...2.1 Product Strategy 2.1.1 Products Classification Sony LCD TV classified as consumers product and shopping goods. The price of Sony LCD TV depends on the features and the series of the LCD TV. For example, Sony 46 inch EX520 Series Full HD LCD TV (RM3,999) , Sony 40 inch Full HD LCD TV BX400 Series (RM3,099) Sony 40 inch EX520 Series Full HD LCD TV (RM2,599) , Sony 40 inch BX420 Series Full HD LCD TV (RM1,699) , Sony 32 inch Full HD LCD TV - S Series - KLV-32S550A (RM2,099) . 2.1.2 Product & Service Decision 1. Products Attributes Referring to the product & service of Sony LCD TV the quality of the technology let us watch sports, video games, and high-speed action movies with virtually no motion blur. The Sony LCD TV keeps it up with fast-moving entertainment. Next, Sony gives it superior picture quality over standard HD TV. Sony LCD TV with on-screen reference points for key picture quality elements such as clear resolution, color, sharpness, and LED backlight levels. Full HD 1080p picture quality, 4 HD inputs, USB input, Clear Resolution Enhancer for crisp detail and contrast, optimized picture based on what you're watching, Digital Noise Reduction. Sony’s advanced noise reduction algorithm, this technology boosts image clarity with heightened contrast and depth that cannot be found on most television. Furthermore, Sony LCD TV gives the highest resolution available. From football games to TV shows, everything will look its best on this BX Series HDTV. And with...
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...Playstation product family’s launch price Sony Playstation has 2 product lines: Home console and handheld system Home console | Playstation | Playstation 2 | Playstation 3 | Playstation 4 | Launch Price | 299 | 299 | 499 (20GB)599 (60GB) | 399 | Price drop | | 199 | 299 | | Handheld system | Playstation Portable | PSP Go | Playstation Vita | Launch Price | 249 | 249 | 299 | Price drop | 129 | 149 | 199 | Pricing Strategy Market skimming Sony usually drops price of their products after one or two years. For exemple: PS2 (299->199), PS3 (499->299), PSP (249-129), PSP Go (249->149), PS Vita (299->199) This help them to secure their market share and to introduce new products, especially when their new product’s price is usually very high. Loss Leaders Pricing for home console product line Loss leaders pricing strategy is a very special point of Sony. They sell their hardware product at a price below the cost, even the production cost, intentionally take loss to gain market share. But they take profit by selling games and movies. Let’s assume that the profit on any one game averages $15.00. For every console sold, the company expects to sell an average of 60 games over the consoles life. This means the profit on games per console is $900.00. In addition, the loss on each console sold is $450.00 With this strategy, Sony gain a big success for PS2. but we can’t say the same for PS3. Because of high price, only 80 million PS3 were sold (2/11/13), compared...
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...Sony Marketing Assignment Stefan van der Fluit (1122828) Analyse issues in the Company Case from a Strategy perspective, and then discuss one of the issues identified. (50% marks) Stefan van der Fluit (1122828) Gaming has been around ever since the invention of computers, being a great form of inexpensive entertainment. In 1993 Sony realized the true potential gaming had to offer and decided that they wanted a piece of the cake; Sony Computer Entertainment was born. A year later, Sony’s released the PlayStation. Ever since then the PlayStation brand has been a true icon amongst the gaming and home en tertainment community. Due to the rise in competition, Sony has to keep on innovating in order to keep attracting current/new customers. Using Porter’s five forces analysis this paper will identify the issues Sony faces in the marketplace. For the sake of simplicity I will focus on Sony’s latest game consoles: the PlayStation 3 and PSP. Porter’s 5 Forces Analysis: Bargaining Power of Suppliers: As Sony is quite a large corporation this means that they also have a considerable supplier database. The advantage being that if there were to be a problem with a supplier for any reason, Sony could easily switch to one of their many other suppliers.1 In order to reduce the risk of a supplier lock -in scenario, Sony Co-Develops both the CPU’s2 and GPU’s for the PlayStation Three (CPU being the Processor and GPU being the Graphical Processing Unit), as well as using...
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...Sony Corporation and the Video Game Console Market: 1 A Competitive Analysis By Ryan Bogner, Peter Hung, Guan Wang, and Steven Wang This report evaluates Sony Corporation’s strategy in the console gaming market from the top-down perspective of the entire corporation. 1 Executive Summary Sony’s current strategy in the video game console market is simple: use the technologically superior Playstation 3 as a loss leader to introduce the Blu-ray optical drive2 into consumers’ homes and leverage that market penetration to drive content sales once Blu-ray is established as the de facto standard for optical storage. It is therefore in Sony’s interest to reach the tipping point for market adoption of Blu-ray as soon as possible. To increase the rate of Blu-ray adoption in the market, we recommend that Sony adopt a “good-better-best” strategy, whereby Sony produces discounted and premium versions of the current Playstation 3 for sale to consumers. This strategy will encourage price-sensitive customers to purchase Playstation 3 consoles without marginalizing power gamers. Nintendo and Microsoft will most likely respond to this strategy with differentiation rather than price competition. If Sony reinforces this strategy with coherent marketing and intellectual property strategies, it can increase Blu-ray adoption rates and make it more likely that the format will be adopted as a standard. The Market for Video Game Consoles is Growing, but Competition is Fierce The market for...
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...How Sony Playstation has Applied the 10 Operation Management Strategies Kenneth Turner GM583 Operations Management June 19, 2011 Table of Contents Abstact 1. Background 1. Problem Formulation Discussion 2. Analysis 5. Reflection 7. Recommendation 8. Appendix 9. References 10. Abstract Even though the Sony Playstation is a leader in their market, they still have the problem of the Japanese yen being more valuable than their foreign country’s currency, and the location of their manufacturing facilities being too far from their customers. This contributes to the increased cost of quality of them having to transport the materials, and finished products to and from the manufacturing facility. Also the cost of imports and exports is not as valuable for them because of the value of the American dollar, or the European pound compared to the Japanese yen. (Sony Corporation SWOT Analysis, 2010) As an Operations Management Consultant, I have been asked to present a paper to Sony Corporation on how they have applied the Ten Operation Management Strategies to successfully achieve their financial, social, market place dominance, cultural influence, international presence, and successful application of quality principals to successfully achieve their objectives in America. Background The Sony corporation is one of the largest consumer electronics makers...
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...offerings rather than complex ones, though. They are then heavy technology users but they do not possess a table or kindle yet. Although they are in a financially well-off position, they are still price sensitive when it comes to shopping products, as they are putting money aside for the future (uncertainty about the economic situation, college funds for kids, etc). She wants a device that will accompany her while cooking, she wants innovative and interesting recipes, she wants to listen to her favorite music through Pandora, check her horoscope and answer emails conveniently. He wants to check the weather, the traffic and the Wall Street Journal. They want to check their social networks and watch movies from Netflix at night. Message strategy: Believe in a High-Tech Alarm clock that will make you want to wake up every morning. But not only that, believe in an all in one home-improving dash, that will deliver wirelessly to your home anything you need and in the moment you need it from the net. Believe in a deluxe way of starting your day. In...
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...Sony Corporation Introduction In an economy that thrives thoroughly on technology and progression itself, there are many companies that have taken advantage of the opportunities that have been offered to them through science. Due to continuous development in technology, companies are being able to find their path in success through competitive products and service. And one of the Company that would strike on peoples mind in no time while talking about information technological products or be it digital equipments, it would be none other than Sony. Known for the best quality around the world and technological leadership, with its music, pictures, game and online businesses, the company is uniquely positioned to be one of the world’s leading digital entertainment brands, offering an outstanding portfolio of exciting multimedia content. History Established in the wake of Second World War 1946, May 7, as an electronic shop in a bomb damaged electronic department store by Masaru Ibuka. The company had an initial capital of $530 and 8 employees. The following year, he was accompanied by his colleague, Akio Morita and together, they founded a company called Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Corporation), and the main objective of the company, was to design and create innovative products which would benefit the people” .The founders were looking for Romanized name, and previously recommended using the initials, TKK as their company’s name...
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...The Sony Corporation: A Case Study in Transnational Media Management by Richard A. Gershon, Western Michigan University, U.S.A. and Tsutomu Kanayama, Sophia University, Japan The transnational corporation is a nationally based company with overseas operations in two or more countries. What distinguishes the transnational media corporation (TNMC) from other types of TNCs, is that the principle product being sold is information and entertainment. The following paper is a case study analysis of the Sony Corporation; a leading TNMC in the production and sale of consumer electronics, music and film entertainment and videogame technology. There are two main parts to this study. Part I. examines the history and development of the Sony Corporation. It builds on the theoretical work of Schein, (1984, 1983), Morley, Shockley-Zalabak (1991) and Gershon (2002, 1997) who argue that the business strategies and corporate culture of a company are often a direct reflection of the person (or persons) who were responsible for developing the organization and its business mission. Second Part examines the Sony Corporation from the standpoint of business strategy. Special attention is given to the subject of organizational culture and strategic decision-making. A second argu- ment of this paper is that while Sony is a TNMC, the organization is decidedly Japanese in its business values. This is beginning to change in the face of global competition and the need to improve business performance. This...
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...Sony Walkman Sony is an international brand and known as electronic company. The company selling products to the global market that makes company has a very large consumer market. Also Sony has always led the market in terms of innovation and new technology products. Companies in this industry are benefiting from rapid growth have sales and earnings that are expanding at a faster rate than firms in other industries but, electronic industry has low barrier to enter and exit. The technology of electronic product is easy to copy that makes Sony faces with many competitors so Sony should try to be the first and fast entrant to develop and launch new products to market in order to gain high profit. Sony moved to expand their branding strategies with the potentially unlimited difference of the global market. The target consumer group, Sony Walkman will focus on teenager, and young consumer groups. Often the concept of “youth” came to play a predominate role in many of Sony Walkman’s advertisings. By emphasizing consumer driven design and hip sensibility, Sony played a pivotal role in developing much of the branding and lifestyle marketing that has become a central strategy for Sony Walkman. Entertainment giants “Sony” were the first one to envision the portable music player when they launched the first Walkman in the year 1979 and they were very successful in 1981. At that time, at least 20 companies...
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...Sony Corporation: Strengths, Weaknesses, Opportunities, Threats By Keki Fatakia | More Articles fool.com | March 2, 2012 There are many ways of analyzing a business. Perhaps one of the best ways to do this is by creating a SWOT – that is, Strengths, Weaknesses, Opportunities, and Threats -- analysis. This sheds light on the good and bad points of a business in terms of its strengths and weaknesses, which are mostly internal in nature; as well as opportunities and threats, which are external in nature. Here is a SWOT analysis of Sony Corporation (NYSE: SNE ) , which once was the undisputed leader in the consumer electronics space. Let's take a brief look at the results for Sony. Strengths •Sony has built a brand. This is highlighted by the fact that the company was tagged in a 2011 survey as Asia's most valued brand. •The company is synonymous with technological excellence and has a rich heritage of technological expertise. Besides creating the Trinitron Color television, VCR, and Walkman, the company helped develop the magnetic recording tape, the compact disc, and the Blu-Ray disc, used today as a medium for high-definition video playback. Its latest innovation, a Crystal LED television, was well received at the Consumer Electronics Show in Las Vegas. •Out of all its products at present, Sony's success with the Playstation is most noteworthy -- it has been successful since inception, and still sees tremendous consumer demand. •A strong foothold...
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...Projected growth in the electronics market. As a leader of it’s industry, Sony can adapt to changes in consumer demands as the happen. Additionally, Sony has reorganized in a way to put people with global experience and technological know-how in positions to maximize potential growth. 3. Strong position in emerging economies. Sony is strong in Brazil, Russia, India, and China. These countries areas represent 40% of the worlds population as well as a vast emerging market Weaknesses 1. Sony’s media production has a high cost. This has affected the company’s pricing strategy, leading to a loss of $6.3 billion between 2004 and 2012. 2. Sony has too many business segments. Originally they held one core competency, making great consumer electronic products. Because of this diversity the focus has been shifted. Opportunities: 1. Sony can add value and content in its movie, music, and gaming by integrating their product line. 2. Their gaming industry is in a position that is friendly and supportive to indie developers. This provides them with the chance at exclusive content that won’t be out on other consoles Threats: Sony’s threats all come from other businesses. Microsoft and Nintendo are strong competition in the gaming industry, which is where Sony makes their largest profit. Losing out to either of these other companies would impact Sony greatly. Business Strategy (and global plan): Sony has decided it will no longer try to pursue growth in industries where intense...
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...The founder of Sony is 2 Japanese man which are Masaru Ibuka and Akio Morita on 7th May 1946. However, they complement each other and invent the unique product which achieve the people needs. The Sony company is formed and eventually grow into a more than $60 billion global organization. Sony has the ability to achieve the needed of the people and improve the technology around our environment. The Sony company has been at the cutting edge of technology for more than 50 years and they have impact the environment around us positively. Further, few companies are as well positioned to drive the digital age into homes and businesses around the world for the next 50 years and beyond. Today, Sony continues to fuel industry growth with the sales of innovative and unique Sony products, as well as with the company’s convergence strategy. For example, VAIO notebooks that raise the bar in both form and function, digital cameras that capture pictures on a floppy disk, CD-R or Memory Stick, MiniDisc recorders with a digital PC Link to marry high quality digital audio with downloadable music, DVD/CD multi-disc changers that playback both audio and video, and Hi-Scan flat screen TVs that deliver near HDTV picture quality through Digital Reality Creation (DRC) circuitry. Besides, there is also some major product which recommended by Sony such as 3D televisions, digital cameras, home audio, VAIO notebooks and others. Sony’s future brand success will be determined by how the company meets the...
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...Collaborative Marketing Plan Sony Corporation Group 3 Collaborative Marketing Plan Sony Corporation Table of Contents 1. Executive Summary 2 2. Company Description 2 3. Strategic Focus and Plan 3 Mission Goals Core Competency and Sustainable Competitive Advantage 4. Situation Analysis 5 SWOT Analysis Industry Analysis Competitor Analysis Company Analysis Customer Analysis 5. Market-Product Focus 10 Marketing and Product Objectives Target Markets Points of Difference Positioning 6. Marketing Program 11 Product Strategy Price Strategy Promotion Strategy Place Strategy 7. Financial Data and Projections 16 Past Sales Revenue Five-Year Projections 1. Executive Summary Sony Corporation manufacturers high-quality electronic products, utilizing new technology to continually evolve in a highly competitive industry. This marketing plan for introducing the new product, Tracker Stickers, illustrates our market segments and the strategies we are employing to get customers and create a solid revenue stream. This new product will not only increase revenues for the company, but will provide a convenience to our customers allowing them to locate those easily lost items including keys, phones, remotes and any other item they would like. Tracker Stickers are easy to apply and easy to use. 2. Company Description Sony Corporation had humble beginnings in May of 1946 as Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Company)...
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...Introduction Sony was founded in 1945 by partners Masaru Ibuka, (an engineer), and Akio Morita, (a physicist),and was originally named Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering). The firm was launched in Nihonbashi, Tokyo. Would you like to take a lesson on the marketing mix? Four years later the company developed and produced Japans’ first magnetite-coated, paper-based recording tape, called Soni-Tape. In 1955, the firm began using Sony logo on Totsuko products. The group also launched Japan’s first transistor radio, the TR-55, during the same time. In 1958, the group changed its name to Sony. Today Sony has developed ‘TransferJet’, a proximity wireless transfer technology enabling the high speed transfer of large data files between electronic devices such as mobile phones, digital cameras, YVs, digital video cameras, computers and the company recorded revenues of JPY7,730 billion ($77.3 billion) during the financial year ended March 2009. Product * Audio – Home, portable and car as well as personal navigation systems * Video – Video cameras, digital cameras, DVD/Video players & recorders * Televisions – LCD televisions, Projection televisions CRT-based televisions * Information and computers – personal computers, printers * Semiconductors- LCD, CCD, and other types of semiconductors * Games – PlayStation * Television and motion pictures * The company offers a Sony Card and a PlayStation card, these are rewards cards credit...
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...Sony is facing competition from other robot manufacturers, including Honda. It is also facing competition from toy manufacturers selling low-‐end knock-‐offs (e.g., Poo-‐Chi). How should these affect Sony's positioning strategy? "AIBO is not at all intended to replace live animals," said Grace Ann Arnold, spokeswoman for Sony Electronics. "It is technologically designed primarily for entertainment purposes. You can train it and teach it. It does have emotions and instincts built in. But it is not intended to replace animals." "We're keeping in perspective that it's a child's toy," said Rachel Johnson, spokeswoman for Tiger Electronics. "It's fun and exciting and a whole new level of interactive play. But it's not our goal to replace household pets." When firms adopt a reverse or breakaway positioning strategy, there is no pretense about what they're up to. Part of the appeal of their cleverly positioned product offerings comes from explicitly subverting convention through unconventional promotions, prices, and attributes. In contrast, companies that use stealth positioning adopt a covert approach. They conceal the true nature of their products by affiliating them with a different category. This is a powerful strategy for marketers when a category is in some way tainted. Consumers may feel intimidated by products in the category (as can be the case with new technologies); they may be skeptical of the products because previous offerings...
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