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Essay / Research Paper Abstract
A 6 page paper discussing distribution channels at Wendy's and McDonald's, concluding that McDonald's holds the advantage over Wendy's in this area of marketing. With 31,000 stores compared to Wendy's 6,700, McDonald's has distribution advantage in terms of ubiquity if nothing else. To date, neither company takes full advantage of the non-traditional places of distribution available to them such as hospital and college cafeterias, airport terminals or shopping mall food courts. Bibliography lists 4 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgFFdistMcDW.rtf
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Unformatted sample text from the term paper:
fast food portion of the restaurant industry contributed $145 billion to the US economy in 2003 (Lee, 2004). As the leading competitor in fast food, McDonalds is known -
perhaps too well - for its burgers and fries, and until 2003, for little else. Beset with a raft of frivolous lawsuits for making people fat, former CEO Jim
Cantalupo set McDonalds on a different, more healthful course in early 2003. For its part, Wendys has focused on its "Super Value" meal since the death of founder Dave
Thomas in 2002. In terms of distribution channels, Wendys has an impressive 6,700 stores to make its products widely available. In contrast,
McDonalds still has more than 30,000 stores worldwide even after closing a few hundred of them in recent years. McDonalds is truly ubiquitous, present at virtually every turn wherever
the local population justifies placing a restaurant. There are many differences between the two competitors, however, and Wendys has advantages in several respects. "Place" Issues
Both companies operate a high percentage of franchise restaurants, with McDonalds directly owning far fewer of its restaurants than Wendys, which operates nearly half its restaurants.
To keep the product and surroundings uniform across all regions - thereby allowing the customer to be assured of the type of food s/he will receive at any location anywhere
- both companies exercise tight control over the processes, products and supplies used at each location. This is common in franchising, extending even to the point that franchisees are
required to purchase their paper products from the franchising company. The result at standard restaurant locations is that d?cor is similar; paper products
...