A Study of Subway Marketing 4P Strategy

Varsha Ganatra; A.A. Gde Satia Utama; Puran Puran; Rudresh Pandey; Liang Mei Qi; Daisy Mui Hung Kee; Irene Saw Ai Ling; Lim Hooi Sien; Tan Jia Tien; Hafizh Sasining Ramadhan; Liem Gai Sin; Madhu Ashok Pandey

doi:10.32535/apjme.v4i2.1069

A Study of Subway Marketing 4P Strategy

Varsha Ganatra, A.A. Gde Satia Utama, Puran Puran, Rudresh Pandey, Liang Mei Qi, Daisy Mui Hung Kee, Irene Saw Ai Ling, Lim Hooi Sien, Tan Jia Tien, Hafizh Sasining Ramadhan, Liem Gai Sin, Madhu Ashok Pandey

Abstract

The purpose of this study is to examine Subway marketing 4P strategy as the competition in the fast-food industry is extremely high. Subway is needed to keep on striving for better performances to build existing customer loyalty while attracting new customers. Therefore, we examine Subway marketing 4P (product, price, promotion, and place) to ensure that Subway can obtain a competitive advantage in the marketplace. The study used primary and secondary data methods to collect respondentsâ€™ perceptions of Subway performances. The findings indicated that marketing 4P strategies are the important prediction of the success of the company.

Full Text:

PDF

References

Adobe. (2019). Summit ad report: Adobe Digital insights 2019. Retrieved from https://www.slideshare.net/adobe/summit-ad-report-2019-digital-decluttering-137380554?next_slideshow=1

Ambolau, M. A. P., Kusumawati, A., & Mawardi, M. K. (2015). The influence of brand awareness and brand image on purchase decision. Jurnal Administrasi Bisnis (JAB), 2(2), 1-8.

Armstrong, G., Kotler, P., & Opresnik, M. O. (n.d.). Marketing: An introduction (14th ed.). London: Pearson.

Astuti, F. A. (2020). 7 perbedaan kuantitatif dan kualitatif yang wajib diketahui, jangan sampai keliru. Retrieved from https://www.merdeka.com/jabar/7-perbedaan-kuantitatif-dan-kualitatif-yang-wajib-diketahui-sebelum-penelitian-kln.html#:~:text=Kualitatif%3A%20Penelitian%20kualitatif%20memandang%20%22Fakta,pada%20cara%20peneliti%20menginterpretasikan%20data.&text=Peneliti

Baweh, M. Z. (2004). Perniagaan makanan siap dan amalan makan di luar. Satu kajian di Bandar Segamat. Kertas Projek Sarjana (Geografi), Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia.

Berger, J. A., Draganska, M., & Simonson, I. (2007). The influence of product variety on brand perception and choice. Marketing Science, 26(4), 460-472.

Borg, W. R., & Gall, M. D. (1979) Educational research: An introduction (3rd ed.). London: Longman.

Buffer. (2019). State of social 2019. Retrieved from https://buffer.com/state-of-social-2019

Caramela, S. (2020). Improve your customer retention, build brand trust and boost your ROI by focusing on your product quality. Retrieved from https://www.business.com/articles/5-reasons-why-product-quality-matters/

D, D., Sinha, R., Wen, C. P., Kee, D. M. H., Ching, C. S., â€¦ Yan, Y. W. (2021). The influence of brand equity on consumer purchase decisions at starbucks. International Journal of Accounting & Finance in Asia Pasific, 4(1), 37-50.

Davenport, T. H., DalleMule, L., & Lucker, J. (2011). Know what your customers want before they do. Retrieved from https://hbr.org/2011/12/know-what-your-customers-want-before-they-do

Dibley, A., & Baker, S. (2001). Uncovering the links between brand choice and personal values among young British and Spanish girls. Journal of Consumer Behaviour, 1(1), 77-93.

Formplus Blog. (2020, July 24). What is secondary data?. Retrieved from https://www.formpl.us/blog/secondary-data

Gay, L. R. (1987). Educational research: Competencies for analysis and application. (3rd ed.) London: Merrill Publishing.

Giskes, K., van Lenthe, F., & Avendano-Pabon, M. (2011). A systematic review of 737 environmental factors and obesogenic dietary intakes among adults: Are we getting closer to 738 understanding obesogenic environments? Obes Rev, 12, e95-e106.

Goi, C. L. (2009). A review of marketing mix: 4Ps or more? International Journal of Marketing Studies, 1(1), 2-15.

Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403-419.

Hirschberg, C., Rajko, A., Schumacher, T., & Wrulich, M. (2016). The changing market for food delivery. Retrieved from https://www.mckinsey.com/industries/high-tech/our-insights/the-changing-market-for-food-delivery.

Huang, R., & Sarigollu, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. Fashion Branding and Consumer Behaviours, 113-132.

Ibojo, B. O., & Asabi, O. M. (2015). Impact of customer satisfaction on customer loyalty: A case study of a reputable bank in Oyo, Oyo State, Nigeria. International Journal of Managerial Studies and Research, 3(2), 59-69.

Ifinedo, P. (2015). IGI global: Inhibitors to internet use by sub-Saharan African SMEs. Retrieved from https://www.igi-global.com/chapter/inhibitors-to-internet-use-by-sub-saharan-african-smes/113149

Macdonald, E. K., & Sharp, B. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5-15.

Mckenzie, J. (2018). What is a journal article? Retrieved from https://www.lib.sfu.ca/help/research-assistance/format-type/what-journal-article

Kenton, W. (2020). Word-of-Mouth marketing (WOM Marketing). Retrieved from https://www.investopedia.com/terms/w/word-of-mouth-marketing.asp

Kotler, P., Armstrong, G. (2012). Marketing: An introduction (11th ed.). New Jersey: Prentice Hall.

Khan. & Afsheen. (2012). Determinants of customer satisfaction in Telecom Industry: A study of Telecom Industry Peshawar KPK Pakistan. Journal of Basic and Applied Scientific Research, 2(12), 12833-12840.

Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of social media and traditional marketing on brand sales: Capturing the time-varying effects. Journal of the Academy of Marketing Science, 45(2), 268-288.

Lepp, C. (2019, May 21). Is radio dead? 5 reasons why radio advertising is still relevant in 2019. Retrieved from https://info.zimmercommunications.com/blog/is-radio-dead-6-reasons-why-radio-advertising-is-still-relevant-in-2019#:~:text=Radio's%20Reach&text=That%20fact%20alone%20proves%20that,desirable%20advertising%20medium%20to%20businesses.&text=Not%20only%20can%2

Lin, J. S. C., & Wu, C. Y. (2011). The role of expected future use in relationship-based service retention. Managing Service Quality, 21(5), 535-551.

Marketingcharts. (2020). Why do people follow brands on social media? Retrieved from https://www.marketingcharts.com/digital/social-media-113405

Martins, F. N. (2020). 18 ways to increase Facebook followers and likes in 2020. Retrieved from https://id.oberlo.com/blog/facebook-followers

Maryam, M. (2020). 10 Facebook statistics every marketer should know in 2020. Retrieved from Oberlo https://id.oberlo.com/blog/facebook-statistics#:~:text=Here's%20a%20summary%20of%20the,60.6%20percent%20of%20internet%20users

Mat, M. (2003). Perkembangan perniagaan makanan di Jitra, Kedah dan peranannya terhadap masyarakat. Latihan Ilmiah Pusat Pengajian Sosial, Pembangunan dan Persekitaran, UKM.

McLeod, S. (2018). Questionnaire: Definition, examples, design and types. Retrieved 17 October 2020 from https://www.simplypsychology.org/questionnaires.html.

Mohsin, M. (2020). 10 social media statistics you need to know in 2020. Retrieved from https://id.oberlo.com/blog/social-media-marketing-statistics#:~:text=Summary%3A%20Social%20Media%20Statistics,-Here's%20a%20summary&text=social%20media%20platform.-,90.4%25%20of%20Millennials%2C%2077.5%25%20of%20Generation%20X%2C%20and,are%20active%20soci

Mittal, B., & Lassar, W. M. (1998). Why do customers switch? The dynamics of satisfaction versus loyalty. Journal of Services Marketing, 12(3), 177-194.

Pei, X. L., Guo, J. N., Wu, T. J., Zhou, W. X., & Yeh, S. P. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A Comparative Study of Different Shopping Situations. Sustainability, 12(18), 1-19.

Schindler, P. S. (2019). Business research methods (13th ed.). New York: McGraw-Hill/Irwin.

Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values?. Journal of Advertising Research, 28, 19-26.

Sekaran, U., & Bougie, R. (2010). Research methods for business: A skill-building approach (5th edition). New Jersey: John Wiley and Sons.

Sherman. (2019). Top 10 benefits of digital marketing & why digital marketing is a must for every small business. Retrieved from https://www.lyfemarketing.com/blog/benefits-digital-marketing/#:~:text=Using%20digital%20marketing%20tactics%20is,ways%20to%20market%20your%20business.&text=However%2C%20with%20affordable%20digital%20marketing,more%20for%20their%20marketing%20spend

Singh, M. (2012). Marketing mix of 4Pâ€™s for competitive advantage. Journal of Business and Management, 3(6), 40-45.

Subway. (2019). Frequently asked question. Retrieved from https://subway-franchise.com/my-en/faqs/

Thorsten, H. T., & Alexander, K. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737â€“764.

Turrell, G., & Giskes, K. (2008). Socioeconomic disadvantage and the purchase of takeaway food: A multilevel analysis. Appetite. 51, 69-81.

DOI: https://doi.org/10.32535/apjme.v4i2.1069

Refbacks

There are currently no refbacks.

Copyright (c) 2021 Varsha Ganatra, A.A. Gde Satia Utama, Puran Puran, Rudresh Pandey, Liang Mei Qi, Daisy Mui Hung Kee, Irene Saw Ai Ling, Lim Hooi Sien, Tan Jia Tien, Hafizh Sasining Ramadhan, Liem Gai Sin, Madhu Ashok Pandey