Marketing Managment

6650 Words27 Pages
A Case Study of Wendy’s: History and life After Dave Thomas
Executive Summary
Purpose – Wendy’s is looking to increase its market share, possibly to supersede Burger King’s and McDonald’s shares. Targeting this vision the company has to know its customers preferences and the way these affects their buying from a fast-food restaurant (Wendy’s). This report aims to explore how Wendy’s can utilizes marketing research to improve its service & strengthen its brand image ultimately to increase its market share.
Design – The research will capitalize on the strengths of both qualitative research and quantitative research, to examine the effect of: Price, Friendliness of Personnel, Variety of menu, Service speed, calorie content, Business
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“US Fast Food Market Outlook 2011-2014” also emphasized the important of fast food and its growth potential that exceeds the growth of overall restaurant industry. It also focused on the propensity of many food companies to push into new markets in the global scale to increase their profits. (RNCOS E-Services Private Limited, 2011).
The competition in the fast food industry has always led companies to search for alternative ways to increase their sales; or sometimes only eager to keep up with other company’s’ intense advertising campaigns, most; if not all; of these has been the result of extensive research into the main factors that affect Customers buying decision process and customer’s preferences, and ‘Service quality” and Brand image and their influence on customers buying pattern.
The purpose of this study is to provide a frame work for Wendy’s to expand its market share through focus on studying “Customers preferences” and “Brand Image”. Finally he study aims to determine how much Wendy’s has to invest “introducing new products / expanding their presence in the market” and how would that affect/increase Wendy’s market share?” 2. Background
With sales exceeding $3 billion in 2010, more than 10,000 restaurants (owned/franchises), Wendy’s/Arby’s Group, Inc. is the third fast-food chain by sale following McDonald’ and Burger King (Wendy’s/Arby’s Group, Inc., 2011). The Group is comprised of the Wendy’s and
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