Premium Essay

Sony Smartphone

In: Business and Management

Submitted By dayalanmahha
Words 759
Pages 4

SEMESTER 2 2014/2015


Kotler et al (2014) states that marketing is about creating customer value and building profitable customer relationships. It begins with the understanding of customer needs and target markets, designing customer-driven marketing strategies and programs, building customer relationships and capturing value for the firm. This module offers students with basic understanding of the marketing theory and concepts from a global perspective and application of soft skills among them throughout the assessments and later apply them in the real world.


The course is aimed at:

▪ Providing students with fundamental knowledge about marketing concepts from a global perspective ▪ Developing or enhancing analytical thinking, problem solving and basic marketing skills ▪ Promoting the importance of teamwork ▪ Enhancing leadership skills ▪ Improving interpersonal skills


Upon successful completion of the course, students should be able to:

▪ apply basic understanding of marketing theories and concepts into the real world of business ▪ function as an individual and produce synergy within a team ▪ communicate effectively with other profesionals and business communities; act in their capacity as a leader and manager in their inter-personal relationship, vertically and horizontally ▪ engage in life-long learning


To facilitate better understanding of the course materials, the following learning modes are adopted:

▪ Lectures, small group discussions, and case studies; ▪ Directed reading and individual research using the main text, supplementary materials, etc; and ▪...

Similar Documents

Premium Essay

Od Assignment

...CASE STUDY - SONY CORPORATION A record number of Sony Corporation shareholders, total 9,500, gathered in a posh hotel in Tokyo on 27th June 2012 waited anxiously for the new chief to reveal revival plan and strategies for Sony. This was Kazuo Hirai‘s first interaction with the share holders. Board of Sony Corporation had announced him as the new Chief Executive in February 2012 and he had taken over charge in April 2012. Kazuo Hirai, 51 years old new CEO, first asked the outgoing American national CEO and now the Chairman of Board Howard Stringer to talk the shareholders. Howard Stringer British born American national CEO of Sony Corporation from 2005 to 2012 deeply regretted the record loss of 457 billion yen ($ 5.75 billion) for the year 2011- 2012. According to Stringer, the poor performance of the current year was a result of the earth quake in Japan and the floods in Thailand. Shareholders became increasingly restless, one share holder shouted at the peak of his voice: ―Stringer, how can you justify your salary of $ 3 million per year. The company has been losing money since 2005 and you have been drawing such huge salaries and only talking‖. Another old share holder stated: ―the share price of Sony stock is now only 10% of Samsung‘s share price, and 2% of Apple Inc.‘s. This is your performance Howard Stringer for Sony Corporation.‖ He also questioned why Stringer had been retained as the Chairman of the Board This case has been prepared on real...

Words: 5498 - Pages: 22

Premium Essay


...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......

Words: 1160 - Pages: 5

Premium Essay

Swot Analysis of Sony

...Sony Corporation: Strengths, Weaknesses, Opportunities, Threats By Keki Fatakia | More Articles | 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......

Words: 789 - Pages: 4

Premium Essay

Collaborative Marketing Plan

...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......

Words: 4045 - Pages: 17

Free Essay

Aprenda a Usar Tecnología Nfc

...sistema permite enlazar aparatos con solo acercarlos sin configuraciones adicionales. Liberarse de cables para compartir información entre dispositivos móviles, para recargarlos o lograr con un toque que smartphones, tabletas, equipos de audio, sistemas de pago, vehículos y electrodomésticos ‘hablen’ e interactúen, hace parte de los desarrollos alcanzados con la tecnología inalámbrica de corto alcance, Near Field Communications (NFC). Como si fuese un truco de magia, en el que las conexiones físicas desaparecen para transmitir información, los equipos y plataformas que trabajan con NFC permiten, en segundos, conectar un dispositivo con múltiples aparatos móviles a través de la identificación de radiofrecuencia (RFID). La tecnología, que se prueba desde el 2004, despegó en Europa en el 2010 con los primeros ensayos para realizar transacciones financieras a través de teléfonos móviles. A raíz de esto, compañías como Visa, Master Card, Telefónica, Citibank y Google, con su Google Wallet, entre otros, ya cuentan con sistemas de pago con NFC desde el 2011, convirtiendo así a los smartphones en billeteras inteligentes. A propósito, durante los pasados Juegos Olímpicos de Londres, Visa y Samsung desarrollaron una app con la que se realizaron miles de transacciones a través de smartphones, en más de 60.000 puntos que contaron con esta tecnología, convirtiéndose así en una de las pruebas más grandes que se ha realizado con NFC. En Colombia, algunas de las tarjetas débito y......

Words: 586 - Pages: 3

Free Essay

Nintendo vs Sony vs Microsoft

...Nintendo’s Strategy in 2009: The Ongoing Battle with Microsoft and Sony Persaingan supremasi pasar segmen industri konsol video game dimulai pada musim liburan 2006 ketika sony dan Nintendo melaunching konsol generasi terakhir mereka untuk bersaing dengan Xbox 360, yang telah keluar di pasar pada musim belanja natal 2005. Analisis video game dan penulis majalah gaming dan web game terpukau dengan kemampuan grafik Sony PlayStation 3 (PS3). PS3 setara dengan Microsoft Xbox360 dari fitur yang dimiliki tetapi blueray PS3 drive jauh lebih unggul dari Xbox360. Ketika Sony dan Microsoft saling terikat dalam perang teknologi , para analisis video game dan penulis terkejut oleh keterbatasan teknologi dari Nintendo Wii, yang bahkan kemampuan grafik dan prosesingnya lebih buruk dari PS3 dan Xbox dan hanya sedikit lebih baik dari generasi ke-6 microsoft (PS2). Para analisis industri dan pegamers berat melihat Wii seperti mainan, karena kemampuan grafik yang lemah serta DVD game yang sedikit dan namanya kekanak-kanakan.Beberapa analisis industry video game melihat Wii sebagai upaya terakhir dari sebuah perusahaan perebutan yang pernah mendominasi industry video game dunia dan kemudian menjadi semakin tidak relevan setelah Sony memasuki pasar dengan PlayStation pertamanya. Sebenarnya nintendo tidak setuju jika Wii tidak menawarkan kualitas gambar yang terbaik serta fitur dan kemampuan yang luas.Penurunan penjualan dan pangsa pasar Nintendo pada segmen konsol video game sejak tahun 2000...

Words: 2236 - Pages: 9

Premium Essay

Porter Analysis

...Threat of new Entrants – Low The Consumer Technology Industry sets difficulties for new entrants to the market; therefore it suffers relative low threat of new entrants on to compete with market share. This type of industry sets a hard entry barrier for new consumers to compete with existing and well established companies such as Apple Inc., Dell Computers and Sony, who operate with use economies of scale and product differentiation to compete between each other. The technology industry is a difficult industry to penetrate if one is looking to start a small business. It requires great amount of capital invested for manufacturing, research and development and high labor force to operate the machine in order to increase production, on a goal to matching production of bigger firms. Companies like Apple Inc., Dell and Sony take advantage of multinational resources and transfer production to other countries where they are able to achieve greater production amount, for a lower cost, and also where labor is relevantly lower than in the United States. The advantage of this is reaching a lower cost of goods once it hits the market, promoting competition and higher returns for these mega companies. In order to achieve economies of scale, a great amount of capital requirement in necessary. These large corporations run on great amount of self-operated and man-operated machinery that requires great investment to be built, operated, and serviced. Also to design the machinery a......

Words: 1728 - Pages: 7

Premium Essay


...Introduction Sony Corporation was founded by Masaru Ibuka and Akio Morita in 1946. It is a multinational company with headquarter based in Japan. Initially the company was named as Tokyo Tsushin Kogyo. Later on in 1958 the company name was changed to Sony. Sony Corporation started its business from electronics and first prepared a tape record named as Type-G. It is a leading manufacturer of electronic products. Today the Sony Group comprises three main businesses: electronics, entertainment and financial services. Entertainment and financial services have stable business foundations and both are poised for future growth. Sony is famous for its unique and innovative products and services that inspire the curiosity of people all around the world. Sony is a powerful and successful brand. It will always remain successful if the company monitors the change taking place in a competitive environment. If the company will follow this policy then the competitors will have no effect on the company. Products Sony Corporation is offering basically three types of products; 1. Electronics 2. Entertainment 3. Financial services 1. Electronics The electronic business of the Sony Corporation consists of the following products; * Digital Imaging * Personal computers * Smart Phones * Tablet * Television 2. Entertainment The entertainment products of the company are; * Music * Games 3. Financial Services The financial service business...

Words: 2430 - Pages: 10

Premium Essay

Cultural Influence on Companies business scene but also within their organizations. Understanding this diversity and successfully interpreting it helps to realize and take advantage of the opportunities provided by globalization. Analyzing the cultures of triumphing companies and countries helps to compare, contrast and learn from their path to glory. Based on these facts, this research paper will study three different successful electronics companies from three different countries/cultures. These are Apple Inc. of USA, Samsung Electronics of South Korea and Sony Corporation of Japan. Apple and Sony Corporation are both involved in many types of business activities and Samsung Electronics is part of a larger multinational conglomerate (Samsung group) which comprises numerous affiliated international businesses. However due to size and commonality of products, this research will focus on their electronics business with specific attention to Mobile devices (Smartphone and mobile computing devices). This research paper will briefly touch up on the activities of the three companies and how cultures of their respective countries influence their corporate culture, management style and overall business activities. The purpose of such research is to analyze the corporate culture of each company in relation to their respective country of origin and present a comparative conclusion of each company’s culture in contrast of one another. The findings of the research will have informative and comparative......

Words: 3521 - Pages: 15

Premium Essay

International Financial on Sony Corporation

...TABLE OF CONTENTS 1.0 MULTINATIONAL FINANCIAL MANAGEMENT (SONY CORPORATION) 2.1 Main business of the Sony Corporation 2.2 Goal of the Sony Corporation 2.3 International business methods used by Sony Corporation 2.4 Expectation to expand to another countries, opportunities to expand and risk of pursuing new business in another countries 2.0 INTERNATIONAL FLOW OF FUNDS 3.5 List countries of Sony Corporation export products 3.6 Sony Corporation export business by recent changes in the factors that can affect the degree of international trade 3.0 INTERNATIONAL FINANCIAL MARKETS 4.7 Foreign exchange market used by the Sony Corporation 4.8 The Sony Corporation issues stock in foreign countries 4.0 EXCHANGE RATE DETERMINATION 5.9 Currencies that the Sony Corporation uses to conduct its international business 5.10 The trends in the main foreign currencies used by the Sony Corporation and affected by changes in the values of these currencies 5.0 FINANCING INTERNATIONAL TRADE 6.11 Types of payment methods to pay for imports 6.12 Types of trade finance method 1.0 MULTINATIONAL FINANCIAL MANAGEMENT 2.1 MAIN BUSINESS OF THE SONY CORPORATION Sony is engaged in the development, design, manufacture and sale of various kinds of electronic equipment, instruments and devices for consumer, professional and industrial markets as well as game hardware and software.......

Words: 6247 - Pages: 25

Free Essay

Sony Xperia Sola

...Release Xperia sola from Sony – the smartphone with a sense of magic  Introducing “floating touch” navigation for magic web browsing without touching the screen  Easily open apps and launch actions in an instant with NFC and Xperia SmartTags  Reality Display with Mobile Bravia engine and fast capture camera boosted by a powerful dual-core processor 13 March, London, United Kingdom – Sony Mobile Communications today announced Xperia™ sola* as the latest addition to its portfolio of Android powered Xperia smartphones. Complete with Sony technology, premium entertainment and innovative floating touchTM navigation, the NFC enabled Xperia sola comes equipped with Xperia SmartTags, allowing consumers to change their smartphone’s settings and applications to fit their lifestyle in an instant. Xperia sola will be available to consumers globally in black, white and red in the second quarter. A floating touch of magic Making its smartphone debut exclusively on Xperia sola, Sony’s unique floating touch lets consumers navigate the web by hovering their finger above the screen so it acts like a moving curser, without actually having to touch the screen. Once the desired link is found it can be highlighted and a simple tap will load the page. Floating touch will evolve with new user functionality and applications through software updates and engagement with developers. Calum MacDougall, Head of Xperia Marketing for Sony Mobile......

Words: 1254 - Pages: 6

Free Essay

Sony Internal Analysis

...Division: Mobile Products & Communications Overview Sony Ericsson (Sony Mobile) is a joint venture owned equally by the telecommunications leader Ericsson and Sony corporation- the consumer electronics powerhouse. It was founded on October 1, 1987 as a joint venture between Sony and the Swedish telecommunications equipment company Ericsson, under the name Sony Ericsson. (Wikimedia) VRIO Framework As the fourth-large smartphone manufacturer, Sony Mobile’s technological resources are very valuable and inimitable. The communications technology expertise and knowhow accumulated through its experience in the mobile phone industry, to launch new mobile products and establish new business models. Additionally, by integrating operations across its entire mobile product lineup, Sony aims to achieve further efficiencies and optimization (Sony Website). Technologically, Sony Mobile is more advanced in producing consumer electronics products than its competitors. Technological Resources also support the innovation resources. Innovation is the most important thing for the current mobile markets and that is hard to imitate and valuable. There are so many competitors, and so many new products come out every year. If Sony Mobile wants to against their competitors, they should have enough innovation to create new product. The Smartphone market has lot of competitors, and potential competitors, but some competitors may lose their competitive advantages when they cannot follow......

Words: 726 - Pages: 3

Premium Essay


...NEW PRODUCT DEVELOPMENT On Apple’s New Product Development Strategy Posted on January 1st, 2010 by daniel Michael Malone from ABC News wrote an interesting article on Apple’s iPhone and its overall new product development strategy, with interesting strategic lessons for new product development and business in general. Google Nexus Offers Little Competition to Apple iPhone Why Google’s New Smartphone Won’t Knock Apple Off Its iPhone Throne COLUMN By MICHAEL S. MALONE, ABC News Jan. 1, 2010 Whether the marketplace is ready or not, the Big Guns in consumer electronics are about to make their move at the dawn of the New Year. Next Tuesday, Google is expected to announce its long-rumored Nexus One smartphone. It is undoubtedly designed to run the Google Android operating system for cellphones, which the search giant introduced more than a year ago. Android was envisioned as a major breakthrough in cellphones because it offered an "open" operating system i.e., one that other companies could use and design applications for. At the time, this strategy was compared to that of Microsoft Windows, which broke the market hegemony of Apple’s decidedly non-open OS in the mid-1980s and within a decade, turned Apple into a niche company. This time around, the new Android phones were supposed to break the hegemony of the Apple iPhone. So far, it hasn’t quite worked out that way with Android. A number of cell phone companies notably Motorola, HTC, and Samsung have adopted......

Words: 7979 - Pages: 32

Premium Essay

Pest Analysis of Apple

...MKT4010 Marketing Strategy For Management Middlesex University Business School Portfolio Handbook 2012 January Start Cohort Module Leader: • Dr. Kinnari Pancholi: Room W109 |Student Name: | | | OR |Student Number: | | | |Seminar Class Details: | |Name of Seminar Tutor: | |Day: | |Time: | |Room: | Table of Contents: Assessment Brief and......

Words: 16827 - Pages: 68

Premium Essay

Apple Competitor Analysis

...The competitive landscape in the Smartphone industry has changed significantly since the launch of the iPhone in 2007. Apple’s major rivals in the industry were RIM (Blackberry), Nokia, Palm and HTC in the initial launch phase. However, over the years RIM & Nokia have been devolved into being fringe players and new competitors have evolved. Samsung is now Apple’s largest competitors in the Smartphone category while Nokia & RIM have failed to keep up with the dynamics of the marketplace. Apple competes with other Smartphone supplier on two levels. On one hand it competes with Samsung, HTC, Sony, LG & smaller local players in the hardware space while on the other hand it also faces competition with respect to the Operating System platform. Google’s Android platform is the only major competitor to Apple’s iOS operating system. Android is available as an open source platform to all Smartphone manufacturers across the industry. However, Samsung has been the only large rival which has been able to compete neck to neck with Apple while using Android as a platform. Rivalry among Competitors The Smartphone market as of today is highly commoditized and consists of large international players like Apple, Samsung, LG, HTC, Sony & Lenovo and regional players like Oppo, Micromax, Karbonn, Xiaomi, Gionee etc. The market is divided into several segments based on pricing. While Samsung and other players using Google’s Android platform dominate the low and mid-priced......

Words: 688 - Pages: 3