Weber State
SST 2383
Final Paper

History of the Company………………………………………………………………..3 Retail Strategy………………………………………………………………………….5 Target Market…………………………………………………………………………..5 Merchandise Assortment………………………………………………………………..5 Human Resources……………………………………………………………………….6 Store Location…………………………………………………………………………..7 Pricing…………………………………………………………………………………..8 Advertising/Promotion…………………………………………………………………9 Store Layout…………………………………………….………………………………9 Talk to 3 Customers…………………………………………………………………….10 Competitive Advantage…………………………………………………………………12

Subway Sandwich was founded in 1965 by Fred DeLuca. DeLuca was a seventeen-year-old kid trying to earn money to pay for college. His sandwich shop was first named “Pete’s Submarines” and it quickly became a big success. According to the official Subway web page, there are currently 27,930 Subway locations. The name of Subway Sandwich has changed and has multiplied from one location and can be located throughout the world including Amsterdam, Netherlands, Australia and New Zealand. The two Simi Valley locations owned by Jared Milford’s were opened in 1997. At the time Jared decided to open a fast food restaurant and Subway seemed like a good choice because one of Jared’s favorite foods was a sandwich. He found the two great locations to set up shop and he has been operating from these locations ever sense. The flagship store for Subway Sandwich is located in Milford, Connecticut. This company also has a regional center located in Europe and the Middle East. During the first years of Subway Sandwich, the restaurant focused on building a great tasting sandwich. During the last few years Subway not only works to make a great tasting sandwich, but they have really focused on healthy eating. Jared feels that this is a large reason why the chain has become so successful. The world seems to be moving towards healthy eating, and during the time that Jared has owned the Subway, he sees his clientele increasingly choosing the healthier food choices. According to the official Subway web site the mission statement of this company is “To provide the tools and knowledge to allow entrepreneurs to compete successfully in the Quick Service Restaurant industry worldwide, by consistently offering value to consumers through providing great tasting food that is good for them and made the way they like it.” (www.subway.com) As a national restaurant chain, it seems that they are always thinking of new way to market their product. Jared Milford says that Subway, like any great restaurant chain, is always thinking of ways to penetrate, diversify or change their retail format in the near future. One of the ways this can be seen is the way that Subway is moving their stores to Europe and the Middle East. At the present time Dan feels that Subway Sandwich will continue to focus on the healthy heating campaign. He thinks that this has proved to be very successful and the world seems to continue to be ...

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