Strengths Positive, tangible and intangible attributes internal to an organization and within the organization's control forms the

strengths of an organization. The strengths for Wendys are detailed below: Brand Name Wendys is the third leading quick-service hamburger restaurant. Due to their popular name and image it will be easier to grow and Wendys will have more bargaining power due to the well-know image. Quality consistence in terms of taste and availability Each Wendys restaurant offers a relatively standard menu featuring hamburgers and filet of chicken breast sandwiches, which are prepared to order with the customers choice of condiments but also allows the customer to customize .Wendys menu also includes chicken nuggets, chili, baked and French fried potatoes, prepared salads, desserts, soft drinks and other on-alcoholic beverages and kids meals. Freshly Product Wendys ingredients are high quality; hamburgers are made with fresh, never frozen beef and then made the moment customer order. Wendy's hamburgers also are not premade nor are been precooked. Highly motivated and well-trained personnel Wendys strengths can be attributed to the quality and services they render to their customers. Uniformity exists among all the restaurants, continual in-service training of employees is practiced and operations monitored by company personnel who give recommendations to assist in compliance with customers specifications. With all these put into practice, they are able to maintain quality and good services to their customers

Weaknesses Internal factors within an organization's control that detract from the organization's ability to attain the desired goal are the weaknesses of an organization. The weaknesses for Wendys are detailed below: Dont Have Official Website Wendys Malaysia

Wendys without provides any website in Malaysia causes many consumer hard to find the related data and information compare to their competitor McDonalds, Burger King and KFC, because website has the function to provide customers about the outlets location, and also everything details information such as product menu, product price, any promotion and other detail information. Company only use Face book Fan Page to advertisements, free coupon, newly update and etc. Brand awareness The main weakness and does not advertise their products like their competitors do. Wendys also could not produce more sales than their competitors because of lack marketing strategy which would place them in a disadvantage spot in areas dominated by their competitors Only have a few outlet locations. Most of Wendys outlets are opened only in KL areas inside the shopping complex or in Petaling Jaya shopping complex while not the other areas in Malaysia. Almost all the Wendys in Malaysia outlet location is not free standing; this cause Wendys unavailable to provide drive thru or home delivery services of its product to customer. In this case, customer will feel that Wendys is failed to distribute its product in convenience outlets location. Locally adapted food menus. The fast food chain is operating in many diverse cultures where tastes in food are extremely different than those of US or European consumers. Wendys need to ability to adapt to local tastes as their competitor McDonalds introduce porridge and spicy fried chicken. Lack of advertising compared to the competitors Wendys does not advertise their products like their competitors do. Competitor such as McDonalds, KFC and Burger King is aggressive promo their brand and product use TV commercial, radio and also advertise on newspaper. To attract more customers to visit their outlet, they create brand awareness by using leaflet and signboard. Their competitor also advertising on Halal certified product in order to penetrate the Muslim community and market on Muslims.

Opportunities External attractive factors that represent the reason for an organization to exist and develop. The opportunities for Wendys are detailed below: Advertising the capabilities of Wi-Fi internet services in the outlets. Wi-Fi internet links should help in attracting segments, promotional effort as well as fulfill their social responsibility. Use of Customer Relationship Management (CRM). Database marketing in CRM, will help Wendys to get more accurately market analysis on their consumer target groups. It could identify likely customers (based on modeling and profiles of shoppers) and prevent brand switching. Introduction of drive-thru and Home meal delivery McDonalds, KFC, Burger King and A&W already offer only drive-thru restaurants, which is a great opportunity for Wendys to improve on their grow in Malaysia. For currently trend, product delivery is very important in order to bring customer time saving and convenience. So, by adding home delivery services not only can bring more convenience to the consumer meanwhile can further satisfy the consumer needs. Wendys also could exploit an opportunity of delivering food to home and increase its reach to customers. Expanding outlet at strategy location. Current Wendys locations only in KL areas inside the shopping complex or in Petaling Jaya shopping complex while not the other areas in Malaysia. In order to solve inconvenience outlet problem, Wendys has t open more outlets in other areas while not only in KL and Petalling Jaya. By open more outlets in other areas, Wendys can target even more broad range of customer while not only citizen which live in urban areas. Besides that, open more outlets can increase the population of the name Wendys fast food and make the brand name well known. Market of healthy food product. Wendys can posting calorie counts in restaurant and introduce nutrition information is printed on all packaging for consumer. Aggressive on Advertising Strategy

Advertising can help Wendys to persuade audience either viewers, readers or listeners to purchase or try on the product. Wendys may use TV commercial, radio and advertise on newspaper to attract customer. Wendys also can use signboard that carrying the name or logo of a business or product and is set up on the roadside due to easily pay attention by those passers-by and drivers. Other advertising method by using leaflets is a small sheet of printed paper that usually contained information, used for dissemination of said information, often an advertisement and intended for free distribution. It is another type of promotion media that can be used to inform people about the company promotion activity. The main advantage of leaflets is low costs and just need several people distribution of leaflets in the street. Wendys need to advertise their products like their competitors do on Halal food. Muslims who are not familiar with Wendys would hesitate to try out their burgers as they are not sure whether it is halal or not. Threats External factors beyond the organization's control which could place the organization mission or operation at risk. The threats for Wendys are detailed below: Local fast food restaurant chains. Local fast food restaurants such Marrybrown can often offer a more local approach to serving food and menu that exactly represents local tastes. Wendys need to adapting its own menu to local tastes, the rising number of local fast food chains and their lower meal prices is a threat to Wendys. Emergence of major fast food competitors: Wendys faces threat from other major burger fast food restaurant such as Burger King, McDonalds, A&W, KFC. There are competitive pressures as new entrants are offering value and greater product ranges and healthier lifestyles products. Health conscious consumers demanding better quality, healthier menu items Its always an issue that fast food with high fat and high calorie is not good for health conscious people. Wendys need to introduce nutrition information is printed on all packaging for consumer that really concern about health food. Roadside burger stalls

A growing of roadside burger stalls such as Otai Burger and Ramly Burger that operates until late at night. Now days in Malaysia increase trend on eating burger bakar attract local customer and selling price lower than international fast food brand.