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Sony Corporation Table of Contents Introduction 4 Strategic Planning 5 Mission Statement 5 Market Summary 5 Advertising 6 Channel sales expansion 7 Service Operation Enhancement 8 Local Talent Development 8 Push Strategy 8 Segmentation and Targeting 8 Positioning 10 Marketing Mix (4Ps) 13 Product 13 Price 14 Place 15 Promotion 16 Social Responsibility 17 Conclusion 20 References 22 Introduction Sony Corporation is a Japan based multinational conglomerate formed in 1946.
On 2012 list of Fortune Global 500 companies, Sony is ranked 87th. Sony Corporation is the parent company of Sony Group. Sony group has many segments like electronics, music, motion pictures and financial services. These include Sony Electronics, Sony Computer Entertainment, Sony Pictures Entertainment, Sony music entertainment, Sony Financial. Sony is the third-largest manufacturer of television in the world after Samsung Electronics and LG Electronics. It has huge range of products like consumer electronics, semiconductors, video games, media/entertainment, computer hardware, and telecom equipment. It also provides services like financial services, banking, insurance, credit finance and advertising agency. The founders of the company under consideration were Akio Morita and Masaru Ibuka, who gave the name Sony from sonus, the Latin word for sound. The company has the current slogan of “make.believe”. Sony Corporation has given the world many new ideas on electronics goods. Sony Corporation created the world’s first portable music player, the Walkman. Sony bought into the market digital audio format SDDS which challenged the Dolby Digital 5.1 surround format. ...
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