Marketing Plan - Playstation 4

3832 Words Apr 22nd, 2013 16 Pages
UoB No 12001015 2

Table of Contents
1 2 Executive Summary............................................................................................................3 Situation Analysis...............................................................................................................4 2.1 Internal Environment...................................................................................................4 General.................................................................................................................4 SWOT Analysis ...................................................................................................6 Predecessor Analysis
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Brand Awareness   Ranked 38th according to Frobes.com ‘The World’s Most Powerful Brands (2012)’ Comes in Top 10 in consumer electronics segment

Well Known Product     VAIO Laptops HiFi Systems LED’s & LCD’s Displays PlayStation & PlayStation Portable

Company Slogans     “make.believe” “Turn ideas into reality” “it’s A SONY” “Be Moved”

UoB No 12001015 5 Financial 2013     Total revenue of ¥ 6493.2 billion was reported in financial year 2011-12 which is 9.6% less than the previous year A loss of ¥ 83.2 billion is reported Plan for 2013 FY is derived from tag line “Sony will change” stating major changes in company As of March 31, 2012, Sony Corporation's headcount was approximately 16,000

Corporate strategy for FY 2013     Strengthening core areas like digital imaging, game, mobile Turning around television business by targeting 60% reduction in fixed business cost and 30% reduction in operating cost Expanding business in emerging markets AV/IT with a target of 60% for FY 2014 Creating new business targeting “Medical Equipment” industry

All the above details can be accessed from Sony Annual Report FY 2012

UoB No 12001015 6 2.1.2 SWOT Analysis

When a company is in a certain stage where it has to understand its current situation and plan the future strategy for development what should it? To answer the question in a structured integrated and analytical way a marketing tool
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