Markteting Assignment - Sony Corporation

4538 Words May 5th, 2013 19 Pages
Contents

1. Introduction……………………………………………………………………………………………………………..3
2. History………………………………………………………………………………………………………………….....3
3. Current Market of Sony Corporation………………………………………………………………………..3
4. Organizational Orientation……………………………………………………………………………………….4
5. Sony's current Market analysis…………………………………………………………………………………4
6. Sony’s Orientation……………………………………………………………………………………………………6
7. Sony's Competitive Advantage 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
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They started it as very small company, but the company growth performance is very steep from the beginning. The first product produced by Sony is an electric rice cooker, followed by first Sony tape which uses magnetic paper based recording technology, which is first recording product in the market. In 1955, they have started branding as Sony products. Later, they changed to Sony Corporation from Totsuko. In 1960, Sony entered the global market and started exporting its products and expanded its markets in many countries. Sony continued its consistent improvement in technologies and in many sectors.

Source: http://en.wikipedia.org/wiki/Sony
Current Market of Sony Corporation

The total revenue for Sony in 2011 was US$ 86.65 billion. Their objective is to increase its market share and keep its progress consistent in the market among the competitors. Sony has manufactured products in many areas such as Entertainment - Television, CDs, DVDs etc., and Gaming – PlayStation - PS2, PS3, PSP, gaming CDs and DVDs, Music - digital players, Walkman etc. The Key technologies in television such as LCD, LED and in PlayStation such Motion control, Sensors players gives the marketing edge for the Sony Corporation. Sony captures its professional market by producing the mobile phones as Sony Ericsson and Laptops with brand name as Sony.

Source: http://www.wikinvest.com/stock/Sony_%28SNE%29/Data/Revenue/2011

Organizational