Wendy's Marketing Strategy Essays
• • • • • Annual Growth of 3.7% a year in the next 5 years Australia is the 11th biggest-spending fast-food nation in the world experiencing exponential growth in the last decade Traffic to Australian fast-food outlets increased between 3 and 7% in 2010 We are now the 39th fattest nation on earth The industry employs 307,127 accounting for roughly 3% of the Australian Workforce
Australians are in love with franchising. The industry is going from strength to strength as the nation’s appetite for personal services and retail goods continues to grow and the business model attracts new industries. Facts The number of franchise chain has jumped by 21.4%, from 700 in 2002 to 850 in …show more content…
Technological Trends Smartphone technology now widespread – allows customers to find local stores and provides ability to order online. Allows company to more effectively segment and market at a local level (though messaging, offers etc). Particularly for tech savvy younger customers. Packing technology – Improvements and innovations packaging for fast food, snacks and treats. eg Individual packaging which has allowed sliced fresh fruit to stay crisp and fresh for longer. POS technology – self serve, and other POS technology now widespread – can have an efficiency as well as a novelty value. Social media / marketing – increased use of social media and online marketing, in addition to traditional marketing approaches.
1. Market Analysis and Segmentation
Wendy’s is positioned in the fast food industry, within the treats (ice-cream / deserts) sub-industry.