The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. The aim of SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. SWOT analysis groups key pieces of information into two main categories: o Internal factors - The strengths and weaknesses internal to the organization. o External factors - The opportunities and threats presented by the external environment. SWOT analysis is just one method of categorization and has its own weaknesses. For example, it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities may appear to balance strong threats. An effective SWOT analysis will help determine in which areas the company is succeeding, allowing it to allocate resources in such a way as to maintain any dominant positions it may have. The usefulness of SWOT analysis is not limited to profit-seeking organizations. SWOT analysis may be used in any decision-making situation when a desired end-state (objective) has been defined. Examples include: non-profit organizations, governmental units, and individuals. SWOT analysis may also be used in pre-crisis planning and preventive crisis management. SWOT analysis of Subway: Strengths are attributes of the organization that are helpful to achieving the objective. Some of Subway's strengths are the following: 1. It satisfies the need for convenient, value-oriented products that taste good. Subway has something for every type of consumer that tastes great. The Subway menu includes a wide variety of hot and cold submarines sandwiches. They also offer a delicious range of deli-style sandwiches, salads, wraps, crisps, freshly baked cookies, and muffins. 2. Health appeal - providing healthier alternative to fast food The emphasis on eating healthy is not to overshadow the fact that no matter whether you want to eat healthy, or eat something that is maybe not so healthy, Subway is offering tasty products for every type of customers. 3. It has great marketing slogans such as: "Subway. Eat fresh. The Way A Sandwich Should Be" 4. Eclipsed McDonald's as the largest restaurant chain in the country. The healthy aspect of the restaurant gives to Subway a competitive edge due to the fact that teens and young adults are very self-conscious about their appearance, and therefore, when away from home like to have a healthy alternative in food choices. Some that would be for the less health conscious consumer and some for the "healthy eater." This option for either type of consumer is a feature most fast food restaurants do not have. They differentiate their product in the consumer's mind from traditional "fast food" restaurants. That's why McDonald's lost most of its clients. When the consumer is looking for a fast, nutritious, and satisfying meal Subway hopes to be the only logical choice. 5. Team effort There are more than 25,000 Subway franchises in over 80 countries and territories worldwide. This involves a lot of team effort with each franchise. To keep new franchisees profitable, Subway offers an equipment leasing programme. For existing franchisees, Subway chain offers remodeling, relocation and expansion loans. Subway communicates with its franchisees through newsletters, voicemail, e-mail, intranet and regularly produced training videos. It also communicates to the world and franchisees via the Internet. 6. Good advertising campaigns For example Jared Jogle campaign. Jared S. Fogle also known as The Subway Guy is a spokesman employed by Subway Restaurants in its television advertising campaign. He is noted for his significant weight loss, attributed to eating Subway sandwiches (prior to his hiring by Subway). In a year's time, and by incorporating exercise into his daily routine, Jared lost 245 pounds. Since then, Jared has appeared in numerous commercials for Subway restaurants and has traveled throughout the world talking about the importance of proper dieting and exercise. 7. Client Testimonials Many people said a lot of good things about Subway restaurant. It provides fresh and healthy sandwiches and it's a good way to keep a diet if you want. 8. Nationwide food with room for growth Continuing to celebrate its 40th year in the quick-serve restaurant industry, with more than 25,000 locations in 84 countries, the Subway chain is poised for tremendous growth around the world. Today, the Subway chain boasts more the 5,700 non-traditional locations, including more than 3,200 branches at convenience stores and filling stations, 200 on college and university campuses and units within 1,000 Wal-Mart stores.
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