[Subway Korea]Proposal for a New Marketing Communication Strategy

소개

전 세계적으로 맥도날드 급의 브랜드가치를 지닌 샌드위치 프랜차이즈 전문점 '서브웨이'에 관한 마케팅전략 레포트입니다. 전 세계적으로 매우 높은 브랜드가치를 지녔으면서도 왜 한국에서는 고전하고 있는지, 이를 극복하려면 어떻게 해야 할 것인지에 대한 분석을 마케팅적인 관점으로 풀어보았습니다.

3C 분석과 커뮤니케이션 전략 분석 등 체계적인 분석과 제언을 통해 많은 칭찬을 받은 레포트입니다.
많은 도움이 되시리라 생각합니다.

목차

I. Company Analysis
II. Customer Analysis
III. Competitor Analysis
IV. Past communication strategy
V. Recommendation
VI. Appendix

본문내용

I. Company Analysis
Subway is an American fast food restaurant franchise whose main product is the submarine sandwich and salads. Its mission statement is to “Delight every customer so they want to tell their friends – with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience.” Ever since its foundation in 1965 by 17-year-old Fred DeLuca, Subway rapidly grew to be one of the leading franchises. In the U.S., it gained fame for its largely successful New York subway advertisement campaign. Since its first store abroad in Bahrain, Subway became the largest single brand restaurant chain worldwide with a total of 40,584 stores, beating McDonald’s in 2011. Subway achieved $16.2 billion in revenue in 2010 [Appendix 1].
Subway opened its first store in Korea in 1991. Unlike the past success the chain typically experienced in other markets however, Subway failed to become popular in Korea. It declared bankruptcy in 2006. Ever since, Subway Korea is owned and managed directly by the headquarters in the U.S. Subway Korea presently owns 69 stores across the country.

<중 략>

한국맥도날드는 '맥도날드 그린 캠페인 (McDonald's GREEN Campaign)' 출범식을 열고 본격적인 환경보호 활동에 돌입했다고 4일 밝혔다. 그동안 맥도날드는 전국 매장의 폐식용유를 수거해 바이오 디젤을 만드는 원료로 활용하고 매장 내 다회용컵 사용 고객에게 인센티브를 제공하는 등의 활동을 진행해 왔다. 또한 환경부와 올해부터 2020년까지 전년보다 일회용품 사용 3% 줄이기를 목표로 한 사업 협약을 체결하고 매장에서 다회용컵으로 주문 시 3, 6, 9회마다 음료 또는 커피를 제공하는 마일리지카드 서비스를 제공하고 있다.

참고자료

· http://www.entrepreneur.com/franchises/subway/282839-0.html
· http://www.subway.com/subwayroot/about_us/Social_Responsibility/NutritionalLeadership.aspx
· http://www.subwaykorea.co.kr/franchise/important.aspx
· http://www.mcdonalds.co.kr/franchise/retail-space-for-rent
· http://www.aabri.com/OC2013Manuscripts/OC13086.pdf
· http://www.trendwatching.com/trends/10trends2013/?fullfrontal
· http://www.huffingtonpost.com/2012/09/14/mcdonalds-calorie-counts-nutrition_n_1882266.html
· http://www.mediapost.com/publications/article/211468/subways-ads-ranked-highest-among-restaurants.html
· http://www.wowtv.co.kr/newscenter/news/view.asp?bcode=T30001000&artid=A201308270134
· http://www.wowtv.co.kr/newscenter/news/view.asp?bcode=T30001000&artid=A201308270134
· http://www.hkbs.co.kr/hkbs/news.php?
· mid=1&treec=134&r=view&uid=266877
· http://www.asiae.co.kr/news/view.htm?idxno=2013052908331831472
· http://www.qsrmagazine.com/news/subway-debuts-socially-responsible-eco-restaurants
· http://www.brandchannel.com/home/post/2011/09/21/Subway-Green-Restaurant-Expansion.aspx
· http://www.glamour.com/fashion/blogs/dressed/2013/09/so-this-happened-subway-yes-th.html
· http://usportt.com/archives/51635
· http://www.sportsbusinessdaily.com/Journal/Issues/2013/11/04/Marketing-and-Sponsorship/Subway.aspx
· http://www.subway.com/subwayroot/about_us/Social_Responsibility/OurPeopleOurCommunities.aspx