• Research Paper on:
    Subway Sub Shops

    Number of Pages: 8


    Summary of the research paper:

    An 8 page paper providing a situation analysis for Subway, with focus on the low-carbohydrate dietary trend in the US. The paper concludes that Subway is better positioned now than in the past, when there was greater price differential between burger-centric chains and Subway products. Subway effectively competes with burger chains as well as those in the fast-casual segment of the market; attention to obesity and diabetes supports consumers' choice for Subway. Includes a SWOT analysis. Bibliography lists 7 sources.

    Name of Research Paper File: CC6_KSmktgSubSit.rtf

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    Unformatted Sample Text from the Research Paper:
    came to be known to all seeing and recalling Subways television advertising as he shared his approach to using Subway food to lose 245 pounds in less than a year  using Subway food as his primary diet. The first fast food chain of any kind to provide healthier alternatives for customers (Malone, 2004), Subway continued its marketing in the  same vein in Germany. There are more than 50 Subway locations in Germany, and all were participating in a tray-liner promotion in 2004 for the documentary film "Super Size  Me." The tray liners featured "a chubby Statue of Liberty carrying French fries and a burger under the headline Why are Americans so fat?" (Subway restaurants in Germany, 2004;  p. 1). An unidentified congressional leader and "several watchdog groups" (Subway restaurants in Germany, 2004; p. 1) decried the German campaign as being  anti-American; Subway ended the promotion early. The message and the impetus behind it clearly pointed customers to Subways "7 under 6," an area of the menu featuring seven subs  containing less than 6g of fat each (Malone, 2004). Situation Analysis Market Summary One of the problems highlighted by the case is that  Subway has no clearly defined market. In a sense, the market could be seen as anyone who uses fast food as a meal at any time during his week,  but analysis shows that it is the single male who most frequently uses fast food restaurants and that most of them choose burgers first over any other type of fast  food offering. The case is set in the early 1990s, however. There was interest in low-carbohydrate dieting thirty years ago, but it has been only in the past 

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