Sonance Case

Sonance Case Student’s Name Institution Affiliation Course Name & Code Instructor’s Name Date Sonance Case Sonance had problems with their group of custom installation dealers because they were initially the traditional channel for this company. However, under the leadership of CEO Chip Brown, the marketing strategy changed significantly. Precisely, Brown's approach was perceived by many as having driven Sonance to lose its strategic focus (MIZIK, 2024). The custom installation dealers believed Brown’s aggressive pursuit of the mass market and focus on tapping the new construction market posed a significant challenge. The woes of custom installation dealers were ingrained in the idea that the latest marketing approaches sidelined them from being direct sellers to home builders. Based on this understanding, the case may be construed to show that the issues with this lot were because of the perceived loss of exclusivity, competition with production builders, and fear of lowered margins. The move by Sonance to pursue mass market and production home building markets resulted in significant issues, such as reduced profitability and brand dilution. When Sonance embarked on its mass-market venture, it engaged retailers Lowe's and Best Buy as their distr...