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Why Should the Wendy's Brand Enter the European Market - Research Paper Example

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Why Should the Wendy's Brand Enter the European Market

.... 1.2 Research Methodology…………………………………………………... 1.3 Research Objectives……………………………………………………… 1.4 Reliability………………………………………………………………… 1.5 Data Collection and Presentation………………………………………… 1.6 Limitation………………………………………………………………… 2. Data Presentation………………………………………………………………….. 2.2 Data Analysis…………………………………………………………….. 2.3 Research Findings – France………………………………………………. 2.4 Research Findings – Denmark and the United Kingdom………………… 2.5 Research Findings – Spain………………………………………………... 2.6 Research Findings – Wendy’s Best Practice……………………………… 3. Conclusion and Recommendations………………………………………………… 4. Report Evaluation…………………………………………………………………… 5. References 1. Introduction: Wendy’s is a well known American Burger Fast Food which operated over 6,500 restaurants under the Wendy’s Brand in 26 countries and territories in the world. (The Wendy's Company, 2011). Since Wendy’s International was separated from the Wendy’s U S Brand in 2009 the Brand has laid the groundwork for a much more adapted international expansion which has been really positive according to Darrell van Ligten, President of Wendy’s international (2011). The Brand is still growing with new restaurant development announcements in Singapore, the Middle East and Nord Africa, the Russian Federation, The Eastern Caribbean, Argentina, the Philippines and Japan (The Wendy's Company, 2011). Unfortunately according to the map of Wendy’s Around the World Wendy’s International is missing on an important market which is Europe representing 17.10% of the Global Fast Food Market (2009). According to the Industry profile of Fast Food in Europe the European market reach a value of 34.2 billion of dollars and grew by 4,4% (Datamonitor, 2009). To be more precise the French Market of fast food industry in 2009 was 6.4 billion of dollars with a faster growth than the German and UK market (Datamonitor, Fast Food Industry Profile: France, 2010). 1.1 Aim: The aim of this research is to investigate on the advantage that the Wendy’s Brand could get by entering the European Market. 1.2 Research Methodology During this research a longitudinal approach was used to identify a problem, which identified the need of the Wendy’s Brand to grow in Europe due to the expansion of the brand in the International Market. Then research to understand the relevant gathered information and interpret them in their context. In order to construct a realistic study the researcher tried to have equilibrium between data collection and data analysis. A deductive approach was use during this research which involves the development of a theory that is subjected to a rigorous test like a scientific research. According to Robson there are five sequential stages through which deductive research will progress: 1. The hypothesis, Europe is an interesting Market for Wendy’s. 2. Expressing the hypothesis in operational terms, like how much revenue could Wendy’s expect expending in Europe. 3. Testing this operational hypothesis, with the research on three objectives. 4. Examining the specific outcome of the inquiry, for example what would be the benefices for the Wendy’s brand to be developed in Europe? 5. If necessary, modifying the theory with the ...Show more
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Wendy’s is a well known American Burger Fast Food which operated over 6,500 restaurants under the Wendy’s Brand in 26 countries and territories in the world. (The Wendy's Company, 2011). …
Why Should the Wendys Brand Enter the European Market
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