Target Market for Subway - Essay Example

Introduction

It refers to a franchise that has restaurants offering fast food globally. This American food provides a range of fast foods with varieties of fast foods such as sandwiches, pizzas, and salads (Bhat & Reddy, 2018). Subway is one of the most fabulous restaurants with many branches of it worldwide.

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Target Market

Subway's target market is young persons within the age bracket of 15 years to 40 years, even though the restaurant is open to persons above the age of 60 because one is free to come and enjoy the delicious food that is offered at Subway (Cadario, 2016). The subway mostly targets young persons who prefer to have delicious foods whose components are rich in nutrients rather than eating fast foods such as burgers and fries.

Statements

The company tends to be driven by statements that aid it in attracting its target audience (Chen et al., 2018). The company believes that young persons between the age bracket of eighteen to thirty-nine years are free from being influenced by anything.

The company believes that youngsters are willing to accept the challenge, and thus they tend to select and would like to test different food products when they come to the subway (Vercammen et al., 2019). The company believes that youngsters are willing to choose different food cultures when they come other than eating the regular foods offered at various restaurants.

How Subway Defines Its Target Audience

Subway offers a variety of food chains that targets its audience by offering healthy foods. It also safeguards its customer's interests and preferences by offering sandwiches, salads, snacks, and desserts, each with a different variety of fat options (Reinhold et al., 2019). Thus, the client is free to choose what sandwich one prefers.

Subway also offers food items at a reasonable price for its clients. In this way, Subway attracts its clients (Dolnicar & Leisch, 2017). The subway also offers a variety of food choices to its consumers because they understand that their target audience prefers a different taste of food choices every day. The sandwiches are offered to their consumers as per the client's wishes and choices.

Subway also gives the consumers a choice, in which the client can point out what they want to order (Dolnicar & Leisch, 2017). Through this, it will aid in reducing of confusions at Subway.

Marketing Theories

Marketing Orientation

This theory states that for businesses to be successful, they should know their client's needs and what they want. Through it, it aims to provide the best services to its clients by making sure one achieves the client's needs and provides it efficiently (Johnson et al., 2019). For example, Subway understands its clients' needs, and through it, it provides the clients with a wide range of food options in that one can select what food they want and that the foods have low cholesterol levels, which most of the clients prefer eating.

Institutional Theory

Institutional theory is tied to the company's culture, and it suggests that the actions of a business and the outcomes tend to be influenced by its beliefs, systems, and organizations. It states that the words, and actions of an organization tend to reflect and portray what the business is all about. Through this, Subway manages the company by ensuring that the business provides excellent services to its consumers (Reinhold et al., 2019). The company also ensures that the subway's image and reputation are not destroyed by ensuring that the clients get provided with healthy foods and that the subways adhere to the health policies of different companies.

Conclusion

The Subway restaurants are created in a way that the place where the subway is located; menu stays the same while the culture tends to differ a little bit (Johnson et al., 2019). The subway tends to adapt to different cultures globally, for example, in the Middle East countries, Subway offers halal foods, and in America, it offers mostly sauces.

References

Bhat, P. S., & Reddy, T. V. (2018). Effect of age, gender, domicile status, and profession on the frequency of consumption of American foods. International Journal of Farm Sciences, 8(3), 80.
https://doi.org/10.5958/2250-0499.2018.00087.3

Cadario, R. (2016). The impact of health claims and food deprivation levels on health risk perceptions of fast-food restaurants. Social Science & Medicine, 149, 130-134.
https://doi.org/10.1016/j.socscimed.2015.12.016

Chen, K., Yeh, T., Pai, F., & Chen, D. (2018). Integrating refined Kano model and QFD for service quality improvement in healthy fast-food chain restaurants. International Journal of Environmental Research and Public Health, 15(7), 1310. https://doi.org/10.3390/ijerph15071310

Dolnicar, S., & Leisch, F. (2017). Using segment level stability to select target segments in data-driven market segmentation studies. Marketing Letters, 28(3), 423-436.
https://doi.org/10.1007/s11002-017-9423-8

Johnson, R. G., & Imparato, N. (2019). Marketing, communities of color, and the consequences of fast foods. Journal of Cultural Marketing Strategy, 4(1), 66-78. https://www.ingentaconnect.com/content/hsp/jcms/2019/00000004/00000001/art00008

Reinhold, S., Beritelli, P., & Grünig, R. (2019). A business model typology for destination management organizations. Tourism Review, 74(6), 1135-1152.
https://doi.org/10.1108/tr-03-2017-0065

Vercammen, K. A., Frelier, J. M., Moran, A. J., Dunn, C. G., Musicus, A. A., Wolfson, J., Ullah, O. S., & Bleich, S. N. (2019). Understanding price incentives to upsize combination meals at large US fast-food restaurants. Public Health Nutrition, 23(2), 348-355.
https://doi.org/10.1017/s1368980019003410

Wilkins, S., Butt, M. M., Shams, F., & Pérez, A. (2019). The acceptance of halal food in non-Muslim countries. Journal of Islamic Marketing.
https://www.emerald.com/insight/content/doi/10.1108/JIMA-11-2017-0132/full/html