The paper 'Subway Systems Australia - SWOT Analysis" is a good example of a marketing case study. Australia's fast food industry has experienced stiff competition as established market players seek to outdo each other in terms of price, product development, market share and profits. With its slogan “ eat fresh” , Subway Systems Australia has posed strong competition to the market leaders including Competitive Foods, McDonald's’ and Domino's Pizza and even attracting more customers as the market shift to healthy fast foods. Therefore, this report will draw a SWOT table to critically analyze the strength and weaknesses of Subway Systems Australia which has helped and also hindered its competition in the Australian fast-food market.
The report also described the market target by the company and the new product developed for the target market. Finally, the report describes the customer value offered by the new product and provides justification on how the new product ‘ fits’ with the SWOT analysis. Introduction Subway Systems Australia is a fast-food company operating in Australia. Subway Systems Australia is a branch of the parent company SUBWAY® chain which first established in 1965 in Connecticut, US (Lichtenberg 2012, p.
37). After a few years in operation, the company had grown and started expanding to other cities and countries across the globe. Subway (2016) claimed that today, the SUBWAY® chain has more than 44,000 outlets in more than 100 nations across the globe. However, in June of 1988, the SUBWAY® chain first entered the Australian fast-food market and opened its doors in Perth. Subway (2016) postulated that currently, the company has more than 1400 stores in Australia which are owned and run on the basis of a franchise.
The company is famous for its submarine sandwich which is offered in all its outlets across the globe. Subway Systems Australia also offers foods like Italian B. M.T, Roasted Chicken, Tuna, Meatball Marinara, Subway Club, Subway Melt, hamburger, wraps, Chicken Teriyaki, salad, Steak, Turkey, Veggie Delite, Cheeses and salads among others (Subway 2016). Research has found out that Subway Systems Australia is the largest single-brand fast-food company in Australia.
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