Case 4McDonald's versus Wendy's
Using their annual reports and/or 10k filings (www.annualreports.com, EDGAR at https://www.sec.gov/edgar.shtml), the technology press, the business press (mostly archives of the WSJ, Business Week, Fortune, Forbes, etc.), company web sites, and whatever else you find useful report on the following.
1. Explain how the positioning and marketing mix ofMcDonald's and Wendy'sdiffer from each other.
2. You are the new CMO of McDonald's. Steve Easterbrook, CEO, walks in and tells you that,"a very large percentage of customers have asked for breakfast after our 10:30 am switchover to lunch. So, we want to introduce all day availability of a limited 7 item breakfast menu. I want a design of test marketing, roll out promotions, anticipation of problems, and proposed metrics to track our progress."
He walks out and you make the following notes on your note pad:
a) What will our test marketing design look like?
b) What will our advertising and promotion look like?
c) How will this affect our overall positioning?
d) What will be the biggest operational problems and how will consumers respond?
e) What would a concise but complete set of metrics consist of?
Briefly answer a through e.
3. After your ideas are implemented sales surge at McDonald's. Wendy's takes note and offers to double your salary. In the first management meeting at Wendy's you are tasked with exploring the idea of offeringa personal sized gourmet pizzaat the price point of $7.99. Explain the pros and cons of such a dramatic new product offering.
About 2 pages (3 maximum), times new roman 12 point font, double spaced, 1 inch margins all around.
NOTE: you must acknowledge direct quotes with "quotation marks" and cite (Jones 2013 web):
"Consequently, multi-benefit positioning is the exception rather than the norm and is most often limited to two attributes (Chernev p.44)."
When paraphrasing in your own words other's thoughts use either of these:
Multi-benefit positioning is not common (Chernev p.44).
Chernev (p.44) states that multi-benefit positioning is not common.
Do NOT include a reference list at the end of the case.