As an assistant to Jane Melody, Sonic’s chief marketing officer, you’ve been assigned to draft a mission statement for top management’s review. This should cover the competitive spheres within which the firm will operate and your recommendation of an appropriate generic competitive strategy. Using your knowledge of marketing, the information you have about Sonic, and library or Internet resources, answer the following questions.
What should Sonic’s mission be?
In what competitive spheres (industry, products and applications, competence, market-segment, vertical, and geographic) should Sonic operate?
Which of Porter’s generic competitive strategies would you recommend Sonic follow in formulating its overall strategy?
As your instructor directs, enter your answers and supporting information in a written marketing plan or use Marketing Plan Pro software to document your ideas.