Marketing Managment

A Case Study of Wendy’s: History and life After Dave Thomas
Executive Summary
Purpose – Wendy’s is looking to increase its market share, possibly to supersede Burger King’s and McDonald’s shares. Targeting this vision the company has to know its customers preferences and the way these affects their buying from a fast-food restaurant (Wendy’s). This report aims to explore how Wendy’s can utilizes marketing research to improve its service & strengthen its brand image ultimately to increase its market share.
Design – The research will capitalize on the strengths of both qualitative research and quantitative research, to examine the effect of: Price, Friendliness of Personnel, Variety of menu, Service speed, calorie content, Business hours, convenience, Delivery service, and Cleanliness on the perceived ”Service quality” and “Brand Image”.
Syndicated data will be used to form the foundation of the questionnaire and support/contrast the hypothesis put in Step: 2 of the research design. While Qualitative research is the form of “Observational Study“ will be conducted to get insight about customers’ reaction toward the factors mentioned earlier. Finally, Quantitative research is the form of “Self-administered Survey” in a “Mall-intercept” context.
Findings & Recommendation – The fast food industry is booming despite the current economic downturn, Wendy’s shouldn’t miss such opportunity by expanding its presence in the market; and perhaps to new market; as well as by introducing new offerings to satisfy it customer/acquire new ones. On the other hand, Wendy’s shall continue to strengthen its brand image and emphasis on the customer’s preferences to form a favorable image that support its business. It is also important to grasp the apparatuses through which brand image impacts consumer buying intention of fast food.
Limitations – Limited number of questions can be asked allowing little for the researched to know about their audience which can be enhanced through

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