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Sonic Marketing Analysis Proposal

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Sonic Marketing Analysis Proposal
Marketing Analysis Proposal

Part One: Introduction Sonic is about to enter a mature and highly competitive PDA market. Founded eighteen months ago, the company was birthed by two entrepreneurs highly skilled and knowledgeable in telecommunications. They are preparing to present their first product, Sonic 1000 PDA. The Sonic 1000 offers wireless networking, digital technology, dual phone use, 20 gigabytes of memory, four megapixel camera, and voice recognition hands free operation (Kotler & Keller, 2009, p. A5). A marketing consultant group has been secured by Sonic to analyze its current marketing plan. In this paper, the task of marketing this product effectively will be analyzed by segmenting what markets are open to Sonic’s brand awareness, targeting the markets for product consumption and repositioning Sonic’s marketing strategy for meeting consumer and marketing goals. According to the Nielson 2010 Media Industry Facts, “223 million people in the United States are cell phone users, with 16.7 million being web users and 18% being smartphone consumers respectively” (Tippin, 2010). Global cell phone users have increased with the highest being in the Asia-Pacific region over the past decade. Those companies dominating the market in cell and smartphone use are in orientation of greatest to least: Nokia, Samsung, LG, Motorola, and Sony Ericson (Tippin, 2010). The Sonic 1000, desires to reach the status of these cell and smartphone brands listed above. However, new research associated with these phone brands shows greatest competition with the Android phones, Blackberry’s, and iPhones. These phone types have been able to appeal to the markets of young business professionals, medical consumers, college, and high school students due to its various applications, social networking abilities, internet, and Wi-Fi capabilities. One other advantage suggests the connection of the iPhone, Blackberry, and Android phones with



References: Cha B. (2010, January 20). Palm pixi plus (verizon wireless). CNET. Retrieved from http://reviews.cnet.com/smartphones/palm-pixi-plus-verizon/4505-6452_7-33941251.html#ixzz1F5p1bYAF Cha B. (2011, February 04). HTC inspire 4g (at&t). CNET. Retrieved from http://reviews.cnet.com/smartphones/htc-inspire-4g-at/4505-6452_7-34468800.html#ixzz1F5uRUFze Cha B. (2010, June 23). Motorola droid x (verizon wireless). CNET. Retrieved from http://reviews.cnet.com/smartphones/droid-x-review#ixzz1F5tE1suU German K. (2011, February 02). Apple iphone 4 – 16gb – black (verizon wireless). CNET. Jacobsen, L.A., & Mather, M. (2010). U.S. economic and social trends since 2000. Population Reference Bureau, 65(1) Kerin, R.A., Hartley,S. W., & Rudelius, W.R. (2009).Marketing (9th ed.). Boston: McGraw-Hill Irwin, p.500. Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, NJ: Pearson Prentice Hall. Lee N. (2011, January 14). RIM blackberry curve 3g 9300 (at&t). CNET. Retrieved from http://reviews.cnet.com/smartphones/rim-blackberry-curve-3g/4505-6452_7-34188169.html#ixzz1F5w5COZi Levitt, Theodore (1975, September-October). Marketing Myopia, The Harvard Business Review. O’toole, J. (1995). Leading change, overcoming the ideology of comfort and the tyranny of custom. San Francisco: Jossey-Bass Publishing. Ricknas, M. (2010, December 27). Five smart hardware trends in 2011. PC World. Retrieved from http://www.pcworld.com/article/214941/five_smartphone_hardware_trends_in_ U.S. Census Bureau. (2000). Projected population of the united states, by race and hispanic origin 2000 to 2050 U.S. Department of Labor, Bureau of Labor and Statistics. (2009, December 10). In employment projections: 2008-2018 summary

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