Group Project on Wendy's Restaurants
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Target Market Analysis
-Consumer Data
-Brand Loyalty
Product (Brand) Analysis
-Sales Volume Trends
– Market Share Trends
– Marketing / Marketing Communications Assessment
– Image and Reputation
Instructions:
Make sure in all and every poits that every one is making that we keep in mind this part
The overall goal of the campaign is to build market share to a reasonable level (the share objective will be determined by you) and get more traffic onto the restaurants.
Some competitors (Burger King and Harveys) now focus on a narrower target market (younger males) at the expense of other age segments. Wendys is not certain if this is the right approach to take but wants your recommendations on the target market or markets to pursue. You must also determine how Wendys will differentiate itself from the competitors and devise a clearly worded positioning strategy statement that will guide the development of your marketing communications plan.
The marketing communications plan will be a 1-year launch plan (January to December) with a
$6 million budget. The budget must cover all advertising and other marketing communications expenses.
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