Sonic is a new entrant in an established industry characterized by competitors with relatively high brand identity and strong market positions. Use research and your knowledge of how to deal with competitors to consider three issues that will affect the company’s ability to successfully introduce its first product:
• What factors will you use to determine Sonic’s strategic group?
• Should Sonic select a class of competitor to attack on the basis of strength versus weakness, closeness versus distance, or good versus bad? Why is this appropriate in the smart phone market?
• As a start-up company, what competitive strategy would be most effective as Sonic introduces its first product?
Take time to analyze how Sonic’s competitive strategy will affect its marketing strategy and tactics. Now summarize your ideas in a written marketing plan or using Marketing Plan Pro software.