Title: Study of Subway Marketing 4P Strategy
Authors:
- Varsha Ganatra
- A.A. Gde Satia Utama
- 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
Department: Akuntansi
Journal Name: Asia Pacific Journal of Management and Education (APJME)
Kinds of Journal: –
Keywords: Competitive Advantage, Customer Loyalty, Fast-Food Industry, Marketing 4P Strategy, Respondents’ Perception, Subway
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 respondents’ perceptions of Subway performances. The findings indicated that marketing 4P strategies are the important prediction of the success of the company.
For details: https://www.ejournal.aibpmjournals.com/index.php/APJME/article/view/1069
