Sonic is committed to producing affordable state-of-the-art, multi-functional electronic devices that provide convenient entertainment, communication, and information storage for consumers and business users on the go.
Q. In what competitive spheres (industry, products and applications, competence, market-segment, vertical and geographic) should sonic operate?
The competitive spheres in which Sonic should operate (Kotler):
Industry: Personal digital assistant, telecommunication, and multi-media products. Product and Applications: Multi-function, multi-media digital assistant products that have advanced features such as hands free capabilities, Wi-Fi, GPS at ultra-fast download …show more content…
Threat of Substitutes Can use low price to defend against substitutes Customer become attached to differentiating attributes, reducing threat of substitutes Specialized products & core competency protect against substitutes
Rivalry Better able to compete on price Brand loyalty to keep customer from rivals Rivals cannot meet differentiation-focused customer needs
Kotler, P. & Keller K. L. (2012). Marketing Management, Fourteenth Edition. New Jersey, Pearson Education Inc. publishing as Prentice Hall.
Kotler, P. & Keller K. L. (2009). Marketing Management. New Jersey, Pearson Prentice Hall.
Quick MBA: “Porter’s Generic Strategies”. Retrieved August 16, 2012. http://www.quickmba.com/strategy/generic.shtml
A. What demographic changes are likely to affect Sonic's targeted market?
Demographic changes likely to affect Sonic's target market include a reduction in income for middle to upper class consumers, decline in college attendance, decrease in family size, and an increase in blue-collar workers (Kotler). As the economy continues to be unstable, more and more middle to upper class consumers are experiencing a decrease in wages. Due to economic