SWOT
Strengths Differentiation Strong Management Human Resource
Policy Fun Culture Excellent Information
Technology Franchise Satisfaction
Weaknesses Liquidity Business Model
(Limitation of current model to open only in warm climate areas)
SWOT
Opportunities Broaden Menu Partner and expand to
non-core markets by creating Sonics express non-drive in for cold weather areas.
Continue to build in developing markets
Attract younger generations
Threats Low entry barriers Aging population Competitors (All food
providers, mom and pop restaurants, McDonalds, Wendys)
Lower startup costs for competitors entering the market
TOWS
SO Customer satisfaction
and loyalty supports expansion
WO Change business
model by adding a sonic express
ST Utilize existing
franchises to experiment with healthier products
CURRENT STRATEGY
Market expansion
Differentiation
Development strategy
Market expansion: a multilayered growth strategy design to diversify potential and strengthen profitability
Increased number of restaurants
Higher media expenditures
Unification of chain operations
Differentiation:
The specialty menu allowed the chain to:-differentiate itself from other fast-food outlets-avoid price wars with its major competitors
Points of quality (aluminum foil, Styrofoam cups)
The differentiated concept consists of personalized, fast, and convenient carhop service as well as unique menu items
Development strategy
Relies on:
Franchise expansion Same-store sales increases
(low risk, high return)
WHEN WAS THE STRATEGY LAST CHANGED?
In 1995 Sonic introduced “Sonic 2000” an aggressive multi-layered strategy to further unify the company in terms of a consistent menu, brand identity, product, packaging, and service.”
CORPORATE CULTURE
Create a positive environment for employees
The promise of a positive work culture and comprehensive benefits
The annual Dr Pepper Sonic Games created to motivate employees, enhance performance, develop customer service skills, and promote employee retention
Is the company involved in a planned change program?
Install new IT system to centralize information for better reporting and communication
Change store layouts/facade
IS THE MIS EFFECTIVE?
The company’s management information system and use of information technology are effective.
Sonic attributes its successful operations to five essential components: A multilayered growth strategy A highly differentiated concept An accelerated expansion program Solid financial performance Corporate Culture - Training