Subway Strategic Management
- Submitted by: agnes
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- Category: Other
- Date Submitted: 12/20/2010 08:23 AM
- Pages: 18
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Executive Summary
Subway Company would like to penetrate Malaysia marketplace. Their target audience age is between 14 – 35 years old. Subway has do analysis on Malaysia market condition. Through PEST analysis, the political stability, competition among the food industry and the 10th Malaysia plan is the attractiveness for Subway to enter this market. Besides, the growth in GDP and increase in both disposable income as well as food consumption also encourage Subway to go in this market. Social trend such as change in culture and demographic, it becomes a potential market which generating preferable lifestyle. Health conscious issue create an advantage for Subway to target heath-conscious group of people by providing nutritious fast food with fresh ingredient. In the value chain analysis, marketing and sales as well as service bring value to Subway by their functional activities. In order to target on Malaysia marketplace, there are three strategy options is recommended. First is joint venture with hospital as it is the best way to focus on heath conscious group of people. Second option follow by develop delivery system, 24 hours operating hours and Wi-Fi in the distribute outlets in order to cater those young working adult and student who having busy lifestyle. Lastly, increase in numbers of distribution outlet will helps to increase awareness and sales performance of Subway Company. After all the evaluation, joint venture with hospital is still the best strategic to conduct as it bring up strategic advantage for both company in the long term basis.
Table of Contents
1. Introduction……………………………………………………………………………...5
2. Company Background…………………………………………………………….......5
3. PEST Analysis……………………………………………………………………….....6
1. Political analysis.…………………………………………………………….....6
1. Political stability………………………………………………….……..6
2. Competition among food industry………………………………….…6
3. 10th Malaysia...
Subway Company would like to penetrate Malaysia marketplace. Their target audience age is between 14 – 35 years old. Subway has do analysis on Malaysia market condition. Through PEST analysis, the political stability, competition among the food industry and the 10th Malaysia plan is the attractiveness for Subway to enter this market. Besides, the growth in GDP and increase in both disposable income as well as food consumption also encourage Subway to go in this market. Social trend such as change in culture and demographic, it becomes a potential market which generating preferable lifestyle. Health conscious issue create an advantage for Subway to target heath-conscious group of people by providing nutritious fast food with fresh ingredient. In the value chain analysis, marketing and sales as well as service bring value to Subway by their functional activities. In order to target on Malaysia marketplace, there are three strategy options is recommended. First is joint venture with hospital as it is the best way to focus on heath conscious group of people. Second option follow by develop delivery system, 24 hours operating hours and Wi-Fi in the distribute outlets in order to cater those young working adult and student who having busy lifestyle. Lastly, increase in numbers of distribution outlet will helps to increase awareness and sales performance of Subway Company. After all the evaluation, joint venture with hospital is still the best strategic to conduct as it bring up strategic advantage for both company in the long term basis.
Table of Contents
1. Introduction……………………………………………………………………………...5
2. Company Background…………………………………………………………….......5
3. PEST Analysis……………………………………………………………………….....6
1. Political analysis.…………………………………………………………….....6
1. Political stability………………………………………………….……..6
2. Competition among food industry………………………………….…6
3. 10th Malaysia...