Sony Marketing Plan

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

Associate Professor, Marketing Department, College of Business Administration, Loyola Marymount University, Los Angeles, CA, arohm1@lmu.edu

1 2 Executive Summary............................................................................................................3 Situation Analysis...............................................................................................................4 2.1 Internal Environment...................................................................................................4 General.................................................................................................................4 SWOT Analysis ...................................................................................................6 Predecessor Analysis

Sony has the vision to lead the AV/IT industry by providing the most cutting edge innovations in all emerging and existing markets. Sony prides itself in leading the industry as a benchmark setter for research and development, while providing products at the most economical price for consumers. Part of the mission and vision of Sony is to dominate the market by streamlining its global operations in order to reduce costs, increase efficiency and maximize profits for the shareholders. The new comprehensive marketing and management strategy will focus on five main initiatives in order to achieve Sony’s mission to be the leader in the technology industry and provide the most return for both customers and stakeholders. The five initiatives focus on aggressively strengthening Sony’s core

This paper was prepared by Bruce S. Silver for Marketing Management 6013, taught by David Gregorich, MBA, Ed.D.

Pride, W. M., & Ferrell, O. C. (2015). Marketing 2016 (18th ed.). Independence, KY: South-Western College Publishing. ISBN:

Good reputation and Distribution networks – Sony as a company has a very good reputation among the customers and they would have no problems in obtaining products from a company like Sony. With its well established network round the world, it would be icing on the cake to introduce a new product into the market.

The business strategy used for our company, Sony and its PlayStation, is differentiation. PlayStation differentiates its product in many ways. First it is the only gaming console to adapt to blu-ray technology, something that no other gaming console can say. Its sleek style and looks make it the most visually stunning system to date as well as the graphics are better than any other system. Its ability to reach the entire world and provide so many different uses in such a convenient and easy way is head over heels better than any other gaming console in the world.

- Sony is a well-recognized and respected brand with consumers, and its products cover a wide spectrum of the entertainment and industrial markets

First and foremost we recognized the problem because in any research, the problem and the reason for doing the research have to be known. In our research, we found out that Sony has a higher pricing strategy compared to its competitors. The results from this study reveal that Sony is the brand which the majority prefers but the major drawback is the high price points. People prefer Sony because it has a very good reputation in the market, over the years coupled with the reliability of its quality but one thing is definitely clear that not all people can afford a Sony TV because of its high prices. Customers are price conscious and price sensitive because they are constantly on the lookout for affordable prices offered for TV sets. Sony is regarded as one of the highly recognized brands in the world because brands vary on the degree of power and value in the market place. It also makes brand equity possible for it as company to charge a premium price and this is what it has resorted to. Many consumers buying decisions are influenced by the image they perceive of the brand. Consumer’s preference is developed through brand image. High brand image will result in high customer preference for that brand. We have seen that Sony has a very strong brand image. But it is not always true that a brand with a good image will influence the customer to prefer or buy the product because the ultimate buying decision lies in the price the

Sony Corporation (Sony), incorporated on May 7, 1946, is engaged in the development, design, manufacture, and sale of various kinds of electronic equipment, instruments, and devices for consumer, professional and industrial markets, as well as game consoles and software. Sony’s primary manufacturing facilities are located in Japan, Europe, and Asia. Sony also utilizes third-party contract manufacturers for certain products. Sony’s products are marketed throughout the world by sales subsidiaries and unaffiliated distributors, as well as direct sales through the Internet. Sony is engaged in the development, production, manufacture, marketing, distribution and broadcasting of image-based software, including motion picture, home entertainment and television products. Sony is also engaged in the development, production, manufacture, and distribution of recorded music. Further, Sony is also engaged in various financial service businesses, including life and non-life insurance operations through its Japanese insurance subsidiaries, banking operations through a Japanese Internet-based banking subsidiary and leasing and credit financing operations through a subsidiary in Japan. In addition, Sony engages in a network service business and an advertising agency business in Japan. The Headquarters, as its name implies, provides global headquarters functions, ensuring solid cooperation among businesses. Sony will continue to strive to realize integrated value creation throughout

Submitted By: Submitted To: M.Umair Sheikh Mam. Anushey Reg# NI-F7-BBA-212 3rd Semester Date: 21st October, 2008 Introduction: Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. Marketing mix is a model of crafting and implementing marketing strategy. There are four P’s in marketing mix which are: 1. 2. 3. 4. Product Price Place (Distribution) Promotion. SONY Corporation Sony Corporation is a multinational conglomerate corporation headquartered in Tokyo, Japan, and one of the world 's largest media conglomerate with revenue of

Sony has two major competitors when it comes to game systems and they are Microsoft and Nintendo.

This paper contains a full marketing plan for the Samsung Galaxy S4 model smart phone within the South African market. The paper describes the product and the current marketing situation including a SWOT analysis. It lists measureable objectives of this proposed marketing plan and provides decisions made and the reasons for the positioning strategy, product strategy, pricing strategy, distribution strategy and marketing communications strategy.

This is an introductory course in marketing. It seeks to acquaint participants with an understanding of the principles, concepts, theories and techniques in marketing.