Marketing

Marketing: Retail Stores Amanda Ellison BUS235 Instructor:  Enrique Vasquez 05/09/2011 For this assignment I chose Subway in a Wal-Mart. I chose to analyze the location and the customer profile. This subway has only been in this Wal-Mart in Spanaway, Washington for about a year and a half now. It is a great place to have a food establishment. There are many different things you can analyze in a retail place. First let’s cover location. In this establishment they looked at many different places to put their store before choosing to put it is a Wal-Mart. If you decide to put a food establishment in a popular retail store then you are bound to get more customers just because it is convenient and cheap. At this location people walk right by the store on the way into Wal-Mart. This subway is literally right inside the door. The customers find it a cheap and healthy alternative to fast food at since it is right there when they leave from shopping they do not have to waste any more gas to travel to a different place and they also do not have to waste as much time. Another plus in choosing this location is that they bake their bread and cookies everyday multiple times a day. So in doing this not only do the Wal-Mart customers get tempted to buy because of the smell of the fresh baked food but so do the Wal-Mart employees. So when the employees are on their lunch break they have an easy and cheap place to buy their lunch without having to leave their work place. It gives the employees more time on their lunch breaks and also more time to enjoy their lunch. It also helps that it is a healthier alternative then fried or fast food. I am also covering customer profile. Who shops their' Well since they are in a Wal-Mart where they are trying to make their dollar go farther anyway why not have a meal that’s healthy and cheaper than a cheese burger meal. A lot of people now a days are trying to make healthier decisions while not spending a whole lot of money. They do that while they are shopping at Wal-Mart. So the demographic of people that they are trying to reach to buy their food is right there shopping at the store where they are established. That in itself helps with marketing their product. This all also explains target market segments. Wal-Mart and Subway have very similar marketing demographics. They both appeal to people that are trying to be money savvy and having convenience. While I have not seen a commercial to indicate that Wal-Mart is trying to say it has healthier options for cheaper, in the store they have sales on healthy items. While Subway does promote healthier options they also promote the $5 footlong. In analyzing this establishment I hope I answered any questions you might have had. They both have similar marketing stratigies and age groups that they are appealing to. Subway made a very good decision to put their store into a Wal-Mart. In doing so they put themselves right in the middle of the people they are trying to get to buy their product. Reference Page Kerin, R. A., Hartley, S. W., & Rudelius, W. (2011). Marketing 10th Edition. New York: The McGraw-Hill Companies, Inc.