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PROMOTIONAL STRATEGIES AND ADVERTISING STRATEGIES
SONY VS SAMSUNG (Electronics)
BRITTANY N FLYTHE
STRAYER UNIVERSITY
BUS508 CONTEMPORARY BUSINESS
06/17/2015

SONY AT A GLANCE
Sony Corp. is engaged in the development, design, manufacture, and sale of electronic equipment, instruments, devices, game consoles, and software for consumers, professionals, and industrial markets. Its operations are carried out through the following segments: Consumer Products and Service; Professional, Device and Solutions; Pictures; Music; Financial Services; and Other. The Consumer Products and Service segment includes Sony Computer Entertainment, Sony Network Entertainment, VAIO & Mobile Business Group, Personal Imaging and Sound Business Group, and Home Entertainment Business Group. Sony engages in a variety of different marketing efforts, as one of the world's largest and most pervasive corporations. Sony's former slogans have been "The One and Only", "It's a Sony", "like.no.other" and "make-believe". Its current slogan is "BE MOVED”. During the 1990s, Sony transformed itself from electronics manufacturer to global entertainment company, establishing a leading position in music, movies and computer gaming (“AdbrandsWeekly.”2015). But those new ventures distracted attention from the company's core business, which is now struggling to maintain its position in the rapidly changing marketplace. Sony invented the concept of portable personal music players and dominated that sector for almost 20 years before its lead was snatched away, virtually overnight, by Apple's iPod. At the same time Samsung and LG have usurped Sony's position in televisions and home entertainment appliance (“AdbrandsWeekly.”2015). There were improvements in several divisions, including a long-awaited operating profit in the TV and audio business, thought to be the first for almost a decade. It was

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