Determine if the investment in internet technology made by the Taco Bell is paying off by comparing that company’s internet usage to how a competitor (Wendy’s) uses the internet

Background: The internet has changed companies’ business from eCommerce websites to mobile apps to social media marketing. Plus, the internet of things (IoT) enables new products and services, such as video doorbells, smart TVs, and programmable kitchen appliances connected to the internet.

Assignment: This assignment aims to determine if the investment in internet technology made by the YUM! Brand (Taco Bell) is paying off by comparing that company’s internet usage to how a competitor (Wendy’s) uses the internet.

1. Identify one competitor of the company you chose on the Week 1 discussion board, and describe that competitor’s generic business strategy (cost leadership, differentiation, or focused).
• Competitor: Wendy’s
2. Use Social Blade (https://socialblade.com) to find your chosen company’s and its competitor’s social media metrics. Review your company’s and its competitor’s social media pages. Describe how your company’s use of social media compares to the social media use of its competitor, and note any significant differences.
• Company: YUM! Brand (Taco Bell)
• Competitor: Wendy’s
3. Report the number of downloads and ratings for your company’s mobile app(s) and its competitor from the app store you usually use: Apple, Google, Microsoft, or Samsung. If your company or competitor have multiple mobile apps, focus on the two with the most downloads. Describe the major features in the mobile apps. Indicate whether your comparison involves Apple, Google, Microsoft, or Samsung apps.
4. Use Similar WebLinks. (https://www.similarweb.com) to analyze your company’s and its competitor’s corporate website traffic. Describe how the major features on your company’s corporate website compare to the corporate website of its competitor, and note any significant differences.
• Company: YUM! Brand (Taco Bell)
• Competitor: Wendy’s
5. Research whether your company or its competitor uses the internet in ways that extend beyond social media, websites, and mobile apps. This could involve specialized products/services that run on the internet.
6. Analyze whether your chosen company’s and its competitor’s internet usage is driven by their generic business strategies (cost leadership, differentiation, or focused). Indicate whether your company or its competitor has a strategic advantage in using the internet and explain why. Ensure you summarize the metrics you found regarding internet usage for your company and its competitor.