...Slide 1 [pic] Slide 2 LO 1.1 [pic] Sony Ericsson Company is a global provider of mobile multimedia devices and phone accessories. Strategic planning is important process for any organization, but usually fall. Sony Ericson is one of the examples. The reasons are different: the understanding of process of strategic planning are not clear as mission, vision, goals and core competencies, which affect the success of the company. Slide 3 [pic] Strategy of Sony Ericsson is to increase the internal growth with developing new products and technologies. Strategy is a plan for future development of organization, where the long-term goals are successfully achieved by structured decisions (Johnson et al, 2011). Sony Ericson strategy plan did not work, due to lack of understanding customer desires and preferences. To achieve organizational goals management has to develop the customer relationships. Slide 4 [pic] The Sony Ericsson company sees itself as a global brand accessible to everyone. All individuals can be heard. Company has a commitment to develop new communication products, which are accessible to everyone including and individuals with special needs. Sony Ericsson did not follow its commitment, due to lack of information of user desires, which have to be in centered design. The purpose of mission statement is to exceed customer’s expectations. Sony Ericson must deliver benefits and values to individuals. For example delivery channels...
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...Marketing is the exchange of goods in terms of money. Marketing Strategies are said as different tools of marketing whether how to advertise the product or we can also say as what technical terms we should adapt or to follow to make your product successful. Marketing Strategies combines all its goals to make a one plan which includes the every aspect and outcome of the product. The objective of the marketing strategy should focus on how should we increase the sales by getting and keeping customers and the marketers should maintain a good and healthy relationship with the customers for the better growth of the business. A successful market strategy will depend on how you understand your customers and what they need and how you can adapt them...
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...History………………………………………………………………………………………………………………….....3 3. Current Market of Sony Corporation………………………………………………………………………..3 4. Organizational Orientation……………………………………………………………………………………….4 5. Sony's current Market analysis…………………………………………………………………………………4 6. Sony’s Orientation……………………………………………………………………………………………………6 7. Sony's Competitive Advantage Analysis……………………………………………………………………7 8. Porter's generic strategies………………………………………………………………………………….......8 9. Porter's competitive Forces………………………………………………………………………………........9 10. Marketing Mix………………………………………………………………………………………………………..11 11. Sony’s Product Mix and Product Line……………………………………………………………………..12 12. Price Mix………………………………………………………………………………………………………………..14 13. Sony’s Promotion Mix………………………………………………………………………………………......17 14. Sony‘s Place Mix…………………………………………………………………………………………………….18 15. Sony‘s Distribution Channels………………………………………………………………………………….19 16. Sony Corporation's Success………………………………………………………………………………….…20 17. SWOT analysis…………………………………………………………………………………………………........22 18. Recommendations to maintain Competitive Advantage…………………………………….…..24 19. Conclusion………………………………………………………………………………………………………….….25 20. Bibliography / References………………………………………………………………………………….....27 Introduction: Sony is a leading corporation primarily operating in electronics. They are leading manufacturers in electronic goods. Sony holds a great quality and technological leadership in the market. Sony products are in the fields of entertainment, communication...
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...and capabilities. 3.2 Why Sony is growth successful in the competitive consumer electronics industry. 3.3 As a non-typical Japanese enterprise, comment on the role played by Sony’s corporate cultural. 3.4 Sony’s background from 1987 to 2003. 3.5 Outline Sony’s strategies in including internationalisation and diversification. 3.6 Use Ansoff Matrix to evaluate Sony’s strategies. 3.7 Why was internationalization so important? 3.8 Sony’s strategy changes involved to be evolutionary. 4.0 CONCLUSION 5.0 REFENERCES 1.0 INTRUDUTION Sony was founded in 1946. One of Sony’s founders Akio Morita deems that “made in Japan” from contemptuous sentence become a compliment one, Sony contributed a lot. The purpose of my report is to analyse Sony’s resources, competencies and capabilities to explain its success, and evaluate Sony’s strategies including internationalization and diversification from 1987 to 2003. 2.0 PROCEDURE Material was collected from of Sony case study, media websites, economy magazines and books. 3.0 FINDINGS 3.1 Sony’s resources, competencies and capabilities. Sony’s resources have different sections. The first of all, Sony’s leader is excellence who founded this corporation. Masura Ibuka and Akil Morita are outstanding founders of Sony. They make a great contribution to Sony including solve the problems of Sony’s growth in the future and development. In addition, Sony was also hired non-Japanese manager...
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...Sony Corporation Introduction In an economy that thrives thoroughly on technology and progression itself, there are many companies that have taken advantage of the opportunities that have been offered to them through science. Due to continuous development in technology, companies are being able to find their path in success through competitive products and service. And one of the Company that would strike on peoples mind in no time while talking about information technological products or be it digital equipments, it would be none other than Sony. Known for the best quality around the world and technological leadership, with its music, pictures, game and online businesses, the company is uniquely positioned to be one of the world’s leading digital entertainment brands, offering an outstanding portfolio of exciting multimedia content. History Established in the wake of Second World War 1946, May 7, as an electronic shop in a bomb damaged electronic department store by Masaru Ibuka. The company had an initial capital of $530 and 8 employees. The following year, he was accompanied by his colleague, Akio Morita and together, they founded a company called Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Corporation), and the main objective of the company, was to design and create innovative products which would benefit the people” .The founders were looking for Romanized name, and previously recommended using the initials, TKK as their company’s name...
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...Strategic Management: Case Study – Sony Corporation – Future Tense? Table of Contents Table of Contents ………………………………………………………1 1 PART 2 – INTRODUCTION ………………………………………2 1.1 CASE STUDY ………………………………………2 1.2 COMPANY BACKGROUND ………………………………2 2 PART 2 – QUESTION 1 ………………………………………………4 2.1 TOPIC ………………………………………………………4 2.2 ANALYSIS … … … … … … … … … … … … … … … … … … … … … 4 3 PART 2 – QUESTION 2 ………………………………………………9 3.1 TOPIC ………………………………………………………9 3.2 ANALYSIS … … … … … … … … … … … … … … … … … … … … … 9 4 PART 2 – QUESTION 3 ……………………………………………………15 4.1 TOPIC ……………………………………………………………15 4.2 ANALYSIS ……………………………………………………………15 5 REFERENCES ……………………………………………………………21 6 ATTACHMENT – FORUM POSTS…………………………………… .23-63 Part 2 Assignment OSC1: Strategic Management: Case Study – Sony Corporation – Future Tense? 1 PART 2 - INTRODUCTION 1.1 CASE STUDY I have chosen the case study - Sony Corporation – Future Tense? (2009) to complete Part 2 of the assignment. 1.2 COMPANY BACKGROUND Sony is a diverse Japanese based corporation, founded in 1946 to manufacture telecommunications devices. In its first five decades Sony grew from its humble origins to become a world leader in the areas of electronic equipment, gaming, motion pictures and music. The company is considered to be an innovator and developed a number of new technologies through that time, most notably the Walkman and Blu-ray disc players. Its natural expansion to film and music was to allow it to not only have...
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...SONY BRAVIA 3D LED TV WITH DTS Executive Summary Sony Bravia 3D LED DTS TV is a hypothetical product. Though the current 3d led tv’s offer a full high definition pictures with 3D technology, to experience a theatre like sound people have to spend extra money to buy a home theatre system. To provide the tv viewers an excellent sound experience along with full high definition picture sony is introducing this all new 3D LED DTS TV. Demand for 3D LED TVs is on an upswing with 15% contribution to total flat panel sales till April 2011 (As per latest GFK reports) and Sony is fuelling this growth by providing the best quality 3D LED TVs in the Indian market. Delivering the entertainment you want, when you want, the 2011 BRAVIA line-up delivers instant access to online entertainment. Providing internet feature right from 22(56 cms) to 65(165 cms) screen size, customer can Watch, Communicate & Search the internet right in the comfort of their home. Not only this, Sony also has some exclusive internet content such as Sony Entertainment Television video clips, Music Search enabling customers to search artist, album and song information while listening to music tracks and upcoming applications such as Friday Moviez. This line-up also marks the re-birth of 3D HD TVs that delivers outstanding performance in terms of better than ever 3D picture quality. Sony has made an investment of Rs.150 crore towards 360 degree multi-media campaign “The Rebirth. LED TV”. This...
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...purpose of marketing product is known as the Marketing Mix. For this paper, we will be creating a marketing mix and describing how they apply to a specific product. Introduction Marketing strategies determine a product’s future sells and success. In this paper we will identify a tangible product of my choice and explain why this product was chosen. Then we will explain the characteristics of each element of marketing as it applies to this product. The four p’s of marketing are product, pricing, place, and promotion. With this being stated, we will lastly discuss why each of the 4-P decisions would be important when marketing this selected product. Tangible Product The Sony PlayStation is one of the most popular entertainment systems on the market. Sony markets this product to teenagers as well as adults. Its competitor which is the Microsoft Xbox usually releases their product around the same time with every newly introduced product. The two entertainment systems often use similar marketing techniques and both sold in the same department. Sony produces many electronic systems and is well known for supplying consumers with acceptable products. I specifically chose the PlayStation system because I am a consumer of this product, and the company does a great job on promoting, distributing, pricing and designing new products. Product As we know, product marketing includes the product’s design, branding, packaging, guarantees, and other considerations. Sony PlayStation offers...
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...The feasibility for SONY to develop low-end versions of its video games in UK market from the perspective of marketing 2.0 Aims and objectives: 1. Obtain a preliminary understanding of the target market environment of SONY (1) Understand the basic development conditions of the UK game market. Is it a mature market or an emerging one? (2) Understand SONY's main products in the UK game market. Is there a market for lower-end video game products of SONY? (3) Understand the sales of SONY’s video game in 2013 in the UK. Is it impressive in the industry today? (4) Understand the conditions of main contenders of SONY. Compare the sales between SONY and its main competitors in 2013. (5) Understand the market share of the low-end video games developed by SONY in the UK. Is there a market for it? What kind of consumers prefer to buy such products? 2. Analyze the establishment of a viable product marketing mix of SONY in the low-end market from the perspective of 4P marketing theory. Price (1) What is the consumer expected price (2) What pricing strategy is appropriate for SONY (3) Estimate whether the product can bring profit Product (1) How to position a suitable product to meet market demand (2) How to increase the competitiveness of the products with an outstanding product concept. Place and promotion (1) How to select ideal sales locations to boost sales (2) What promotional tools would be appropriate? Through the answers to the first part of questions, it can be known...
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...How Sony Playstation has Applied the 10 Operation Management Strategies Kenneth Turner GM583 Operations Management June 19, 2011 Table of Contents Abstact 1. Background 1. Problem Formulation Discussion 2. Analysis 5. Reflection 7. Recommendation 8. Appendix 9. References 10. Abstract Even though the Sony Playstation is a leader in their market, they still have the problem of the Japanese yen being more valuable than their foreign country’s currency, and the location of their manufacturing facilities being too far from their customers. This contributes to the increased cost of quality of them having to transport the materials, and finished products to and from the manufacturing facility. Also the cost of imports and exports is not as valuable for them because of the value of the American dollar, or the European pound compared to the Japanese yen. (Sony Corporation SWOT Analysis, 2010) As an Operations Management Consultant, I have been asked to present a paper to Sony Corporation on how they have applied the Ten Operation Management Strategies to successfully achieve their financial, social, market place dominance, cultural influence, international presence, and successful application of quality principals to successfully achieve their objectives in America. Background The Sony corporation is one of the largest consumer electronics makers...
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...Collaborative Marketing Plan Sony Corporation Group 3 Collaborative Marketing Plan Sony Corporation Table of Contents 1. Executive Summary 2 2. Company Description 2 3. Strategic Focus and Plan 3 Mission Goals Core Competency and Sustainable Competitive Advantage 4. Situation Analysis 5 SWOT Analysis Industry Analysis Competitor Analysis Company Analysis Customer Analysis 5. Market-Product Focus 10 Marketing and Product Objectives Target Markets Points of Difference Positioning 6. Marketing Program 11 Product Strategy Price Strategy Promotion Strategy Place Strategy 7. Financial Data and Projections 16 Past Sales Revenue Five-Year Projections 1. Executive Summary Sony Corporation manufacturers high-quality electronic products, utilizing new technology to continually evolve in a highly competitive industry. This marketing plan for introducing the new product, Tracker Stickers, illustrates our market segments and the strategies we are employing to get customers and create a solid revenue stream. This new product will not only increase revenues for the company, but will provide a convenience to our customers allowing them to locate those easily lost items including keys, phones, remotes and any other item they would like. Tracker Stickers are easy to apply and easy to use. 2. Company Description Sony Corporation had humble beginnings in May of 1946 as Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Company)...
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...Marketing Strategies Segmentation Targeting and Positioning (STP) Sonja’s part Marketing Mix (4Ps) Product Firstly, product line extensions which Sony products supplement an existing product line with new features of Sony Smartwatch 2. Product line extensions allow the firm to keep its products attractive and exciting with minimal development costs and risk of market failure (Ferrell & Hartline, 2011). For example, Sony has introduced recently new colors for smartwatch 2 in order to attract more customers. Secondly, in terms of improvements of existing products, Sony products offer customer improved performance and greater perceived value. The Sony has offered “the voice command technology” which is able to control basic functions by using the voice. Also, Sony has introduced “internal storage space” that enables customers to store their photos and music. Hence, the Sony SmartWatch 2 is a complete package of style, advanced technology, and convenience which are able to satisfy the needs of customer. In addition, brand strategy is one of the most crucial marketing plans of the Sony Smartwatch 2. A band is a name of symbol which identifies a product. A successful brand defines a product as having sustainable, competitive advantage (McDonald, M & Wilson, H; 2011). Sony brand helps profitability by adding values that attract customers to buy. As regards packaging, the Sony Smartwatch 2 should include the print of characteristic features and attributes to emphasize the...
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... Security Breach faced by Sony Corporation Introduction In the global marketplace, to attract the customers and provide relevant information to the customers, internet is used by most of firms as a promotional tool. In this, web-sites, social networking sites, etc. are used by the firms to communicate with the customers. Although, many security tools and techniques are used by the firms to secure the data of firm and customers, yet, some security breaches are also faced by the firms due to technical advancement. For this paper, Sony Corp. is selected that has faced security breach. Sony Corporation is a multinational firm that operates its business in global market and belongs to Japan and produces electronic products for the customers (Sony Corp. Info, 2011). There will be discussion about products information, contact information, internet marketing strategies, privacy policy of the firm, etc. Evaluation of Website Sony Corporation provides whole relevant information on the website of the firm about its products, services, etc (Sony Corp. Info, 2011). Areas that are evaluated for the firm are as follow: Product information: Sony Corporation has developed its website effectively that attracts the customers to purchase products. The firm provides all relevant information about the products on its website. Additionally, the firm also has made a list of its products that includes various categories of products that are offered by it (Electronic...
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...The strategy of the mobile phone industry: A comparative analysis of Apple, Sony, Xiaomi The strategy of the mobile phone industry - a comparative analysis of Apple, Sony, Xiaomi I Executive summary The paper sheds lights on the strategy of three mobile phone industry and that task is to perform comparative analysis on Apple, Sony and Xiaomi. The author has first started with the analysis of the macro-environment using strategic analytic tool called PESTLE. The author has used tools such as Porter’s Five Forces and SWOT to analyze the micro-environment of a mobile phone industry and define Key Success Factors that are essential to be included in company’s strategy. Moreover the paper characterizes the comparative analysis such as objectives, strengths, weakness, financial analysis (quantitative), Vario analysis (Qualitative), merger and acquisitions, market share and competitive advantage strategy, of Apple, Sony and Xiaomi. At the end, the author of this assignment has given his recommendation to these three industries and concludes with a set of challenges being faced by mobile phone industry to create and maintain customer values and profit margins for present and future business successes. The strategy of the mobile phone industry - a comparative analysis of Apple, Sony, Xiaomi II Table of Contents LIST OF ABBREVIATION ..................................................................................................................
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...Introduction Sony Corporation was founded by Masaru Ibuka and Akio Morita in 1946. It is a multinational company with headquarter based in Japan. Initially the company was named as Tokyo Tsushin Kogyo. Later on in 1958 the company name was changed to Sony. Sony Corporation started its business from electronics and first prepared a tape record named as Type-G. It is a leading manufacturer of electronic products. Today the Sony Group comprises three main businesses: electronics, entertainment and financial services. Entertainment and financial services have stable business foundations and both are poised for future growth. Sony is famous for its unique and innovative products and services that inspire the curiosity of people all around the world. Sony is a powerful and successful brand. It will always remain successful if the company monitors the change taking place in a competitive environment. If the company will follow this policy then the competitors will have no effect on the company. Products Sony Corporation is offering basically three types of products; 1. Electronics 2. Entertainment 3. Financial services 1. Electronics The electronic business of the Sony Corporation consists of the following products; * Digital Imaging * Personal computers * Smart Phones * Tablet * Television 2. Entertainment The entertainment products of the company are; * Music * Games 3. Financial Services The financial service business...
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