Sony Marketing Plan Essay example

3423 Words Feb 25th, 2015 14 Pages
Table of Contents
Executive Summary……………………………………………………………………3
Background……………………………………………………………………………..4
Situation Analysis ……………………………………………………………...2 Competitive Analysis …………………………………………………………….5 SWOT Analysis …………………………………………………………………..6 Strengths……………………………………………………………………6 Weaknesses…………………………………………………………………8 Opportunities……………………………………………………………….9 Threats…………………………………………………………………….9
Marketing Opportunity Analysis…………………………………………………………10
Marketing Plan Summary……………………………………………………………….11 Target Market……………………………………………………………………11
Competitive Benefits………………………………………………………………12
Positioning Statement…………………………………………………………….12
Promotional Plan…………………………………………………………………………12 Gaming
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* Use IMC to market through online channels * Release a beta for critics and reviewers.
By implementing this promotional plan, Sony can expect to increase awareness of the product, gain interest and potential buyers, and generate revenues while staying ahead of competitors.

Background
Sony is a Japanese based electronics company that specializes in personal electronics, televisions, sound systems, and movies and music with a mission to be a company that inspires and fulfils curiosity. Today, more than 900 million Sony devices are in the hands and homes of consumers around the world. Through music, movies, and video games, Sony’s entertainment network provides more entertainment experiences than anyone else in the industry (Inc., Company News).
Starting as a telecommunications engineering corporation in 1976, the founder of Sony, Masaru Ibuka, built Japans first tape recorder. Over time, Sony became well known for creating new devices and technology rather than following through industry fads (Corporation, n.d.). They have been the developers of the Trinitron Color television, VCR, and Walkman, the magnetic recording tape, the compact disc, and the Blu-Ray disc, and the latest addition which is a Crystal LED television. They continue the expansion through Xperia Smart phones and tablets, Vio laptops, Bravia televisions, and 4k Cybershot professional

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