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CASE ANALYSIS: WENDY'S (A), AND WENDY'S (B)

1. What, if any, changes do you see in Wendy's mission?Initially, Wendy's mission was to establish a niche for itself in the hamburger segment of the fast food industry in the Ohio region. The company also wanted to establish a reputation for itself as a highquality fast food organization. As of 1972, the company's mission changed to that of becoming a national chain, continuing to emphasize operations in the hamburger segment of the fast food industry, and continuing to emphasize highquality for its product.By the end of the decade of the 1970s, Wendy's had again expanded its mission; this time to become an international fast food chain, again, continuing to emphasize operations in the hamburger segment of the fast food industry, and continuing to emphasize highquality for its product. During the 1980s, Wendy's expanded its mission beyond the confines of the hamburger segment of the fast food industry. Initially, this expansion of mission was manifested through extending the product line in its hamburger restaurants. Later, however, a separate chain of fast food restaurants was first acquired, and then expanded, to enable the company to compete directly in the chicken segment of the fast food industry. The extension of the firm's mission in the 1980s to include products not directly associated with the hamburger segment of the fast food industry

1 2did not alter that part of its mission which committed the company to an emphasis on high product quality.

2. What grand strategy or combination of grand strategies has Wendy's chosen for the 1980s? Do you agree with these choices? Why?

For the 1980s, Wendy's abandoned its original concept of menu simplicity, in favor of product line expansion. The product line expansion is controlled, however, to assure that any such expansion meets significant demands from it target market base, and to assure that any such expa...