Your Task: You have been given the task of preparing a market research brief for Subway. Subway is a fast food restaurant chain seeking to expand its operations across Melbourne. Melbourne’s...

Your Task:
You have been given the task of preparing a market research brief for Subway.
Subway is a fast food restaurant chain seeking to expand its operations across Melbourne.
Melbourne’s population has been growing rapidly over recent years and the organisation believes
there are opportunities to expand its franchise operations by opening further stores.
Research is now needed to locate the best locations to open new stores.
For management to make informed decisions on new outlets, market and consumer research is
needed. Market research is needed on the macro, micro and numerical trends that might be
impacting on the Melbourne fast food category. Consumer research is needed on consumer’s
behaviour and attitudes/perceptions in relation to the fast food category and the Subway brand.
Information on consumer characteristics are also required ie demographics.
As the marketing manager of Subway, you need to prepare a market research brief for three
market research organisations.
Your market research brief should map out the research requirements and include / discuss ALL
the following research issues:
Research Objectives
Outline the market and consumer information you believe should be collected. Here you will
need to explain the:
o Overall Business/Marketing Objective
o Overall Research Objective – Relates to the research problem
o Specific Objectives – Relates to the information needed to address the research
problem
Market Information:
Macro: What economic, political, cultural and/or technological trends might
be impacting the market in which the organisation operates?
Micro: What further information might be needed about competitors?
Numerical factors: What numerical data might be needed eg. market
size/growth?
Consumer Information: Outline what information should be collected to
measure current:
Consumer behaviour towards the product/service category: This relates
to what consumers DO in the category ie. What, when, where, how often,
spend etc
Consumer attitudes/perceptions towards the product/service category:
This relates to what consumers THINK about brands in the category ie.
Purchase criteria, level of satisfaction with brands, recommendation
Consumer demographics you believe would assist with analyses