Wendys International, Inc

Running Head : Wendy 's Corporation

Case Study on Wendy 's Corporation

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In partial fulfillment of the requirements for [Subject]

[Professor]

[Date]

ABSTRACT

This case study would be discussing the Wendy 's Corporation . The discusses a brief background of the company . This would be followed by the objectives that the company had set and the current business strategies that the company is doing . A SWOT analysis is done in to analyze the company 's situation . Alternative Solutions had been hypothesized in to provide guidelines and suggest alternatives

to the company . A conclusion and recommendation is given at the end of the case study

Background of the Case

On November 15 , 1969 , Dave Thomas had opened the first Wendy 's Old Fashioned Hamburger Restaurant in Columbus Ohio . Mr . Thomas created a restaurant that produces the food of the highest quality and with the freshest ingredients . He believes that everything that the restaurant produces must be of quality , thus the logo Quality is Our Recipe

Objectives

To be known as the restaurant with the best quality in town

To be able to strengthen its core business which is the Wendy 's Brand

To promote its new products through effective advertising

Current Business Strategies

52-week national advertising has been established to promote its new products

Improve its operations through tackling the inefficiencies strengthening of its communications , training and its service to the franchise stores

Evaluation of strategies

The strategies that had been stated above are given in the strategic plan of the restaurant . Promotion of its brand image and new products must be done non-stop because even if the said product is well-known the growth of the company must not be static . There are always customers out there who do not know the restaurant Wendy 's . Through advertisements the company is able to educate its customers in the company 's products Development of the company 's image is also being done through the ads

SWOT ANALYSIS

Strengths

Well known restaurant since 1969

Has a big reach of customers locally and globally (6600 stores local and international ) Weaknesses

Had been unfocused in its core business in the recent years

Income from the operations had decreased from 2005 to 2007

Opportunities

Large market internationally

Seasonal market Threats

Many competitive restaurants globally and internationally Statement of The Problem

What strategies must the company undertake in to fulfil its objectives and vision

Alternative Solutions

Strategy Promote Quality Strengthen Brand Image Promote Products

Sponsor events to promote its products No Yes Yes

Have promos and introduce products in the low sales months No Yes Yes

Strengthen Operations through developing the existing stores Yes Yes No

Innovate existing products and stores Yes Yes Yes

Advertise heavily on TV , printed materials and Radio No Yes Yes Conclusions and Reccommendations

Based on the evaluation of the strategies that the company must undertake , the innovation of existing products and stores is the best strategy . The company would be able to promote quality through the innovation of products...