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Essay / Research Paper Abstract
This 8 page paper chooses a brand that has been under performing and develops a new marketing plan. Wendy's has been performing poorly compared to competitors such as McDonalds and Burger King. The paper starts by considering the potential reasons for the lackluster performance, the brands existing competences and forms of differentiation and then looks at how the brand could be marketed more productivity in the current marketing place. This includes defining a target market and presenting a new marketing campaign. The bibliography cites 4 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEwendy.rtf
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Unformatted sample text from the term paper:
product or brand lifecycle into consideration. One firm, and brand, that is under performing is that of Wendys. This chain has been under performing for some time. In order to
develop a new marketing plan it is essential that the firm and the product is examined in order to assess potential problems that may have caused or be contributing to
the under performance. The under performance that Wendys is not new, this is been ongoing for several years. The firm has failed to adapt over the last few years,
for example while other fast food chains have been evolving and developing their offerings, such as McDonalds with a focus on breakfast offerings and making the franchise stores a convenient
place to stop, Wendys has only been serving breakfast at less than 9% of its that stores (Levisohn, 2008). Therefore, it may be argued that companies be left behind by
the competition. However, it is also quite manageable that the firm has had difficulty competing since 2002, Wendys founder; Dave Thomas, died. Dave Thomas was seen in more than 800
commercials, and became a face an identity for Wendys (Levisohn, 2008). Advertisements since 2002 have been described as "lackluster", especially when competing with highly aggressive firms such as McDonalds and
Burger King. Several advertising campaigns filed, including the "Thats Right" and the "Waaaay better than fast food" campaigns (Levisohn, 2008). This is Wendys in a very weak position, not only
do they need to develop a strong image with a new marketing campaign, the campaign needs to overcome the existing weaknesses from poor competitive position of the firm. In order
to consider the way marketing can take place it is essential that the company understands the current positioning of the brand and its strengths, as well as its weaknesses. This
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