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We thank our term paper instructor G.M. Shafayet Ullah, Faculty of East
West University for his untiring devotion, noble guidance, valuable suggestions
and above all continuous encouragement, which has played an important role in the
completion of this term paper.
INTRODUCTION
Sony Multinational conglomerate corporation. Its headquarter is in Mintao
(Japan). Sony is among the Worldwide Top 20 Semiconductor Sales Leaders.
The company's slogan is Like No Other. Sony is the electronics business unit
and the parent company of the Sony Group which is engaged in business
through its five operating segments, these make Sony one of the most
comprehensive entertainment companies in the world.
Background
In 1946, Masaru Ibuka and Akio Morita, running a company which was known as
Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Corporation).In
1958, the company name was changed to Sony Corporation and since then, Sony
has become one of the most recognized brand names in the history of the modern
world. In 1962, Sony Corporation first introduced television which model was
SONY TV5-303.In 2005; Sony Corporation first introduced television with a new
brand name BRAVIA. Since enacting the Sony Global Environmental Policy
which is a predecessor of the Sony Group Environmental Vision and the
Environmental Action Program, in 1993, Sony has pursued a broad range of
environmental initiatives. Concurrent with the formulation of its Road to Zero
global environmental plan, in 2010, Sony revised the Sony Group Environmental
Vision.
Marketing Profile
Marketing: Creating and Capturing Customer Value
In addition, to further heighten Sony's greatest asset, the Sony brand name,
four key words were outlined in the company management philosophy for all
companies in the Sony Group. These words were: "unique," to ensure that Sony
would always be an innovative company; "quality," reflecting emphasis on product
quality; "speed," in the form of a framework that would enable the company to
respond quickly and decisively to new market conditions; and "cost," reflecting the
importance of competitive pricing once the other three conditions were fully met.
For Sony, quality has always been an extremely important element of its business
philosophy. And Sony continues to place increasing emphasis on quality issues
throughout the Group.
At the 1996 Management Conference, Idei stressed that Sony would not only
continue to offer innovative, high quality products, but also increase its role as a
good corporate citizen throughout the world. As a result, he predicted that
consumer trust in the Sony brand would continue to increase. Idei closed his
speech by saying, "If all employees take a positive outlook, together we can make
Sony's next fifty years very bright."
Sony is wholeheartedly committed to improving product and service quality from
the customer's viewpoint with the aim of maintaining and enhancing customers'
satisfaction, reliability, and trust. This reflects Sony's belief that our most important
goal is to remain a highly trusted partner for our customers.
Since the start of its operations, Sony has given top priority to providing customer
oriented, high-quality products and services as an operating foundation.
Sonys marketing shrewdness has to the No. 1 brand rating. Sony was also
named as the world's 21st most valuable brand in 2000. In short, Sonys
possession of a world-class marketing acumen that has made Sony a global
mega brand is certainly a strength that is hard to imitate and valuable
STRENGTH :
WEAKNESS:
OPPORTUNITY:
Sony is leading brand in consumer durable market because of
its better service and quality.
THREATS:
4P
Product
Price
There are some major brands like Samsung, LG which are providing the
good quality products at affordable price keeping in view the
Bangladeshi consumer and this factor is raising the competitors.
Sony Bravia
50,000 - 1,20,000
4C
Consumer solution
Consumer cost
6
Place
Promotion
Official Outlets
Television Channel,
Newspaper
Convenience
Communication
-who's going to buy product? What target market and is it big enough?
-is economic environment in a god condition? is the economy in recession?
- do my competitors have similar products?
The target market of 3D TV consumers most likely would consist of young
people, rather than seniors.
Marketing also depends on lifestyle of people. for example, people who dont spend
too much time at home wouldnt spend money on 3D tv that they will barely
watch.
Economic factors also influence the external environment. Because Bravia 3D tvs
are not cheap not everybody will be afford buying it. People with higher income
will be the major consumers of that product. Also the target market may be
reduced during recession, when the prices will go up.
Another factor that can influence marketing is competitive environment. There are
a lot of different popular similar firms that will also produce 3Dtvs. So Sony has t
work harder to maintain its profits and market share regardless of competitive
market.
Sony Bravia falls in Complex Buying for most of the people in Bangladesh.
to
developments
predating
the
announcement
of
the
strategy
review.
BX
CX
EX
NX
10
32
320
32
520
32
310
520
420
32
520
40
420
40
520
40
520
720
40
710
720
Product
Line
Depth
And
Line Filling
42
410
Sony is very sensitive towards its competitors actions and reactions. To ensure
that the company solidifies its image and reputation as well as achieves the
desired sales and revenues targets, it has no qualms of incurring exorbitant
expenses. For instance, the Bravia brand was launched in 2005 at an estimated
cost of US$30 million and it was supported by massive broadcast, print and online advertising, Internet and dealer events and promotions as well as Grassroots public-relations campaigns to target the high profile people target market.
Conclusion
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Reference
www.google.com
www.rangs.org
www.sony.com
www.wikipedia.org
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