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Introduction
The company I have selected for this assignment is the famed fast food chain “Subway”, on which we will be basing the entire assessment on.
Company Story 公司故事代写
Subway was first started by a seventeen year old entrepreneur Fred DeLuca in the year 1965. Fred wanted to become a doctor, however, he did not have enough money so one of his friends suggested that he try earning some extra money by opening a submarine sandwich shop, which he did, and went on to make it a huge success. He took a loan of $1,000/- from his friend Dr. Peter Buck, who became Fred’s business partner as well. The first shop of this fast food chain was opened in the month of August of 1965, in Bridgeport, and then they set a goal of opening 32 stores in the next decade. He learned a lot from his early experiences about cost cutting, keeping customers happy, providing optimal service, marketing, and serving high quality products, which helped him later on over the years.
In order to reach their target of 32 shops in a decade, the company began franchising, which led Subway into a period of immense growth. 公司故事代写
Nowadays the brand is well known for its sandwiches and many of the health conscious people are considered to be their most loyal target audience. Today the company has outlets located at more than 44,000 locations (Subway History).
Their target audience comprises of young adults, aged 18-34 years of age, who prefer quick, healthy and nutritious meals that can be enjoyed with the entire family. They are health conscious are looking for something light to have. Fred’s vision was to serve the customers delicious sandwiches made from fresh food that can be ordered and made right in front of the customers.
- On the other hand, Subway’s sales have started declining over the past couple of years, making 2017, the fourth consecutive year of declining sales.
- The US store count of this fast food chain fell by 909 last year, which is a reduction of three times as many locations as in the year 2016.
- In recent years, the company has been facing trouble because of its top management issues, which has damaged the brand’s reputation as well, and internal issues are causing more problems for the company’s business as well, especially the franchisees.
Internal Entrepreneurism 公司故事代写
The entrepreneurial spirit that was there at the initiation of the brand still remains, as many people are given the chance to become franchise owners, and then help scale up the business through their own unique ideas. Franchise owners and employees are provided training opportunities, while at the same time a culture of continuous product improvement is created in order to help the company serve better customers, and come up with more innovative flavors for the sandwiches. A culture that fosters growth and innovation is prevalent in the company and amongst all its employees. According to one of their employees, “I started as an assistant manager with a Subway restaurant in Mt. Airy, North Carolina. When the manager left after a month, I stepped in and the rest is history.” The company offers plenty of growth opportunities to all its employees.
Business & Marketing Reengineering 公司故事代写
- There are multiple steps that have been taken up by the organization in order to improve the business and its marketing re-engineering. However, the business is not performing well as discussed before.
- However, the company claims that it is making the world a better place by addressing issues like childhood obesity and heart health. They have partnered up with the American College of Cardiologists to sponsor the American Heart Association’s Start.It’s about integrating walking in your daily routine for at least 30 minutes, in order to promote heart health.
- Similarly the company has sponsored different programs that encourage physical activity in order to overcome heart diseases.
- The company is engaged in multiple CSR activities as well, which are aimed at improving the neighborhood of the surrounding areas of a community, such as the preservation of the Millford community, the area of which was improved after collaboration with the local government.
The intention of all these actions is to create a favorable image of the brand in the eyes of the customers, along with taking steps to give back to the society through one form or another. The positive reputation will help the company is coming out of the troubled waters it has come under.
Employer Appeal 公司故事代写
After reading about the culture of the organization, and how the company is faring these days, it might come as a surprise that I would actually like to work for the company.
- The primary reason for this is because I feel like I can make a difference where the troubles are concerned and actually help the company in finding solutions for the problems it is currently facing.
- Another reason why I want to work for Subway is because it has always been one of my most favorite brands, and therefore, I have read up a lot about the culture of the organization and how they actually encourage diversity as it brings about better ideas.
These are the two reasons why I would actually consider working for this brand and help it grow instead of getting to the point where the company shuts down.
Customer Experience 公司故事代写
The company’s main focus is on providing optimal services to all its customers. However, with the recent issues being faced by the organization and many of the franchisees closing down, the focus on customers service is being questioned. However, at the same time, the company is focused on providing the top local produce to all its outlets so that the economy improves and grows along with the business as well. The search for better ingredients, better services, and better processes is always there, which makes the focus on customer service to be there. They actually have a section by the name of “The search for better”, where they are focused on providing the top ingredients to create the ultimate user experience.
Bonus Quote 公司故事代写
Currently, the company is not doing so well, as stated previously as well. One of the franchisees said, “A lot people in the industry feels that Suzanne is not qualified to be the CEO of the company. She tells us like she is doing us a favor while franchises are losing everything they own.” (Business Insider, 2018)
The company needs to look into its top management and ascertain whether changing it entirely would be more beneficial instead.
References
Kate Taylor, ‘Subway is dying’: Battles at HQ are killing the world’s largest fast-food chain — and many franchisees are turning against the CEO, Jan’ 2018, retrieved 21-3-18 from;
http://www.businessinsider.com/subway-franchise-owners-say-leadership-threatens-surival-2018-1
Search for Better, Subway, retrieved 21-3-18 from;
http://www.subway.com/en-us/aboutus/searchforbetter
Our People, Our Communities, Social Responsibility, retrieved 21-3-18 from;
http://www.subway.com/en-us/aboutus/socialresponsibility/ourpeopleourcommunities
Sussie C. Morrish, Entrepreneurial marketing: a strategy for the twenty-first century?, retrieved 21-3-18 from;
Papadopoulos, I., Trigkas, M, The Entrepreneurial Marketing Strategy of Sustainable Building in Greece, retrieved 21-3-18 from;
Successful factors of Subways business, 2015, retrieved 21-3-18 from;
https://www.ukessays.com/essays/marketing/successful-factors-of-subways-business-marketing-essay.php
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