The Marketing Of A Marketing Audit

I decided to do my research on Sony due to the advancement in technology and the competition between companies such as Microsoft, Apple, and Sony. I have been around long enough to know about Sony’s products but the real reason that attracted me to them for this essay is because I actually believe that they are having a negative trend. I am starting to see less Sony items in stores and I haven’t really heard much about them. Whereas companies such as Apple are constantly being talked about and you often see people walking around with some type of apple product in their hands. Today we are going to research Sony through a horizontal analysis and through different ratio analyses. Let’s see what we find!

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:

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 has the vision to lead the AV/IT industry by providing the most cutting edge innovations in all emerging and existing markets. Sony prides itself in leading the industry as a benchmark setter for research and development, while providing products at the most economical price for consumers. Part of the mission and vision of Sony is to dominate the market by streamlining its global operations in order to reduce costs, increase efficiency and maximize profits for the shareholders. The new comprehensive marketing and management strategy will focus on five main initiatives in order to achieve Sony’s mission to be the leader in the technology industry and provide the most return for both customers and stakeholders. The five initiatives focus on aggressively strengthening Sony’s core

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.

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.

NES, and Sony had agreed to create the PS for this purpose. However, over the next two years,

“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)

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”.

Comparing to other competitors’ superiority, Sony should improve its R&D, design, marketing and innovation of product and services

The Sony brand is one the best known brands in the world. Its products, such as the PlayStation and the Walkman, paved the way for other electric devices without which most of us are not able to imagine their lives. In this essay, case study information and further research is used to illustrate Sony’s strategy and culture as well as to give recommendations for the future. The case study ‘Sony in the new Millennium” that is used for discussion was written by Robin John of the London South Bank University. Information that is not taken out of the case study is clearly marked and included the list of references. The question of what resources and competences Sony displays and which of these are its competitive capabilities will

Sony Corporation(ソニー株式会社) was founded in 1946. It is the well-known large-scale comprehensive multinational enterprise group. Sony is also the forerunner of audiovisuals, video games, communication products and information technology in the world. Now, Sony Group is focused on Electronics (such as AV/IT products and components), Game (such as PlayStation), Entertainment (such as motion pictures and music) and Financial Services (such as insurance and banking). It has sectors in these 3 areas. Sony Corporation

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.

A marketing audit is a systematic approach to examining existing products and services for strengths and weaknesses. It often focuses on the Ps of marketing including product, price, place, and promotion along with other elements. The purpose of the marketing audit is to appraise the organization 's current status and provide recommendations for future action.

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.