Knowing that the smart phone market is likely to remain highly competitive, Jane Melody wants you to
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• List three new-product ideas that build on Sonic’s strengths and the needs of its various target segments.What criteria should Sonic use to screen these ideas?
• Develop the most promising idea into a product concept and explain how Sonic can test this concept.What particular dimensions must be tested?
• Assume that the most promising idea tests well. Now develop a marketing strategy for introducing it, including a description of the target market; the product positioning; the estimated sales, profit, and market share goals for the first year; your channel strategy; and the marketing budget you will recommend for this new product introduction. If possible, estimate Sonic’s costs and conduct a break-even analysis.
Document all the details of your new-product development ideas in the written marketing plan or use Marketing Plan Pro software.
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