A marketing audit is a comprehensive and methodical examination of a company’s failures and successes in terms of marketing. An audit, evaluates the market environment, the marketing strategies, and the company’s goals to better see where the company may be falling short, and similarly, it shows what is working. In this Audit we will be observing several fields of marketing relative to the Sony Corporation, it will examine and focus on the Marketing Mix, Environmental Analysis, and SWOT Analysis. These Analyses will enable us to better understand Sony’s strategies in regards to marketing, what influences affect the company, and what changes may need to be made in order to correct negative impacts.
This industry conglomerate was
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They went on to create the first wide screen HD TV, digital recording device, digital camera, and blue ray player. They developed the first LCD device, the first Internet TV powered by Google and that’s just a brief overview of all the innovations, inventions, and products associated with the Sony Corporation. (####)
The first computer related product from Sony was introduced in 1967. They co-developed the microprocessor collaborating with Intel Corp. in 1971; however, the core of their electronics sales continued to stream from the audio and visual electronic equipment such as TV’s and radio systems. Sony has always stayed true to their mission of designing with functionality and portability in mind and as that became important to consumers in regards to laptop design, Sony was ahead of the curb creating more compact designs in addition to the co-development of the word processor and the 3.5 inch floppy disc which was a new and innovative recording medium at the time. (####) Currently, Sony has become one of the foremost manufacturers of audio, video, information and communication products for both the customer and the professional business markets; furthermore, its products are synonymous with quality, and value.
Sony’s mission and vision is to design and create innovative quality products which benefit customers. Their marketing goals are to increase sells, create innovative quality products, and deliver value to their customers, clients, and partners in
Sony Corporation is a Japanese owned company, created in 1946 based in Tokyo, Japan. The company competes in the technology market with diversity. This includes video games, computers and computer hardware, television, media players, etc. With that being said, Sony has had their ups and downs over the past few years, just like everyone else in this industry. Things such as the U.S. economy can really affect the future of this company. Now that the economy is on the downfall, things such as entertainment are not as important as paying for food, gas, and other bills. It is important to realize these things as you analyze the company due to the fact that the company
A marketing audit is a function, in the context of management operations, by which the assessment of the implementation of strategic marketing at tactical level is attempted. The application of marketing audit results in testing the compatibility and comparability of the objectives, sought to be implemented within the marketing strategy, with measurable targets which are achieved in reality. This can be implemented through the presentation and analysis of results in different areas of business operation which affect the application of marketing throughout the company. Thus, a marketing audit is implemented in the following areas:
In addition to electronics, Sony Corporation is an entertainment company that pioneers in motion pictures, music, and financial services.
Sony’s innovative approach and successful brand name, being associated with numerous motion pictures, computer entertainment, music, television, and online businesses, makes Sony one of the most successful, extensive entertainment and technology companies in the world.
Firstly, Sony’s type of business is for the public and they fall under the Audio/Video Equipment Industry. Today, Sony Corporation develops and manufactures consumer and industrial electronic equipment. The Company 's products include audio and video equipment, televisions, displays, electronic components, computers and computer peripherals, and telecommunication equipment. The Company is also active in the worldwide music and image-based software markets. Since the 1980’s, Sony had converted itself from an electronics company to a global entertainment company with such products. Some of this company’s major competitors include Matsushita, Philips, and Sanyo. The world’s first CD player was fashioned in October 1982. Sony entered the imaging market with their first digital camera, the Cyber Shot Digital Still Camera in 1996.
Sony Corporation was founded on the 7th of May 1946 in Tokyo, Japan as a joint stock company under Japanese law. To start it, the founders incurred a cost of 190,000 yen. The co-founder of Sony Corporation in May 1946 was Masaru Ibuka. The other co-founder who founded the Sony Corporation in America iin160 was called Akio Morita.
In the history of Sony, they tend to have many failures in creating a technology or gadgets. They fail to make the consumers accept the thought of their gadget. One example is the Betamax. But on the other hand Sony continuously innovate their products and they also in tend to create new ones. Sony is also the one
Strong Brand Name – Sony is one of the leading brands in the world, particularly in the electronics field. The VAIO laptops which are a big hit among the pc users is an evidence for the brand influence that Sony has on people.
“At Sony, our mission is to be a company that inspires and fulfills your curiosity. Our unlimited passion for technology, content and services, and relentless pursuit of innovation, drives us to deliver ground-breaking new excitement and entertainment in ways that only Sony can. Creating unique new cultures and experiences. Everything we do, is to move you emotionally.” (About Sony: Sony Corporation, 2015)
Sony has a strong reputation on the domain of digital and audio technology. However, Sony was a marginal player in the handset industry with 2% of market share. Previous attempts to enter the US and European markets both failed due to poor knowledge on mobile technology. Sony was too slow to move away from its traditional businesses such as music stereos, televisions, VCR and DVD, hence a partner who could provide expertise knowledge was needed.
A marketing audit is not unlike a financial audit in that it helps the organisations to examine progress or lack of process towards the goals.
One of the Japanese multinational conglomerate “Sony Corporation”, according to their history “Sony” that is a small group of young people and the unlimited innovative ideas with their passion and energy (Sony History). It also be called “Head of Electronic” (Dina, Lo. 2005), most of various high quality innovative technology products are manufactured by “Sony”.
Sony is one of the world’s leading manufacturers for consumer electronics and broadcast & professional products. Established for more half a decade, Sony is known for it innovative and high quality products.
Sony can make good use of its strong R&D and technological knowledge to the next generation innovations such as the rollable thin TV display and Freehand Manipulations on Interactive Surfaces (SmartSkin). This can maintain competitive advantage in electronic