...WENDY’S INTERNATIONAL CASE STUDY Introduction Wendy’s aim is to achieve international success by expanding its operations globally whilst pursuing its notions of superior quality and competitive prices. In order to do this, it must take into account the needs, attitudes, culture as well as many other determinates of consumer behaviour to be able to penetrate the market and gain market share over its competitors. Wendy’s will need to consider which factors are most important to its target market in influencing their purchase decision and strive to gain a competitive edge in the market. This essay will analyse Wendy’s marketing strategy in its international expansion and in particular, into Germany by identifying the decision making process and determinates that contribute to the attitudes and behaviour of its potential customer base. Consumer Decision-Making Process The consumer decision-making process is a series of steps which a consumer will go through before, whilst and after purchasing a product. The first step is need recognition, where the consumer realises a need that needs to be resolved. This need is often stimulated by advertisements or sighting a product. Consumers go to Wendy’s to satisfy their need for food, which Wendy’s aims to satisfy with its menu. In Korea, Wendy’s restaurants are located in high-traffic, prime visibility locations that keeps the store in the public eye – which may stimulate latent needs of consumers. For example, a consumer who...
Words: 1925 - Pages: 8
...Thomas lost two stepmothers as well. His father's name was rex. He spent summers in Maine with his adoptive grandmother, Minnie Thomas. She was the closest relative, and she had the biggest influence in his life. Thomas’ father always remarried, but when Thomas was a pre-teen Rex remarried. Thomas had to move to Fort Wayne Indiana. Thomas’ first job was a paperboy he delivered...
Words: 1030 - Pages: 5
...2011 ANNUAL REPORT Directors, Officers, Corporate Information Board of Directors Nelson Peltz 2,4,6 Chairman, The Wendy’s Company Chief Executive Officer and Founding Partner, Trian Fund Management, L.P . Executive Officers Emil J. Brolick President and Chief Executive Officer Corporate Office (Dublin Restaurant Support Center) The Wendy’s Company One Dave Thomas Blvd. Dublin, Ohio 43017 (614) 764-3100 www.aboutwendys.com Stephen E. Hare Senior Vice President and Chief Financial Officer Peter W. May 2,4,6 Vice Chairman, The Wendy’s Company President and Founding Partner, Trian Fund Management, L.P . Darrell G. van Ligten President, International Stockholder Information Transfer Agent and Registrar If you are a stockholder of record and require assistance with your account, such as a change of address or change in registration, please contact: American Stock Transfer & Trust Company 59 Maiden Lane Plaza Level New York, NY 10038 Toll free: (877) 681-8121 or (718) 921-8200 Fax: (718) 236-2641 E-mail: info@amstock.com www.amstock.com Emil J. Brolick 2,6 John D. Barker Senior Vice President and Chief Communications Officer President and Chief Executive Officer, The Wendy’s Company Clive Chajet 3,6,8 Chairman, Chajet Consultancy, L.L.C. Steven B. Graham Senior Vice President and Chief Accounting Officer Edward P. Garden Chief Investment Officer and Founding Partner, Trian Fund Management, L.P . R. Scott Toop Senior Vice President...
Words: 84118 - Pages: 337
...and pizza. sales. The next four, Subway, Burger King, Starbucks, and Wendy’s, had $8 to $10 billion each in sales and 6% to 7% of the market. The three YUM! Brands restaurants in the top 20 (Taco Bell, Pizza Hut, and KFC) ranked sixth, seventh, and ninth individually. Together their sales totaled $16.7 billion, or 12% of the market, and placed YUM! Brands in second place behind McDonald’s. The restaurants in our analysis represent several different segments of the fast food market including burgers (McDonald’s, Burger King, Wendy’s, Sonic, and Dairy Queen), sandwiches (Subway), snacks (Starbucks and Dunkin’ Donuts), Mexican food (Taco Bell), pizza (Pizza Hut and Domino’s), and chicken (KFC).4 The number of U.S. locations of these twelve restaurants totaled almost 100,000 and ranged from approximately 3,500 Sonic restaurants to almost 24,000 Subway restaurants. These twelve restaurants comprised 41% of locations for the top 50 restaurants. Fast food segment Table 2 presents 2008 and 2009 sales data for the twenty largest fast food restaurants in the United States and highlights the twelve restaurants included in our full analysis. In addition to the ten restaurants with the highest sales in 2008 and 2009, we have also included Domino’s and Dairy Queen in our analysis due to the large number of TV advertisements seen by children for these restaurants. In 2008, Domino’s ranked ninth in the amount of TV advertising seen by children, Arby’s ranked tenth...
Words: 52447 - Pages: 210
...Summer 2011-Practice for Final Exam 1. A monopoly firm is different from a competitive firm in that: A. there are many substitutes for a monopolist's product while there are no substitutes for a competitive firm's product. B. a monopolist's demand curve is perfectly inelastic while a competitive firm's demand curve is perfectly elastic. C. a monopolist can influence market price while a competitive firm cannot. D. a competitive firm has a U-shaped average cost curve while a monopolist does not. 2. If a monopolist increases output from 14 to 15 by lowering its price from $32 to $31, marginal revenue is: A. $ 1. B. $ 17. C. $448. D. $465. [pic] 3. Refer to the graph above. The maximum possible total profit this monopolist who charges only one price can earn is: A. $ 0. B. $ 60. C. $120. D. $240. [pic] 4. Refer to the graph above. The profit-maximizing monopolist would sell its output at price: A. P1. B. P2. C. P3. D. P4. 5. The DeBeers Company is a profit-maximizing monopolist that exercises monopoly power in the distribution of diamonds. If the company earns positive economic profits this year, then the price of diamonds will: A. be equal to the marginal cost of diamonds. B. be equal to the average total cost of diamonds. C. exceed the marginal cost of diamonds but be equal to the average total cost of diamonds. D. exceed both the marginal cost and the average total cost of diamonds. [pic] 6. Refer to the graph...
Words: 2976 - Pages: 12
...that may influence their business and their internal processes. For McDonalds, these four factors are significantly influential. The correct way of dealing with the effects of these factors will ensure McDonald’s success both in the short term and long term. There are many political factors that have the potential to influence McDonald’s in the near future. One of the main things that can be influential is unemployment levels. McDonald’s currently help Australia’s high unemployment rate by providing people with jobs who may not have been given the opportunity to work otherwise. These people may or may not have disabilities, but do however have little experience and qualifications if any. This affects the unemployment rate in Australia as McDonald’s aim to give people opportunities to further their careers (Gould, 2010). For McDonald’s, Australia having a high unemployment rate would mean that more people would be applying and they would have a larger pool of people to choose from when hiring. This would in turn cause the quality of employees to rise within the company which can only improve McDonald’s as a whole (Gould, 2010). Changes in policies and regulations also play a major part in the internal processes of McDonalds. For example, there are food standards of level of quality and cleanliness that McDonalds needs to meet. This ensures product quality and safety while ensuring consumers that what they are buying is safe. This would be a great point of advertising for McDonalds...
Words: 1016 - Pages: 5
...Competitive Strategies Rashad Byrd Strayer University Contemporary Business Competitive Strategies There are a number of companies that have competed for years within certain industries. Examples can be Lowes and Home Depot, Amazon and EBay, and AT&T and Verizon, but two companies that have been going head to head for almost 60 years are McDonald’s and Burger King. McDonald’s was founded in San Bernardino, California by Dick and Mac McDonald and was then reestablished by Ray Kroc in 1955(Nation’s Restaurant News, 2005, p. 2). Burger King was founded in Miami, Florida by James W. McLamore and Dave Edgerton in 1954(Carlino, 1996, para. 2). Both restaurants both sell a lot of the same things to include burgers, fries and shakes, but culturally they are different. McDonald’s mass marketing strategies have turned on family values, cleanliness, friendly service and, more recently health (B&T Magazine, 2012, p. 4). McDonald's vision statement is Quality, Service, Convenience, and Value. These are Ray Kroc’s “Guided Values” and are in embodied in the business ethics of each store (Salva-Ramirez, Winter 95/96, para. 4). The most culturally relevant icon McDonald’s has is its fun-loving clown, Ronald McDonald. He first appeared on television in 1963 and walked in the Macy’s Parade in 1963. Ronald is seen as a good role model for children because constantly smiling and promotes an active lifestyle. Burger King takes a different direction with its marketing promoting the taste...
Words: 1128 - Pages: 5
...and taste climate of a business. These supply and demand factors can impact a business operation and affect its competitors. Supplies are assets until they are used by the demands that influence business operations such as an example the Subway located at 2406 Land O' Lakes Boulevard, Land O' Lakes, FL 34639 (Google Map). As one of several convenient food service providers to consumers situated in the vicinity of the intersection of highway 54 and Land O' Lakes Boulevard. “Whenever there is a change in one of the factors of either supply or demand, market equilibrium will be affected (Econport).” Supply Producer expectation and price are among many factors that can affect a business ability to meet its supply requirements. The geographical indication of Subway’s competitors as Kentucky Fried Chicken, Wendy’s, McDonalds and Seven-Eleven fit their healthier marketing and economic approach to persuade consumer’s purchasing decisions. Consumers that visit food service providers in Subway’s vicinity do it to meet their physical or physiological demand for covenant inexpensive food service. Products have different sensitivity to changes in price. Subway’s healthy and economic marketing approach anticipates attracting those consumer’s demands. However, their competitors’ pricing can influence their own produce price, to include the expectation of the producer assessment on its supply demand. Demand Factors such as consumer expectation and taste affect a consumer purchasing...
Words: 491 - Pages: 2
...over 18,000 staff and 290 locations expand to Phoenix, Arizona; Draper, Utah, Dallas and Texas. In-N-Out Burger refused franchising business to avoid the high quality food and service decreasing by the rapid business growth. Therefore, In-N-Out restaurants have developed a high loyal customer base and relatively high revenue as $625 million in year 2012. In-N-Out becomes more and more popular in nowadays, it’s Double-Double ranked #1 fast food burger in America. In this evaluation paper, I will use analysis on 4P and surveys to evaluate In-N-Out’s marketing strategy and come up with my individual recommendations to promote In-N-Out’s future operations. Analysis and Evaluations Analysis on 4P Marketing strategies are often designed to influence customers’ decision-making and lead to profitable exchanges. In this way, we will analyze In-N-Out from product, price, promotion and place. Product. In-N-Out is mainly to provide customers the fresh hamburgers, fries and shakes. The one and only focus is burgers--not chicken, fish, or salads. It’s famous for the drive through service. The restaurant menu is quite simple which is easy for people to make the consume decision. And they have the secret menu as “Animal Style” to satisfy customers’ wants and needs. The food is more fresh than McDonald’s because they cook the burgers after order, however, it extends customers waiting time. Their customer ages are mainly over 14 years old. McDonald’s customer ages can cover all the range due...
Words: 1697 - Pages: 7
...“Fast Food Nation” We all see the advertising and marketing for the big fast food chains such as, McDonald’s, Burger King and Wendy’s everywhere we go, it is hard to miss. A hefty majority of Americans continue to eat there a few times a week even though it is well-known this poor excuse for food is extremely unhealthy. It is just so convenient, they can be found everywhere, they have cheap prices, and the food tastes so good. It is a common misconception that these places are still acceptable to go to. Fast food has emerged into the most prominent symbol of American society, and that does not appear to be changing anytime soon. The McDonalds Corporation has become a powerful symbol of America’s service economy, which is now responsible for 90 percent of the country’s new jobs. In 1968, McDonalds operated about one thousand restaurants. Today it has about thirty thousand restaurants worldwide and opens almost two thousand each year. An estimated one out of every eight workers in the United States has at some point been employed by McDonalds. The company annually hires about one million people, more than any other American Organization, public or private. (Schlosser 5). As a nutritionist, this information absolutely baffles me. Something must be done to stop this vicious cycle. Fast food is remarkably unhealthy yet these chains just continue to expand and become more popular. McDonalds fries distinctive taste “does not stem from the type of potatoes that they buy, the technology...
Words: 841 - Pages: 4
...1. Advertising -Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 2. Sales promotion - A variety of short-term incentives to encourage trial or purchase of a product or service. 3. Events and experiences - Company-sponsored activities and programs designed to create daily or special brand-related interactions. 4. Public relations and publicity-A variety of programs designed to promote or protect a company's image or its individual products. 5. Direct marketing - Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects. 6. Personal selling- Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. The communication process: 1. Selective attention - People are bombarded by about 1,500 commercial messages a day, which explains why advertisers sometimes go to great lengths to grab audience attention through fear, music, or sex appeals, or bold headlines promising something, such as "How to Make a Million." 2. Selective distortion - Receivers will hear what fits into their belief systems. As a result, receivers often add things to the message that are not there (amplification) and do not notice other things that are there (leveling). The task is to strive for simplicity, clarity, interest, and repetition to get the...
Words: 2996 - Pages: 12
...interdependent relationship of the two methods. The two social science methods separately do not give sufficient support to validate Spurlock’s claim. If only one of the methods were used, the information gathered would be unsupportive or too broad for the audience to understand. The interviews alone would have only portrayed assumptions and not proof to back up his thesis. If Spurlock solely relied on the experiment, individuals could question the probability of the results happening again or to other people. Interviews are conducted with average Americans and experts to medically explain and prove how fast food meals contribute to the U.S. obesity epidemic. The experiment is used to demonstrate the effectiveness of the fast food industry’s influence to encourage poor nutrition, and to physically show the correlation between fast food and an unhealthy lifestyle. Both methods serve to validate one another because the responses from individuals supply the audience with data and information to better understand Spurlock’s experiment, while his personal experience provides data to support the information the interviewers give. Throughout the length of his experiment, experts are interviewed multiple times, which is crucial to reveal and explain the negative effects of fast food to the human body. As Spurlock prepares himself mentally, he sets appointments and interviews with a cardiologist, gastroenterologist, general practitioner, nutritionist, and personal trainer to examine his body...
Words: 1034 - Pages: 5
...SCRIPT DETAILS | CLIENT: - Wedoors | DURATION :- 30 SECONDS | KEY/JOB: - WEDOS-3084WIN A HOLIDAY TRIP | MEDIUM/ SOURCE : - TELEVSION | VOICE AND PRODUCTION INSTRUCTIONS: - | FRIENDLY MALE | AUDIO | VISION | Doors Plus open the door to Disneyland and still have the lowest prices on…. Feature entry doors with antique frosted glass..... Beautiful bi-fold’s.... The largest range of hinged and sliding security doors, window grills and screens.... Folding doors... And one lucky customer must win a trip for 2 to Disneyland including airfare, accommodation and airfares. It could be you! For a free measure and quote visit a Doors Plus showroom at Broadway, Millpark and Newcastle. They can even fit, stain and deliver. Doors Plus, No Fuss. | DOOR OPEN TO REVEAL DOORS SUPER LOGO: DOORS PLUS SUPER PRICE WAS $259NOW $178 SUPER PRICE $178 FROM $103? SUPER PRICE $69 DOOR OPENS TO REVEAL HOLIDAY FOOTAGE SUPER: FIT, STAIN & DELIVER FREE MEASURE & QUOTE. 34 Childs Rd Greenvilla 3268,Phone: -03 – 984 8278.OPEN 7 DAYS Weekdays : - 8am – 9pmWeekends:- 9am – 7pmEASY PARKING | Ph: - 03- 984 8278 email: - Spdoors@wedoors.com.au web: - Wedoors.com.au Wedoors and Windows Company For free estimate Call us on:- 1300 415189 Whole Home Installation will be done in a DAY...!!!! The # 1 company of Australia in Doors Manufacturing and Installation * Largest selection of doors in Australia. * Made by leading Australian manufacturing company...
Words: 5376 - Pages: 22
...on the restaurants and the people. One out of three adults in America are obese while one out of six children are obese. The obesity epidemic has grown but which factors have had an influence on the obesity epidemic? And which preventive measures have the companies, communities, schools and the First Lady done to prevent the obesity epidemic to grow even further? One contributing factor of the obesity epidemic is the fact that the eating habits have been changing over the last fifty years. Americans are more addictive to eat out instead of preparing healthy food at home and they continue eating unhealthy food although it may contribute diabetes, cancer and heart diseases. How come the obesity epidemic grown so fast and getting out of control? How come the parents feeding their children with processed foods with higher sugar, fat and calories - Is it the children who decide what to eat? Children are acting on their instincts and if they see an advertising on the TV for McDonalds with the Ronald McDonald clown and the happy meal with free toy, they want to go to McDonalds because most children under age 6 cannot distinguish between programming and advertising and children under age 8 do not understand the persuasive intent of advertising. Research has found strong associations between advertising for non-nutritious foods and rates of childhood obesity. It might be difficult for parents to keep their...
Words: 1301 - Pages: 6
...kfc Research Team KFC Final Research Plan Book Spring 2009 Stacey Ackerman, Tom Bass, Juliette Burguieres, Brian Cash Table of Contents 1. Overview of Research…………………………………………(3) 2. Situational Analysis Summary………………………………..(4) 3. Research I (Survey) a. Survey Plan……………………………………………....(9) b. Survey Sample………………………………………..…(11) c. Summary of Results…………………………………......(15) 4. Research II a. Research Work Order…………………………………..(19) b. Research Plan……………………………………………(21) c. Moderator’s Guide………………………………………(23) d. Concept Test Results………………………………….…(25) 5. Research III a. Research Work Order………………………………...…(30) b. Overview of Plan…………………………………….…...(32) c. Moderator’s Guide…………………………………….....(34) d. Copy Test Results…………………………………….…..(36) 6. Summary of Contribution To The Agency Team ………….....(46) 7. References………………………………………………………..(44) Overview of Research Beginning with the situation analysis, we analyzed the market situation that KFC is facing in terms of Company/Product, Competition, and Consumers. We provided our own insights as to why we saw certain trends or patterns. Then, we conducted a survey targeting college students to understand the market. We focused on the health perceptions for consumers of KFC, their products, their competition and competition’s products. We then conducted our first...
Words: 9170 - Pages: 37
