...Running head: MARKETING ANALYSIS OF SONIC PDA 1000 Marketing Analysis of Sonic PDA 1000 Abstract The purpose of this group project is to provide the members of LU BUSI-520 Delta Group with a patterned professional forecasting model for research and analysis of a prospective new product. The new product will be the Sonic 1000 PDA; a fictitious product formulated especially for this mock-up analysis (Kotler, & Keller, 2009). Through experiential collaboration, the members of Delta Group should gain needed insight into the potential quandaries that are mutually shared by many of today’s marketing managers. It is conceived that each member of Delta Group will personally align with the labors of research and planning intrinsic to the creation of new products. Each member of Delta Group expects to gain valuable exposure to the practices of localizing and assimilating various market planning data; all the while anticipating, acknowledging and understanding the challenge of familiarizing themselves with real-world experiences of collaboration in a virtual group environment within the field of marketing. Sonic 1000 PDA Marketing Analysis Introduction Sonic is proposing to launch a new product – the Sonic 1000 PDA. In this report, we will attempt to examine and analyze the current research in the market for this product. It will also provide a review of current markets and possible market segments that the company is interested in pursuing. Through experiential collaboration...
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...Wireless Technologies Proposal Las cadenas de redes tecnológicas inalámbricas están cambiando la forma en que las personas se conectan y se comunican entre sí. Este tipo de tecnología se ha convertido muy popular desde sus primeros días de introducción y uso. Si se necesita hacer una llamada desde un móvil, verificar correo electrónico, recibir un mensaje, hacer data portable sin tener problemas de conectores, todo lo que se necesita es obtener tecnología inalámbrica. Las tecnologías inalámbricas comenzaron como parte de un proyecto de investigación de la Universidad de Hawái. Sorprendentemente, se han mantenido por poco menos de 30 años. Los estudiantes residentes en las islas de Hawái necesitaban tecnologías inalámbricas para conectarse en las cuatro universidades existentes. El resultado de las investigaciones fue un programa llamado Alohanet, el cual fue predecesor del actual WLAN. Aunque en sus comienzos Alohanet no estaba organizada y contenía un conglomerado de redes, la misma alcanzaba su meta y cumplía su propósito de transmisión de data alcanzando 1-2 Mbps, la cual era bien impresionante para su tiempo. En los pasados años las redes tecnológicas inalámbricas han visto varias mejoras gradualmente y adaptaciones de protocolo que a su vez han crecido para alcanzar las necesidades de la industria. Las redes tecnológicas inalámbricas actualmente se han convertido más populares en la sociedad. Las agencias de gobierno, lugares públicos y negocios utilizan dicha...
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...Developing Good Business Sense Jenny Richardson BUS/210 March 16, 2014 Karen M. Wilson Developing Good Business Sense In this week’s assignment, I looked at three different businesses but three of the same field. McDonalds, Sonic Drive-in, and Kentucky Fried Chicken were the three restaurants I chose to investigate for this assignment. These restaurants run on the same basis of fast and friendly service. All three are highly successful franchise businesses and very well recognized in the fast food industry. McDonald’s primary products are hamburgers and french fries, but over the years they have branched out to many different types of sandwiches to keep customers interested and coming back for more. They offer an array of breakfast items as well. Sonic Drive-in restaurant takes us back to the carhop days of the past and brings a bit of a nostalgic feel to dining in your car. They have a large menu based on items once served at the drive-in restaurants and encourage their customers to customize their orders. They advertise over 350,000 drink combinations available. Kentucky Fried Chicken was established years ago by a man known as Colonel Sanders who had a way with making fried chicken and was famous for it to say the least. Over the years the company has added many different items to the menu but has never changed the “original recipe” which made the company famous and what it is today. All three of these restaurants run...
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...Background and Benefits Sonic boasts one of the lowest turnover ratios in quick-service restaurant franchises. Customers can park under a shady canopy and order food through the curbside speakers. A friendly Carhop delivers orders out to the car where patrons can eat it or take it home. The concept cuts down on busy drive through lines and presents a unique eating experience to customers. A standard store layout with 24 to 36 stalls requires approximately ¾ of an acre for build out. Sonic Food is made-to-order with unique menu items not offered at other Quick Service Restaurant's. Sonic maintains strong sales growth, with remarkable customer frequency statistics and continued high returns for stockholders. The franchise fee is $45,000 with a total investment for a traditional SONIC ranging from $1.1MM to $3.3MM. SONIC is Small Business Administration (SBA) approved. The term of a traditional SONIC franchise is 20 years, plus a 10 year renewal. Non-traditional franchises start with a 10-year term, a 5-year renewal, and a $22,500 franchise fee. The total initial investment ranges from $434,000 to $545,000, excluding land costs. Other non-traditional locations start with a manageable investment of $107,000 to $221,000. In addition, you must have prior or current successful restaurant experience and/or strong entrepreneurial skills. Sonic offers a 12-week training program that includes eight weeks of restaurant training, three weeks at new store openings and one week of classroom...
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...Ever thought about what makes some companies successful WHEREAS other companies continue to fail? In order to continue to grow and remain profitable, some companies will take a step back and assess what they are doing so that they can improve and gain future business, customers, and employees alike. Some organizations will review their current operation practices, while others will venture to improve their information systems. In a competitive market, successful organizations need to review their Operational effectiveness strategy to gain the upper hand. The owners of Club IT, Ruben Keys and Lisa Tejada, have followed their dream and opened a nightclub in the downtown region of their city. As they have continued to develop, they have developed their mission statement to state “We, Ruben and Lisa, offer you live music, DJ’s, dance space and refreshments that suit your lifestyle. You are our friend, and we seek to build a community that meets regularly at Club IT.” Based upon their mission statement, they are not marketing a specific group or population of customers, but a broad range of people who enjoy music within their city. Pinnington (2010) explains that when organizations select the wrong clientele in difficult economic situations, the results can be magnified. Club IT will need to better define their mission statement to better target the clientele that they wish to attract. Currently, Club IT has information resources for both the general consumer, but also...
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...Case Study The information in the Case Study is used each week when writing the individual sections of the Marketing Communications Plan. One of your neighbors has just inherited a restaurant in a small town about 75 miles away. They’ve never owned or operated a business before, and know very little about marketing or the restaurant business. They now have a Marketing Plan, but need help with the Marketing Communications Plan. General Restaurant Information Provided by Your Neighbors: 1. They want to keep the “family’s” restaurant as a legacy to their family members who left it to them. However, they will need to make money immediately in order to replace the income they lost when they quit their jobs to run the restaurant. 2. The restaurant has been losing sales/profits over the past few years. Family members have had some health issues (and have since passed away) and have not had the time to manage the restaurant effectively. For the past few months, the Chef and some of the servers have been keeping the restaurant open. 3. The restaurant has a good reputation in the small community. The town has a population of 6,000 people. It is in a good location (right off an interstate) and does additional sales catering to local businesses in the area. Over-the-road semi-drivers say it is the best cup of coffee in town and town’s people know that you can always find the local sheriff and highway patrol officers eating there. People are allowed to smoke at their...
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...De Montfort University Design of a rotor blade for axial flow turbomachine ENGD3036 Plant Analysis and Sustainability Student number: P15235891 Student name: Haotian, Wu 10th of January, 2016 Lecturer: Professor Udai Singh Contents Abstract 1.0 Introduction ........................................................................................1 2.0 The plot of the blade ..........................................................................2 2.1 Data ..............................................................................................2 2.2procedure .......................................................................................3 3.0 The leading edge and trailing edge .....................................................5 4.0 Calculation of stagger angle at mid-height .........................................7 5.0 Discussion about calculation errors in design ....................................9 6.0 Realistic representation of the stage ..................................................12 7.0 Discussion about generation and effects of ‘shock’ ..........................14 7.1 The generation of the ‘shock’ ......................................................14 7.2 The effect of the ‘shock’ ..............................................................15 8.0 Stress pattern with a tangential load ..................................................16 8.1 3-D model creating ..........................................................
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...MBA 6661 XTIA, Strategic Marketing Management Sonic Marketing Plan Executive Summary Sonic is an emerging telecommunication company that produces multifunctional Personal Digital Assistants (PDA). The company will launch a new multi-functional device called the Sonic 1000. This device allows consumers to have the usage of various telecommunication abilities at once in the palm of their hand. As Sonic enters a mature market, it will face many challenges from existing PDA makers such as Apple, Palm, Hewlett-Packard, and other well-established companies. Sonic will also face the challenge of the development of new and more innovative technology, industry consolidation, and pricing pressures. During its first-year sales, Sonic’s primary marketing objective is to achieve 3 percent growth sales and keep their losses to a minimum. The Challenge Brief product description: The Sonic 1000 is a sleek, stylish handheld PDA with Sonic Software that supports Windows and Mac, 400 Mhz processor, 128 MB of memory and 3.5-inch touch screen. The device will allow you to easily manage email on the road or access files on your office desktop PC. It offers built-in wireless connectivity via Wi-Fi and Bluetooth, expansion slot that supports SD/SDIO memory cards. Consumers can also listen to music and watch videos via its Media Player, as well as, view, share, and manage photos. Strategic Goals: Some of the key issues that Sonic faces are: What is the best way to confront changes...
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...kot69185_app1.qxd 12/29/04 1:17 PM Page A-1 Appendix 1 MARKETING PLAN The Marketing Plan: An Introduction As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch a new product or build sales for existing products. Nonprofit organizations also use marketing plans to guide their fundraising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan Unlike a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation, a marketing plan has a more limited scope. It serves to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other departments within the organization. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, the finance department must have funding available to cover the expenses, the human resources department must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact...
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...Marketing Plan: Sonic Personal Digital Assistant (Main extracts) Sonic, a hypothetical start-up company, is getting ready to introduce a new multifunction personal digital assistant (PDA), also known as a handheld computer. Sonic’s new product is entering a marketplace crowded with offerings from Palm, Handspring, and other PDA makers. The following is excerpted from the marketing plan that Paul Chan, Sonic’s chief marketing officer, has prepared for the coming year. CURRENT MARKETING SITUATION The $3.7 billion PDA market is dominated by Palm, which sold in its 13 million units first five years. Industrywide sales are expected to accelerate for at least the next five years, with multifunction devices attracting an ever- increasing market share. Analysts predict 4 million units in total PDA sales for this year and 5 million for the next year. Market leader Palm offers a range of PDAs for consumer and business use, from a low-end, non-Web-enabled, monochrome model to a slimmer, lighter, high-end model equipped for Web access and e-mail notification. Handspring, an aggressive number two in the market, attracted a 21-percent share in its first year and drove Palm’s share to below 70 percent. It licenses the Palm operating system for its Visor PDAs, which are lower-priced and generally more versatile than Palm’s PDAs. PDAs made by Compaq, Hewlett-Packard, and Casio—all of which are based on the Windows CE operating system—currently account for less than 10 percent of the...
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...Course Background and Syllabus for a sonic pda project-oriented Course Background: Project/Company/Product Analysis Assignments Each student and/or team will select create a fictional product or service that they would like to bring to market. The students then become the class experts on the product, the company, and the industry in which it operates. Students should be encouraged to look up articles about that industry in Business Week, Forbes, Fortune, the Wall Street Journal, Marketing Communications, Media-Scope, and/or Advertising Age. The students should use the Kotler text as guides for the project and the program Marketing Plan Pro to formulate the full marketing plan. The Marketing Plan Pro will provide the basis for either presentations and/or a paper that analyzes and evaluates the marketing program of the chosen product. You could grade the effort based on the following criteria: • Use of analytical marketing concepts to analyze the company and its products. • Degree to which information was sought and attained. • Quality of critique of company’s marketing program. • Quality of suggestions for future marketing. • Quality of writing. MARKETING MANAGEMENT FALL SEMESTER Instructor: E-mail: Web site: Campus: Office Hours Or by Appointment at Either Location Course Credits: 3 (Three) Class: Required Materials Marketing Management, 12th edition, by Kotler/Keller, Prentice-Hall...
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...recommend Sonic follow in formulation overall strategy? Based on Porter's generic competitive strategies, I would recommend Sonic to follow the Focus strategy for an overall marketing plan. The Focus plan deals with one or more narrow segments and is a great entry barrier to develop the core specs for launching new products or services. 2. What demographic changes are likely to affect Sonic's targeted segments? 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. As the economy continues to be unstable, more and more middle to upper class consumers are experiencing a decrease in wages. Due to economic hardship, consumers are seeking ways to reduce living expenses. 3. What economic trends might influence buyer behavior in Sonic’s targeted segments? Economic trends that might influence buyer behaviors include lower income levels and credit availability due to unemployment, higher revenue and expenditure goals due to inflation, and increased regulation of technological change. 4. Would demand for PDAs among corporate buyers tend to be inelastic? The demand for smart phones among corporate buyers tends to be inelastic. Despite if the price falls or increases, corporate buyers will make the investment as long as there are benefits and unique needs for the phone. Due to the type of product Sonic is developing...
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...provide a foundation for brand equity. Consumers are more likely to recognize a package than to remember a brand name. In previous questions we discussed ways in which Sonic can use packaging and labeling to support its brand image. The idea is to grab the attention of the customer. The Sonic 1000’s features, customizations, performance quality, and reliability product differentiations will allow the consumer to recognize the brand outside the store. “Purchase intention is defined as the likelihood that a consumer will buy a product.” As discussed in previous questions, Sonic should provide consumers as well as businesses with product allowances on trade ins from previous devices when purchasing a Sonic 1000. Promotional offers will encourage consumers to buy Sonic’s new product by offering an incentive to upgrade from a previous PDA. Sonic on the initial campaign should set objectives in order to gain awareness from our preconceived target market. Sonic’s objectives need to focus on knowledge, liking, preference, conviction, and purchase. Right now Sonic needs to focus on getting the Sonic 1000 brand awareness and market share in the saturated PDA market. • How can Sonic use personal communications channels to influence its target audience? Answer: Personal communications channels will allow Sonic to communicate with its consumers through the phone, mail, or email. A person’s word of mouth can affect the buying attitude of two people and increases...
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...Chapter 18 1. Once Sonic begins to use consumer advertising, what goals would be appropriate? One set of marketing objectives to be supported by promotion activities is to generate 40 percent brand awareness within the consumer target market and 50 percent brand awareness within the business target market by the end of next year. To achieve these objectives, Sonic should create a multimedia advertising campaign to build brand awareness and differentiate the product from competitors. 2. Should Sonic continue consumer and trade sales promotion after the new product has been in the market for six months? Explain your reasoning. Sonic should not continue consumer and trade sales promotion after the new product has been in the market for six months. The reason is that after six months, Sonic will become well-known brand and consumer and trade sales promotion may devalue the product in buyers’ minds. 3. Jane Melody wants you to recommend an event sponsorship possibility that would be appropriate for the new product campaign. What type of event would you suggest and what objectives would you set for the sponsorship? Exhibits and shows can be used in the new product campaign. More exactly, Sonic should exhibit at the major consumer electronics trade show and invite head-to-head comparisons with leading PDA competitors to showcase the speed and convenience of their product's voice recognition capabilities. They should also provide Sonic PDAs to selected product reviewers, opinion...
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...Sonic 1000 Pda Chapter Assignments Q. What should Sonic's mission be? MISSION 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 speeds. These features will allow Sonic to carve a unique niche amongst competition as well as build brand loyalty from their target market. Competence: Sonic has built an innovative product with state-of-the-art features that is affordable and secure. Market Segment: • Professionals- who insist on high speed on the go communication abilities. • Students (high school-grad school) will be drawn to the high speed multi-media options. • Corporate users and entrepreneurs will appreciate the organization capabilities. • Medical personnel will be confident accessing medical records and patient information with Sonic’s high security features. Vertical Scope: Sonic will manufacture...
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