You need to: 1. CREATE three perceptual maps for fast food chains with the data below (attached is an excel template for creating perceptual maps as well as the example that we did in class; you will need to copy the maps into a separate document to complete the assignment; DO NOT turn in your maps in the Excel file you use to create them); 2. ANSWER the questions at the end of the exercise.

Here is the data required to input into the template in order to create your three fast food perceptual maps. [For example, the first map would plot Healthy Food/Junk Food (horizontal axis) against Wide Choice/Limited Choice (vertical axis); the second map would plot Healthy Food/Junk Food (horizontal axis) against For Adults/For Kids (vertical axis); the third map would plot Wide Choice/Limited Choice (horizontal axis) against For Adults/For Kids (vertical axis).]

Data set 1: Healthy Food (9) vs Junk Food (1)

1. McDonalds = 3.5
2. Burger King = 4
3. Wendys = 6
4. In & Out = 5
5. KFC = 3
6. Subway = 8
7. Pizza Hut = 6
8. Chick-fil-A = 6
9. Panera Bread Co.=9
10. Taco Bell= 3

Data Set 2: Wide Choice (9) Limited Choice (1)

1. McDonalds = 7
2. Burger King = 4.5
3. Wendys = 3
4. In & Out = 1
5. KFC = 4
6. Subway = 7
7. Pizza Hut = 5
8. Chick-fil-A = 2
9. Panera Bread Co.= 4
10. Taco Bell= 6

Data Set 3: For adults (9) For kids (1)

1. McDonalds = 3
2. Burger King= 6
3. Wendys = 7
4. In & Out = 8
5. KFC = 4
6. Subway = 8
7. Pizza Hut = 4
8. Chick-fil-A = 4
9. Panera Bread Co.= 9
10. Taco Bell= 6

Market Size:

1. McDonalds = 3
2. Burger King = 3
3. Wendys = 2
4. In & Out = 1
5. KFC = 2
6. Subway = 3
7. Pizza Hut = 2
8. Chick-fil-A = 2
9. Panera Bread Co.= 1
10. Taco Bell= 3

Discussion Questions Choose ONE of the fast food brands above, or choose a brand not represented here. If you are the marketing manager for the brand, answer the following questions (name your brand): 1. What conclusions can you draw regarding your brands position in the fast food market? 2. What opportunities exist for repositioning? 3. What other attributes might be worthwhile in plotting onto a perceptual map?