Subway Restaurants

Paper Summary:

This paper looks at aspects of marketing that seem to help restaurants, in general, together with an understanding of the Subway restaurants chain, in particular. It examines how, although it is considered part of the fast food category, the emphasis of Subway is, however, on the health aspect of the food that it serves. It serves sandwiches of either one feet or six inches long of all different types, including meat, cheeses, vegetables, or other toppings. It shows how the main advertising and publicity theme is the weight reduction that is possible by eating at Subway.

From the Paper:

"A product for the general public is viewed in marketing terms more as a sales exercise than a publicity exercise. (Buttle, 1996) Marketing is generally considered as the sexier stepsister to the soot covered and dirties "Cinderella" of sales. Yet, the fairy godmothers of certain business have changed the conditions that take Cinderella to the ball for eventual marriage to the prince. In academic and business circles, the sales force and the sales management are often viewed as the part of the promotional or communications elements of the marketing mix. This view is reflected in the traditional concept of the 4-Ps of marketing. The strategic importance of sales in certain businesses has not been fully appreciated and the degrees of importance of integrating the sales activity into the wider marketing activities of the organization are not realized."

More papers on Subway Restaurants:

• Business Plan # 112785 : "Subway Sandwiches"
• Term Paper # 112594 : "A New Product Concept: Healthy Fast-Food"
• Research Paper # 101668 : "The Fast Food Industry and KFC"

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