case report.docx
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case report.docx
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casereport
LincolnUniversity
CaseReport
(SubwaySandwichShops)
By
HuangChai
ChunxinTao
MingZhang
ZhongzhouZhu
IntroductiontoBusiness(BA10)
Instructor:
Dr.WilliamHess
Dr.ArthurAshurov
May10,2012
1.Summary
Competitioninthesandwichsegmenthasintensified.Subsseemtobeacategoryanyonecanparticipateinbecauseoftheeasyentryandasimple,low-costroutetomenuexpansion.Inthiscase,theauthordiscusesSubwaywhichistheundisputedmarketleaderinsubsmarket,with10timesmorelocationsthananyothercompetitorandmorethan75percentofallUnitedStatessubchainoutlets.Inthiscase,besidesintroducinghowFredDeLucadevelopedhiscompany,theauthorcomparesSubwaywithothercompetitor.Comparingwiththeburgerchains,theauthorfindswiththelowstart-upcostsandeasierfoodpreparation,subsaremorepotential.Andit’sthereasonwhymanybusinessesstarttosellsubs,sotheauthoralsointroducesomeotheroperatorsinsubsmarketlikeBlimpie,Quizno,MiamiSubsandsoon.Withcustomeranalysis,authorfindalthoughfastfoodhasabigmarket(78.7percentofalladultshavepatronizedafast-foodordrive-inrestaurantinthelast30days)andcustomersthinksubsareriedfood,assubsmarketleader,Subwayjumuchhealthierthanfsthas4.6percentrestaurantvistedin1991.Thisnumberismuchlowerthanothers.McDonald’s,BurgerKing,andKFCareeachseveraltimesmorelikelytobevisitedthanisaSubwaylocation.Inthecase,theauthoralsodiscussaboutadvertisingplaysofsubway.Foradvertising,subwayhasaorganizationcalledtheSubwayFranchiseeAdvertisingFundTrustwhichisgovernedbyaBoardofTrusteesconsistingof12electedfranchiseownersfromacrossthechain.Problemsinfranchiselandanddifferentialadvantagearealsodiscussedattheendofthecase.(HuangChai)
2.SubwayStatus
Economicglobalizationisthedeepbackgroundandunderlyingtrendsofthedevelopmentoftheworldchanges.Inthefiercemarketcompetition,thesubway,tomaintainasteadygrowthtrend,Subwayopenedin86countrieswith28,977branchesallaroundtheworld,itisthelargestsubmarinesandwichfranchiseorganizationintheworld,inJanuaryofthisyearonthe1stoftheglobalstore,300003,749300002,737homesoverMcDonald's.Becometheworld'slargestsingle-brandfastfoodfranchisechainintheUnitedStates"Entrepreneur"magazine"18years914franchiseorganizations500competitions,"wasnamedglobalfranchisefirst,asaninternationalfast-foodindustryaleaderofthearmy.
Forsubshops,theSubwaychainistheundisputedmarketleader,with10timesmorelocationsthananyothercompetitorandmorethan75percentofallUnitedStatessubchainoutlets.Asofmid-1993,Subwayoperated7,825unitsworldwide,withabout7,750unitsinNorthAmerica.Whenitreached8,400storesin1993,SubwaywastheNo.2fast-foodchainintheUnitedStates.Byopeningitssmallsandwichshopsatbreakneckspeed,Subwaygrewfrom$360millioninsalesin1987to$2.2billioninsalesin1992(Figure1–1),whileincomeincreasedsubstantially(Fig.1–2).TheformerNo.2wasPizzaHut,whichoperated7,929unitsinNorthAmericaandexpectedtohave8,355bytheendof1992,However,intermsofsales,Subwayranks12thamongchainsnationwide.Salesareabout15percentofMcDonald’s.
Intherestaurantisalsocateringglobalization,which,SUBWAYintheglobalizationofthemarketeconomythereisagreatthreat.
Subwayfacesalotofcompetitors;thereisagreatthreatofsubway,suchasKFC,McDonald's,PizzaHut,BurgerKing,etc.
Thecustomerchoiceinfood,thealternativeisverybig,forSBUWAY,hehasalotofcompetitors,incompetitors,manyoftheirproductsandsubwayandsimilar,alternativeisveryhigh,andcustomerhadavarietyofchoiceway,suchas:
convenientdegree,taste,price,howtoreducethealternativethreatisofvitalimportance.(MingZhang)
3.SubwayAdvantage
(1).Healthyfood
Thesupplyoffreshhealthandfullnutritiondeliciousfood.InNorthAmerica,"seven"potpourrisandwichfatcontentunder6g!
"Advertisingcanbeseeneverywhere.Inonedayin1999,anAmericancollegestudentscametotheobesitypotpourriofastore,hesaid"oneselffat,veryashamed,afraidtogoout",hopetobeabletoeateverydaytothefullfreefood,andarewillingtodoadvertisementforthecompany.Whenthepersoninchargeofthestorerefusedthefatman,butthenewsreporttocompanyheadquarters,theresultsoftheheadquartersoftheexecutiveimmediatelyestablishedateam,includingnutrientdivision,theexpertsstartedtohelpthefatmanmanagementdiet.Ayearlaterthemiraclehappened,thefatmanlostweightof185pounds.Hestartedforthepotpourriadvertising,atthattimeintheUnitedStatescausedsocialsensation,attractedalotoffatmancametothepotpourri.Thatbecomesatypicalintegrationintotheconsumerenvironment,sothatconsumersbecomebrandofcommunicators’case.Subwaybecomesthepronounofglobalhealthfastfood."Notallfastfoodwillbeobese"advertisingbigdopropaganda;
(2).Uniformstandard
Accesstoglobalanya"potpourrirestaurant,canseetheunitydecoratingdesign,unifiedmenu,feelunifiedserviceconcept,totastetheglobalunity,styleofpure"potpourrifood.Thesecretofsuccessinthefullissimple--characteristicsisthelifelineofI.These"potpourricharacteristics,andletpeopleinmindthepotpourriwillsandwichcontacteddirectly
(3).ConsumersBehavioralFactors:
-Recognizetheneedtoeathealthy,desireforfreshingredientsandhealthfoods;
-Frequentlyeatout;
-Convenience:
morelikelytoeatoutduringworkingdaysonlunchhours,foodpreparedfastbeforetheconsumer’seyes;
-Motivatedbydiversityofflavorsandaproductadaptedtotheirneeds.
4.Subwayimprovewell-knowmethods
Advertisementmethods
Fixedbillboard
(1)Abillboard,mainlyreferstothebuildingexternalwallbillboards,generalareaislarger,abillboardareasomeevenmorethan500squaremeters.
(2)Sidewalkbillboards,onbothsidesofthesidewalk,lightbox,pillarsmallbillboardsadvertising,orsignreleaseonadvertising,etc.
(3)Thetrafficads,mainlysetupinsomeandtraffickindaboutpublicplaces,suchasthestation,airports,highways,theplacesuchasthebusstation.
Mobileadvertising
(1)Busbodyadvertising
(2)Hotairballoon,zeppelin(ship)advertising
(3)Professionaladvertisingcar
(4)TV,newspaper,magazineads
5.developmentdirection
(1).Thetake-awaysendservice:
Increasethetakeawayservice,theconvenienceofourcustomers
(2).Providemorepreferentialservice
"Inthefoodofthegeneralgoesupatthepresentstage,thepricefornotonlyalargerangeofitselfgoodpublicityfunction,foralotofcampaignwhereenterpriseprovince,butalsobecauseoftheincreasedsalesandgetturnoverinparttooffsettherisingcostofandterminalofthepricecut."
(3).Expandingchainrange:
ComparedwithMcDonald's,KFC,"intheperceptionofChinafulllow,enterprisedevelopmentisstillintheearlydays,becauseAmericanfastfoodmarketnearlysaturated,eacharebigthefast-foodchainpaymoreattentiontothedevelopmentofoverseasmarkets,especiallyinAsia.
Thepotpourriin1984inBahrainopenedthefirstoverseasfast-foodrestaurant.Thecompanyisexpectedtooverseasin2020morethanthenumberintheUnitedStateswillbefastfoodrestaurantlocalstorequantity.Atpresent,"intheUnitedStateshasabout2.4fullstores,lastyearcreatedtherevenuesof$10.5billion.Andthetotalrevenuelastyearfullfor$15.2billion.
ThepotpourriexpectsChinatobeitsoneofthelargestmarket.Atpresent,inChinathepotpourrionly199stores,butexpectedtoreach2015inwillincreasetomorethan500fast-foodrestaurantnumberhome.
(4).Lookingforreasonablerentalstores(costreduction)
(5).Humanstructureimprovement(standardization,automation,computerized)(ZhongzhouZhu)
6.Improve
Accordingtotherequirementsofdifferentregions,wecanconductmarketresearchprogramtodeterminethedifferentregionsandmarketdemandforthedifferentpartsofthemarketshare,relativetothemarketingplan,areasonableallocationforaregionalmarket,sothatourfranchiseesnothappenharshcompetitionwitheachother.
Throughtheperformanceappraisaltoevaluatethedifferentbranchesofthechainmanagementlevel,inordertorewardorpunishmentinthebranchesofdifferentlevels.Poormanagementormarketsaturationreachedacertainamountofstoresinatimelymannertodealwithoptimization.Alsoreducetheuncomfortableofthefranchiseeonthesubway,toreduceunnecessarylegaldisputes,toavoidunnecessaryadversesocialinfluence.Aperiodoftotaltraffic(tonnage,cubic,etc.)dividedbythecorrespondingtotaldrivingkilometers,inordertoreflectthedistributionrestaurantconcentratedonthelocation.
Byimprovingtheirexistinginstallations,continuingtoadaptmenusforcustomerneedsandofferingabettercontrolovermarketsaturation,Subwaywillcontinuetothriveonstrengths,exploitnewopportunitieswhileimprovingweaknessesandavoidassociatedthreatstotheirbusinessplan.
Theaboveisfortheimprovementofthemarketforourbusiness,wealsohopetomakesomenewimprovements,
1,Quality
Healthfoodisaveryimportantissue,thesubwayhasbeenthefoodhealthasthefirstpoint,asopposedtoMcDonald's,KFC,fastfoodcompanieslikesubwayfoodismorebeneficialtothebody,wewantthequalityofrawmaterialsasakey,andtheoriginoftherawmaterials,grading,andtomakeuseofhigh-graderawmaterials,toensurethatthe
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