Identifying suitable market segments and selecting targets are critical to the success of any marketing plan. As Jane Melody’s assistant, you’re responsible for market segmentation and targeting. Look back at the market information, buyer behavior data, and competitive details you previously gathered as you answer the following questions.
• Which variables should Sonic use to segment its consumer and business markets?
• How can Sonic evaluate the attractiveness of each identified segment? Should Sonic market to one consumer segment and one business segment or target more than one in each market? Why?
• Should Sonic pursue full market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? Why?
Next, consider how your decisions about segmentation and targeting will affect Sonic’s marketing efforts. Depending on your instructor’s directions, summarize your conclusions in a written marketing plan or use Marketing Plan Pro.