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Subway

The document outlines a digital solution to address declining customer satisfaction and losing market share at Subway. It identifies strategic objectives to increase sales and customer satisfaction. It then details the data needs, sources, analysis, implementation plan, and testing of the solution over an 18 month period.

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Ruiye Wang
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45 views15 pages

Subway

The document outlines a digital solution to address declining customer satisfaction and losing market share at Subway. It identifies strategic objectives to increase sales and customer satisfaction. It then details the data needs, sources, analysis, implementation plan, and testing of the solution over an 18 month period.

Uploaded by

Ruiye Wang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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01

SUBWAY
DIGITAL Ruiye
Wang

SOLUTION
About Service Team Contact

Problem Identified

Strategic Objectives

Data Needs

Data Source, Extraction, Storage


Table of Contents
Data Analysis & Data Modelling

Data Team

Test Phase

Implementation & Final Solution


MANAGEMENT PROBLEM

Poor Management Foundation

Declining Customer Satisfaction

Losing Market Shares


Strategic Objectives

Increase the ACSI Implement new digital


Increase Subway’s annual
(American Customer communication strategies
sales by 8.5% in the US
Satisfaction Index) from 75 to promote online sales in
market in 18 months
to 81 in 18 months 1 year.
Data Needs:
Data Need:
1. Customer reviews and rating to create positioning map,
segmentation, and sentiment analysis
2. Trends regarding QSR, and consumers’ behaviuor
3. Internal data of existing customers to create personas
Data Type:
1. Structured data
2. Unstructured data
3. Video
4. Qualitative data
5. Quantitative data
Data Source, Extraction, and Storage

Data Validation & Consolidation


1. Transform unstructured data and semi-structured data into relevant structured data to proceed analysis.
2. Relevant qualitative data needs to be transformed into numeric figures for better analysis purpose
Data Modeling & Analysis
Data Modeling:
1. Food quality
2. Perception of geographical accessibility
3. Restaurant cleanness
4. Service quality
5. Price perception
6. Delivery speed

Analysis Structure:
1. Factor and regression analysis
2. Cluster analysis to define the customer segmentation
3. Sentiment analysis to understand the customer
emotion
4. Word clouds and text mining
About Service Team Contact

RESEARCH TEAM DATA ENGENEERING TEAM


1. Scouting clients information 1. Managing the data extraction and
2. Discovering market trend storage
3. Negotiating with third party 2. Developing the data lake
consulting companies for market 3. Creating the database
report 4. Data validation and consolidation

Data Team

DATA ANALYSIS TEAM MARKETING & COMMUNICATION TEAM


1. Analysis modelisation and data 1. Interpreting the analysis results in
visualisation to business actions
2. Providing analysis for the 2. Executing the strategy
management team 3. Responsible for communicating
3. Providing possible and thoughtful with the market
solutions for the management
team
Test Phase
DATA TEST:
KMO for factor analysis, checking cluster quality for cluster analysis,
and p value for regression
Testing the significance of model created
Taking SPSS as tool to understand the data accuracy and significance

STRATEGY TEST:
After gathering the analysis, further action and strategic tactics will be
implemented
To test the effectiveness of action taken from analysis, one
geographical location will be chosen as a test subject
By measuring the key performance indicators such as ACSI, sales, and
local market share, it should provide the organization a glace of the
effectiveness of the digital solution, which might take 2-3 months as
observation period
IMPLEMENTATION

Based on testing result, discuss with the Communicating with the franchisees to
management team, if further improvement is standardize the new strategies consented by the
needed management team within the whole US market

After implementation, further observation on KPI


Within 18 months, ideally strategy adaptation will
should be strictly monitored, and keep revising on
be achieved
emerging problems
Reference
https://www.restaurantbusinessonline.com/financing/subway-loses-its-sandwich-dominance

https://www.statista.com/topics/2582/subway/#dossierKeyfigures

https://www.statista.com/statistics/469341/number-of-subway-restaurants-us/

https://www.statista.com/statistics/442061/subway-customer-satisfaction-in-the-
us/#:~:text=Subway%20had%20an%20ACSI%20score%20of%2079%20in,account%20to%20enabl
e%20this%20functionality%20for%20all%20statistics.

https://www.statista.com/statistics/464277/subway-us-sales/

https://www.modernretail.co/retailers/why-subway-still-faces-challenges-despite-recent-sales-
growth/
Appendix 1
Appendix 2
Decline in American customer satisfaction index
Appendix 3

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