Open AccessA Study of Subway Marketing 4P Strategy
Author(s) -
Varsha Ganatra,
Anak Agung 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
Publication year - 2021
Publication title -
asia pacific journal of management and education
Language(s) - English
Resource type - Journals
eISSN - 2685-8835
pISSN - 2655-2035
DOI - 10.32535/apjme.v4i2.1069
Subject(s) - marketing , business , marketing strategy , promotion (chess) , competition (biology) , marketing mix , product (mathematics) , competitive advantage , loyalty , loyalty business model , service (business) , service quality , ecology , geometry , mathematics , politics , political science , law , biology
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 respondents’ perceptions of Subway performances. The findings indicated that marketing 4P strategies are the important prediction of the success of the company.