Subway Essay

872 Words4 Pages
Analyse the characteristics of the different target segments for the product category you have chosen in terms of demography, psychograph, geography and behavioural in two different countries. The first Subway was found in 1965 which the founder name Fred De Luca, start to run his restaurant business when he was just 17 years old. Subway is the third largest fast food in the world after McDonalds and KFC. Subway in Australia has about 1367 stores and in Malaysia having about 125 stores of Subway. A market segment must be meeting with several criteria and it must be measurable in terms of size and identifying characteristics. The common bases ofthe target segments include demography, psychograph, geography and behavioral. (Subway, 2013) The demography segmentation isrelated with the age group, education, gender, life cycle, income and ethnicity. According to Subway majority of the customers are focus on the age groups in between 16 to 39 years and mostly they are still studying or working which need to rush and save their time. Subway can observe the change in the product which consumed by different age groups. Subway also introduced certified Halal meat for the Muslim customers who don’t have any pork meat but with a limited number of Subway stores only. (Subway UK, 2013) For the example, in Subway Australiais non Halal (Subway Australia, 2011) because it provided bacon subs which bacon is the back and sides of a pig with smoked. (Ardictionary, 2010). For the Subway Malaysia is Halal which means that doesn’t have any pork available and available for all customers include Muslim customers. (Subway Malaysia, 2013) Photo show: Non Halal is available in Subway Australia which has bacon meat. Photo show: All meats serve in Subway Malaysia is Halal. For the psychograph of the Subway, the core customer mostly are between the ages of 16 to 39 is found to be

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