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Wendy’s Global Strategic Marketing Plan ProposalMarketing C-212Diane FreemanOctober 1, 2019
2A. Retail Chain: Wendy’s Global Strategic Marketing Plan ProposalA1.Retail Chain/Beverage and Sandwich.Wendy’s has identified two new products to add toits global market menu in the existing Bahamas franchise locations.Product #1: Switcha Beverage. Switcha is a traditional Bahamian drink similar tolemonade but made with native lemons and limes (Nassau Paradise Island, 2016).Switcha links the Wendy’s brand to its local customer base.Product #2: Conch Fish Sandwich. Conch, pronounced “konk,” is the national food inthe Bahamas (Nassau Paradise Island, 2016) and is presented in the form of a fishsandwich.A1.a. In-Store Observation/Customer Interviews/ Field Trials. Demonstration of need and anexisting global market for both Switcha and the Conch Fish Sandwich was determined throughsecondary research, and by using primary research methods In-Store Observation and CustomerInterviews at the existing Wendy’s restaurants in the Bahamas.Secondary Research.Wendy’s marketing department used secondary research todetermine the commonality between Switcha as a native drink that is made using lemons andlimes grown in the Bahamas. The introduction of Switcha to Wendy’s restaurants will bestreamlined, as Wendy’s currently offers a similar beverage known as lemonade, and theBahamian market offers Goombay Soda, another traditional beverage that is more in line withCoca Cola products on the menu. Secondary research is typically free or low cost and is quick toperform (My Market Research Methods, 2019). This research method will not provide specifics
3to quantify results, however it does provide a baseline of the demographic in the Bahamianmarket and validates a market need through a demonstration of familiarity and value propositionof the Switcha beverage.Primary research. In-Store Observation and Interviewing customers, were used toestablish the popularity of Switcha as a new drink option, and the Conch Fish Sandwich as amenu item. In-Store Observation is usually qualitative (My Market Research Methods, 2019) andoffered Wendy’s confirmation that the existing target of customers were interested in purchasingand drinking a beverage made from local limes and lemons. Interviews with customers alreadypurchasing the cod fish sandwich on a Wendy’s menu confirmed a clear support for a fishsandwich made from the national food and flavors of Conch fish. Temporary replacement of thetraditional fish sandwich will be considered for a larger-scale market research plan.Primary Research. Field Trials were used to determine market need and existing globalmarket for Switcha and the Conch Fish Sandwich. These trials were taste tests and marketdistribution in small target markets where customers were offered each item at a reduced priceand in smaller sizes. The goal of this field trial and taste test was to identify a proper market mix,