Question

Can you please answer this in its entirety? The text we are using for the class is Framework: Marketing Management, Kotler/Keller (14^th edition, Prentice Hall). This is not a question from the book but one from the professor. The company I am referring to is Wendy's.Thank you in advance for your response.

Each student will select a company to do the following with:

Utilize course concepts and materials discussed in the textbook to analyze the current marketing situation of the company and industry.

Visit the store (if applicable) and/or the company’s website and determine what the current marketing strategy is. Evaluate how well the company is conveying its value proposition through its marketing strategy, in particular its marketing communications.

Be sure to cover the following in 5-6 PowerPoint slides:

Current Marketing Situation:     Current trends in the industry

Current Marketing Situation:     Competitive Landscape/SWOT Analysis

Target Customer Value: Company’s Value Proposition (their promise)

Current Marketing Strategy:      Evaluate their current marketing strategy

Marketing Programs:                Pick 1 of the 4 P’s and provide a Marketing program        

recommendation that can enhance the current strategy

            (4P’s: Product, Price, Promotion, & Placement)

Answer 1

1. Current Marketing Situation: Please put some key trends of fast food industry here. Try to put some growth figueres of industry, its size and key market share holders. Also try to give some examples from instances which had happend in near past.

Trend figueres like: CAGR, Market Size, Top 5 cos., Consumber behavior (is it changing etc.)

2. Competitive Lanscape:

Analyse the fast food industry on basis of Porter's 5 forces mode.

5 forces are as below

1. Substitute products- Multiple substitutes are available

2. Entry barrier- Very Low, any one can enter in this industry but for scaling up it is very difficult, i.e. why it is dominated by only a few

3. Bargaining power of suppliers: Very low becasue multiple suppliers of raw material are avaialbe and they don't have any branding opportunity.

4. Bargaining power of consumers: Very high, they have choices

5. internal rivalry: Very high

then you do SWOT of wendy's as what are theri strength like quality & Receipe is theri strength, what is the weakness- like distribution, etc, Opportunity: New geographies and Threat: being late in raching more geography or customers

3. Target customer value: Evaulate what is the value proposition by Wendy's is it taste of fast food along with bit healthier receipte. or some thing else which customer value the most.

4. Current marketing Strategy: Current marketing strategy is to achieve very high brand differentiation as this industry is red ocean and compeition is very high, therefore creating branding differentiation could be one good option.

5. Take Placement as one of the 4 P's and develop a marketing program while answer following:

why placement- e.g. for better reach.

Where: select key markets where right now co is not having good presence

When: what would be the timeline

How: what are the key criteria on deciding the market.

Hope I answered your question. Thanks.