Sonic Marketing Strategy
CHAPTER 7
(3.0 MARKETING STRATEGY)
1. What types of businesses appear to fit Melody’s market definition? How can you research the number of employees and find other data about these types of businesses?
Any big corporate business that requires a device to stay in touch with business colleagues, coordinate their busy schedules, and have constant access to work information at a given moment appear to fit Melody’s market definition. There are many types of businesses that fit this market definition: government contractors; manufacturing companies; transportation companies; banking, finance and insurance companies; and distribution and service companies.
You can research the number of employees by looking at this website: http://money.cnn.com/magazines/fortune/fortune500/performers/companies/by_employees/index.html. This website lists the top 500 fortune companies by employee. Other data about these companies can also be found at this website. These top companies are examples of businesses that fit Melody’s market definition.
2. What type of purchase would a Sonic PDA represent for these businesses? Who would participate in and influence this type of purchase?
The purchase of a Sonic PDA would represent a modified re-buy for these businesses. Most likely, these businesses already have some form of communication device that they use and are looking for an improved product.
The people who would influence this type of purchase are the users of the product and the technical personnel (IT department) who would define the specifications required of the new product. The purchasing department, the people who authorize the purchase and the gatekeepers are the people who participate in this type of purchase.
3. Would demand for PDAs among corporate buyers tend to be inelastic? What are the implications for Sonic’s marketing plan?
The demand for PDAs among corporate buyers could be considered inelastic to the extent that the corporations will
(3.0 MARKETING STRATEGY)
1. What types of businesses appear to fit Melody’s market definition? How can you research the number of employees and find other data about these types of businesses?
Any big corporate business that requires a device to stay in touch with business colleagues, coordinate their busy schedules, and have constant access to work information at a given moment appear to fit Melody’s market definition. There are many types of businesses that fit this market definition: government contractors; manufacturing companies; transportation companies; banking, finance and insurance companies; and distribution and service companies.
You can research the number of employees by looking at this website: http://money.cnn.com/magazines/fortune/fortune500/performers/companies/by_employees/index.html. This website lists the top 500 fortune companies by employee. Other data about these companies can also be found at this website. These top companies are examples of businesses that fit Melody’s market definition.
2. What type of purchase would a Sonic PDA represent for these businesses? Who would participate in and influence this type of purchase?
The purchase of a Sonic PDA would represent a modified re-buy for these businesses. Most likely, these businesses already have some form of communication device that they use and are looking for an improved product.
The people who would influence this type of purchase are the users of the product and the technical personnel (IT department) who would define the specifications required of the new product. The purchasing department, the people who authorize the purchase and the gatekeepers are the people who participate in this type of purchase.
3. Would demand for PDAs among corporate buyers tend to be inelastic? What are the implications for Sonic’s marketing plan?
The demand for PDAs among corporate buyers could be considered inelastic to the extent that the corporations will