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MCOM4040 Marketing And Communications

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Part 1  Individual - Marketing Report 

Case 

In 1965, Subway was founded by 17 year-old high school graduate Fred DeLuca, along with his family friend, Dr. Peter Buck. The first store opened in Bridgeport, Connecticut, USA in 1965. Fred DeLuca and Dr. Peter Buck set a goal of having 32 Subway stores opened in 10 years. By 1974, the duo owned and operated 16 submarine sandwich shops throughout Connecticut. However, they realised that they would not reach their 32 store goal in time hence they began franchising, launching the Subway brand into a period of remarkable growth which continues to this day. The Subway brand is the world's largest submarine sandwich chain with 44,000 stores in more than 100 countries. Subway has become the leading choice for people seeking quick, nutritious meals that the whole family can enjoy (Subway, 2018; Thomas, 2017). 

Scenario As a newly appointed marketing assistant of Subway marketing team, you have been asked to write a report addressing the following task areas: (Word counts below are indicative)

Introduction:

Provide an overview of Subway 

Outline the purpose of the report 

Task 1: Evolution of Marketing (LO1) 

a. Describe the marketing and product orientations, highlighting the advantages and disadvantages of each
b. Identify and explain the orientation adopted by Subway, and provide two (2) examples that demonstrate Subway’s use of the approach 

Task 2: Marketing Environments (LO2, 3)  

a. Identify and discuss one political factor and one environmental factor that could impact Subway’s business operations and consumer buyer behaviour 

Task 3: Marketing Strategies (LO3) 

a. Explain how psychographic segmentation differs from behavioural segmentation 
b. Discuss one type of segmentation that would be considered the most valuable for Subway to use when segmenting the market .

Task 4: Marketing Mix (LO1, 4, 5 6)

a. Identify and describe
Subway’s product offerings 
Subways’ pricing strategies

The place where Subway’s products are sold ensuring you provide detailed descriptions and examples (400 words) 

b. The Marketing Director has announced a new objective for the company: To increase Subway’s market share by 15% by December 2019

The marketing director has assigned you the task of reviewing Subway’s video campaign 

Part One: You must watch Subway’s video campaign using the following link: https://youtube/lRzJ1mdkljQ

Part Two: Communications campaign review should include:  

  1. An explanation of the role of the Promotional Mix 
  2. Discuss the promotional mix element that Subway adopts in the video campaign, ensuring you include the advantages and disadvantages 
  3. Conduct research and discuss the channels used by Subway to increase its market share 
  4. Discuss the key message the video campaign 
  5. A discussion of the key target audience of the video campaign and their characteristics 
  6. Use of AIDA (Attention, Interest, Desire, Action) marketing theory to explain how the video campaign’s source attributes and key message achieve Subway’s new objective 
  7. A discussion of one (1) method Subway should use to gather feedback on the effectiveness of the video campaign   
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