Professional Documents
Culture Documents
APPENDIX
Market Summary includes size, needs, growth, and trends. Description of targeted segments provides context for the marketing strategies and action programs discussed later in the plan.
EXHIBIT 1
Corresponding Feature/Benefit
I Wireless e-mail to conveniently send and receive messages
from anywhere; cell phone capability for voice communication from anywhere
I Record information while on the go I Voice recognition for no-hands recording I Compatible with numerous applications and peripherals
users to make a fashion statement Corporate users (business market) Entrepreneurs (business market) Medical users (business market)
I Input and access critical data on the go I Use for proprietary tasks I Organize and access contacts, schedule I Compatible with widely available software I Customizable to fit diverse corporate tasks and networks I No-hands, wireless access to calendar and address book
details
I Update, access, and exchange medical
records
APPENDIX
tem. Product proliferation and increased competition have resulted in lower prices and lower profit margins. Lower prices are helping sales of PDAs in the lower end of the consumer market, but at the expense of gross margins. Customers with first-generation PDAs are reentering the market by buying newer, high-end multifunction units. 2.2 STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREAT (SWOT) ANALYSIS Sonic has several powerful strengths on which to build, but our major weakness is lack of brand awareness and image. The major opportunity is growing demand for multifunction PDAs that deliver communication-specific benefits. We also face the threat of ever-greater competition and downward pressure on pricing. Strengths Sonic can build on three important strengths: 1. Innovative product. Sonic 1000 includes a voice recognition system that simplifies usage and allows hands-free operation. It also offers features such as built-in cell phone functionality, wireless communication, and MP3 capabilities. 2. Compatibility. Our PDA can work with the hundreds of Palm-compatible peripherals and applications currently available. 3. Pricing. Our product is priced lower than competing multifunction modelsall of which lack voice recognitionwhich gives us an edge with price-conscious customers. Weaknesses By waiting to enter the PDA market until the initial shakeout and consolidation of competitors has occurred, Sonic has learned from the successes and mistakes of others. Nonetheless, we have two main weaknesses: 1. Lack of brand awareness. Sonic has not yet established a brand or image in the marketplace, whereas palmOne and other rivals have strong brand recognition. This is an area we will address with promotion. 2. Heavier weight. To accommodate the multifunction features, the Sonic 1000 is slightly heavier than most competing models. To counteract this, we will emphasize our multifunction features and value-added pricing, two important competitive strengths. Opportunities Sonic can take advantage of three major market opportunities: 1. Increasing demand for multiple communication methods. The market for wireless Web-enabled PDAs with cell phone functionality is projected to grow faster than the market for nonwireless models. There are more users with PDAs in work and educational settings, which is boosting primary demand. Also, customers who bought entry-level models are now trading up. 2. Add-on peripherals. More peripherals, such as digital cameras and global positioning systems, are available for the Palm operating system. Consumers and business users who are interested in any of these peripherals will see the Sonic 1000 as a value-priced device able to be conveniently and quickly expanded for multiple functions. 3. Diverse applications. The wide range of Palm-compatible software applications available for home and business use allows the Sonic PDA to satisfy communication and information needs. Threats We face three main threats at the introduction of the Sonic 1000: 1. Increased competition. More companies are entering the U.S. PDA market with models that offer some but not all of the features and benefits provided by Sonics PDA. Therefore, Sonics marketing communications must stress our clear differentiation and value-added pricing. 2. Downward pressure on pricing. Increased competition and market-share strategies are pushing PDA prices down. Still, our objective of seeking a 10% profit on second-year sales of the original model is realistic, given the lower margins in the PDA market. 3. Compressed product life cycle. PDAs seem to be reaching the maturity stage of their life cycle more quickly than earlier technology products. We have contingency plans to keep sales growing by adding new features, targeting additional segments, and adjusting prices.
Opportunities are areas of buyer need or potential interest in which the company might perform profitably.
Market trends must be considered as the company develops its marketing strategies.
Strengths are internal capabilities that can help the company reach its objectives.
Weaknesses are internal elements that may interfere with the companys ability to achieve its objectives.
Threats are challenges posed by an unfavourable trend or development that could lead to lower sales and profits.
APPENDIX
Competition identifies key competitors, describes their market positions, and provides an overview of their strategies.
2.3 COMPETITION Increased entry of established computer and cell phone companies has pressured industry participants to continually add features and cut prices. Competition from specialized devices for text and e-mail messaging, such as Blackberry devices, is also a factor. Key competitors:
I palmOne has had financial struggles because of the need to reduce prices for competitive reasons. Its acquisition of Handspring boosted its product development strength and expanded its product mix. As the best-known maker of PDAs, palmOne has achieved distribution in nearly every channel, including distribution by U.S. cell phone service carriers. At present, palmOne products lack some of the voice recognition software standard in the Sonic 1000. I
Hewlett-Packard targets business markets with its iPAQ Pocket PC devices, many with wireless capabilities to accommodate corporate users. For extra security, one model allows access by fingerprint match as well as by password. HP enjoys excellent distribution, and its products are priced from below $300 to more than $600. Garmins iQue 3600 was the first PDA with built-in global position system (GPS) capability. Priced at $589, its mapping software and verbal commands eliminate the need for an automotive device. Garmins PDA uses the Palm operating system and has other unique functions, such as a digital voice recorder for brief memos. Dells PDA model is priced starting at $199. However, this product is larger than competing palmOne products, and it lacks wireless functionality as a standard feature. New, slimmer models are expected at regular intervals from this low-cost competitor, which markets directly to customers.
Samsung is one of several manufacturers that have married cell phone capabilities with multifunction PDA features. Its i500 uses the Palm operating system, provides speedy e-mail and MP3 downloads, plays video clips, and offers PDA functions such as address book, calendar, and speed dial. Despite strong competition, Sonic can carve out a definite image and gain recognition among targeted segments. Our licensing arrangement with Cellport Systems allows us to provide the exclusive feature of voice recognition for hands-off operation, a critical point of differentiation for competitive advantage. Exhibit 2 shows a selection of competitive PDA products and prices.
2.4 PRODUCT OFFERING The Sonic PDA 1000 offers the following standard features:
I I I I I
Voice recognition for hands-free commands and communication Built-in cell phone functionality Wireless Web access and e-mail capabilities MP3 music downloading and player capabilities Full organization and communication functions, including calendar, address book, memo pad, Internet browser, e-mail program, and text and instant messaging programs Connectors to accommodate all palmOne-compatible peripherals
| EXHIBIT 2 |
PalmOne palmOne
Handspring Treo 270 Samsung Garmin Dell Sony i500 iQue 3600 Axim X5 Clie PEG-NX73V
APPENDIX
I I I I I
Ability to run any palmOne-compatible application Large colour display Keyboard for input Cradle for synchronizing data with PC Interchangeable case wardrobe of different colours and patterns
First-year sales revenues are projected at $60 million, based on sales of 240,000 Sonic 1000 units at a wholesale price of $250 each. During the second year, we plan to introduce the Sonic 2000 as a higher-end product with the following standard features:
I I I
Global positioning system (GPS) for identifying locations, obtaining directions Built-in digital camera
Translation capabilities to send English text as Spanish text (other languages to be offered as add-on options) 2.5 DISTRIBUTION Sonic-branded products will be distributed through a network of select store and nonstore retailers in the top 50 U.S. markets. Among the most important channel partners being contacted are:
Distribution describes each channel used by the company for this product and mentions new developments and trends.
I Office supply superstores. Office Depot and Staples will both carry Sonic products in stores, in catalogues, and on Web sites. I I
Computer stores. Gateway stores will carry Sonic products. Electronic specialty stores. Circuit City and Best Buy will carry Sonic PDAs.
I Online retailers. Amazon.com will carry Sonic PDAs and, for a promotional fee, will give Sonic prominent placement on its home page during the introduction.
Distribution will initially be restricted to the United States. We plan to expand into Canada and beyond. We will emphasize trade sales promotion in the first year.
First-year Objectives We are aiming for a 3 percent share of the U.S. PDA market through unit sales volume of 240,000.
The marketing and financial objectives should be defined in specific terms so management can measure progress and take corrective action to stay on track.
I Second-year Objectives Our second-year objectives are to achieve a 6 percent share based on sales of two models and to achieve break-even early in this period.
An important objective will be to establish a well-regarded brand name linked to a meaningful positioning. We will have to invest heavily in marketing to create a memorable and distinctive brand image projecting innovation, quality, and value. We also must measure awareness and response so we can adjust our marketing efforts if necessary. 3.2 TARGET MARKETS Sonics marketing strategy is based on a positioning of product differentiation. Our primary consumer target is middle- to upper-income professionals who need one portable device to coordinate their busy schedules and communicate with family and colleagues. Our secondary consumer target is high school, college, and graduate students who need a multifunction device. This segment can be described by age (1630) and education. Our primary business target is mid- to large-sized corporations that want to help their managers and employees stay in touch and input or access critical data on the go. This segment consists of companies with more than $25 million in annual sales and more than 100 employees. A secondary business target is entrepreneurs and small-business owners. We are also targeting medical users who want to reduce paperwork and update or access patients medical records.
This section describes issues that might affect the companys marketing strategy and implementation.
APPENDIX
Target segments must be defined before positioning can be done, since positioning requires identification of competitive positions available to the company as potential points of difference. Positioning identifies the brand, customer benefits, and point(s) of difference and parity for this product or product line. Product Strategy calls for coordinated decisions on product mixes, product lines, brands, packaging and labelling, and warranties.
Each of the four marketing-mix strategies conveys Sonics differentiation to the target market segments identified above. 3.3 POSITIONING Using product differentiation, we are positioning the Sonic PDA as the most versatile, convenient, value-added model for personal and professional use. The marketing strategy will focus on the voice-recognition system as the main feature differentiating the Sonic 1000. 3.4 STRATEGIES Marketing strategies need to be broken down into strategies in specific areas such as product, pricing, distribution, and marketing communications. Product The Sonic 1000, including all the features described in the Product Review section, will be sold with a one-year warranty. We will introduce a more compact, more powerful high-end model (the Sonic 2000) during the following year, with GPS functionality and other features. Building the Sonic brand is an integral part of our product strategy. The brand and logo (Sonics distinctive yellow thunderbolt) will be displayed on the product and packaging, and reinforced by its prominence in the introductory marketing campaign. Pricing The Sonic 1000 will be introduced at $250 wholesale, $350 estimated retail price per unit. We expect to lower the price of this first model when we expand the product line by launching the Sonic 2000, to be priced at $350 wholesale per unit. These prices reflect a strategy of (1) attracting desirable channel partners and (2) taking market share from palmOne. Distribution Our channel strategy is to use selective distribution to have Sonic PDAs sold through well-known stores and online retailers. During the first year, we will add channel partners until we have coverage in all major U.S. markets and the product is included in the major electronics catalogues and Web sites. We will also investigate distribution through cellphone outlets maintained by major carriers such as Cingular Wireless. In support of our channel partners, Sonic will provide demonstration products, detailed specification handouts, and full-colour photos and displays featuring the product. We will also arrange special trade terms for retailers that place volume orders. Marketing Communications By integrating all messages in all media, we will reinforce the brand name and the main points of product differentiation, especially our exclusive voice-recognition feature. Research about media consumption patterns will help our advertising agency choose appropriate media and timing to reach prospects before and during product introduction. Thereafter, advertising will appear on a pulsing basis to maintain brand awareness and communicate various differentiation messages. The agency will also coordinate public relations efforts to build the Sonic brand and support the differentiation message. To attract market attention and encourage purchasing, we will offer as a limitedtime premium a leather carry-case. To attract, retain, and motivate channel partners for a push strategy, we will use trade sales promotions and personal selling to channel partners. Until the Sonic brand has been established, our communications will encourage purchases through channel partners rather than from our Web site. 3.5 MARKETING MIX The Sonic 1000 will be introduced in February. Here are summaries of action programs we will use during the first six months to achieve our stated objectives.
I
Pricing strategy includes policy, objectives, and action programs to set initial prices and for adapting prices in response to opportunities and challenges from competitors. Distribution strategy includes selection and management of channel relationships required to deliver value to customers.
Marketing Communications strategy includes management of all efforts to communicate value to customers, potential customers, and channel members.
The marketing mix includes the tactics and programs that support each marketing strategy. These programs should be specific and measurable, with a name, a responsible person, milestone dates, and a budget. Programs should be coordinated with the resources and activities of other departments that contribute to the creation, delivery, or communication of customer value for this product.
January We will initiate a $200,000 trade sales promotion campaign to educate dealers and generate excitement for the product launch in February. We will exhibit at the major consumer electronics trade shows and provide samples to selected product reviewers, opinion leaders, and celebrities as part of our public relations strategy. Our training staff will work with sales personnel at major retail chains to explain the Sonic 1000s features, benefits, and competitive advantages.
February We will start an integrated print/radio/Internet campaign targeting professionals and consumers. The campaign will show how quickly Sonic PDA users can accomplish tasks using voice recognition. This multimedia campaign will be supported by point-of-sale signage as well as online-only specials. March As the multimedia advertising campaign continues, we will add consumer sales promotion tactics such as giving away leather carry-cases as a premium. We will also distribute new point-of-purchase displays to support our retailers.
APPENDIX
April We will hold a trade sales contest offering prizes for the salesperson and retail organization that sells the most Sonic PDAs during the 4-week period. May We plan to roll out a new national advertising campaign this month. The radio ads will feature celebrity voices using the voice-recognition system to operate their Sonic PDAs. The print ads will show these celebrities holding their Sonic PDAs.
June Our radio campaign will add a new voice-over tag line promoting the Sonic 1000 as a graduation gift. We will also exhibit at the semiannual electronics trade show and provide channel partners with new competitive comparison handouts as a sales aid. In addition, we will tally and analyze results of customer satisfaction surveys for future promotions and to provide feedback for product and marketing activities. 3.6 MARKETING RESEARCH Using research, we will identify specific features and benefits our target market segments value. Feedback from market tests, surveys, and focus groups will help us develop the Sonic 2000. We are also measuring and analyzing customers attitudes toward competing brands and products. Brand awareness research will help us determine the effectiveness and efficiency of our messages and media. Finally, we will use customer satisfaction studies to gauge market reaction.
Marketing Research is used to support development, implementation, and evaluation of strategies and action programs.
4.0 Financials
Total first-year sales revenue for the Sonic 1000 is projected at $60 million, with an average wholesale price of $250 per unit and variable cost per unit of $150 for unit sales volume of 240,000. We anticipate a first-year loss of up to $10 million. Break-even calculations indicate that Sonic 1000 will become profitable after the sales volume exceeds 267,500, early in the products second year. Our breakeven analysis assumes per-unit wholesale revenue of $250 per unit, variable cost of $150 per unit, and estimated first-year fixed costs of $26,750,000. Based on these assumptions, the breakeven calculation is: 26,750,000 267,500 units $250 - $150
Financials include marketing budgets and sales forecasts to plan for expenditures, scheduling, and operations related to each action program. Breakeven Analysis includes estimated revenues, relevant fixed costs, and variable costs for the product for the time period covered by the marketing plan. Controls help management measure results and identify problems or performance variations that need correction.
5.0 Controls
5.1 IMPLEMENTATION We are planning tight control measures to closely monitor quality and customer service satisfaction. This will enable us to react very quickly in correcting any problems that may occur. Other early warning signals that will be monitored for signs of deviation from the plan include monthly sales (by segment and channel) and monthly expenses. 5.2 MARKETING ORGANIZATION Sonics chief marketing officer, Jane Melody, holds overall responsibility for marketing strategy and direction. Exhibit 3 shows the structure of the eightperson marketing organization. Sonic has hired Worldwide Marketing to handle national sales campaigns, trade and consumer sales promotions, and public relations efforts.
The Marketing Organization may be organized by function, as in this example, or by product, customer, or some combination of these.
APPENDIX
| EXHIBIT 3 |
Draft a mission statement for Sonics senior management to review. Prepare a summary of strengths, weaknesses, opportunities and threats (SWOTs).
List the marketing and financial objectives the company has for the new PDA being developed by Sonic. As your instructor directs, enter Sonics mission statement, SWOTs, and financial and marketing objectives in a written marketing plan, or type them into the Mission, SWOT, and Objectives sections of Marketing Plan Pro.
APPENDIX
Sonic has developed information about the competition and competitive situation, but Jane Melody believes more information is needed in preparation for launching the first PDA. Based on the marketing plan contents discussed in Chapter 2, how can you use MIS and marketing research to support the marketing planning for the new PDA:
I
For which sections of the plan will you need secondary data? Primary data? Why do you need information for each section? Where can you find secondary data that will be useful? Identify two Internet sources and two non-Internet sources. Describe what you plan to draw from each source, and indicate how you will use the data in your marketing plan. What primary research will Sonic need to support its marketing strategy, including product management, pricing, distribution, and marketing communication? What questions or issues should Sonic seek to resolve using primary data? What technological, demographic and/or economic changes can potentially affect PDA development, buyer acceptance of PDAs, and development of substitute or enhanced products? Enter your answers about Sonics use of marketing research in a written marketing plan or in the Marketing Research, Market Analysis, and Market Trends sections of Marketing Plan Pro.
Determine, from available secondary data, estimates of total demand for PDAs for the next two years. She understands you will have to do Internet searches and determine industry trade association sources for such data. Look at the various ways to evaluate marketing effectiveness and recommend to her the best way that Sonic can determine the effectiveness of its marketing efforts. Enter the answers to these questions in a written marketing plan or into the Sales Forecasting and Controls sections of Marketing Plan Pro.
Review the possible ways to gain customer satisfaction information and write the recommended approach in a marketing plan or into the Positioning section of Marketing Plan Pro.
What cultural, social, personal, and psychological factors have the most influence on consumers buying PDAs? What research tools will help you better understand the effect of these factors on buyer attitudes and behaviour? What consumer buying roles and buying behaviours are particularly relevant for PDA products?
10
APPENDIX
What kind of marketing activities should Sonic plan to coincide with each stage of the consumer buying process? Document your findings and conclusions in a written marketing plan or type them into the Market Demographics and Target Markets sections of Marketing Plan Pro.
What specific types of businesses appear to fit the business market definition used at Sonic? What needs could Sonics PDA address for these businesses? Who would participate in and influence the purchase of PDAs for use in these businesses?
Which environmental, interpersonal, and individual influences are likely to be most important to business buyers of PDA productsand why? Report your findings and conclusions in a written marketing plan or type them into the Market Demographics and Target Markets sections of Marketing Plan Pro.
Which variables should Sonic use to segment its consumer markets? Which variables should Sonic use to segment its business markets? How can Sonic evaluate the attractiveness of each identified segment?
Should Sonic pursue full market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? Why? Summarize your conclusions in a written marketing plan or enter them in the market Demographics and Target Markets sections of Marketing Plan Pro. Note any additional research you may need in the Marketing Research Section of Marketing Plan Pro.
Suggest what Sonic 1000 with its distinctive yellow thunderbolt might mean for attributes and benefits levels of meaning. Determine what strategies and action programs should be used to build brand equity for Sonic 1000. Summarize your ideas in a written marketing plan or type them into the Marketing Mix section of Marketing Plan Pro. Also indicate in the Marketing Research section what studies you will need to support decisions about managing the brand equity for Sonic 1000.
APPENDIX
11
Which of the differentiation variables related to product, services, personnel, channels, and image are best suited for Sonics situation, strategy, and marketing objectives? Why? Write the positioning statement for Sonic 1000. Knowing the stage of the product life cycle for Sonic 1000, what are the implications for the marketing mix, product management strategy, service strategy, and R&D strategy? Record your answers in a written marketing plan or type them in the Positioning section of Marketing Plan Pro. Note any additional research you may need in the Marketing Research section of Marketing Plan Pro.
I I
What is the strategic group for Sonic? Which firm is the market leader, and what are its objectives, strengths, weaknesses?
What additional competitive intelligence is needed to answer the question about the market leader more completely, and how should Sonic go about getting the information? Which competitive strategy should be most effective for Sonic? Enter your answers in a written marketing plan or enter them into the Competition, SWOT Analysis, and Critical Issues sections of Marketing Plan Pro.
How would you define the core benefit for Sonic 1000?
How would you define the augmented product for Sonic 2000, the second product to be launched by Sonic next year? Write your answer to the questions in a written marketing plan or enter it in the Product Offering and Marketing Mix sections of Marketing Plan Pro.
What support services do buyers of PDA products want and need? Consider what Sonics competitors are doing in this area.
12
APPENDIX
How can Sonic identify and manage gaps between expected and perceived service to satisfy customers? What post-sale services must Sonic make available to customers who buy the Sonic PDA? What internal marketing does Sonic need to do to implement its service strategy?
I I
Summarize your recommendations in a written marketing plan or enter the information in the Marketing Mix section of Marketing Plan Pro.
Are PDA customers likely to be price-sensitive? Is demand elastic or inelastic? What are the implications of the answers for pricing decisions? What price adaptations such as discounts, allowances, and promotional pricing should Sonic include in its marketing plan? Document your pricing strategies and programs in a written marketing plan or type them into the Marketing Mix section of Marketing Plan Pro.
What decisions must Sonic make to develop the five marketing flows (physical product, title, payment, information, and promotion) for Sonic 1000? How many levels would be appropriate for the consumer and business markets you are targeting for Sonic 1000? Should you plan for exclusive, selective, or intensive distribution? What decisions must Sonic make to develop the five service outputs (lot size, waiting time, spatial convenience, product variety, and service back up) for Sonic 1000? Document your recommendations about marketing channels and strategy in a written marketing plan or type the recommendations into the Marketing Mix section of Marketing Plan Pro.
I I
What types of retailers will be most appropriate for distributing Sonic 1000? What are advantages and disadvantages of selling through these types of retailers? What role should wholesalers play in Sonics distribution strategy? Why? What market logistics issues must Sonic consider for the launch of its first PDA?
I I
Summarize your answers in a written marketing plan or type them into the Marketing Mix section of Marketing Plan Pro.
APPENDIX
13
What audience(s) should Sonic target in its integrated marketing communications plan? What image should Sonic seek to create for its first PDA product? What objectives are appropriate for Sonics initial communications campaign?
What message design and communication channels are likely to be most effective for the target audience? Which promotional tools would be most effective in Sonics promotional mix? Why? How should Sonic decide the amount to allocate to its marketing communications budget?
I I
Summarize your answers in a written marketing plan or type them into the Marketing Mix section of Marketing Plan Pro.
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Advertising, sales promotion, and public relations are among the most visible outcomes of any marketing plan. These mass communications tools provide support for branding, product, pricing, and distribution strategies. At Sonic, you are starting to plan promotional support for launching the new PDA. After reviewing your earlier marketing mix decisions and your current situation as a new player in the PDA market, respond to the following questions about your promotion strategy:
I
Should Sonic use advertising to support the PDA introduction? If so, what advertising goals will you set, and how will you measure your results? What message(s) do you want to communicate to your target audience? What media are most appropriate, and why? Should you use consumer or trade promotion or both? Should you use public relations to promote Sonic and its products? If so, what objectives will you set for your public relations program(s)? Summarize your answers in a written marketing plan or type them into the Marketing Mix section of Marketing Plan Pro.
I I
Does Sonic need a direct sales force, or can it sell through agents and outside representatives? Toward whom should Sonics selling activities be focused? What kinds of sales objectives should Sonic set for its sales personnel?
I I
14
APPENDIX
I I
What role should e-marketing play in the new PDA launch? What training will sales representatives need to sell the Sonic 1000?
Summarize your answers in a written marketing plan or type them into the Marketing Mix, Marketing Organization, and Sales Forecast sections of Marketing Plan Pro.
What specific needs of the targeted customer segments should Sonic seek to satisfy with a second PDA product? Working alone or with other students, generate at least four new ideas for new PDA products, and indicate the criteria Sonic should use to screen these ideas. Develop the most promising idea into a product concept and explain how Sonic can test this concept. Assuming the most promising idea tested well, develop a marketing strategy for introducing the new product, including: 1. description of the target market(s), 2. product positioning, 3. objectives for sales, profit, and market share for first year, 4. channel strategy, and 5. marketing budget for first year. Into which of the six categories of new products identified by Booz, Allen, and Hamilton does Sonics first PDA product fit? Into which of these categories does the suggested second PDA product fit? What are the implications of the answers to this question for Sonics marketing plan for the second PDA? Summarize your answers to these questions in a written marketing plan or enter the answers into the Marketing Mix, Marketing Research, Breakeven Analysis, Sales Forecast, and Milestone sections of Marketing Plan Pro.
Should Sonic use licensing, joint ventures, direct investment, or exporting to enter the Canadian market? To enter other markets? If Sonic wants to start marketing a PDA in other countries, which of the five international product strategies (straight extension, communication adaptation, product adaptation, dual adaptation, product/forward invention) is most appropriate? Why? Identify one international market that seems most promising for Sonic. Why did you select this international market as most promising? Summarize your answers in a written marketing plan or enter the answers in the SWOT, Critical Issues, Marketing Strategy, and Marketing Research sections of Marketing Plan Pro.
APPENDIX
15
toward financial targets and other objectives, marketers need to plan how to audit and improve their marketing activities. Sonic has asked you to plan the management of the marketing effort for the PDA product. Look back at the objectives, strategies, and programs you have developed. Then answer these questions:
I I I I
What is the most appropriate organization for Sonics marketing and sales departments? What control measures should Sonic incorporate into its marketing plan? What can Sonic do to evaluate its marketing? How can Sonic evaluate its level of ethically and socially responsible marketing?
Summarize your answers in a written marketing plan or enter the answers in the Marketing Organization and Implementation sections of Marketing Plan Pro.