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Sonic Corporation Analysis

Core Competencies:
1. Carhops – Served customers in their vehicles.

Strategies:
1. Excellent quality – Freshly prepared products
2. Store Image - "Retrofit" packages
3. Franchise to Corporate Focused
a. Advertising Program/Promotions
b. Cooperative Food Purchasing Program – Reduced food suppliers to 18.
c. Quality managed by Corporation
d. Restructuring of complete corporate staff
e. Got rid of franchise board members.
f. Centralized Training.
4. Unique Experience - Carhops
5. Controlled Future Growth (Franchise and Corporate)
6. Market Research on Consumers.
7. Order Speed – Very quick time from when customer places or till when the food is in their hands.
8. Customer Loyalty – Average customer ate there 2 times a week.

Turn-Around

Sonic was in trouble around 1980 where board members quarreled and almost all operations were controlled by franchise owners (Advertising, buying food, etc) and there was no central control of Sonic. Loses were being posted......


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Approximate Word Count: 610
Approximate Pages: 3 (250 words per double-spaced page)

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