The individual project will consist of a company report. You must choose a company from the following list:
Sonic Drive In
In your company report, you will be asked to provide
(1) a description of the company and its history;
(2) a competitor analysis;
(3) the company’s Product strategy;
(4) the company’s Price strategy;
(5) the company’s Place (Distribution) strategy; and
(6) the company’s Promotion strategy.
Your paper should be double spaced, Times New Roman, Font Size 12, 1” margins. There is no minimum or maximum page length. Typically, student submissions are around 20 double spaced pages.
COMPANY REPORT MARKING GUIDE____
(10 marks) Description of the company and its history
This is fairly basic – just provide some details about the company – when it was founded, where it was founded, etc. and give some information on its history – you can probably find a lot of this information on the company’s website and/or on Wikipedia.____
(10 marks) Competitor analysis
Here, you should differentiate between the fast food industry and the fast-casual industry and classify competitors accordingly. You should identify the major competitors and the more minor competitors. You should also provide a (brief) description of each competitor. ____
(10 marks) Description and analysis of the company’s Product strategy
Does the company offer high-quality products (or medium or low-quality products)? What is the company’s product assortment? Describe and discussion detail. ____
(10 marks) Description and analysis of the company’s Price strategy
Does the company have high prices (or medium or low prices)? Do they offer value meals and discounts? What exactly do they offer? Describe and discussion detail. ____
(10 marks) Description and analysis of the company’s Place (Distribution) strategy
How good is the company at distribution? There are often rankings for Distribution – you should try to incorporate these when you discuss details of the company’s distribution. Also — where does the company have its locations? Does the company have a strong international presence? ____
(10 marks) Description and analysis of the company’s Promotion strategy
What promotional elements does the company rely on? (i.e. advertising, personal selling, sales promotion, publicity or direct marketing). Describe and discuss in detail – for example, if the company engages in advertising – do they use TV ads, radio ads, social media, etc.____
(60 marks) TOTAL
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