...gaming market. Besides, the hardware (console) market has grown at a CAGR of 34.6% between 2005 & 2008 (estimated). 2. As illustrated by Guitar Hero, the console-enabled market has huge demand and potential for accessories-related innovation 3. Partnering with console will save Emotiv on marketing, branding and distribution costs Marketing Mix * Product: Emotiv should convince SONY to bundle and co-brand the EPOC headset with SONY PS3. SONY is unable to dominate the market despite PS3’s technical superiority. The company may well accept EPOC and differentiate its offering (just like Ninetendo Wii) to generate better revenues. Emotiv also needs a reputed partner to lend credibility to EPOC. * Price: Emotive should price EPOC at $299 to be viable. The risk with pricing EPOC at $199 is very high as the company will have to sell minimum 1 million units (a long shot for a new tech product) to turn positive profits. * Place: Emotiv would gain access to the global market through SONY retail channels at minimal cost. 80% of EPOC sales are expected to occur in the retail channel. * Promotion: Partnering with SONY will help Emotiv considerably reduce marketing and branding costs. Besides, Emotiv should (along with SONY) 1) advertise in gaming and tech magazines (such as Wired, PC Gamer, etc.), 2) leverage platforms such as Game Developers Conference, Comic Con San Diego, E3 Los Angeles, etc. and 3) offer trials at public places such as restaurants, shopping...
Words: 362 - Pages: 2
...rketing TABLE OF CONTENT Assignment Question 1) Introduction International Marketing Sony Corporation company’s background overview • Sony Rolly Figure 1.2 2) Situational analysis PESTLE analysis • What is PESTLE analysis? • Figure 2.2 • Sony’s Pestle analysis SWOT analysis • Sony’s SWOT analysis Figure 2.3 Marketing mix (4p’s) • Product • Promotion • Price • Place (distribution) 3) International Marketing Objective SMART (corporate objectives) Sony’s Mission and Vission statement 4) Marketing Strategy Ansoff’s Matrix Market Entry methods Segmentation, targeting and positioning Assignment Question Produce an international marketing plan that will introduce a consumer brand sold in your home market into a country in which it is currently not available. Introduction International Marketing As you can see that nowadays, a majority of organization try to market their products internationally. There are some reasons why they want to market it internationally and the reasons are to saturated their home market, competition, excess capacity, product life cycle differences, geographic diversification, comparative advantage in product, skill and technology, organizational reasons and lastly is the financial reasons (Walsh., L.S., 1993). International marketing can be defined as the performance of the business activities that is specially designed...
Words: 4555 - Pages: 19
...Group Script: Ansoff's Matrix:: Introduction: The founder of this theory is H. Igor Ansoff. Ansoff Matrix is a marketing planning tool, which allows businesses such as Sony and Cadbury to control its business growth, which can be established through products sold and the business market scheme. This can relatively be determined on the conditions of the products being sold; whether it is brand immaculate and weather the businesses market is brand new or it is ancient. The Ansoff Matrix has four alternatives of marketing strategies; Market Penetration, product development, market development and diversification http://www.ansoffmatrix.com/ Diversification The last strategy is Diversification. This growth strategy involves an organization marketing or selling new products to new markets at the same time. It is the most risky strategy among the others as it involves two unknowns, new products being created and the business does not know the development problems that may occur in the process. There is also the fact that there is a new market being targeted, which will bring the problem of having unknown characteristics. For a business to take a step into diversification, they need to have their facts right regarding what it expects to gain from the strategy and have a clear assessment of the risks involved. There are two types of diversification. There is related diversification and unrelated diversification. In related diversification, this means that the business...
Words: 1389 - Pages: 6
...Nintendo’s Strategy in 2009: The Ongoing Battle with Microsoft and Sony Persaingan supremasi pasar segmen industri konsol video game dimulai pada musim liburan 2006 ketika sony dan Nintendo melaunching konsol generasi terakhir mereka untuk bersaing dengan Xbox 360, yang telah keluar di pasar pada musim belanja natal 2005. Analisis video game dan penulis majalah gaming dan web game terpukau dengan kemampuan grafik Sony PlayStation 3 (PS3). PS3 setara dengan Microsoft Xbox360 dari fitur yang dimiliki tetapi blueray PS3 drive jauh lebih unggul dari Xbox360. Ketika Sony dan Microsoft saling terikat dalam perang teknologi , para analisis video game dan penulis terkejut oleh keterbatasan teknologi dari Nintendo Wii, yang bahkan kemampuan grafik dan prosesingnya lebih buruk dari PS3 dan Xbox dan hanya sedikit lebih baik dari generasi ke-6 microsoft (PS2). Para analisis industri dan pegamers berat melihat Wii seperti mainan, karena kemampuan grafik yang lemah serta DVD game yang sedikit dan namanya kekanak-kanakan.Beberapa analisis industry video game melihat Wii sebagai upaya terakhir dari sebuah perusahaan perebutan yang pernah mendominasi industry video game dunia dan kemudian menjadi semakin tidak relevan setelah Sony memasuki pasar dengan PlayStation pertamanya. Sebenarnya nintendo tidak setuju jika Wii tidak menawarkan kualitas gambar yang terbaik serta fitur dan kemampuan yang luas.Penurunan penjualan dan pangsa pasar Nintendo pada segmen konsol video game sejak tahun 2000...
Words: 2236 - Pages: 9
...PlayStation game console, PS2 computer entertainment system, the PSP handheld entertainment system and the PS3 system. Headquartered in Tokyo, Japan, SCEI is an independent unit of business of Sony Corporation, which was founded in 1946 (Sony Corporation, 2011). SCEI, along with its subsidiary divisions Sony Computer Entertainment America Inc. (SCEA) and Sony Computer Entertainment Europe Ltd. (SCEE) develops, publishes and distributes software. It also manages the third party licensing program for these platforms in the respective markets worldwide. The SWOT Analysis examines the internal and external environment that Sony is facing. According to Appendix exhibit C, the market share of Sony’s gaming industry has decreased by 9% after the maturity of Apple’s iPhone. Also, Nintendo has launched its latest product, 3DS. It is necessary for Sony to evaluate these competitors, so we can find the factors that contribute to the decrease. We have come up with two major marketing objectives: increase product awareness and increase market share while still maintain profitable. Through segmentation, we can better identify and group our potential customers. Since consumers have different wants and needs, by segmenting the market, we have decided how NGP could compete with others, and how it would be perceived by customers. To prepare for NGP’s launch, we have designed the marketing mix to create product offers that is uniquely appealing to the target group. Contingency plan serves...
Words: 3409 - Pages: 14
...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 devices, laptops, video games, motion pictures, music, personal computers, digital cameras, robots and other financial services. This report brings an overview about the principles of marketing and implementation of these principles by the Sony Corporation. History Sony...
Words: 4525 - Pages: 19
...Apple Game Console. It has been rumored that Apple is developing a game console that would be competition with systems such as the Wii from Nintendo, Xbox 360 from Microsoft, and PS3 from Sony. Any new foray into this market would have to be well researched and strategized if it were to be profitable. Although this market is still strong I believe that it is in its mature phase of the life cycle for the most part and it would take a system that was unique and rare to win market share from the three big game console providers. If Apple were to enter the market and try and compete head-to-head with these competitors with a product that was not any better or different than what is out there they would more than likely fail. Although Apple has a strong brand name and brand familiarity that would certainly draw some interest from potential customers. Brand name alone will not convince large numbers of consumers to purchase a new system with limited titles available if it didn’t provide an experience that was significantly better than they can achieve with their current gaming system and its plethora of titles. Nintendo recognized this when they focused on promoting their handheld DS system and branching it out into areas other than strictly game play. They knew that to come out with a new console that was similar to what Sony and Microsoft were offering would result in minimal (if any) profits and market share. Instead they focused on coming up with a product and idea that...
Words: 657 - Pages: 3
...Creating, Financing, and Marketing a Business 1. Identify the pros and cons of the partnership as a form of ownership. Forming a partnership can be rewarding as well as taxing in many different ways. With a partnership, as compared to a corporation, you can start up fairly easy. Most everything from, what your product will be, to pricing, advertising, marketing and more will be decided by you and your partners. Forming a partnership vice going it alone allows you to have access to more capital, experience, and skills. Alone you may struggle to get your business up and running quickly and with the proper equipment, materials and skillset. Be it managerial or the hands on development, most times two or more personnel are better than one. However, as with anything, there are some drawbacks to having a partner or partners. With partners you do not have complete say in all aspects of the business. The decisions concerning the company must be talked about and agreed upon by all concerned. Another factor to consider is that withdrawing from the partnership may not be as easy as saying “I quit”. There can be other ramifications such as debt owed, any outstanding obligations, or pending lawsuits. There’s also, in my opinion, the biggest problem. Unlimited Liability! With unlimited liability you may be liable for actions taken by one or more of your partners. Even though you may not have actually committed any wrong doing yourself. This also means that it’s not just the...
Words: 1277 - Pages: 6
... CORE Prepared for Teresa Sturgess, Instructor of Marketing Northern Alberta Institute of Technology Edmonton, Alberta Prepared by Carli McKenzie, Neil Kravets, Stephen Heinrichs and Keegan Wiebe First Year Business Administration Student: Section 73 Northern Alberta Institute of Technology Edmonton, Alberta April 15, 2011 TABLE OF CONTENT EXECUTIVE SUMMARY iii SWOT ANALYSIS 1 Strengths 2 Weaknesses 3 Opportunities 3 Threats 3 SEGMENTATION AND TARGET MARKET 4 Overall Positioning Strategy 6 THE MARKETING MIX 7 Product 7 Price 8 Place 9 Promotion 10 SOCIAL RESPONSIBILITY 10 FUTURE SUCCESS 11 REFERENCES 13 Executive Summary Innovare is a new innovative company that will provide a multi-functional music, movie, gaming and internet device known as the Core. The Core is a revolutionary product that integrates all current gaming platforms into one. By penetrating the market with this revolutionary new system, Innovare strives to be a corporate giant and set precedent for all other companies. This marketing plan illustrates our market segments and the strategies we are employing to gain customers and create a solid revenue stream. The Core is not just any gaming system. Our unique focus of creating customer value and benefits gives us an advantage over our competitors by giving customers a new outlet to simplify the technological devices used in their homes. This fills a real...
Words: 3585 - Pages: 15
...SESSION 1 2 CHAPTER 1: Global marketing in the firm 2 1. Introduction to globalization 2 2. The process of developing the global marketing plan 2 3. Comparison of the global marketing and management style of SMEs and LSEs 2 4. Should the company “stay at home” or “go abroad”? 3 5. Development of the global marketing concept 3 6. Forces for global integration and market responsiveness 3 7. The value chain as a framework for identifying international competitive advantage 4 8. Value shop and the service value chain 5 9. Information business and the virtual value chain 5 CHAPTER 2: Initiation of internationalization 8 1. Introduction 8 2. Internationalization motives 8 3. Triggers of export initiation (change agents) 9 4. Internationalization barriers / risks 9 SESSION 2 11 CHAPTER 3: Internationalization theories 11 1. Introduction 11 2. The Uppsala internationalization model 11 3. The transaction cost analysis model 11 4. The network model 12 5. Internationalization of SMEs 12 6. Born globals 12 7. Internationalization of services 13 CHAPTER 4: Development of the firm’s international competitiveness 15 1. Analysis of national competitiveness (the porter diamond) 15 1.1. Factor conditions 15 1.2. Demand conditions 15 1.3. Related and supporting industries 15 1.4. Firm strategy, structure and rivalry 15 1.5. Government 15 1.6. Chance 15 2. Competition analysis in an industry 15 2.1....
Words: 4822 - Pages: 20
...Market Segmentation, and Product Positioning MKT 500 July 20, 2013 Dr. Shalonda Warren Sony is a leading international conglomerate publically traded company operating in electronics. Sony holds a high standard of quality and technology leadership in the market. Sony is a Japanese corporation headquartered in Tokyo, Japan, and is amongst the top five most successful and largest to date. In 1945 Masaru Ibuka and Akio Morita started Tokyo Engineering Telecommunications Corporation in a derelict bombed-out building. Sony was established with a capital of a few hundred yens. In 1958 Ibuka and Morita changed the name from Tokyo Engineering Telecommunications Corporation to Sony. The concept behind the name derived from the Latin word “sonus” which means sound and “sonic”; the other name was “sonny boy” which is a popular expression used to describe a young person with a free spirit. The new name Sony captured the mood of both Ibuka and Morita along with a group of young people with a strong passion and energy for unlimited creation and unlimited possibilities. In order for Sony to move further into their destination they needed a mission statement. The mission statement is the purpose of the organization / corporation. It started by cogently articulating the organizations sole purpose for existence. Realizing the power and concept of a strategic vision ad mission both Ibuka and Morita set their site on the future. The thing that separates Sony from the rest is a statement...
Words: 1463 - Pages: 6
...Ultimate Gaming Technology (UGT) Marketing Plan MKT 500 UGT Marking Plan Executive Summary The video game console market is a fast growing market. The UGT Mega B0x competes together with Sony’s PlayStation 3, Nintendo’s Wii and Microsoft’s Xbox 360 for the market leader position. Compared with these competitors, the Mega B0x includes the newest technologies and provides the highest variety of functionalities. Therefore, our strategy is to target customers who focus on high technologies and multimedia-entertainment. This involves that the Mega B0x competes not only with console manufacturers, but also with other multimedia producers such as PC manufacturers. Rather than reduce the retail price, UGT seek to maximize the value of the Mega B0x and to aggressively market it as not only a powerful video game console but also an affordable home entertainment hub. The most important marketing tool is the Internet for promoting the Mega B0x. Blogs, MySpace, YouTube and other kind of websites enable an area-wide promotion of the game console and especially, it is done by consumers. Finally UGT financing objectives are to sell over 20 million consoles in the first year and to achieve total sales revenue of $10 million dollars. ...
Words: 6000 - Pages: 24
...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...
Words: 1841 - Pages: 8
...SkyView Business Plan December 6, 2010 Wei Xiong, Tao Song, Chen Feng, Yue Wang, Xiuyun Tang [pic] Introduction: Our company name is SKY-VIEW,we provide high-tech projector with bluetooth,wireless, 3D,and also can connecting game system(eg. Ps3,x-box etc.) Target market Our products to all countries, especially in cities.and the consumer groups aged between 18-45.also has households,business,school, family, cinema. Background Skyview is a leading enterprise with a comprehensive portfolio of products services spanning the fallowing areas: ● Design ● Development ● Implementation ● Manufacturing ● Sales ● Service Our company was founded in 2002,sky-view created a world-class software system and hardware design that has become a global movement.sky-view consists of three Special Business Units: Hardware, Software and Turnkey system.sky-view mandate is to provide innovative, high-quality and reliable products.Therefore we have made continual investments in operations technology, quality enhancement programs and new product research.sky-view has maintained a strong investment in quality incentive programs in order to result in a higher quality product. After more than 8 years of operations,the company has gained wide spread customer satisfaction and achieved great success through its reputation for excellence,top-notch quality,and impeccable service.the company currently management has 5 manager,6 salesmen,the serves section has...
Words: 3196 - Pages: 13
...Policies and Strategies Working for the pricing strategy consulting firm My Couther, INC has been one of the best opportunities for my young career. I have been at the company now for a few months, but have yet to take on a job by myself. Today marks the first client I will receive and work alone with. My first client will be Netflix the streaming media company that specializes in movies and television shows. The issue Netflix is having right now is an increase from a few of the networks that supplies the streaming application with the movies that keep the company profitable. The increase is causing Netflix to either lose profit or lose channels. I have been called upon to offer them the best solution possible. Without the movie channels the streaming web site will not have the broad selection of movies to choose from. If few movie distributors that deliver content to Netflix raise prices, the company has to raise subscription fees of their customers. The key to an application that streams media content like Netflix is the price of services. The price of services is what lures a customer, which provides income for the company. Many customers will not pay over a certain amount for the application, because the movie selection is good, but not that wonderful. Customers might as well have available Cable TV, or satellite TV if prices go any higher. That is the mind frame of paying customers. Now my job is to create a plan that keeps Netflix with as many movies as possible, without...
Words: 2129 - Pages: 9
