger population provided a huge advantage for the growth of fast food in this market since this group of target audience has a receptive mind, besides, they can easily adapt to new trend of fast and processed food.
Additionally, young adults are more likely to have high disposable income to satisfy their personal interests such as trying new food. Furthermore, Ho Chi Minh City, as the heart of Vietnamese economy, is well-known for its dynamic and busy lifestyle. As time becomes an increasingly valuable resource with citizens here, the demand of fast meal also becomes bigger in Ho Chi Minh City than in any other regions in Vietnam. More income resulted in higher spending in essential products such as foods and beverage New Zealand Trade and Enterprise, Hence, as a premium fast food brand, Subway Vietnam can gain an advantage of this situation.
According to Internet World Stats , there was a significant increase in the number of Vietnamese Internet users, from about 22,8 million users in to nearly 31 million users in
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