Using Wendy's as my business of choice perform a marketing analysis on it.

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Running head: Marketing Analysis 1
Marketing Analysis 1
Jamon Johnson
BUS 472 – Marketing Management
November 1, 2016
Flagler College

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SWOT analysis
Strength
A strength that Wendy’s has is that it is located next to student housing. Being by
student housing is great because it allows college students who do not have a means of
transportation a way to get there by walking less than a mile to its location. Next, it is located
right across from the Tallahassee Community College campus. The location next to the campus
offers students and teachers an easy way to get food during the lunch hour. Then there is the time
limit that it takes to cook the food and put it into the customer’s hands. On busy days Wendy’s
seem to have a three to five-minute time limit to pass on the food to the customers.
Weakness
Even though, Wendy’s is a great place to get food from, some areas where it falls
short would first be its location. Wendy’s is located on the corner of Appleyard Drive and
Pensacola Street. When driving on the college campus side on Appleyard, there are no turning
lanes where anyone could legally turn into Wendy’s parking lot. Customers would have to turn
onto Pensacola Street and turn around in order to get to Wendy’s parking lot. The second
weakness of Wendy’s is that there is a nasty smell in the air when entering the place. The smell
is not strong but still people can notice it enough to bring it up in conversation. The third
weakness of Wendy’s is the scenery. When a customer looks out the window all they would see
is traffic on both sides of the street and no special type of landscaping in the lot. Next, Wendy’s
is close to the fire and police departments, which means there is always some type of siren going
past it at any given time. The last weakness for Wendy’s is the seating inside the restaurant.

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There are enough seats for customers to choose where they want to sit however the seating
choices are too close to each other.
External opportunities
Wendy’s has the opportunity to become a lunch break rest stop for the Tallahassee
Community College campus. The second opportunity for wendy’s would be a change in the
landscaping on the lot to give the customers something to look at while they eat. Likewise,
Wendy’s could set up an eating area outside for people that want to enjoy the weather, also that
would make the inside of the restaurant less crowded on their busy days. Another opportunity
would be for Wendy’s to remodel the building itself to have a more updated look from the
outside to draw in more customers. The fourth opportunity would be for Wendy’s to get a
turning lane for the cars that are coming up from Appleyard Drive on the college campus side. If
Wendy”s were to open that turning lane then most likely more people would choose to go there
instead of just passing it and going to McDonalds. Lastly, there needs to be a sign on the outside
that advertises the deals that are going on at Wendy’s.
External threats
One threat that Wendy’s is facing right now is that there is also a WhichWich right
next to it and a McDonalds down the road. This threat is stealing potential customers from
Wendy’s. Another threat would be the Tallahassee Community College cafeteria. The reason the
cafeteria is a threat is because it is taking students and staff members money, which could be
going to Wendy’s. The third threat is the traffic coming in from both Appleyard Drive and
Pensacola Street. The traffic will stop the consumer from coming to Wendy’s because of their

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time either for their lunch breaks or in general. Also, the inability to get into to the lot for
Wendy’s.
Marketing analysis of the value meal
Product
The product that I have chosen to analyze at Wendy’s is the Crispy Chicken Sandwich.
The sandwich is served hot to the customer after it is ordered. The crispy hot chicken is served
on a soft bun with a fresh piece of crisp lettuce and light mayo to finish it off. The crispy chicken
sandwich offers consumers a different choice to choose from to rather than getting the traditional
burger. The sandwich is doing very well for itself and compared to McDonald's chicken
sandwich, Wendy’s can be considered crispier and actually taste like chicken. When considering
the market for this sandwich, Wendy’s should still keep in the market for consumers. The
chicken sandwich offers a light and fresher taste to the consumers who invest their money into it.
Price
The Crispy Chicken Sandwich at Wendy’s is priced at $0.99 on their value menu. I do
agree that they could raise the price just by a few cents. However, the rise in the price would
only be for if the customer wants to upgrade their chicken sandwich to a deluxe. The deluxe
would include options like tomatoes, cheese, bacon, and pickles on the sandwich. In addition, the
price could also be raised if Wendy’s were to add a free side item with the purchase of the
chicken sandwich. However, that would turn the chicken sandwich from a value meal to some
kind of combo and that is not the focus of this assignment. But I do think that Wendy’s should
consider the deluxe upgrade for the crispy chicken sandwich. I think customers would not mind

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paying an extra few cents to have a chicken sandwich with more fresh toppings on it and can still
be considered a value meal.
Place
The place that the crispy chicken sandwich is sold is at any Wendy’s restaurant chain
locations. As far as I know there is no other place where you can buy Wendy’s crispy chicken
sandwich. The restaurant chain is the only place where the consumer can meet the seller in order
to get the sandwich. Wendy’s does not have a delivery service or have a frozen food product sold
in stores like White Castle does.
Promotion
When it comes to promotion Wendy’s has a few options that they use to advertise. One
promotion strategy that Wendy’s use is through social media. I have seen advertisements for
Wendy’s on both Facebook and Instagram. There are also advertisements on YouTube at the
beginning of videos about the chain restaurant. For Wendy’s promotions, I have seen a slight
decrease in it for the value meals most recently. Now they are more focused on the “4 for $4”
deal that they are now doing. In addition, other chain restaurants have started to do the same with
their promotions with their spin on the “4 for $4” deal that they are doing.
People
The people that make sure everything is right at Wendy’s go from managers down to the
regular staff members. Each of the workers has their own task that they must manage to make
sure the restaurant flows smoothly. There are the employees that take orders from the customers
at the counter and the drive-thru window. Then there are the cooks that make sure each order is
cooked properly and given to the right person that ordered it. In addition, some employees might

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have more than one task to do. For example, one employee might have to take orders from the
customers and make sure that the trash is taken to the garbage or that the seating area in the
restaurant remains clean. Lastly, there is the manager that keeps everyone on task. Managers
make the schedules for when each employee works and handles the payroll process, but the most
important that managers have are making sure customers stay happy and to also handle any
problems that may arrive.
Packaging
The first thing that the customer sees when receiving their crispy chicken sandwich is
Wendy’s white bag that it comes in. On the bag is Wendy’s red logo and the hour of the
restaurant from when it opens and closes. Then there is the phone number of Wendy’s
headquarters on the bag if any of the customers have any complaints or questions. Then when the
customer opens the bag they will find the sandwich in a white wrapper with the red logo on.
Positioning
Wendy’s always states that all of their products from hamburgers to chicken sandwiches are
never frozen but are fresh. That statement makes the customers that invest in Wendy’s feel like
they are making the right choice when it comes to fast food.