Questions:
1. How does Wendy’s social media strategy relate to the positioning of the brand?
2. How would you evaluate Wendy’s social media strategy in light of the fact that there
are both physical products and service elements to their business?
3. Did Wendy’s Twitter campaign increase the company’s sales and profits? Either way,
use what you know about the customer journey to speculate about why and how it
might or might not have an effect.
4. How can Wendy’s improve its social media strategy in the future?
Marking Criteria: We want to see your critical thinking and argumentation skills, as well as
your appropriate, sophisticated, and critical application of concepts of marketing covered in
this course. Show what you’ve learned and use it to make a persuasive argument. You may also include a maximum of 8 additional sources. Please be attentive to the
differences between academic journal articles and mass media and consulting reports in the
external sources you reference. Each has its place, but the latter are most appropriate for
learning about an industry (e.g. scope of growth; trends) whereas the former are best for
delving critically into course theories and concepts. What matters is the quality of your
analysis and how effectively they used the available sources to build your argument and
answer the questions.
