The paper "Current Strategic Situation and Options Available To Sonance" is a perfect example of a management assignment. The current strategic situation and option available to Sonance are venturing the mass market using the Architecture Series product line. As such, this report will focus on the option of “ try to enter the mass market with Architecture Series product, take advantage of the housing boom by acquiring more production builder contracts for the Architecture Series product line” . This is the most viable and most strategic option for this company at this point in time that the management had to make a very important decision about the future of the company.
The mass market is very promising, the Architecture Series product would enable the company to make increasing sales. Customers in this market would purchase this product consistently because it has many innovative features that meet the needs of the customers as Kameoka & Kuriyagawa (2005) reports. In addition, the company would take advantage of the boom in the housing market; the company will seek to acquire more contracts with the construction builders (Terhardt 2005). By acquiring more contracts with the construction builders, it would maintain increasing sales as well as build the reputation of the company.
The customers who will be installed with the company’ s products through the contracts will not feel the costs of the products because it will be included in the total costs of the house. This will create positive goodwill of the company in the mass market; the benefits would, therefore, spread in the market and thereby surge up the sales. The Architecture Series established by the company is well known in the market and this offers benefit in that customers know the performance of the product.
Improvement process would follow after. The company has developed very much since its inception in 1982, it has been experiencing mixed growth over the period and it is currently trying to reestablish itself again in the market after a period of poor performance. The company has several market segments as it focuses on different markets. The context growth trends indicate that the company was struggling in the market; this was because of increased competition from different companies offering better products.
The basis of competition on innovative products, the company did not invest much in research and development, it focused on its original series. The competitors introduced competitive products with innovative features, this made Sonance company lose its customers to the competitors (Metfessel 2006). The customers collaborate through different distribution channels used by the company. Customers get to understand the different products offered by the company for different markets. Each market segment has its own distribution channel. The following are the analysis of the channels used by the company. Exhibit 1 Sonance – agents – retailers – consumers Sonance – sales agents – retailers – sales points - consumers Sonance – whole sellers – consumers Sonance – sales agents – consumers Exhibit 2 Channel members Characteristics Sonance Producers of quality products Mass merchandising Sales agents Good market understanding Mass merchandiser Whole sellers Extensive market understanding Bulk stocking Good product management Fair pricing Consumers Quality judgement Question 2 Strategic Options for Sonance to Generate Profitable and Sustainable Growth for the Company and Sales Momentum for Its Products Growth in profitability and its sustainability is something that Sonance needs to critically consider so as to facilitate improvement in their performance.
To achieve growth in their profitability and thus record a sales momentum for its products the management will need to consider the improvement of the quality of their products.
This will promote customer attraction since the quality of their product will advertise the products thus growth in sales and subsequently, more profits will be earned. Sonance can also initiate growth in its profitability and sales momentum as well as sustain it by considering a change of it business strategies this is because for any company to achieve growth in its profit as well as achieve an increase in its sales momentum it should have good business strategies that will promote growth in business culture, will facilitate decision making as well as facilitate adequate utilization of human resources within the organization (Beserman 2007).
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