Group Members

• Fozia Zaka

• Saher Tariq

• Sana Khalid

• Fahad Ejaz Keen

Wendy’s International Inc.

Prof. Nasir Riaz

Introduction• Wendy's International, Inc. • Wendy's restaurants around the world• In the United States and balance• Company operated Unites and remainder• System wide sales for the Wendy's chain• Since December 1995• Tim Horton's outlets• Seeking new avenues for growth• Café Express outlets

Core Issues

Declining sales

Declining Goodwill among customers

Internal Factor Evaluation (IFE)

Scores

2.76

External Factor Evaluation (EFE) 2.63

Wendy’s Inc.

Competitive Profile Matrix (CPM)

Wendy’s Inc.

Burger King Inc.

Yum! Brand Inc.

McDonald’s Cop.

2.47

2.83

3.54

3.77

Scores

Wendy’s Inc.

WT Strategies

1. Enhance the management skill

2. Focus on the core competencies

3. Enhance the product qualities

WO Strategies

1. Make more innovative products

ST Strategies

1. Develop the brand perception among the consumer

2. Offer promotional items/gift to the Children

SO Strategies

1. Online order placement backed by large distribution network

2. Open the outlets near the elite residential area

• Rivalry

• Bargaining power of customers

• Bargaining power of suppliers

• Threats of new entrants

• Threats of substitute

Porters 5 Forces

Low

Moderate to High

High

Low

High

Space Matrix Grand Strategy Matrix

FS

IS

ES

CA

Rapid Market Growth

Slow Market Growth

Strong Competitive

Position

Weak Competitive

Position

Quadrant 1Quadrant 2

Quadrant 3 Quadrant 4

List of suitable strategies

1. Market Penetration

2. Market Development

3. Product Development

4. Horizontal Integration

5. Divestiture

QSPM

Strategies Scores

Market Penetration

Market Development

Product Development

3.78

3.71

3.64

Final Recommendation

The primary strategy of Wendy’s international Inc. should be

Market Penetration

Final Recommendation

The primary strategy of Wendy’s international Inc. should be

Market Penetration

What? Why?

How?

Market Penetration• When increased economies of scale provides major competitive

advantage

• When the usage rate of present customer could be increased significantly

• When the market share of major competitors have been declining while total industry sales have been increasing

• When the current markets are not seturated with a particular product or service