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Wendy`s and McDonald`s: Marketing Executive
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:
1. 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.
2. Is their strategy affected by the amount of advertising they do on television and the internet?
3. Which organization do you think is currently positioned better and why?
4. What strategy would you recommend for your company based on recent trends and changes?
5. How can these strategies improve their image as a "corporate citizen" within the community?