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Scanning the Environment for Information and Trends

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You are a marketing executive at a fast-food company and have been asked by your supervisor to evaluate the positioning of two of your major competitors, Wendy's and McDonald's. Wendy's has focused primarily on the adult market while McDonald's has fashioned an all-out pursuit of the kid's market (as evidenced by the numerous advertising tie-ins and toy giveaways).

I have to respond to the questions below. I need help getting started.

1.Think about demographic and sociocultural trends and changes and explain how each organization's interpretation of these trends and changes has affected its choice of strategy?

2. Is their strategy affected by the amount of advertising they do on television and the internet?

3. Which organization do you think is currently positioned better and why?

4. What strategy would you recommend for your company based on recent trends and changes?

5. How can these strategies improve their image as a "corporate citizen" within the community?

I AM REVIEWING COMPETITIVE FORCES AND EVALUATING INFORMATION.

However, I need some insight on this. Thank you

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Solution Summary

Referring to scanning the environment for information, this solution considers the demographic and sociocultural trends and changes and explains how each organization's interpretation of these trends and changes affects its choice of strategy. The impact of the amount of advertising the companies do on television and the internet on their strategy is also explored. The two organization are compared in terms of which one is currently better positioned better and why, and based on these recent trends and changes, a strategy is recommended for the company. It further discusses how these strategies can improve their image as a "corporate citizen" within the community. Supplemented with positioning examples.

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