Wendy's International---2007

Wendy's International---2007

III. STATEMENT OF THE PROBLEM

Wendy's first difficulty is that company-owned restaurants and franchises were targeted for closure extended worldwide. Second is on how will Wendy's boost their sales that will bounce back into business and solve all the crises it is facing. Another one, the struggle to achieve brand differentiation in highly competitive fast food market because high competition remains with other fast-food restaurants. Also Wendy's current strategy only focuses on U.S. and Canada. And lastly Wendy's is facing the prospect of being sold to Triarc owned by its largest Institutional shareholder, Pelz.

IV. STATEMENT OF THE OBJECTIVE

To create effective and unique marketing strategy that can penetrate the market deeper over its competitors

To achieve international success by expanding its operations globally and to gain a competitive edge in the market

To expand meal and food offerings that can attract customers

To be able to increase market share and income by growing franchise ownerships and operating costs with heightened commitment to quality products and services

To attain success internationally through the expansion of their operations without compromising on the corporate values of superior quality and competitive prices

VII. ACTION PLAN

ACTIVITIESPERSONS INVOLVEDTIME FRAMEEXPECTED RESULT

Market Expansion

- Expanding marketinternationally not limiting only to United States and Canada.Operation Department

Top management, Marketing Head, Controller1 - 2 YearsWendy's aims to grow theirbusiness internationally toachieve advantage over its competitors. They expected to increase the potential customers that will patronize their products to improve their sales, resulting in increasedprofitability.

Focused on Research and Development (R&D)

- Research in order to gainknowledge for futureinvestments.R&D Department

Team & Marketing Head and Staff3 - 6 MonthsWendy's expected to creates a strong marketing campaigns and advertising strategies that will lead to strong brand image and to have a competitive edge tocontinually competes to itscompetitors.

Market Penetration

- Using low pricing in theshort term as a means ofgaining entry into a newmarket or to increase marketshare or sales volume in anexisting market.

Marketing Department

Sales Head, Marketing Head and Controller1 - 3 MonthsWendy's aims to quicklybuild a customer base toboost the sales through theuse of low prices.