Wendy's Marketing Strategy Essays

2308 Words Jun 12th, 2013 10 Pages
1. Industry background data and history.

Industry Data
• • • • • 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
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Social / Demographic Trends: Aging population – initial indication that aging population may be a negative for the industry (assumption that they consume fewer treats). Areas with higher concentration of teenagers has seen increased demand for fast food compared areas with more mature aged customers. Single dwellers (rather than families) – go for convenience aspect Trend for healthier options as awareness builds with consumers, and fast food and high fat/sugar foods continue to get poor media exposure. Time poor consumers – convenience is increasingly important.

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

Market Analysis
Wendy’s is positioned in the fast food industry, within the treats (ice-cream / deserts) sub-industry.

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