Marketing subway to pizza market
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The document discusses Subway entering the US pizza market. It notes that the US pizza market was worth $33.9 billion in 2007, with pizza sales accounting for nearly 9% of fast food sales. It identifies Subway's strengths as its reputation for quality, freshness, health and wellness, and its large size as the largest restaurant chain globally. Weaknesses include issues with franchising, lack of product diversity, and past controversies. Opportunities include improving its image, offering a larger variety of products and longer hours. Threats include overexpansion, challenges with positioning as a healthy choice, and competition from family-run pizza businesses. It recommends learning from Subway's expansion into Hong Kong and focusing
Marketing subway to pizza market
- 1. Subway marching to pizza market King F. Wong
- 2. Facts US pizza market worths $33.9 billion in 2007 Pizza sales accounted for nearly 9% of US fast food sales Big known brands accounted for nearly 50% of the total US pizza sales
- 3. SWOT Strength Weakness Opportunity Threat
- 4. Strength labeled as 'quality', 'freshness', 'health' and 'wellness' targeting between 18 and 49 years old the largest single-brand restaurant chain and the largest restaurant operator globally with 33,749 restaurants
- 5. Weakness Franchising Lack of diversity of product controversies
- 6. Opportunity better image larger variety of products longer opening hours make a REAL one foot long sandwich!
- 7. Threat over expanding labelling/ positioning as health choice family run competitors lack of advertisement
- 9. Similar Case Study... and it happens to be in Hong Kong
- 10. Image is everything/ the illusion of choice
- 12. In marketing I've seen only one strategy that can't miss - and that is to market to your best customers 鍖rst, your best prospects second and the rest of the world last. John Romero