Sonic Marketing Plan

Chapter 3
Demographic, economic and technological change
Prof. D.Hamad Al-Ghadeer
By Aasem alsayyed solaiman
Questions
Jane Melody asks you to scan Sonics external environment for early
warning signals of new opportunities and emerging threats that could
affect the success of the Sonic 1000 smart phone. Using Internet or library
sources (or both), locate information to answer three questions about key
areas of the macroenvironment.

What demographic changes are likely to affect Sonics targeted
segments?
What economic trends might influence buyer behavior in Sonics
targeted segments?
How might the rapid pace of technological change/alter Sonics
competitive situation?
What demographic changes are likely to affect Sonics targeted
segments?
Demographic factors
Demographic developments often move at a fairly predictable
pace. The main one marketers monitor is population, including the
size and growth rate of population in cities, regions, and nations;
age distribution and ethnic mix; educational levels; household
patterns; and regional characteristics and movements.

-Recommendation
Sonic should monitor all of its Targeted Segments growth along
with Demographical shifts, to take into consideration how these
changes possibly affect its marketing plan and strategy.
What economic trends might influence buyer behavior in Sonics
targeted segments?
Economic factors
One of the most important economic factors that must be taken into
consideration is the purchasing power.
The available purchasing power in an economy depends on current income,
prices, savings, debt, and credit availability. As the recent economic downturn
vividly demonstrated, trends affecting purchasing power can have a strong
impact on business, especially for companies whose products are geared to
high-income and price-sensitive consumers.

-Recommendation
Sonic should monitor economic conditions that may affect their job and
business stability and prepare scenario analysis to deal with different
uncertainties.

How might the rapid pace of technological change/alter Sonics
competitive situation?
Technology factors
It is the essence of market capitalism to be dynamic and tolerate the
creative destructiveness of technology as the price of progress.
With the rise of digital technologies in a rapid pace, informed consumers
today expect companies to do more than connect, satisfy, and delight
them. They anticipate companies to listen and respond to them.
So, Failure to respond to new technologies Leads businesses to decline.

-Recommendation
Sonic should monitor technology trends like accelerating pace of change,
unlimited opportunities for innovation, varying R&D budgets, and
increased regulation of technological change.
References
Kotler, P., & Keller, K. L. (2012). Marketing management. Upper
Saddle River, N.J: Prentice Hall.

Internet world wide web


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