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Choose one of the companies on the list provided and write a diploma level marketing report on chosen company Essay Example

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    High School
  • Page:
    3
  • Words:
    1945

Lecturer:

Analysis of subway system Australia pty limited

Executive summary

A strength weakness opportunity threat analysis is a prearranged planning technique used to appraise the strengths, weaknesses, opportunities, as well as threats concerned in a project or in a business enterprise. A SWOT analysis can be conducted for a product, place, manufacturing company or individual. It entails identifying the purpose of the business venture or project as well as ascertaining the internal as well as external factors that are complimentary and adverse to accomplish that purpose. The degree to which the internal surroundings of the company equal the external environment is articulated by the notion of fit. SWOT analysis aspires to recognize the major internal as well as external issues that are deem relevant as accomplishing a purpose. SWOT analysis identifies the information affecting the performance of a company’s product in to internal and external factors. Internal factors are factors, like the strengths as well as the weaknesses internal to the business, external factors such as the opportunities as well as threats caused by the environment external to the business.

Introduction
Subway is an American bistro that mainly put up for sale submarine sandwiches as well as salads. The business is owned ,managed and operated by Doctor’s Associates, Inc. Subway is one of the best ever emergent franchises in the globally, with 40,855 bistro in 105 nation by January 1, 2014.The business is one of the leading single-brand bistro chain as well as the leading café operator internationally. The business has its global head office is in Milford, Connecticut.

History of the company

In 1965, Fred DeLuca borrowed $1,000 from friend Peter Buck to create «Pete’s Super Submarines» in Bridgeport, Connecticut, as well as in the subsequent year they created the Doctor’s Associates Inc to supervise the business operations as the bistro extended (Varley 2006). The holding corporations get its first name from Fred DeLuca’s objective to receive cash sufficient from the trade to reimburse tuition for medical school, and Peter Buck’s having a doctorate in physic

The business main manufactured goods is the submarine sandwich. Also, the business also sells wraps salad, as well as baked goods together with cookies doughnuts and muffins. At the same time as some list of options of items differ between countries and markets

The SWOT TABLE

Subways SWOT analysis

Strength

immense degree of subs customization

major fast food bistro chain globally by the number of outlet

advertising and promotional plans

alternative of improved meals

joint venture with Britain as well as American Heart Associations

the entire restaurants are owned by franchisees

Low establishment costs

Weakness

Interior drawing of the outlets frequently looks contemptible

High level member of staff turnover

Services are not reliable from store to store

Excessive supervision over franchisees

Opportunity

rising demand for improved food

serving of food delivery to homes

altering client habits as well as new client groups

overture of drive-thru

flooded fast food markets in the urbanized economies

tendency towards healthy consumption

home fast food bistro chains

exchange fluctuations

legal proceeding against Subway

Overview of the finding

The above SWOT analysis depicts some areas that need to capitalize on as well as those areas that need correction. generally the advantage outweigh the disadvantage in this SWOT analysis .the company should therefore place more effort on ensuring that the level of workers turnover is minimized since this gives a bad impression about the impression of working environment and this will lead to low production and returns inform of profit as well as. This is due to the fact a correlation exist where there is a conducive working environment and the level of production hence, a company cannot attain its target market s well as the level of sales budgeted if the turnover is increasing. Since the business is operated globally, the threat of currency fluctuation will be eminent. This is risk to the business since currency would either create profit or loss to the company (Marianne R. Klimchuk 2013). The business should therefore come up with strategies to mitigate for adverse currency fluctuation in order to reduce the level of loss that will be incurred by the business. The business should therefore improve it marketing g strategies in order to eliminate the rival competitor and ensure that there is customer look in on their [product. This will hence make the company to be a price leader and desired on the price to charge the company leading to survival of the business in the competitive market.

Target market

The company targets young adult who are of the age between 16 years and 39 though individual from different place and age enjoy the delicious As well.

New product description

New product in the market is party feast this product is will be sold faster in the young generation at the age of 16 to 39 years since there is high demand of this new product by this age group. In order to ensure that there is efficient market target, the company employs the following market mix.

The product

Product branding is one of the key tools for winning the customer trust on the new product. It can be depicted that the new product is very attractive to the customer and hence this will make them to buy more hence increasing the level of sales. The company creates a product branding that suits the needs of the customers as well the brand gives a convincing the customers to buy the product without giving a second on the new product. Product branding is one of the major marketing tool that is employed in order to win the customers and to ensure that the company’s is accepted in the market and trades within the shorted time in order to ensure that the business returns back its initial cost of the new project as well as generating profit to the company before the competitors realizes the supernormal profit that the company earns.

The price

The new product is introduced into the market at a price of $24.9.This price is high and can shy away the customer to buy the new product (Ltd 2012). The marketing department therefore uses market skimming to penetrate the new product into the competitive market. This type of marketing technique ensure that the company’s product penetrates into a competitive market within a shortest time and thus the company realizes supernormal profit before the customer deem the price of the product to be high. Market skimming is therefore a best tool ensuring that the new product will be accepted in the competitive market within a short period of time hence the business will realize its initial cost within a shortest p[period and realize profit thereafter.

The promotion

In order to ensure that the new product is well known and is bought by everybody, product promotion is mandatory; The Company spends heavily on the new product in advertising it. The cost of promotion will be covered in the cost price of the new product. Promotion therefore is one of the key tools of increasing the level of sales of the new product within a shorter period time before the competitors react on the product. Care should be taken in setting funds meant for promotional campaign since, a company that doesn’t considers he needs of the customer as well as the target group will consequently lead to a loss to the business. In this case, promotional campaign can only be efficient the outcome of the campaign will be quantified.

The place

The company franchises its product so as to ensure that the product is located in a convenient place and is able to access at any time at the convenience of the customer. The place of product distribution and outlet determine so much how the product will perceived by consumers in the, market and therefore the new product is located almost every outlet it owns globally so as to reach customers in the ground and to win their trust on the new product.

Customer value proposition on the new product

Buying the new product in the company is not a waste of money into a trash but an advantage that will accrue to a customer buy taste the flavor and ingredient contained in the new product since, the product has nutritious energy that will keep you working the all day without getting hungry. It product by itself contains a brand that is self explanatory to the new product in terms of taste. The ingredient of the new product contains diverse collection of fruitful and salads with sweat aroma that was specifically ,made to ensure that the customer not only enjoys the good taste of the new product but as well feels the value of their money in return to service provided by the company. Therefore, in order to get the real meaning of party feast, go to our nearest outlet get one and enjoy the taste and sweet of our new product and hence be assured of the satisfaction you will get from the new product before a friends tells you.

Justification of the choice of the new product

The new product therefore is relevant since it fits the Strength and opportunity in that, the company is targeting the young generation who buys more of this product and hence this is considered as an opportunity to the company (Hestad 2013).In term of strength, the new product is totally unique in the market, its ingredients as well as the product branding is quite encouraging and hence product branding as well as the taste of the new product will leave the customer with the psyche of buying more. In this case, the new product is going to be bought by the targeted customers since the product is exemplary and its uniqueness as well as the taste is quite inevitable.

Conclusion

Subways pt limited is anticipating an increase in revenue due to introduction of the new product in the market that will target the young generation who are the largest consumers of the product in the market. In order to ensure that the new product is fully accepted, the company intends to have a unique product branding of its own on the new product as well as ensuring that the price and promotion of the new product is fully executed. The manager should perform SWOT analysis in order to conclude on the new product viability

A strength weakness opportunity threat analysis is a prearranged planning technique used to appraise the strengths, weaknesses, opportunities, as well as threats concerned in a project or in a business enterprise. A SWOT analysis can be conducted for a product, place, manufacturing company or individual. It entails identifying the purpose of the business venture or project as well as ascertaining the internal as well as external factors that are complimentary and adverse to accomplish that purpose. The degree to which the internal surroundings of the company equal the external environment is articulated by the notion of fit. SWOT analysis aspires to recognize the major internal as well as external issues that are deem relevant as accomplishing a purpose. SWOT analysis identifies the information affecting the performance of a company’s product in to internal and external factors. Internal factors are factors, like the strengths as well as the weaknesses internal to the business, external factors such as the opportunities as well as threats caused by the environment external to the business.

Reference list

Hestad, Dr Monika. Branding and Product Design: An Integrated Perspective. 2013.

Ltd, Viction Workshop. Appetite for Design: Eat Me: Product. Packaging. Art. 2012.

Marianne R. Klimchuk, ‎Sandra A. Krasovec. Packaging Design: Successful Product Branding . 2013.

Varley, Rosemary. Retail Product Management: Buying and Merchandising . 2006.