Wendy's Intellectual Property

Senior Management of PepsiCo is evaluating the potential acquisition of two companies – Carts of Colorado and California Pizza Kitchen – in order to expand the company’s restaurant business. If indeed PepsiCo decides to pursue the acquisition of one or both, they must decide how to align each of these business units in its historically decentralized management approach and how to forge relationships between the acquired business units and existing business units. In their evaluation, Senior Management is faced with the question of whether the necessary capital investment in order to purchase one or both of the businesses can be profitable for each of the acquired business units, but must

About everyone at some age, at some point or another, and in some country has gotten a sample of American's symbol for fast food through the golden arches of McDonald's. This report will attempt to analyze the external and internal sectors that affect the company's success. The external analysis will provide opportunities and threats while the internal analysis will show indicators of strength and weakness. It will then follow up with critical issues, strategic alternatives, recommendations and implementation. The case studied is found in Appendix 2 of Mary Coulter's "Strategic Management in Action" book.

AAA Office World, a company with $40 billion in total sales volume, owns the Filex brand of file folders. In addition, AAA Office World’s largest customer, Business Center Incorporated, requests to purchase AAA Office World’s Filex folders. According to the case, Business Center Incorporated’s vice president seeks a line of “file folders similar in quality to AAA’s Filex brand,” as it holds “over 60 percent of the market” (Perreault). However, this becomes a tough situation for Stasia Acosta, marketing manager to AAA Office World. Acosta is concerned of Business Center Incorporated’s intention to sell AAA’s Filex brand, but under their own name. Understandably, Acosta must recognize several factors before making her decision: how this transaction by Business Center Incorporated could affect her business-should she accept-as well as Business Center Incorporated’s history with her company at the same time. According to the case, this situation is not the first time that Business Center Incorporated has approached AAA Office World about the matter. Moreover, Acosta had previously refused Business Center Incorporated’s offers to buy the Filex brand in the past, as it conflicted with her company policy- which does not allow them to make and sell exclusive brands. Ultimately, AAA Office World must not only decide what to do about the offer, but also determine if they need to develop a new policy, if they are to accept Business Center Incorporated’s proposal. Thereupon the

Penny Thomas, an Ivey graduate with the help of her daughter, who also is an Ivey graduate, decides to purchase a license to open a Marble Slab franchise in the Great Toronto Area. After paying her fees of $25,000 to the company, she starts thinking of her marketing plan for her grand opening that she has two weeks to hand to the Marble Slab head-quarters in Calgary . So she hired a marketing consultant (me) to help her. First, the corporate capabilities of the company had to be defined, financial capabilities, Marketing capabilities, Operational capabilities and the available human resources. After comprehensively studying the internal capabilities of the company, the external forces affecting the business are analyzed. The two external

The restaurant commits itself to franchisees and stakeholders in helping to achieve superior financial results and sustainable performance and development opportunities. Thus, the corporate mission and its core values are instrumental to the company’s success.

Wendy?s had a regulated system in place by which they offered technical assistance and consultancy to franchisees. This enabled the franchisee outlets to overcome any teething problems they might have otherwise experienced and instilled in them the philosophy underlying the Wendy?s Way. As a commitment to supporting franchise owners, the Wendy?s Management Institute was formed in December 1972 to develop management skills in restaurant managers, supervisors and franchise owners. Such technical assistance and consultancy also ensured a degree of standardization and uniformity across all the outlets, whether it was in the form of service provided or restaurant layout and design.

Intellectual property represents ideas created by minds of humans that require certain rights for their use. Intellectual property gives companies a competitive advantage and attracts the attention of other business partners and investors (Lee, 2016). With such importance, it is necessary for the law to protect these ideas from being used by unauthorized individuals. To shield from this, trade secrets, patents, and copyrights are used to protect the ownership of intellectual property (Legal Information Institute).

Wendy’s created an initial level of excitement that competitors were unable to match. Being known as an originator creates a strong bond between customers.

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

The central thesis of this paper examines the organizational structures of McDonalds, Burger King, and Wendy’s food restaurants. It will examine the comparison and contrast of the organizational structure of McDonalds with Burger King, and Wendy’s Corporations. What functions influence McDonalds, and explains how the organizational design helps determine the structure that best suits McDonalds needs, as a business.

The importance of Intellectual Capital information (IC) has been increased in the current economic. It refers to intangible resources which create company value (Ashton, 2005). Human capital, structural capital and relational capital are the main categories of IC (Meritum 2002). There are some factors of the IC, such as employee knowledge and innovative capacities (Usoff, Thibodeau, Burnaby; 2002). This is an “unrecorded value” of an company which is not shown

McDonald’s has extremely strict rules when it comes to awarding franchises. First, it is very costly to open a new location or purchase an existing location, with the median startup cost being $300,000 (Kalnins & Lafontaine, 2004, p. 750). As well, the company does an extensive background check on a variety of issues including credit history, business management experience, and the acceptance of the contractual agreement that the company provides. Because of these strict rules and the large amount of capital needed to purchase a location, “rates for franchise applicants are 1% for McDonald's” (Norton, 1988, p. 204). This is an extremely low acceptance rate and is even lower than McDonald’s chief competitor, Burger King, who accepts 1.5% percent of applicants (Norton, 1988, p. 199). These low numbers are understandable in the context of the business and risk that is involved. Though the franchise purchaser must pay a large amount of money to gain the rights to the restaurant, they truly have nothing to lose besides money because they are simply running another company’s business model as well as using their trademarks and logos. McDonald’s on the other hand, has a great amount at stake because they place the well being of an entire restaurant into the caretaking of an individual who simply purchased the rights for the store. If the store does poorly or if there are issues with customer service, it reflects

The benefits of standardisation, as well as the risks should be understood. A top down standardisation of concept precludes the bottom up learning that is necessary to adapt to dynamic markets. Moreover, it is the franchisees - who are close to customers, markets, and employees - who have the most intimate information about changes in demographics, markets, and customer tastes that are most likely to affect the future direction of the business. Yet, these people are precluded from innovating or customizing the concept to experiment or take account of local and/or changing market conditions.

• What measures could Burger King do to dethrone McDonald’s as well as hold off the challenge of a number of other chains that were growing in size and competitive power?

Intellectual property is critical to many companies in order to foster innovation and boosting their revenues. Many industries rely on the protection of patents, trademarks and copyrights as they are valuable assets for companies’ success. By protecting intellectual properties, it ensures that the original owner reaps full benefits from his/her ideas, features, products and creations.