Sony Analysis

To regain some of its market share in its “growth driven” and “stable profit generators” sectors, Sony can reposition its competition in the minds of consumers. For instance, Sony can use comparative advertising to demonstrate that its brands are superior to its competitors. In this situation, Sony can attempt to alter the portrayed image of its competitor, Nintendo, and position its PlayStation game console as the better-quality product (Positioning(marketing), n.d).

The electronics and media giant Sony was struggling through the late 1990s and early part of the 21st century. With each disappointment, it seemed that Sony’s management launched another restructuring of the company. By 2003, commentators were beginning to ask whether restructuring was part of the solution or part of the problem. How should Sony be managing its strategic renewal? Introduction For the first quarter ending 30 June 2003, Japan based Sony Corporation (Sony)2 stunned the corporate world by reporting a decline in net profit of 98 per cent. Sony reported a net profit of ¥9.3 million compared to ¥1.1 billion for the same quarter in 2002. Sony’s revenues fell by 6.9 per cent to ¥1.6 trillion for the

Sony is a well respected brand in the electronic industry. With its success entering the gaming market with its PlayStation, Sony has earned a position as a market leader. Problems began to occur when Sony launched its seventh generation gaming console. New competitors entered the market, such as Microsoft and old rivals such as Nintendo. The release of the Sony PlayStation 3 failed to achieve growth in sales due to the lack of direct and indirect network effects. One of the reason majority of the users were not adopting because of the high price premium and the technological uncertainty. Technological uncertainty included the new innovation Blu-ray and the number of main stream users willing to buy the console. The

One of the most recognized brand names in the world today, Sony Corporation, Japan, established its Indian operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 16 years, Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry.

Sony’s commitment to R&D and innovation enabled the company to offer products with top quality helping to maintain the strong Sony’s brands.

Sony is a brand that beliefs in creating things which captures consumers’ imaginations and enhancing their lives in the process. Their products such as the PlayStation aim to stimulate people’s senses and refresh their spirits. The Sony PlayStation delivers a message that it helps players achieve their dreams and attain fulfilment in their lives. This message is depicted in the commercial using peripheral cues that appeal to our inner fears, and it can be seen through the following frameworks.

Good reputation and Distribution networks – Sony as a company has a very good reputation among the customers and they would have no problems in obtaining products from a company like Sony. With its well established network round the world, it would be icing on the cake to introduce a new product into the market.

This report provides an analysis and evaluation of the current and prospective profitability of Toshiba consumer electronics (televisions, audio equipment, etc.). Methods of analysis include current marketing activities, the problem that Toshiba is faced in the market and the reason cased those problem. The research draws attention to the fact that in 2011, Toshiba forecast full-year sales, compared with the previous year, digital products will be reduced about 230 billion yen, electronic components will be reduced around 140 billion yen. Further investigations reveal before 2011, Toshiba is usually profitable, but the grim situation of the Japanese market, now adopted the practice of past business doesn 't work at all, moreover Toshiba is expected to social infrastructure (including nuclear power plant, coal power, hydropower, new energy and smart community, etc.) will increase over the previous year about 190 billion yen.

Consequently, the name “Sony” became more familiar than the name “Tokyo Tsushin Kogyo” because it was difficult to understand and to recognize. Finally, in 1958 Tokyo Tsushin Kogyo’s managements have decided to register “Sony Corporation” as its official trademark by an intention to establish “SONY” as an international recognized brand. This can be considered as Sony first move in doing global strategy. Presently, Sony has become one of the most world recognized brand (Richard A, 2002).

Sony will also to explore the establishment of industry alliance mode on the electric car battery and the energy storage module business areas. Colour TV business also needs to be optimized; the target is in the 2013 fiscal year to achieve profitability. Sony has sold stake with Samsung joint venture LCD panel plant , in fiscal year 2012 TV model was reduced by about 40% than the 2011 fiscal year , so that the television business fixed operational cost by 60%, reduce operating costs 30%. Sony will research, development of OLED, direct LED and other new types of display, and use of the content advantage to enhance colour television product differentiation.

The first objective of the research study was to figure out the factos that influence customers’ movie decision and their relative importance. From the theoretical framework, four factors were tested to study how much their influence would be on customers’ movie choice. The average value for each factor was computed based on the item values; which were later used for the paired sample t-tests to check if there are any differences in means between each pair of factors. The result is presented in the table 27 below.

After making SWOT analysis of Sony business model and reviewing whole current position, it is suggested Sony to create more precisely its future market strategy considering more production of more profitable products. Furthermore, company has to rely on its partners in creating innovative technologies because as it’s known the only product (“CELL”) that could return Sony to the market was produced in jointly with Toshiba and IBM. Emphasizing on innovations such as convergence of entertainment and games can be profitable due to absence of such a product in the market but company has to hedge all its further risks because market is very dynamic and it cannot be predicted whether new product will bring profit or fail. In addition, progress in innovations along with reducing their manufacturing costs, acquire of new patents and improve of quality may return Sony to its

Sony Corporation (Sony), incorporated on May 7, 1946, is engaged in the development, design, manufacture, and sale of various kinds of electronic equipment, instruments, and devices for consumer, professional and industrial markets, as well as game consoles and software. Sony’s primary manufacturing facilities are located in Japan, Europe, and Asia. Sony also utilizes third-party contract manufacturers for certain products. Sony’s products are marketed throughout the world by sales subsidiaries and unaffiliated distributors, as well as direct sales through the Internet. Sony is engaged in the development, production, manufacture, marketing, distribution and broadcasting of image-based software, including motion picture, home entertainment and television products. Sony is also engaged in the development, production, manufacture, and distribution of recorded music. Further, Sony is also engaged in various financial service businesses, including life and non-life insurance operations through its Japanese insurance subsidiaries, banking operations through a Japanese Internet-based banking subsidiary and leasing and credit financing operations through a subsidiary in Japan. In addition, Sony engages in a network service business and an advertising agency business in Japan. The Headquarters, as its name implies, provides global headquarters functions, ensuring solid cooperation among businesses. Sony will continue to strive to realize integrated value creation throughout

Sony is the world’s No. 2 consumer electronics maker after Panasonic with around $70 billion in worldwide sales.

In this essay I will be analysing a television purchase I made from Argos using the consumer decision making process and concluding with a justification in the context on consumer decision-making process. The consumer decision-making process is a compound process, which involves six stages - problem recognition, Information search, pre - purchase evaluation of alternatives, purchase, consumption, post consumption evaluation and divestment.