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?
