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Management Theory - Wendys Crisis Management

SummaryOn March 2005, human fingertip was found in Wendy’s chili, and it became crisis for the company by affecting sales and reputation. To come over this crisis Wendy’s focused to find that the fingertip was not their fault. They have used all the media including news, newspaper, magazine, billboard and so on. In spite of these efforts, the incident had been deeply rooted into people’s mind, and people’s fear of eating Wendy’s food increased. Hereupon, we have some recommendations which could make up for the Wendy’s weak points in crisis management plan. By showing the chain of production to public by using media, they could handle this crisis better.Table of contentsPagesSummary……………..……………………………………………………………………2Table of contents………………………….……………………………………………….3Introduction……………………………………………………………………………..…4Case study analysis/ consequences……………………………………………………..4, 5Wendy’ strategies plan…………………………………………………………………….5Some possible crisis management plan…………………………………………………5, 6Crisis plan anae quality and the safety of Wendy’s food. In this study, we will first analyze the consequences of the crisis before we analyze how Wendy’s management handled the crisis. Then we will suggest several strategies and implementation plans that should help Wendy’s to faced this crisis to save the sales and the company’s reputation. Finally, we will propose certain tips to evaluate the success of the plan.Case study analysis/ consequencesAccording to Elliot (2005), Wendy’s reported that about 6,250 restaurants that had been open about a year and half had seen their sale decreased about 2.5 percent since the fingertip incident. Certain store around Bay area had their sales down about 20 to 50 percent. In addition, Wendy’s employees in certain areas were asked to reduce their working hours and others were losing their jobs in response to the decrease of sales. Furthermore, most customers still have a psychological fear of eating Wendy’s food and they choose to eat in other fast food restauransing campaign to prove that the incident was not the store fault, neither the chain suppliers which were supposed to be the most probable source of the fingertip. Finally, the culprit was revealed as the customer who brought the incident to the court. The lady had many experience of winning a lawsuit against many other business including restaurant, Tire Company, and private enterprise. After court concluded woman guilty, we still can ask if the sale and the company reputation were saved. Finding the culpable was an important strategy but it should be followed by the growth of the company.Some possible crisis management planLike Fink (2005), stated Wendy’s strategy to control the crisis was particularly to enforce the law focusing mostly on finding the company not responsible of the fingertip incident and the woman guilty and to find how the fingertip get into the bowl of chili; instead of focusing on limiting the damages of the crisis by saving the sales and the company’s reputation. nd recommendationsProving that Wendy’s is a good and save place to eat can be done by showing the chain of production, the cooking process, the packing process inside the Wendy’s restaurant the meat supplier plants to the public, so they can themselves see the reality. A special reportage on TV or a vast campaign of information is another possible solution. In addition, this can be done also done by interviewing certain experts in food safety, restaurant safety to share their opinion about the Wendy’s food and service quality. This strategy might cost very expensive, cost of advertisement for example, but it is on of the best way to touch the maximum of the public and because of its credibility the impact can be very productive regard the resources used.Secondly, after that the public know how the production process discusses above is, Wendy’s should effectively prove that the fingertip did not come and can not come from the restaurant or from the chain suppliers. The public should alrse they both are linked each other so they can be more efficient. Wendy’s reputation and sales will be save if these plans are followed effectively and efficiently.Implementation TimelineEvaluation PlanTo come to a conclusion of the incident, Wendy has to evaluate the taken countermeasure. To evaluate whether action was suitable and appropriate, they may want to analyze a change in sales and survey the customer. If the reduced sales neither recovered nor showing any progress after the action, the action is insufficient to fulfill customer’s disbelief and need to put more effort. Also by the survey, if there are a few people who do not know how the incident was concluded, Wendy should not neglect these people but need to widen the communication campaign to reach those people.ConclusionIn conclusion, Wendy has lost so much loss by an evil deed of customer. It impacted not only the sales but also its reputation and trust with customers. However, on solving process, company made effort onlGE 9

경영/경제| 2009.01.16| 9페이지| 8,000원| 조회(492)

Wendys Crisis, STRATEGIES, crisis manageme..

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Supply and Demand, situation in Korea.

..........Although its natural resource consumption is ranked 7th biggest in the world, natural resource possession is very scanty; S. Korea only has a small quantity of anthracite, which is not even suitable for producing energy because of its inefficient heat generating value. On the other hand, its civilization and technology level is very high; thereupon, people can not survive without oil and other natural resource consumption. Furthermore, the vehicle ownership is excessively popularized in S. Korea. By demand exceed supply in a large; there is huge shortage on natural resources as well as oil. In this present situation, .

경영/경제| 2008.12.22| 3페이지| 8,000원| 조회(212)

Supply, Supply and Demand, demand, Trading

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[마케팅]Marketing Plan: Film Book Marker

Movie Projection Film Book MarkI. Table of ContentsI. Table of Contents……………………………………………………………………………2 II. Product……………………………………………………………………………………...3 III. Target Market Research……………………………………………………………………4 IV. Place………………………………………………………………………………………..8 V. Promotions………………………………………………………………………………….9 VI. Price…...…………………………………………………………………………………10 VII. Appendix………………………………………………………………………………...11II. ProductMovie Projection Film Bookmark uses a couple cuts of movie film which is directly cut off from the theater’s disuse after the end of showing. Most theater destroys the film after use; and it cost a lot of money because it contains environmental pollutant. However, if I or the theater can utilize it by cutting it in every couple scenes and refinish the edge, it could take the form of fascinating product for movie fans. In the movie film, there are 24 cuts per every second; two or three cuts will be perfect size for the use of bookmark. People will enjoy this product because each people will and my product. 10 people from the Columbus Metropolitan library were selected by random sampling; samples mostly consist of university students. By the process of stratified sampling, I picked half of the people male and the other for female. The questionnaire included following questions:How often do you watch movie?Have you / Will you purchase favorite movie poster or similar product to commemorate your impression on the movie (or other purpose)?How much will you spend up to for above product?Pick one which you will be most interested to buy. (poster, movie star figure, book marker made by actual movie film, or other things which you can think of)The first question was to test the size of purchasing group; however, the data was useless for me because the average twice a month does not give any idea on its size. I should have conducted the head count at the theater to get better idea. The second question was used to determine whether the product is marketable or not. And I could conr poster in design, price, or other feature. Anyhow, since the product will be made for specific use, I think it has enough competitive power.Secondary Research: data are collected and analyzed by focusing on suppliers and market.Suppliers: Since the key material for this project is the motion picture film which theaters no longer use, I needed to find out how the used films are disposed. By tracking information on internet, I found interesting fact on the disposal. The U.S. Film Salvage and Manufacturing division of FPC, a subsidiary of Eastman Kodak Company is the company which collects the junk films and recycles it for new use. In accordance with its environmental dedication and responsibilities, the company received ISO 14001 certification. Acquisition of ISO 14001 demonstrates the superiority of business on primarily concerned with environmental management or what an organization does to minimize harmful effects on the environment caused by its own routine activities. However, thittle falling on admission trends from 2002 to 2004, there was a steady growth over the past decade. It seems like there were many other entertainment options have came out. Despite the many choices in entertainment option, growth on admission which was increased nearly 20% over the last 10 years (according to the MPA data), shows its huge marketability. I think this admission trend reflects the people’s interest on movie which is major item of my product. Also the total number of theaters is increased, see Appendix.IV. PlaceMovie Projection Film Bookmark can be distributed at theaters and other related businesses by either B2B or B2C.B2B: Manufacturing company cooperates with theater, and then theater will give it out to customer on last showing. Film distributors will take care of copyright royalty of film which is used for product. It may increase revenues for theater and related business in film industry. Manufacturing company will take advantage of free from copyright fees and mater will facilitate product by this idea to increase their ticket sales.Place the product on the video rental store.Promote people to buy my product with a discount if they rent the movie which is related to my product.Prize LotteryPlace couple coupons in the product which give winner the prize. For example, ticket to the universal studio or Hollywood and be used as prize.Product PlacementPlace the product where it can be clearly seen during a film or television programs. If people’s favorite actor or actress who is considered trendy, it will stimulate the people to buy the product.VI. PriceThe price of product is 1.98 per piece. This price is determined by two criteria; founding from primary research on potential customers and cost analysis.According to my primary survey, majority people circled 2-3 dollars on question which asks how much they would spend up to for commemorating favorite movie.Manufacturing Cost:Junk film: $100 (expect 2500 good cuts)Printing with UV coating: 5000 copi12

경영/경제| 2007.05.04| 12페이지| 25,000원| 조회(326)

마케팅, 마케팅계획서, Marketing Plan

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[마케팅]Consumer Brand Research: Coca-cola vs. Pepsi

Coca-Cola VS Pepsi-ColaAccording to the Naver website, the cola is made by the components extracted from kola tree leaves and seeds. In the beginning, Cola was not considered as soft drink but considered as digestive drink. After the Coca-Cola Company’s initial launching, Cola became a synonym for soft drink by having Coca-Cola Company and Pepsi Company as its major competitors.Coca-Cola was invented by John Pembert at Atlanta, Georgia in 1886. Then Asa Candler took over the manufacturing process by paying $2,300, and became the first company president. After the company registered name and log in 1893, he sold an authority of sale to Chattanooga and Tennessee in 1899. On the one hand, Pepsi Company was founded by Caleb Bradham, he named the company as Brad’s Drink in the opening in 1898. On the occasion of economic panic age of 1930, Pepsi Company putted out as major competitor of Coca-coal. Before this age, Pepsi-Cola was barely one of the imitators of Coca-Cola Company.Both Coca-cola and Pepsi-cola are distributed mainly through supermarket along with other channels; grocery store 40%. Fountain outlet 17%, vending machine 8% and other 21% Pepsi was only focused on retail sales in the beginning; but they turned to fountain sale by taking over some fast-food business like Pizza-hut and KFC. As their competition is getting rougher and rougher toward each other, people called this competition as “Cola War.”In so-called Cola War, Pepsi targeted young people by holding campaign of “Pepsi generation.” As a result, Pepsi have compacted its backward gap with Coca-Cola up to 2:1. Both companies strengthened their competitive power by introducing new products; Coca-cola developed Fanta, Sprite, and other low-calorie drinks, and Pepsi developed Teem, Mountain dew, and diet Pepsi. In 1960, Coca-cola expanded their market to foreign country while Pepsi did utmost efforts on domestic market. In 1974, Pepsi performed blind test on consumer for taste preference between Coca-cola and Pepsi cola and obtained favorable result. By disseminating this result, Pepsi depressed Coca-cola’s market share. Although Coca-cola lowered price and produced New-Coke, it was incapable to take the lead back. A few years after, Coca-cola recovered from the discouraging situation by producing Coca-cola Classic.Coca-cola and Pepsi-cola marketing show many contrast aspects; Coca-cola uses soft italic calligraphic style on its inscription while Pepsi uses intense inscription. Slogan of Coca-cola is “Always” to keep their target as all generation, while on the other, slogan of Pepsi is “next generation” to aim their target as young people. Pepsi generally uses blue on most part of their product because the Coca-cola uses red.According to the consumer reserch, Coca cola take the first place on its sale in U.S. and most foreign market:Coca-colaPepsi-colaWorld market51%20.8%U.S.44.6%31%Russia33%11%Japan55.9%8.2%Saudi-Arabia25%74.8%Israel67.6%13.6%According to the Saturnalia website, people placed their reason of preference; taste as first, brand as second, and some people also mentioned the slogan.ReferenceAlis, J. (1996) Marketing war. Ansan media. Korea: Ansan.Coca-cola and Pepsi cola. (2001). Naver. Retrieved 28 Feb. 2006 from http://kin.naver.com/db/detail.php?d1id=8&dir_id=80603&eid=wV3vW4MlRA1nVcH6Kvpflmf0CRWFPOz+Do you Prefer Coca-cola or Pepsi? (2006). Saturnalia. Retrieved 28 Feb. 2006 from http://www.saturnfans.com/forums/showthread.php?t=18233The Cola Wars (2006). Geocities. Retrieved 28 Feb. 2006 from http://www.geocities.com/colacentury/Consumer Brand Research Project PAGE 4

경영/경제| 2007.05.04| 4페이지| 30,000원| 조회(749)

마케팅, 코카콜라, 펩시콜라, 소비자 브랜드, consumer brand

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[경영경제]Marketing Plan-Film Bookmarker

PriceFrom Primary research (survey); potential buyers answered that they are willing to pay $2-3 for the product.Manufacturing costJunk film: $100Printing with UV coating: 5000 copies @ $200Other materials: 2500 piece @ $50 (glues, strings)$350 / 2500  14 cents per piece

경영/경제| 2007.05.04| 7페이지| 15,000원| 조회(253)

4P, 마케팅플랜, Marketing Plan, 필름북마크

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