After careful research, we feel that in order for Sony to advance its position within the computer industry, they will need to consider reevaluating the current advertising and marketing plan to better inform consumers about the advantages of owning a Sony. We found that consumers were overall satisfied with Sony’s VAIO series. The prevailing issue that we discovered was that consumers were not familiar enough with Sony’s products. The lack of knowledge has led consumers to develop their own assumption about Sony which may have caused them to overlook Sony when going into the market for a new computer.
When we started looking through last year’s annual report, we noticed that Sony VAIO PCs was one of the few industries that experienced a growth in sales (Sony Annual Report, 2009, p. 20). We continued to read through and realized that there are products upcoming, such as the P-Series and V-Series, that will allow for Sony to become a serious competitor in the computer industry. By examining what consumers look for when purchasing, we determined that the Sony VAIOs are very much in alignment with consumer wants, consumers just don’t know enough about them.
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We used a convenience sample while also trying to interview subjects that are either currently in the market for a laptop or were within the last 12 months. We chose this method of observation because we felt that would give us an accurate measure of consumer expectations when purchasing a new laptop. We also used this method so that we could determine where Sony ranked among its competitors in terms of price and
Historically the personal computer (PC) industry has sold its products at reasonably high prices yet garnered only small profit margins. One reason for this is the high competition in the PC industry which led to competitive pricing among producers. Analyzing the competitive environment of the PC industry, it is evident that there is very little barrier to entry in this market. PC's have very low physical uniqueness and are made of standard components that require very little expertise to assemble.
III. Situation Analysis Company Analysis During the 1970's, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today. Now again, faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needs to expand its potential customer base to include enthusiasts and non-enthusiasts.
One particular digital electronics company stuck out above the rest, and that was Sony. With Sony’s recent release of the Play Station 4 and its already successful Play Station 3 model, Sony seemed like the ideal company to invest in for the coming years. With Sony’s wide range of electronic products, including stereos, DVD players, and televisions, and with new technology being developed close to every week, all sorts of new jobs are beginning to open up. Sony happens to be one of the leading manufacturers of electronic products for consumer and professional markets, and in 2013 they had employed over 145,000 people and the number is still increasing with new job fields opening up weekly and more specialists being required to keep up with the changing technology. Their increasing technological ability will also lead to a bigger and brighter future for the American and global economy. With the creation of more jobs the unemployment rate will decrease, and products will become more accessible to families and individu...
This report will analyze and discuss the most important elements of the marketing environment for the launch of the iPhone, that is to say the main three levels of the marketing environment: the micro-environment through the customers, competitors and distributors, the macro-environment through technological, economical, social, political and environmental forces and finally the internal environment through the relation of Apple with its employees and its marketing philosophy. The analysis for the micro-environment is based on Porter’s 5 forces model and the one on the macro-environment is based on PEST analysis. The report will also give an interpretation for each of these aspects, a conclusion with a rating of the attractiveness of the UK current marketing environment in which the iPhone is launched.
We shall apply the Porter's 5 Forces model to examine the PC market and see how forces of competition influence the profitability of the market players.
Sony Corporation is a multination conglomerate corporation headquartered in Tokyo, Japan , and one of the world's largest media conglomerates with revenue of US$88.7 billion (as of 2008) based in Minato, Tokyo .
on stock and control the market and if the business is big, it will be
To get to the number one position hard work and dedication is needed. The success this company has achieved is outstanding and to keep up with the market more effort is now needed. Due to the tough economic situation, Tech Garden is facing competition from infrequent competitors such as Staples, Walmart and the Brick. Customers are more likely to be less brand loyal during these economic crises therefore its time to pursue new customers and existing ones with the new Tech points’ card. This is an additional asset to the new advertising campaign “Taking technology to market” that will allow our customers to show loyalty to us. Furthermore, with this new asset more clients will be drawn towards us and as a result allowing them to become our customers as well. This will not only be beneficial to them but also to our company. Overall, the Tech Points’ card will permit the customers to obtain points for every purchase they make at Tech Garden and then at the end will be allowed to redeem an award. Hence, allowing them to become loyal customers to Tech Garden and together, allowing the company to
Sony should aim at being the leader instead of being the maverick. As for cost cutting, Sony should seriously consider setting up operations in other Asian countries in order to take advantage of the cheap labour and the budding markets. Finally, diversification, instead of pursuing the fast changing and easily imitated consumer goods market, Sony should use its technological know-how for high-end business and office equipment. With SWOT analysis and Porter's competitive forces model, we can view that the market is much more competitive with less profit margins and lead-time for product innovation.
Apple is “the world’s most colorful company,” Linzmayer, Owen . Apple Confidential 2.0. 1st. San Francisco, CA: No Starch Press, 2004. When looking at its meager beginnings Apple’s influence on the media could only be described as unique. Their product, style, and overall beliefs make the Apple Corporation a multi-billion dollar company with a general appeal for all ages. It is getting harder and harder to be an individual, so with Apple you can “rise above the norm” and be unique. Recently, this unique corporation has taken the media by storm, with their new line of products. Right along side these new products are a full line of new commercials to go along with them. These new commercials spawned from years of creative marketing done on Apple’s part. Studying the history of Apple is necessary to understanding their influence upon us today.
Every company should give higher value compared to other companies, so that consumers will choose that company. Customer value is an obligation of a company to know about the customer’s viewpoint about what they need and make sure that they could get it from buying the company’s product (Woodruff, 2001). As a company, Xiaomi accentuate customer value, as they want to give satisfying benefits with a low cost. It was mentioned by Michael Kan (2014), one of Xiaomi’s handphone “… the Mi 3, has the features you would expect from a high-end phone. It has an Nvidia quad-core 1.8GHz processor, a 5-inch 1,920 by 1,080 pixel screen, and a 13-megapixel rear camera, all fitted together in a metal casing.” with a low price, which is USD$327 for the 16GB and USD$408 for the 64GB (“Xiaomi Mi3 gets,” 2014). Xiaomi did not lower their product quality to get great income, they prefer to lower their costs. Further, they will not lower their quality because it can lessen their customer, and it is a hard thing to get their customers back. As Xiaomi’s vice president, Barra declared that to lower their cost, most of Xiaomi products are sell through their own e-commerce platform (“How Xiaomi Relies,” 2014). It is an innovative and creative thing Xiaomi did that is rarely thought by other companies. However, research shows that most of the internet users did not enjoy online shopping, since there were many consideration for buying things online (Teo et al., 2014). It is not easy for customers to trust online shopping because there were errors. Despite that, Xiaomi was able to gain their customers trust to shop their products online because they have shown it from their loyalty to the customers that they will be responsible of any errors from the products and service. In addition, to earn big income, Xiaomi decided to publish not much products in a year. It was mentioned that Xiaomi “…
Historically, personal computer companies produced most of the components for a computer which they assembled into their final products and distributed to resellers. The manufacturing of these components was vertically integrated into the organisation. Dell, as a small start-up, could not build this infrastructure. Instead, they developed a model where they developed relationships with organisations that could provide these components, allowing Dell to focus on selling and delivering computers. By selling directly to customers, initially through mail orders and later by using the internet, Dell avoided reseller mark-up. Dell also enabled customers to order customised computers, which Dell then assembled after receiving the order (Magretta, 1998, p.73-74). “Customers got exactly the computer they wanted and Dell saved money making the computers only when they were ordered” (Hill & Seggewiss, 2008)....
Through a comprehensive research on Sony’s industry as a whole, according to Wall Street Journal, “TVs are the core of the core for Sony (Dvorak P., August 29, 2005, Sony Plans Ad Blitz to Boost Ailing TV Unit)” because of the spirit of innovation, state of the art technology and superior quality imbibed in its corporate culture. Sony’s primary problem that was observed during the research process was its high pricing strategies especially in its ailing TV industry which has resulted in a decline of its sales growth and revenue though. A major drawback for the high prices of Sony TVs is due to the rise of the Yen in which consumers bear the brunt by having to pay higher prices for. This is done as such because Sony needs to recover its lost foreign exchanges due to international trade between foreign currencies and that of the Japanese Yen. The results of the research show that because of its high pricing strategy, fewer consumers are willing to purchase a Sony TV. This concludes that price is certainly an influential factor before considering purchase though consumers appreciate the quality and brand name of Sony
The aim of this report is to investigate the competition Xbox faces from PlayStation and how Xbox could increase their customer base. This is important as in order to remain one of the market leaders especially in the technology industry which is always rapidly growing and evolving, you need to have a strong customer base