Name- Ankush Chougule-09 Subject- Marketing strategy Company Name-Sony corporation Submitted to- Prof.

Sweta Maam

In 1946 in Nihonbashi, Tokyo, Masuru Ibaka and Akio Morita founded a company called Tokyo Telecommunications Engineering Corporation. start-up capital of 190,000 yen for the research and manufacture of telecommunications and measuring equipment The name Sony was chosen as a mix of two words. One, the Latin word Sonus, the root of sonic and sound, and the other Sonny the familiar colloquial term used in America at the time to call a boy. In the early 1950s Ibaka traveled to the United States and came across Bell Labs invention of the transistor. in early 1950 they successfully produced and launched a power megaphone and completed the first magnetic tape recorder In 1955 the y launched Japans first transistor radio, the TR-55.

Television and projectors Home video Home audio Home theater system Digital photography Video cameras Computer and peripheral Portable audio Game Mobile phone In car entertainment Storage and recording media Battery and charger Accessories

Strengths Sony has built a brand image. (2012 survey as Asia's most valued brand) The company is synonymous with technological excellence and has a rich heritage of technological expertise Out of all its products at present A strong foothold in the entertainment industry with Sony Music and Sony Pictures Weaknesses The high cost of media production, especially in its television business, has affected the company's pricing strategy. Its television business has lost an equivalent of $6.3 billion for 8 years in a row. While diversifying into too many business segments, the consumer electronics giant has shifted its focus from its core competency -- making great consumer-electronic products. This has resulted in a distortion in Sony's brand.( Apple, which is also in the consumer electronics space, has managed to focus on just a few products, build competency, and make them incredibly successful)

Opportunities

The company can take advantage of its movie and music business along with its experience in the gaming space to deliver value-added content to support and integrate its product line. It has talked about doing this with a four screen strategy, which looks like a good concept. The company lately bought off its entire Sony Ericson joint venture. This should give Sony the opportunity to act independently and innovate in the booming Smartphone and tablet market.

The company has the opportunity to enter the healthcare-imaging sector in a significant way through a possible acquisition of 30% stake in Olympus

Sony faces price competition from competitors such as Samsung and LG, who are gaining traction with lower-cost products such as televisions and mobile devices. If rumors are to be believed, Apple can give a tough time to Sony by introducing its own version of the television, Apple TV. Moreover, Apple is seeing a significant appreciation in its brand value compared to Sony on a global basis, according to Inter brand's Rankings. Sony's online network faces threats from hackers. The company's Play station network was hacked, resulting in leakage of customer information, such as credit-card data. The great east Japan earthquake. Increasing price or scare of raw material,parts,and components, the cost of production rises. Foreign exchange rate fluctuation can affect financial result because a large portion of Sony's sales and assets are denominated in currencies other than the YEN.

Innovation High technology Quality Good service Corporate social responsibility.

Marketing strategy
Counteroffensive defense-innovation in technology is the most desirable thing which defenses their industry. like-sony bra via.

SEGMENTATION-Breaking a market of varied potential customers into subgroups of customers with similar needs, desired product benefits and purchase behaviors. Early adopters of technology at any age. Zoomers (55+) Families (35 to 54) Small office/Home young professionals Students TARGETING Sony is targeting towards Niche market. Niche marketing is a more narrowly defined group, typically a small market whose needs are not well served. Also called concentrated marketing.

POSITIONIGN- Usually look at attributes, always innovation, benefits,hight quality with high technology, include high tech and high touch for global product.

DIFFERNCIATION-Advance Innovative technology, Good quality, Different promotional activity(ADVERTISING),Different design, Global brand. Price.

The Threat of New Entrants Within the electronics industry, there will be a high level of investment required in order to match existing competitors such as Sony. With many major brands established and with considerable market share, it is unlikely that any new entrants will be able to overcome the brand and corporate identity that have been established to retain customer loyalty. The patents that Sony possesses are also a strong barrier itself as it denies any competitor from developing similar products without some form of arrangement (i.e. license)

The Bargaining Power of Suppliers Sony Corporation has been the market leader in the electronic industry, with the ability to provide long-term contracts with its suppliers. With such a high corporate identity and a global network of business units, the bargaining power of suppliers. towards Sony are greatly reduced as the company can either create its own supplier or switch to another

The Bargaining Power of Buyers The increasing use of the internet providing better communications amongst consumers has shifted the bargaining power towards the buyers. With comparison sites, blogs and impartial review websites easily accessible, Sony has to ensure that their products are of high quality and offers superior specifications in order to ensure that the general perception of are favorable to ensure the acceptance by the consumer markets. The Threat of Substitute Products or Services There have been many examples in the past which demonstrates the need to stay innovative within the technological industry. The release of more interactive games on the Apple iphone is one threat of a substitute product to Sonys Playstation Portable (PSP). The intensity of Rivalry Among competition in the industry. With strong competitors such as Samsung and Panasonic, the battle for market shares across their vast range of electronic products is very strong. However, Sony does have a significant advantage over its competitors by diversifying its range of products to include the gaming, movie and music industries.