case study
YOU`RE THE MARKETER: SONIC PDA MARKETING PLAN
Based on the marketing plan contents discussed in chapter 4, answer the following questions about how you can use MIS and marketing research to support the development and implementation of sonic`s marketing plan for its new PDA:
For which sections will you need secondary data? Primary data? Both? Why do you need the information for each section?
Secondary data is data that already exists and has been collected by someone else for another purpose. Based on what I noticed on the plan, there are missing link or questions that Jane Melody didn’t justify. So here`s some of it:
1. Current marketing situation
-it is said that inspite of numerous strengths, its weaknesses includes lack of brand awareness and image, lack of color display screen, and slightly heavier weight than the most competing models
Where can you find suitable secondary data? Identify two non-internet sources; describe what you plan to draw from each source, and indicate how you will use the data in your marketing planning.
Two secondary tools that Sonic can use are competitive research firms and trade publications.
Competitive research firms are paid by organizations to conduct market research by industry to make product comparisons and rank firms in their industry with similar products or services. This type of competitive analysis can be very expensive but provides an in depth look that can assist product managers to develop robust products and services to predict demand. Trade publications allow marketing and product managers to stay ahead with the ever changing world of new developments and technological advancements. At times, media announcements are printed to advertise new products and services including statistics that can be used for future developments.
Sonic will use this information to build strong brand recognition by keeping up with competition and industry trends that appeal to their target markets.
What surveys, focus
Based on the marketing plan contents discussed in chapter 4, answer the following questions about how you can use MIS and marketing research to support the development and implementation of sonic`s marketing plan for its new PDA:
For which sections will you need secondary data? Primary data? Both? Why do you need the information for each section?
Secondary data is data that already exists and has been collected by someone else for another purpose. Based on what I noticed on the plan, there are missing link or questions that Jane Melody didn’t justify. So here`s some of it:
1. Current marketing situation
-it is said that inspite of numerous strengths, its weaknesses includes lack of brand awareness and image, lack of color display screen, and slightly heavier weight than the most competing models
Where can you find suitable secondary data? Identify two non-internet sources; describe what you plan to draw from each source, and indicate how you will use the data in your marketing planning.
Two secondary tools that Sonic can use are competitive research firms and trade publications.
Competitive research firms are paid by organizations to conduct market research by industry to make product comparisons and rank firms in their industry with similar products or services. This type of competitive analysis can be very expensive but provides an in depth look that can assist product managers to develop robust products and services to predict demand. Trade publications allow marketing and product managers to stay ahead with the ever changing world of new developments and technological advancements. At times, media announcements are printed to advertise new products and services including statistics that can be used for future developments.
Sonic will use this information to build strong brand recognition by keeping up with competition and industry trends that appeal to their target markets.
What surveys, focus