SONY VAIO

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“SONY VAIO” CASE ANALYSIS

Name: Kinney Rucker Cohort: North End Date: 24th Jan 2015

Main Issues and objectives of the report:
The main issue is: The product manager is having a difficult time to create a finalized marketing plan for Sony’s new VAIO laptops. The heart of the issue is the manager can doesn’t know which segment to target for the VAIO; due to, too much information. In December Sony encourage to all product managers to use a new corporate study that segmented consumers on a global level. The important question for the product manager, is does this global research help me better understand the consumers in China? And if yes, does it give more knowledge of the segmented groups in China that I can target for
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Most consumers used their laptop for television, cell phone and social networking.

Mr. Lopez was still clueless on his recommendation; he believed he needed more segmentation information. In 2010, Lopez negotiated with top management to conduct research on the Chinese laptop market, Lopez named the research study CLUES. From the data collected, CLUES created six laptop user segments: Entertainment Lover, Business Focus, Family User, Tech Enthusiast, Fashion Oriented and Heavy User.

In 2008 Sony began to partake in an unprecedented study of cross-company and cross- regional segmentation. Sony believe this would help enhance the company’s understanding of consumers globally. This project was called Compass and it included data from over 30,000 respondents. Compass created six global consumer segments: Technosocializers, Performance Seekers, Status Focus, Unfussy Basics, Functional Socializers and Quality of Lifers.

Analysis and Conclusion
Mr. Lopez has a lot of information to sort through and give a great recommendation to Sony to what segment to target. I believe Mr. Lopez should interpret the findings of both studies from a qualitative and quantitative point of view. That understanding what the customers wants and needs are, and buy targeting the customer needs it will yield higher sales for Sony. Mr. Lopez should use the re-contacted consumers that allowed him to categorize the Chinese consumers segmented in CLUES of the consumer segmentation of Compass.

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