Hamburger and Wendy Essay

Introduction Wendys International (Wendys) is a eating house company, which operates macrocosmwidely at a lower place Wendys check off of restaurant chain introduces. The companys headquarter is in Ohio, United States. Wendys was founded by Dave Thomas who opened the root Wendys restaurant on November 15, 1969 in Columbus, Ohio, United States. In 1972, the first Wendys franchise was sell. Wendys too stressed Wendys superiority through with(predicate) the tint Is Our Recipe slogan and featured a red-haired, pig-tailed Wendy with dancing hamburgers.In mid-1975 Wendys opened its first international restaurant which investd in Canada. In 1976, Wendys offered public stock with unmatched million everyday shargons sold at $28 per share. In November 15, 2009, Wendys celebrated its fortieth year anniversary with much than 6,600 Wendys restaurant worldwide. Mission story What We Believe guidelines, which serve as some(prenominal) an internal mission rehearsal and an external c ustomer service goal, which include forest is our recipe, treat everyone with respect, do the right thing, profit means g haggleth, and give something back. Vision.To continuously grow s lay bolt downholder prise by leveraging the strengths of vibrant, independent restaurant brands. crossroads and Stores Old Fashion burger Chicken and Wraps Garden Sensations Salads Fries and Sides Frosty Beverages Kids meal Wendys eatery Wendys SWOT Analysis Wendys is a leading undefeated restaurant operating and franchising company in due north America. The company was bedded 562nd in the list of Americas largest corporation, as evaluated by the component magazine, in 2007. A quick merchandise position wins better profile and maturations the companys bargaining power.However, Wendys faces strong competition from international, national, regional, and topical anesthetic retailers of forage returns. Competitors could affect to Wendys grocery store share and its margins. STRENGTHS L eading sham in the U. S. Market investigate strength Strong management group Effective advertising Brand recognition WEAKNESSES Fried solid food statistical distribution problem Weak research and culture OPPORTUNITIES Global blowup Franchising Argentina, Chile, china Mass customization THREATS Strong competition much(prenominal) as McDonald and Burger fag political environment. Exchange rate Health conscious consumer Recession in frugality worldwide . Analysis of Wendys Globalization Strategy There are more than 6,500 Wendys restaurants currently in 26 countries worldwide ( accompaniment B). Since ahead of time 2009, the company is very alert for international magnification of Wendys with impertinent restaurant takement in Singapore, the Middle East and North Africa, the Russian Federation, the easterly Caribbean, Argentina, the Philippines and Japan. The companys target is to open more than 8,000 Wendys restaurants turn outside of North America. unexamp led market expansion and further development within existing markets result continue to be major drivers of Wendys worldwide strategy. By maintaining superior fibre, freshness, and usable standards worldwide, the customers could taste the quality Wendys hamburgers whether they visit Wendys in Dubai, Moscow, or Puerto Rico. In 2010 and 2011, Wendys was recognised by Zagat Survey as the food quality leader in the United States quick service restaurant industry, and also received their buy the farm Overall designation. Wendys is also been awarded by the international organization.For example, in New Zealand Wendys has been voted as having the better(p) tasting hamburgers for over ten geezerhood in a row. Wendys, Quick Service Restaurant (QSR), has experienced both competitive and economic challenges over recent years. However, the global QSR business has act to grow significantly especially in emerging markets. According to Euro admonisher International, this trend of category growth is expected to continue as indicate in Appendix C. According to the graph in Appendix C, the gross tax revenue from previous year to future are a positive trend.In 2005, the global QSR gross sales were $376 one million million million and in 2010, it lifted up to $549 billion. The QSR sales in 2013 are forecasted that it could rise to $611 billion and it could go up to $678 billion in 2015. Franchising as Global Expansion Wendys provide refreshing franchisees with the training and tools to run a Wendys restaurant. The franchisees pass on for benefit from an token of leading brand in the quick service restaurant industry. Wendys provides bear out to its international franchisees through international corporate headquarters in Atlanta, and regional support offices in Miami and Hong Kong.The franchisees will benefit from Wendys expertness and ongoing support which including operations, training, trade, engineering and site development, run chain, quality insurance, and engineering. trading operations A skilled management team will military service in preparing and opening the first restaurant and monitoring its progress as salubrious as the future locations afterward. The reason of doing this is to ensuring that every restaurant in the scheme meets Wendys quality and service standards. Training The training is strained on how to exceed customer expectations and operate according to Wendys standards.Training will be provided for the head of operations and store managers at a regional training location. Marketing The franchisor trade team will help franchisee maximize potential of the brand in that country market. Before the franchisees open the first restaurant, franchisor team will help to outline topical anaestheticly competitive aspects, line key market opportunities, generate sales forecasts, and create a marketing plan. Franchisor will also provide an on-going support through existing marketing programs. Engineering and Site Develo pment.When a location is selected, the engineering team will provide franchisees with guidance in developing the layouts and equipment plans. Supply chain Franchisor supply chain team will help in identifying efficient and ripe 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 will approve untested suppliers, local intersection adaptations and provide on-going monitoring of selected suppliers. Technology.Franchisor will help franchisees select restaurant technology tools to efficiently run and manage growing business such as manage labor costs, track food inventory, and analyze sales information. Wendys Strategy Map Wendys strategy map includes financial, customer, internal (operations), and teaching and growth which Wendys needs to focus on to touch its mountain of growing stakeholder value and profitability can be readily set an d more easily accomplished. The strategy map presents a visual draw and signifyation of the linkages among the four perspectives. Financial Perspective.Lower cost The basic bidding to lower cost is by slighten waste, improving reliability of orders, and increase useable efficiency. This will very eventful considering during economic times as consumers are looking for a low cost with quality supplier of food. Controlling for simplification waste, saving supplies, and ensuring ordering accuracy will admit the reduction in operational expenses and and so lower cost. Increase revenue Increasing revenue is a combination of raising prices and lower expenses. The revenue can be increased by expanding market share and exquisite the global market.Wendys should focus for expanding into overseas positive and emerging markets. an otherwise(prenominal) way to increase revenue is to raise prices. Increase overseas expansion The building and expansion of more stores overseas, Wendys w ill not notwithstanding able to help create stronger brand identity but also will allow increasing revenue through overseas stores dapple 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 wiser for Wendys to expand operations in profuse growing an emerging market such China, India, Russia and Easter Europe. node Perspective Lowest total price Wendys could provide the concluding total cost for price and value of service, which they effectively have been doing by offering comparable prices for products with superior service. Availability locations Wendys is currently the trinity largest provider of Quick Service Restaurant falling behind McDonalds and Burger King in the total number of available locations. Wendys can increase the number of available locations by focusing on urban and global markets to increase their presence in areas with the higher(prenominal)est concentratio n of consumers which will allow them to achieve other goals of increasing revenue as well as creating stronger brand identity.High quality Wendys has storied past for providing high quality products. It already stood out when compared to competition. However, Wendys needs to continue to set high standards and organize initiatives such as always fresh ingredients and never rimy beef campaigns to ensure to customers that providing quality products. Internal Perspective (Operations) Increase operational efficiency As forward-looking technology is adopted, it is important to always gruntle at front of introducing and taking advantage of new technologies to increase operational efficiencies.Wendys can benefit over other competitors if they can develop a sense of timeliness and reliability for delivery orders. Improve reliability Other than providing the inexpensive offerings in a timely manner, what remains important is the expect reliability. Wendys needs to ensure that it provide a dependable product. Reduced waste As an operational perspective, reduction of waste is a huge concern. Wendys will have to focus on reducing waste as it has visions of becoming the lowest total cost straightaway-food provider. Moreover, reducing waste will allow more revenue as natural expenses.Learning and Growth Perspective Management training programs Wendys currently has management programs. However, Wendys needs to create greater incentives for managers to attract brighter and more qualified candidates for management positions and to keep managers and hard working employees employed after training programs. Develop new products Wendys will need to focus on bringing out and introducing creative new products that will help stimulate excitement for their food offerings as well as take advantage of current trends towards healthier foods.Moreover, Wendys is suffering from poor fare diversity, and then the development of new products will help this issue. Open new stores Regardin g to that Wendys needs to increase its total availability of location, this will allow for greater strong identity, increased revenue 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. Wendys Enter Fast fare Market in Thailand.Fast food in Thailand continued to fulfil healthily during 2010 regardless of economic and political unstableness due to the strong financial positioning of leading chained fast-flying food operators want CP All, YUM Restaurant International Thailand, Minor International, Central Restaurants Group, S&P Syndicated and McThai (McDonald), which accounted for 83% of fast 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 flow to expand further, freshen up existing outlets, and invest in marketing. In Thailand, there are u mpteen kinds of fast food.These are the major types of fast food industry in Thailand. First, 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 perception toward fast food is convenient and easy to purchase. The direct of education is unaffected to fast food purchasing behavior. Group of in list 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 ever-changing of taste and modus vivendi create t he new trend of eating. Food for Thai peck 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 cover the entire nation.Thai 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 autobus schools, the interview from devil sample students says toward fast foods that fast food is available everywhere and its the last-ditch choice. From the center city to country side, fast food became a part of everyone which influences the growing of this western food business continually. Product Positioning Healthy Fast Food KFC Burger KingWENDYS McDonaldSubway Marketing compound Product Wendys offers fast food with reasonable price with trade unafraid quality.The products are hamburger, chicken, salad, and fries. Wendys should emphasis on the fresh and good quality raw mater ials 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 customers need. The term fast food should represent not only fast service food, but need to provide the nutrition and good for health. Price The price should be rely on the standard price of Wendys international and related to the local market price.In Thailand, the raw materials and labor cost are quite inexpensive, thus company could compete 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 Wendys restaurant provides the eat-in service and take out which customer can buy back home. The restaurant location should locate at the general department store or business and tutor area. The store interior should be attractive with color and product photo. The other important thing is always keep the restaurant cl ean. Another origin is home service.Home service is a convenient for customers who unable to come to store. They can make an order through phone service. Promotion In order to get attraction from customer, Wendys should come out with the concentrated sale support marketing activities last for about one to cardinal months such as buy one get one free, and the souvenir. In order to remain the customers, company could offer the membership card for discount, unruffled point, and special event on the customers birthday. Conclusion Wendys is a fast food restaurant a chain store operates worldwide with 6,500 Wendys restaurants currently in 26 countries.With the global expansion strategy, the company planned to open more than 8,000 Wendys restaurants outside of North America. Wendys has awarded from variety organization worldwide as a contract of efficient performance 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 chance for Wendys to go as a global brand. Appendices Appendix A.Americas largest corporation evaluated by the Fortune magazine in 2007 Appendix B Source Wendys international franchise brochure There are more than 6,500 Wendys restaurants currently in operation in 26 countries and territories worldwide. Since January 2009, we have sharply laid the groundwork for international expansion of Wendys 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 Wendys restaurants outside of North America. Appendix C.Global Quick Service Restaurant Sale (Historical Forecast) Source Wendys international franchise brochure.Bibliography http//www. aboutwendys. com/Our-Company/Our-Story/Accessed on Nov 3, 2011 http//www. aboutwendys. com/International/Support/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.HtmAccessed 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.Accessed 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.