Sale Marketing Wendy's Case Annalysis

A Marketing plan

Taco Taxi

Nixon Chen

Sales and Marketing for Travel Industry

(ICTM 311)

Somsakol Tantichinda 5280860

Chatdaporn Sirimanoonphan 5480035

Sukrit Anantanasuwong 5480428

Neeranuch Srathongsang 5480537

Kitpipat Panjarat 5480665

Siriporn Kittiphichai 5480722

Mahidol University International College

Contents

Introduction (history of Wendy’s company) 3

Executive Summary 4-5

SWOT analysis 5-8

Target Market 9-10

Competitors 10-14

Marketing Positioning 15-17

Marketing mix

products 17-18

price 19-35

place 37-40

physical existence 41-42

promotion 43-45

Introduction

In 1969, Dave Thomas opened the Old-Fashioned Hamburger Restaurant in Columbus, Ohio which is called Wendy’s. Wendy came from his daughter’s nickname (The Wendy’s Company, n.d.). The special technique of the restaurant is using the method of developed an innovative to cook hamburger or made to order hamburger instead of using mass-producing food and frozen beef like other restaurants. Wendy’s represents his values by still using premium ingredients, and also keep fresh foods including serving food with quality in every order to the customers. Moreover, the company corporate profit is recorded to the world’s third largest quick service in terms of making hamburger. Wendy’s nowadays has over 6,500 franchise and company restaurants in worldwide, especially in the United States of America (The Wendy’s Company, n.d.).