Management Strategies
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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). Please respond to the following questions:
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?
Is their strategy affected by the amount of advertising they do on television and the internet?
Which organization do you think is currently positioned better and why?
What strategy would you recommend for your company based on recent trends and changes?
How can these strategies improve their image as a "corporate citizen" within the community?
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Solution Summary
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?
Is their strategy affected by the amount of advertising they do on television and the internet?
Which organization do you think is currently positioned better and why?
What strategy would you recommend for your company based on recent trends and changes?
How can these strategies improve their image as a "corporate citizen" within the community?
Solution Preview
1. For McDonald's, they are going more the healthy route for both their young and older customers. Many of their customers who grew up in the peak of Mcdonald's are now having children of their own and want to be healthy for both themselves and their kids. Thus, they started doing salads as well as healthy alternatives for fries for kids such as apples (although they still provide carmel which may not be so healthy but they are trying to keep the food appealable as well). However, the problem they are running into is that Mcdonald's is so associated with fries that very few kids would rather have the apples and the salads offered to adults leave a lot to be desired and cost more than an average person would want to pay for such a salad.
On the other hand, Wendy's is really not trying to go after the kids. ...
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