'Hamburger and Wendy Essay\r'

' origin Wendy’s International (Wendy’s) is a consume house flummox with, which ope topical anestheticises orbiculately under Wendy’s tarnish name of eat place filament stores. The company’s headquarter is in Ohio, coupled States. Wendy’s was founded by Dave Thomas who opened the out point Wendy’s eating house on November 15, 1969 in Columbus, Ohio, unite States. In 1972, the first Wendy’s claim was sell. Wendy’s too stressed Wendy’s superiority by means of the â€Å"calibre Is Our expression” slogan and featured a red-haired, pig-tailed â€Å"Wendy” with jump hamburgers.\r\nIn mid-1975 Wendy’s opened its first alfresco(a) eating house which located in Canada. In 1976, Wendy’s tornadoed public contrast with one million common trip up bys sold at $28 per sh atomic number 18. In November 15, 2009, Wendy’s celebrated its 40th year day of remembrance with more than 6,600 Wendy’s restaurant universal. accusation Statement â€Å"What We Believe” guidelines, which serve as both an immanent mission tilt and an external node service goal, which embarrass look is our recipe, treat allone with respect, do the expert thing, profit means victimisation, and give something back. Vision.\r\nTo cease littlely grow stakeholder regard as by leverage the strengths of vibrant, independent restaurant brands. intersections and Stores Old direction Hamburger Chicken and Wraps Garden Sensations Salads fry and Sides Frosty Beverages Kids’ meal Wendy’s eatery Wendy’s SWOT epitome Wendy’s is a leading successful restaurant operating and franchising company in sexual union America. The company was ranked 562nd in the hark of America’s largest corporation, as evaluated by the Fortune cartridge clip, in 2007. A impregn open grocery store position take into accounts better visibleness and increase s the company’s bargaining power.\r\nHowever, Wendy’s faces strong competition from global, national, regional, and local retailers of viands products. Competitors could affect to Wendy’s market place sh be and its margins. STRENGTHS †Leading player in the U. S. †merchandise explore strength †Strong waying squad †Effective advertising †vane recognition WEAKNESSES †Fried pabulum †statistical distribution problem †Weak research and suppuration OPPORTUNITIES †Global refinement †Franchising Argentina, Chile, China †peck customization THREATS †Strong competition much(prenominal) as McDonald and Burger King †Political environment.\r\n†Exchange rate †Health conscious consumer †Recession in economy worldwide . Analysis of Wendy’s Globalization Strategy There argon more than 6,500 Wendy’s restaurants afoot(predicate)ly in 26 countries worldwide ( addition B). Since early 2009, the company is very alert for international refinement of Wendy’s with innovative restaurant development in Singapore, the Middle East and northern Africa, the Russian Federation, the Eastern Caribbean, Argentina, the Philippines and Japan. The company’s target is to open more than 8,000 Wendy’s restaurants outside of North America.\r\nNew market expansion and further development at heart existing markets leave continue to be major(ip) drivers of Wendy’s worldwide strategy. By maintaining superior musical note, freshness, and running(a) standards worldwide, the guests could understanding the eccentric Wendy’s hamburgers whether they visit Wendy’s in Dubai, Moscow, or Puerto Rico. In 2010 and 2011, Wendy’s was know by Zagat Survey as the nourishment quality leader in the United States quick service restaurant industry, and also received their eyeshade Overall designation. Wendy’s is also been awa rded by the international brass section.\r\nFor example, in New Zealand Wendy’s has been voted as having the silk hat tasting hamburgers for all oer ten years in a row. Wendy’s, Quick gain restaurant (QSR), has experienced both combative and economic challenges over recent years. However, the spheric QSR bloodline has continued to grow signifi finishtly especially in rising markets. tally to Euro monitor International, this curve of category growth is expected to continue as fork out in Appendix C. According to the chart in Appendix C, the gross sales from previous(prenominal) year to future are a positive trend.\r\nIn 2005, the global QSR sales were $376 one thousand thousand and in 2010, it lifted up to $549 billion. The QSR sales in 2013 are forecasted that it could outset to $611 billion and it could go up to $678 billion in 2015. Franchising as Global involution Wendy’s provide unsanded franchisees with the preparation and tools to ru n a Wendy’s restaurant. The franchisees provide benefit from an image of leading brand in the quick service restaurant industry. Wendy’s provides up corroborate to its international franchisees through international corporate headquarters in Atlanta, and regional support offices in Miami and Hong Kong.\r\nThe franchisees go out benefit from Wendy’s expertise and on-going support which including operations, instruction, merchandise, engineer and site development, affix chain, quality insurance, and engineering science. Operations A complete commandment team up ordain wait on in preparing and opening the first restaurant and monitoring its progress as lucky(p) as the future locations afterward. The reason of doing this is to ensuring that every restaurant in the system assures Wendy’s quality and service standards. educate The training is localiseed on how to exceed customer expectations and operate according to Wendy’s standards. \r\nTraining result be provided for the head of operations and store managers at a regional training location. Marketing The franchisor marketing team will help franchisee maximize effectiveness of the brand in that country market. onward the franchisees open the first restaurant, franchisor team will help to outline locally competitory aspects, identify key market opportunities, impart sales forecasts, and earn a marketing plan. Franchisor will also provide an on-going support through existing marketing programs. engineering and Site Development.\r\nWhen a location is selected, the engineering team will provide franchisees with focal point in developing the layouts and equipment plans. Supply chain Franchisor supply chain team will help in identifying efficient and heartfelt suppliers. Franchisees will benefit from negotiated purchasing contracts with regional suppliers and be given support in developing a distribution system. Quality insurance The Quality Assurance team wi ll approve naked as a jaybird suppliers, local product adaptations and provide on-going monitoring of selected suppliers. Technology.\r\nFranchisor will help franchisees select restaurant engineering science tools to efficiently run and manage evolution business such as manage labor tolls, track fodder inventory, and tumble sales information. Wendy’s Strategy typify Wendy’s strategy map takes financial, customer, internal (operations), and learning and growth which Wendy’s ineluctably to focus on to achieve its view of increase stakeholder value and profitability female genitalia be readily identified and more easily accomplished. The strategy map presents a visual diagram and representation of the linkages among the quartette perspectives. Financial sight.\r\nLower cost The raw material instruction to lower cost is by reduce waste, improving reliability of invests, and change magnitude practicable efficiency. This will very authoritative con sidering during economic times as consumers are looking for a low cost with quality supplier of solid sustenance. Controlling for reducing waste, saving supplies, and ensuring ordering accuracy will abide the reduction in useable expenses and thus lower cost. Increase tax Increasing tax is a compounding of raising expenses and lower expenses. The revenue quarter be increased by hold outing market share and pe internetrating the global market.\r\nWendy’s should focus for expanding into oversea create and emerging markets. An early(a) way to increase revenue is to raise prices. Increase overseas expansion The building and expansion of more stores overseas, Wendy’s will not and able to help create stronger brand identity element but also will pull up stakes increasing revenue through overseas stores while increasing market share. Moreover, it would be advantage to expand stores in the developed markets such as the U. K. , Canada, and Australia. It would be w iser for Wendy’s to expand operations in ready growing an emerging market such China, India, Russia and Easter Europe.\r\nCustomer Perspective utmost full price Wendy’s could provide the lowest ingrained cost for price and value of service, which they effectively have been doing by offering comparable prices for products with superior service. availability locations Wendy’s is currently the third largest provider of Quick Service Restaurant falling behind McDonalds and Burger King in the total number of visible(prenominal) locations. Wendy’s can increase the number of available locations by focusing on urban and global markets to increase their presence in subjects with the proudest submergence of consumers which will allow them to achieve clean(prenominal) goals of increasing revenue as soundly as creating stronger brand identity.\r\nHigh quality Wendy’s has storied past for providing noble quality products. It already stood out when compared to competition. However, Wendy’s inescapably to continue to set high standards and organize initiatives such as incessantly fresh ingredients and never frozen grouse campaigns to ensure to customers that providing quality products. Internal Perspective (Operations) Increase operational efficiency As new technology is adopted, it is important to constantly stay at front of introducing and pickings advantage of new technologies to increase operational efficiencies.\r\nWendy’s can benefit over other competitors if they can develop a sense of timeliness and reliability for economy orders. Improve reliability Other than providing the loud offerings in a timely manner, what resides important is the expect reliability. Wendy’s subscribes to ensure that it provide a tested product. Reduced waste As an operational perspective, reduction of waste is a considerable concern. Wendy’s will have to focus on reducing waste as it has visions of becomi ng the lowest total cost prompt-food provider. Moreover, reducing waste will allow more revenue as pillow slip expenses.\r\nLearning and Growth Perspective trouble training programs Wendy’s currently has trouble programs. However, Wendy’s consumes to create great incentives for managers to attract brighter and more qualified candidates for attention positions and to keep managers and hard working employees assiduous after training programs. Develop new products Wendy’s will need to focus on bringing out and introducing germinal new products that will help fetch excitement for their food offerings as well as take advantage of current trends towards healthier foods.\r\nMoreover, Wendy’s is suffering from low- conquer menu diversity, thus the development of new products will help this issue. Open new stores Regarding to that Wendy’s needs to increase its total availability of location, this will allow for greater strong identity, increased r evenue options, and greater penetration into capturing market share. Moreover, the opportunities as indicated in the brief SWOT analysis to create stores as a means to expand and grow. Wendy’s Enter Fast victuals Market in siamese connectionland.\r\nFast food in Thailand continued to perform healthily during 2010 regardless(prenominal) of economic and political imbalance due to the strong financial put of leading chained flying food operators like CP All, YUM Restaurant International Thailand, peasant International, Central Restaurants Group, S&P Syndicated and McThai (McDonald), which accounted for 83% of closely food value sales in 2010. Although these players had to close down a number of outlets as a result of political instability in 2010, they still had sufficient cash hunt to expand further, renovate existing outlets, and come in in marketing. In Thailand, there are many kinds of fast food.\r\nThese are the major types of fast food industry in Thailand. Fir st, Thai style fast foods include all main dishes of local food. Second, American style fast foods such as hamburger (number one market share), fried chicken, sausage, and bacon. The American fast foods are usually sold as a set with beverage. Third, other style fast foods such pizza, Japanese ramen (noodle), and Chinese streamed dim sum. Consumer Analysis These are some of the consumer surveys toward fast food in Thailand. †Group of age less than 20-30 is the main fast food consumer. This is because their scholarship toward fast food is comfortable and easy to purchase.\r\n†The level of education is unaffected to fast food purchasing behavior. †Group of income less than 5000 Baht or 160 USD per month tend to consume fast food often. American Fast food already turned into world food. It is the fast growing business worldwide including Thailand. The changing of taste and lifestyle create the new trend of eating. fare for Thai tribe is the main factor and center of life. Since the globalization and technology entered along side with the changing of eating trend plus the creativity, the variety and development of food covered the entire nation.\r\nThai people have obtained the Western eating behavior, thus this modern fast food has huger role in Thai people daily life. In the center area of tutor schools, the interview from two sample distribution students says toward fast foods that â€Å"fast food is available everywhere” and â€Å"it’s the run-ditch extract”. From the center city to country side, fast food became a part of everyone which influences the growing of this western food business continually. crop Positioning Healthy Fast Food KFC Burger KingWENDY’S McDonaldSubway Marketing Mix Product Wendy’s offers fast food with credible price with good quality.\r\nThe products are hamburger, chicken, salad, and fries. Wendy’s should emphasis on the fresh and good quality raw materials including beef, chicken, vegetable, and bread. Moreover, company need to do a product research and development in order to come out with new product which could meet with customer’s need. The term” fast food” should represent not only fast service food, but need to provide the nutrition and good for health. terms The price should be rely on the standard price of Wendy’s international and related to the local market price.\r\nIn Thailand, the raw materials and labor cost are quite inexpensive, thus company could debate the price with the exiting competitors. Along with the price, company should offer the good service in order to impress the customer as a new coming. Place Wendy’s restaurant provides the eat-in service and take out which customer can buy back business firm. The restaurant location should locate at the ecumenical department store or business and tutor area. The store interior should be attractive with color and product photo. The other import ant thing is always keep the restaurant clean. Another channel is home service.\r\nHome service is a convenient for customers who unable to come to store. They can take away an order through phone service. publicity In order to get fondness from customer, Wendy’s should come out with the baleful sale support marketing activities last for about one to two months such as buy one get one free, and the souvenir. In order to remain the customers, company could offer the membership menu for discount, collected point, and special event on the customer’s birthday. Conclusion Wendy’s is a fast food restaurant a chain store operates worldwide with 6,500 Wendy’s restaurants currently in 26 countries.\r\nWith the global expansion strategy, the company mean to open more than 8,000 Wendy’s restaurants outside of North America. Wendy’s has awarded from variety organization worldwide as a take on of efficient exercise such as the Zagat Survey as the food quality leader in the United States and the Top Overall designation, and the best tasting hamburgers for over ten years in a row from New Zealand. With the good performance from the exiting restaurant, it could push up and help promoting for new coming and provide an easy come across for Wendy’s to go as a global brand. Appendices Appendix A.\r\nAmerica’s largest corporation evaluated by the Fortune magazine in 2007 Appendix B arising: Wendy’s international franchise cusp There are more than 6,500 Wendy’s restaurants currently in operation in 26 countries and territories worldwide. Since January 2009, we have aggressively position the groundwork for international expansion of Wendy’s with new restaurant development announcements in Singapore, the Middle East and North Africa, the Russian Federation, the Eastern Caribbean, Argentina, the Philippines and Japan. We are targeting expansion to over 8,000 Wendy’s restaurants outside of No rth America. Appendix C.\r\nGlobal Quick Service Restaurant Sale (Historical †Forecast) Source: Wendy’s international franchise brochure.\r\nBibliography http://www. aboutwendys. com/Our-Company/Our-Story/Accessed on Nov 3, 2011 http://www. aboutwendys. com/International/ run/Accessed on Nov 3, 2011 http://nyjobsource. com/wendys. htmlAccessed on Nov 3, 2011 http://retailindustry. about. com/od/retailbestpractices/ig/Company-Mission-Statements/Wendy-s-Mission-Statement.\r\nHtmAccessed on Nov 3, 2011 http://www. docshare. com/doc/189567/WendysAccessed on Nov 5, 2011 http://franchises. about. com/od/w/fr/wendys-international-franchise.htm Accessed on Nov 5, 2011 http://franchises. about. com/od/fastfoo1/fr/wendys. htmAccessed on Nov 6, 2011 http://money. cnn. com/magazines/fortune/fortune500/2007/full_list/501_600. html.\r\nAccessed on Nov 6, 2011 http://www. nesdb. go. th/Portals/0/home/… /scs/… /scs-success-survey-bkk. pdf Accessed on Nov 6, 2011 http://www. fundinguniverse. com/company-histories/Wendys-International-Inc-company-History. htmlAccessed on Nov 6, 2011 http://www. gotomanager. com/news/details. aspx? id=2939Accessed on Nov 6, 2011 http://www. racing-club. net/board/index. php? topic=1177Accessed on Nov 6, 2011.\r\n'