The Biggest Threat of Current Automobile Business Environment

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Subway restaurant emphasize healthy, freshness, cheap and convenient in the advertisement as the trademark of its submarine sandwiches, but Subway do not have much Combo meal in their menu and only a few selected sandwiches or in limited time only.

Subway can offer the consumer value to their customer to increase customer’s perceive value, by standardize all the menu into the combo meal. This strategy will attract more customer to buy sandwiches because customer focus on the benefits received as the most important component of value. From the menu, one sub is about RM 12.00, add on beverage it will be RM 14.50. So, if Subway standardize all menu include the beverage and side dish in a combo, this make customer want to buy Subway because they feel worth, paying low prices can receive much more benefits.

Moreover, other fast food outlets also using this combo meal strategy such as Mc Donald’s, and KFC. The combo meal strategy will lead the consumer buy often because they are less money to buy more food and buying separately will cost them more (Mc Donald’s, 1991). If Subway can offer this value to customer, customer will be attracted and Subway can increase their revenue as well. Besides, customer will feel healthier and worth since Subway already offering the healthy and fresh ingredient.

From Table 1 and Table 2, Subway become one of the famous fast food restaurant because of it good value chain activities support the restaurant and making the restaurant in a good shape, but Subway still can improve on their marketing and sales value chain.

As mention at Table 1, marketing and sales activities are developing new product and test market. So based on the social and cultural parameters of the developing nations, Subway can develop the innovative products, focus on geographic locations and develop innovative products based on the social and cultural aspects of the developing nations. For example, Subway can adapt the Malaysia local ingredient into their sandwiches, like Satay meat sandwiches, Lobak sandwiches, Dumpling sandwiches and more. Subway should develop a local cultural ingredient sandwiches in Malaysia because Malaysia is a multicultural nation, and this will make Malaysia’s Subway menu more unique by adapting the local food ingredient into the sandwiches, customer will feel special when they see the Subway’s menu fill with local culture ingredients. Besides, this strategy also can promote the food culture of Malaysia to the customer from foreign countries.