Complete a SWOT analysis on the future of Sonic Marketing. After the SWOT, write

Question

Complete a SWOT analysis on the future of Sonic Marketing. After the SWOT, write a 1 page analysis outlining your pitch for a marketing plan/recommendations for the company for the upcoming year. Refer back to the SWOT details throughout your analysis. Include the SWOT analysis in your submission.

Ref:

Sonic General Website: https://www.sonicdrivein.com/ (Links to an external site.)Links to an external site.

Sonic Press Releases: http://ir.sonicdrivein.com/releases.cfm?view=all (Links to an external site.)Links to an external site.

Sonic Huffington Post News: http://www.huffingtonpost.com/topic/sonic-drive-in (Links to an external site.)Links to an external site. (Links to an external site.)Links to an external site.

Explanation / Answer

Sonic Drive-In SWOT Analysis

Strengths

1.       Experience of 65 years

2.       Presence in around 3600 locations (with 10% owned store and 90% franchise)

3.       Strong Brand Recall

4.       Wide range of items in the menu

5.       Quick Service

6.       Friendly and fun culture

7.       Strong supply chain

8.       Customer loyalty

9.       Good and effective advertising

Weaknesses

1.       No global presence (Presence only in US)

2.       Heavy investment required for starting a new store

Opportunities

1.       More variety of items can be included in the menu

2.       Expansion in the other parts of the globe

3.       Acquisition plan to broaden its area of service and increase market share

Threats

1.       Low entry barriers

2.       People looking for variety and healthy food

3.       Competition from other reputed brands in the market

4.       Raw material price fluctuation

5.       Easy switching option with public

Sonic has been providing variety of food items in its menu along with some drinks and shakes which serves as a compliment to its food items. The company has focussed on providing the crispy food items within a reasonable price along with different kind od sauces which even makes the food items taste better. The company has several well-established competitors in the market like Burger King, McDonald’s, Wendy’s and KFC, along with the presence of several local players in the market. The company has focussed in increasing the sales from its established store and coming up with several other shakes and sauces which have helped it to increase the list of items in the menu and supporting the current food items as a compliment to make it taste better.

The company should market its product on different sources like television, frequent flyers, magazines, internet and social media while branding its item as crispy and juicy to differentiate it with the similar products and brands present in the market. The company should target the food lover by highlighting its new products like cookie jar shake etc. which can help them to capture a new market segment i.e. the shake lovers. The company should go on branding its product by showing the varieties to its customer. The company should also come up with a van service which can roam throughout the cities and provide food items to the public. This will create more awareness among the people and with the word of mouth, the reach of the existing as well as new product will increase. The company should also highlight its experience in this field with providing a great culture and fun-loving employees in its store. The company should also highlight its quick service. The marketing plan should be made highlighting all its strength and new and existing products in the market. This will help the company to grow its sale.

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