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

Why Should the Wendys marker Enter the European Market - Research Paper Example.... 1.2 Research methodology... 1.3 Research Objectives 1.4 reliableness 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 Wendys Best Practice 3. Conclusion and Recommendations 4. Report Evaluation 5. References 1. Introduction Wendys is a well known American Burger Fast Food which operated over 6,500 restaurants under(a) the Wendys Brand in 26 countries and territories in the world. (The Wendys Company, 2011). Since Wendys International was separated from the Wendys U S Brand in 2009 the Brand has rigid the groundwork for a much more adapted international expansion which has been really positive according to Darrell van Ligten, President of Wendys international (2011). The Brand is still growing with new restaurant de velopment announcements in Singapore, the Middle East and Nord Africa, the Russian Federation, The Eastern Caribbean, Argentina, the Philippines and Japan (The Wendys Company, 2011). Unfortunately according to the map of Wendys Around the World Wendys International is missing on an important market which is Europe representing 17.10% of the Global Fast Food Market (2009). According to the diligence 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 exact 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 intentness Profile France, 2010). 1.1 Aim The aim of this research is to investigate on the advantage that the Wendys Brand could get by entering the European Market. 1.2 Research Methodology During this research a longitudinal approach was commitd to identify a problem, which identified the n eed of the Wendys Brand to grow in Europe callable 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 become 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 in series(p) stages through which deductive research will progress 1. The hypothesis, Europe is an interesting Market for Wendys. 2. Expressing the hypothesis in operational terms, like how much revenue could Wendys 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 Wendys brand to be developed in Europe? 5. If nece ssary, modifying the theory with the