Question

Subway market research.cover secondary research like competitive , cultural, demographic,social, technological, economic and political.and also cover three possible market segments.

Answer 1

Subway is a franchise that has its restaurant for fast food all over the world.It is creating a positive influence in the communities we surround over the globe.

SUBWAY is always committed to customer satisfaction through offering high quality food with exceptional service and good value. They always maintain their quality of customer service every franchisee outlet. They take great pride in serving each other, customers and communities. They seek continuous improvement in that entire do. SUBWAY Value a sense of urgency and emphasize an innovative, entrepreneurial approach to business because especially they are in fast food industry. They expect fairness and mutual respect in all activities. They know their success depends upon the initiative they take individually and their ability to work as a team.

Target Markets

                The process of breaking down the total market for a product or services into distinct sub groups or segments , where each segment might represent a distinct target market to be reached with a distinctive marketing mix.“ A market segment consists of a group of customers or consumers who share the same or similar needs” (McDonald, 2002)

Segmentation Methods

1. Demographics (Age, Life cycle , Gender , Income , Occupation, Religion , Education , Race ,Nationality)

2. Behavioral (Occasions , Benefit sought , User stages , Usage rate , Loyalty status )

3. Psychographic (Social class , Life style , Personality )

4. Geographic ( Location , Regional , Urban , Density , Climate )

Segmentation-

“ A market segment consists of a group of customers or consumers who share the same or similar needs” (McDonald, 2002)

Segmentation method

Subway segmentation

• Geographic

• Wherever SUBWAY restaurants are located, the core menu stays relatively the same with the exception of some culture. With more than 2400 location outside US and Canada, the Subway is fast leading international fast food restaurant.

Subway offer mostly halal menu in middle east countries, mostly vegetable without beef in India and more sauces in America.

• Demographic

Age group – (18 – 39) – Most attractive for fitness freak girls and boys who are concerned about carbs and calories as it is completely fresh and nutritious.

The low fat menu containing a range of subs with 6 Grams of Fat or less, is popular with customers all around the world.

Eat Fresh, Live Green” is our way of letting you know we are committed to making a positive impact in all that we do

Kid’s meals

SUBWAY always target different kind of age segments, through their existing product lines and product developments, specially improving kid’s meals.