Wendy's International---2007

III. STATEMENT OF THE PROBLEM

Wendy's first difficulty is that company-owned restaurants and franchises were
targeted for closure extended worldwide. Second is on how will Wendy's boost their
sales that will bounce back into business and solve all the crises it is facing. Another
one, the struggle to achieve brand differentiation in highly competitive fast food market
because high competition remains with other fast-food restaurants. Also Wendy's
current strategy only focuses on U.S. and Canada. And lastly Wendy's is facing the
prospect of being sold to Triarc owned by its largest Institutional shareholder, Pelz.

IV. STATEMENT OF THE OBJECTIVE

To create effective and unique marketing strategy that can penetrate the market
deeper over its competitors
To achieve international success by expanding its operations globally and to gain
a competitive edge in the market
To expand meal and food offerings that can attract customers
To be able to increase market share and income by growing franchise
ownerships and operating costs with heightened commitment to quality products
and services
To attain success internationally through the expansion of their operations
without compromising on the corporate values of superior quality and competitive
prices

Wendy's International---2007
VII. ACTION PLAN
ACTIVITIES

Market Expansion

PERSONS INVOLVED

TIME
FRAME

EXPECTED RESULT

Operation Department

1 - 2 Years

Wendy's aims to grow their

business internationally to
achieve advantage over its
competitors. They expected
to increase the potential
customers that will
patronize their products to
improve their sales,
resulting in increased
profitability.

3-6
Months

Wendy's expected to
creates a strong marketing
campaigns and advertising
strategies that will lead to
strong brand image and to
have a competitive edge to
continually competes to its
competitors.

1-3
Months

Wendy's aims to quickly

build a customer base to
boost the sales through the
use of low prices.

- Expanding market
internationally not limiting
only to United States and
Canada.

Top management,
Marketing Head,
Controller

Focused on Research and

Development (R&D)

R&D Department

- Research in order to gain

knowledge for future
investments.

Team & Marketing

Head and Staff

Market Penetration

Marketing Department

- Using low pricing in the

short term as a means of
gaining entry into a new
market or to increase market
share or sales volume in an
existing market.

Sales Head, Marketing

Head and Controller