INTERNATIONAL BUSINESS REVIEW JOURNAL

INTERNATIONAL BUSINESS REVIEW JOURNAL.

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A DEMOSTRATION HOW MARKETING RESEARCH
AND ANALYSIS CAN HELP RESOLVING
A MANAGEMENT DECISION PROBLEM
Published February 27, 2012.

Martin Meister

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Boston University - MET AD 856 fall 2012 – Professor Vladimir Zlatev

martinmeisterg@yahoo.com

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Outline

Abstract

Keywords

1. Introduction

2. Strategic Recommendations

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Vitae

Abstract

Wendy ́s is a restaurant chain that is immersed in the Fast Food Restaurant Industry where we can find companies that compete in different segments, being Burger, Sandwich, Snacks/Beverages, Chicken and Pizza the most important. Each restaurant is in competition with other food service operations within some geographical area. These quick service restaurants are highly competitive and include well established competitors. Quality, variety, convenience, price and value perception of food products offered, locations, quality and speed of service are the competitive key advantages (10-K Annual Report, 2010).

By system wide sales, Wendy ́s Company is the number 4 in the US; behind McDonalds, Subway and Burger King (see table B.1 and chart B.1, Appendix B). For the year 2010, it has almost 6.000 restaurants (owns or franchises) and approximately $ 8,3 billion in sales.

Wendy ́s is recognized as a traditional brand with quality food and service, great taste, with focus on fresh never frozen ground beefs that offers burgers and fries as well as alternative items such as baked potatoes , chili and salad, they have a standard menu featuring hamburgers and chicken breast sandwiches (Malhotra, 2010).

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