Swot Analysis of SubwayEvaluating Marketing Strategies

Question: Discuss about theIntroduction to Marketingfor Subway. Answer: Introduction: This particular study has provided an in-depth overview regarding the importance of marketing plan for launching a new business in a different geographical boundary like Canberra. As per the case scenario, it has been observed that Brad wishes to launch a sandwich shop named Zodiac Sandwich in Canberra after having five years experience in Subway. Before, launching a food center in Canberra Brad needs to make an effective situation analysis for making a planned and organized marketing plan. This particular study has focused to highlight the environmental analysis, competitors analysis as well as customers analysis before opening the sandwich store in Canberra. Industry Overview: It has been observed that Australia has earned $2 billion for fast food products from the year 2011 to 2014. Canberra being the capital of Australia is well-populated area. Therefore, food and beverage industry will be highly recognized in the heart of Canberra. That is one of the most effective reasons of choosing Canberra as the selected local for Brad for launching a sandwich shop. Chaffey, Smith and Smith (2012) opined that this food and beverage is one of the most flourishing industries of current era. A large number of employees are strongly associated in providing customers services. Therefore, Brad while launching a new business decided to selected food industry. Sandwich is very much popular fast food that most of the people like to have it at the time of breakfast. Canberra is constituted with large number of business organizations where more than 50 percent employees like to choose bread as their breakfast before entering into the office (Garrigos-Simon et al. 2012). As a result, the decision of opening a sandwich shop at the heart of Canberra came into the mind of Brad. Factors on Uncontrollable Environment: Due to some of the most essential factors the entire process of business has serious been influenced. Political, economical, social, technological, environmental and legal factors are one of the most prominent factors. Political: The political environment of Canberra is in favor of launching food centers. The government has implemented a rule of removal tariff protection. As a result, the people in general do not show their reluctance for purchasing foods from food center (Hollensen, 2015). In addition, after the implementation of health and ageing regulation, the people feel secured while purchasing foods from nearby shop. Economical: Canberra is economically developed area. Therefore, people do not have to struggle for purchasing foods. In addition, sandwich is out an out a low cost product. Therefore, Zodiac Sandwich would be able to target both premium customers as well as low cost customers by launching this sandwich center. Social: Canberra is constituted with people of diverse culture and belief. Sandwich is the food that is favorite for people in general. As a result, Zodiac Sandwich would get a scope to have a huge target market for this particular industry. Technological: Canberra is out an out advanced in technology. The inhabitants of Canberra are very much accustomed with the advancement of technology (Kotler et al. 2015). Therefore, Brad would be able to use the popularity of social media for promoting products and services. In addition, the production executives would be able to use advanced technology while producing the products so that the labor cost can be reduced. Environmental and Legal: The environment of Australia is suitable for digesting this kind of fast food like sandwiches. In addition, every business organization of Australia likes to maintain some of the major legal factors such as health and safety act, right to information act, anti discrimination act and so many. As a result, people do not have to face immense difficulties to use products and services (Wilson Gilligan, 2012). At the same time, employees feel secured while working within the organization. Competitors Analysis: Before analyzing the competitors, Zodiac Sandwich wanted to identify the name of competitors existing at the heart of Canberra from food industry (Thackeray, Neiger Keller, 2012). While evaluating the competitors market analysis, it has been observed that more than 100 stores of sandwich are situated at the nearby location of Zodiac Sandwich. After identifying the number of competitors, such as Beef and Barley, Binnys Kathitto, Wokitup, Snack Shack, McDolands and many more Brad has come to know that around fifty percent of the sandwich shop situated at Canberra intends to follow brand value strategy (McDonald, 2013). As a result their target group of extensively limited. However, in order to service in the current market along with those 100 stores Brads Zodiac Sandwich decides to use low cost strategy. As a result, people of average income can afford the product easily. Automatically, the number of target group for Brads sandwich shop would be high. Customers Analysis: Before analyzing the customers, an effective STP analysis is highly important in order to know the geographic, demographic and psychographic target customer segmentation along with the positioning of products. As per the geographic segmentation, Brad decided to open the food center in the heart of Canberra so that the location can be affordable for various customers. People from 20 to 50 age group of people are the target group (Srensen, 2012). Most of the employees working in various organizations show their interest of having sandwich as their breakfast. The products have been decided to be made in such a way that people from various cultures and backgrounds show their interest for purchasing foods from Zodiac Sandwich. In addition, Brad tends to select the customers of average income level so that people from various cultures and religious backgrounds can show their interest for purchasing products and services (Terpstra, Foley Sarathy, 2012). SWOT Analysis: Before conducting a marketing plan an internal environmental is highly important in order to know the strength, weakness, opportunities and threats of Zodiac Sandwich for launching the business in Canberra. Strength Demand of food and beverage industry in Canberra Demand of sandwich especially as the breakfast for people in general, be it a student or an organizational employee Business to customer selling process without any assistance of distributors Weakness Insufficient capital of Brad for expanding the business Small infrastructure as Brad has started the wings up The shop is situated amidst 100 fast food stores in Canberra Opportunities To expand the business process all over Australia by providing quality product to the customers To gain organizational image and reputation by maintaining an effective customer service relation at the workplace Threats Competitors market strategy is one of the major threats for Brad. As Zodiac Sandwich is just a start up business, the organization needs sometimes for gaining customers reliability The popularity of other food centers situated in Canberra has become a major threat to create an equal market demand for Zodiac Sandwich. Table 1: SWOT analysis (Source: Westwood, 2013) Conclusion: This particular study has provided a deep insight regarding the importance of an effective marketing plan before starting a business. Brad before opening a sandwich shop at the heart of Canberra would like to conduct a marketing plan based on which the business expert would understand the current market demand. In order to evaluate the market, Zodiac Sandwich has maintained effective competitors analysis, customers analysis, SWOT analysis and PESTEL analysis. In order to segregate the target marker STP analysis has also been conducted for Zodiac Sandwich. By analyzing the market segmentation, Brad has come to know that people from 20 to 50 age group of average income level would have to be target in order to create a demand in market of Canberra amidst 100 fast food centers. Reference List: Chaffey, D., Smith, P. R., Smith, P. R. (2012).eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge. 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