STRATEGIC AUDIT: WENDY'S INTERNATIONAL, INC.

The strategic audit of Wendy's International, Inc. is presented in several sections. The sections are as follows:

Organizational structure and control

Wendy's International is the number three fast-food company, following behind McDonald's (number one) and YUM! Brands (number two which owns KFC, Pizza Hut, and Taco Bell brands). Wendy's International operates approximately 6,500 stores in the United States and in other countries under its own name. The company also owns the 2,500 store Tim Horton chain in Canada which has expanded into the United States in New York, Ohio, and Michigan. Most Wendy's outlets (80 percent are franchise stores), as are most Tim Horton stores ("Wendy's International Overview", 2004).

Wendy's International, Inc. is headquartered in Dublin, Ohio. The company operates fast-food and quick service restaurants in the United States and Canada primarily; however, the company owes operate in other countries. International operations generate about 30 percent of the company's total annual revenues ("Wendy's International Operations", 2004).

Wendy's stores are fast food outlets offering hamburgers, baked potatoes, chili, and salads. Tim Horton's stores are fast food outlets specializing in coffee and baked-g

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rend has no changed. Major competitors also increasingly target one another to gain market share as overall growth in the fast food industry slows (Ives, 2004). PEST At the political level, the fast food industry has no major concerns in 2004. This situation could change quickly, however, if consolidation in the industry began to envisage mergers among the top five to eight competitors. The spotty economy in the first of the first decade of the 21st century has not been helpful to the industry. Price increases, while desirable from the perspective of the industry, are not feasible in an economic environment wherein jobs continue to be lost. The mad-cow scare was one more in a long string of social disaster for the fast food industry. The e-coli problem a few years ago came close to putting Jack-in-the-Box out of business, and the price reductions introduced to lures customer back have never been fully regain by the industry. The mad-cow scare has faded from the headlines, but the industry cannot assume that the concern has evaporated among fast food consumers. Another social factor of concern to the industry is the blame that the fast food industry is receiving for the obesity problem in the developed economies. Fast fo

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