Seminar paper from the year 2012 in the subject Business economics – Offline Marketing and Online Marketing, grade: A, University of Cambridge, language: English, abstract: This marketing case study is looking on different aspects and questions about the company Sonance. The following questions will be discussed: What are the current strategic situations and options available for Sonance? What should Sonance do to generate profitable and sustainable growth for the company and sales momentum for its products? Should Sonance more aggressively pursue production home developers? Should Sonance re-focus its strategy on high-end installers and try to win back the custom installation dealers lost under Chip Brown’s reign as CEO? Should Sonance target architects and interior designers of custom homes directly? Should Sonance lower the price of its product? Should Sonance be prepared to do something else altogether? Can it remain independent in a highly consolidated industry?
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