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SWOT Analysis of Subway Sandwich Shops

Uploaded by dylanb98 on Oct 31, 2011

A discussion of the strengths, weaknesses, opportunities and threats facing Subway, with its marketing strategies being examined as one of the chain’s primary strengths.
What started as a single store in Connecticut in 1965 has grown into a multi-billion dollar organization with more than 17,000 locations in 72 countries around the world. Born out of a business partnership between 18-year-old Fred DeLuca and a family friend, Dr. Peter Buck, Subway began as an investment to help DeLuca earn enough money to attend college in hopes of fulfilling his dream to become a physician.
Subway may not have been the first, but it is certainly the best-known subway sandwich chain in the United States. A key component to this success is undoubtedly the company’s name – one can’t help but associate Subway Sandwich Shop with a sub sandwich. But the company’s marketing strategies have propelled its growth to the number one market position in its segment. Subway currently has more stores in the United States than does McDonald’s, and that is a nearly unbelievable accomplishment.
The chain received more requests for franchises in 2001 than in any other year of its existence, beating out all other fast food franchise requests. In fact, Subway has been named the number one franchise opportunity by Entrepreneur magazine for the tenth consecutive year. Recent requests could be, in part, a response to 2000’s well-received “Eat Fresh” campaign, for which the company spent $75 million to associate fresh ingredients with Subway sandwiches in the minds of the public. The campaign involved a few changes in ingredient lists as well as sandwich production processes.
While Subway sandwiches are certainly popular, the company must be careful not to fall into the trap of believing that it must continually change its offerings in order to remain the market leader. Change is good in moderate amounts; smart executives, indeed, will carefully monitor consumer preferences in order to ensure company strategies are in line with them. However, too much change too soon can cause a company to lose favor with customers, as the reasons for a company’s popularity begin to be erased.
Subway has already exhibited signs of too much change, altering its menu multiple times in the last five years or so. Most recently, the company added a line of “Subway Selects,” sandwiches made with more...

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Uploaded by:   dylanb98

Date:   10/31/2011

Category:   Business

Length:   4 pages (898 words)

Views:   4277

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