Fast Food Market Forecast - The Subway example of Strategic Product Positioning

The U.S. fast food market has a healthy increase in growth in the last three years, the projections can be maintained in view. The fast-food market is forecast to maintain its current growth expectations, with an expected compound annual growth rate (CAGR) of 2.3% for the five-year period 2005-2010. This is expected to go on the market at a value of $ 57.6 billion by end 2010. Drivers of growth are a growing number of Americans in the workplace, which reduces the amountTime spent preparing meals at home. In 2010, the United States are fast-food market is expected to be worth $ 57.6 billion, an increase of 12.1% since 2005.

Forecast Volume

In 2010, the United States are fast-food market expected a volume of 37 billion transactions (Figure 1). This represents an increase of 5.3% since 2005. The CAGR of the market volume in the period 2005-2010 is forecast at 1%.

Success

Success factors for rapidFood franchisees are the products and marketing to healthier menu choices, brand consistency, low start-up costs, franchise targeted support and convenience for consumers. SUBWAY ® is a poignant example of a fast food franchise ready for success in the future, fast-food market. Their strategies beyond the fast-food market and for many other markets and products.
SWOT analysis

Subway sandwich shops are well positioned to capitalize on their strengths and addressreasonable threats, weaknesses and opportunities. The following table highlights these strengths, weaknesses, opportunities and risks.

Strengths

Size and number of stores and channels
Menu reflects the demand for fresh, healthy and fast.
To use non-traditional channels.
The partnership with the American Heart Association.
Worldwide popularity.
Customizable menu offerings.
Low franchise start-up costs.
Franchisee training is structured, concise and designed to assure rapidStart-up and success.

Weaknesses

The decor is outdated.
Some franchisees are unhappy.
Service delivery from the warehouse store in protest.
Turnover is high.
No control over the franchise market saturation in certain areas.

Opportunities

Continue to Grow Global Business.
Update facility to encourage more to dine in the economy.
Improve customer service model.
Continue to expand global partnerships with Event wagon.
Increase franchiseeRelations.
Try experimenting with drive-through business.
Expand Desserts packed.
To continue to revise and update the menu offerings.
Develop more partnerships with film producers and manufacturers for the new film released through the menu for kids packing and promote co-branding opportunities.

Threats

Franchisee unrest or disputes.
Food contamination (spinach).
Competition.
Interest costs.
Due to the economic downturn.
Sabotage.
Law Suits.

Competitive Analysis

Subway is not without competition. Chief competitors include Yum! Brands, McDonalds, Wendy's and Jack in the Box. Yum! Trademarks are the world's largest, with 33,000 restaurants in over 100 countries. Four of the highly recognizable brands of the company, KFC, Pizza Hut, Long John Silver's and Taco Bell are the global leader of the Mexican, chicken, pizza, quick-service seafood categories. Yum! has a workforce of 272,000 employees and is headquartered in Louisville,Kentucky.

McDonald's Corporation (McDonald's) is the world's largest foodservice retailing chain with 31,000 fast-food restaurants in 119 countries. The company also operates restaurants under Chipotle Mexican Grill "brand name" The Boston Market 'and'. McDonald's is working mainly in the U.S. and the UK and is in Oak Brook, Illinois, employs 447,000 people make their headquarters.

Wendy's International (Wendy's) operates three chains of fast-food restaurant: Wendy's (the thirdlargest burger chain in the world), Tim Horton's and Baja Fresh. Wendy's operates more than 9700 restaurants in 20 countries, has been in Fortune magazine's list of top 500 U.S. companies have been included, is in Dublin, Ohio, and employs approximately 57,000 people.

Jack in the Box owns, operates and franchises Jack in the Box quick-service hamburger restaurants and Qdoba Mexican Grill fast-casual dining and is located in San Diego, California.

Target markets

TheSales of the sandwich has been a result of declines in consumer interest in hamburgers and fries and an increase in the demand for healthier options. The sale of sandwiches are growing 15 percent annually, well above the 3 percent sales growth for burgers and steaks.

Current Marketing Program

A new kind of restaurant makes big gains against the market-saturated Hamburger establishments. As a "fast casual" restaurants, which are dominated by Mexican chains,and sandwich restaurants with freshly baked bread and sandwiches.

In response to changing consumer expectations for health, fresh, custom-made sandwiches, Subway-Marketing program addresses these expectations through a series of approaches. The most important were the TV commercials with Jared. These spots highlight the health benefits of a Subway sandwich, by the 245 pounds by eating one Jared Subway sandwich diet lost. Subway also markets througha national sponsorship of events such as the American Heart Association Heart Walks and local events such as triathlon, sports and children's teams.

The metro sample represents marketing and product strategies, the classic examples of focusing on market demand, consumer trends, product will use, and innovation. The marketing strategies of establishing clear brand awareness, brand and product association, and requirements of the market, are strategically positioned to Subway to advance market shareIn the near future. These marketing strategies are also repeatable basic marketing strategies to overcome the fast-food market. Does your marketing strategy, brand recognition to bind with products that support the future direction of your market?

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