MARKETING MANAGEMENT

Marketing Management: Sony



Table of Contents

Introduction4

Corporate Profile4

Main Products5

Situational Analysis6

PESTLE Analysis6

Political factors6

Economic Factors7

Social Factors7

Technological Factors8

Internal Analysis8

SWOT Analysis10

Strengths10

Weaknesses11

Opportunities11

Threats12

Product Description12

Marketing Objectives13

Industry Analysis14

Marketing Plan14

Segmentation14

Target market15

Positioning15

Marketing Mix16

Product16

Place16

Pricing16

Promotion and Advertising17

Marketing Mix and e-Business.17

Promotional Plans Mind Map18

Marketing Budget19

Conclusion20

References21

Marketing Management: Sony

Introduction

The paper discusses the concept of marketing management keeping in view the product launch plan of Sony green TV in India. The paper highlights the situational analysis, strengths and weaknesses of Sony, marketing mix of the product launch, the global expansion strategy, and the cost of marketing plan.

Corporate Profile

Sony Corporation was founded on May 7, 1946, under the name Tokyo Tsushin Kogyo Kabushiki Kaisha (Tokyo Telecommunications Engineering Corporation). Its founders, engineers Masaru Ibuka, and Akio Morita had the mission to create innovative products that help fulfill the dreams of his clients, and it was. In 1958 Tokyo Tsushin Kogyo was established in Japan as a leading manufacturer of tape recorders, one of its first products (Nathan, 2000,25). That same year, the founders changed the company name to Sony Corporation - a name easier to pronounce than help the company in its global expansion. More than 50 years after its launch, Sony is an undisputed world leader in entertainment, beginning with its division of Electronic products consisting Audio, Video, TV, information and communications, electronics and other equipment. Its business divisions stretch of games, music (Sony Music Entertainment, Inc.), Film (Sony Pictures Entertainment), Insurance (Sony Life Insurance Co., Ltd.), and various other businesses (Nathan, 2000,34). Sony is a leader in the manufacture of products for audio, video, communications and information technologies for consumer and professional markets, since the introduction of the first transistor radio to the development of advanced and proven for almost all sectors of society. The instant expansion of global broadband networks connects typical business situations in real time. Now, Sony is using global IP networks and advanced graphics processing technology to create high-resolution visual communication systems that catapult businesses into the future. Sony's vision is to deliver IP video monitoring to customers with products and solutions consistent with the concept "IPELA" of the company. Sony's commitment to continuously understand customer needs and develop technologically advanced IPELA systems, equipped with the latest technology in audio / video, increasingly intelligent features and improved operating conditions (Nathan, 2000, 21).

Main Products

Sony offers a complete line of products, from network cameras and recorders to monitor software and can provide aggregate IP monitoring solutions. Since 1998, Sony has developed and sold by closed-circuit analogue and analogue cameras, VCRs and multiplexers and security markets worldwide have purchased millions of these systems over the years, Sony is recognized as a highly reputable company among these customers. The Sony network cameras are equipped with devices highly sensitive charge-coupled (CCD) and high resolution to capture clear and detailed images even in low light conditions (Chang, 2008,232). (- SNC-RX550 360 PTZ - New Minidomes SNC-DF50N, DF80N.-SNC-CS50 SNC-Fixed, etc-) Sony Network Recorders are equipped with high-performance processors and large hard drives, can record images over a prolonged period, even at high frame ...