On every occasion, the case analysis must be thoroughly prepared by all students beforehand; a detailed knowledge of the material will be expected from each student. Since there are no perfect solutions to the cases assigned, you will be graded on

• organization,
• understanding of the marketing issues,
• originality of ideas and solution alternatives,
• breadth and depth of coverage of the issues,
• clarity of exposition, and
• thoroughness in integrating the multiple components of the cases.

Source: Ivey Publishing

In the summer of 2018 in the United States, Wendy's faced an important decision related to its international markets. The company had a small international presence; of its 6,537 restaurants worldwide, only 637 restaurants were located in international markets. The company was faced with a saturated and stagnating U.S. market and fierce competition from a number of fast food rivals, including McDonald's Corporation, Burger King Corporation, and Carl's Jr. Restaurants LLC, and the surest path to growth seemed to be an expansion into foreign markets, where fast food was still growing. Wendy's chief executive officer needed to determine which international market(s) to target and how many restaurants to open in each international market. Fabrizio Di Muro is affiliated with University of Winnipeg.