Preparing the marketing audit for market entry

Preparing the marketing audit for market entry Essay example
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Preparing the marketing audit for market entry Executive Summary The company selected for the report is Sony Corporation. Being a premier segment company it always caters to creamy layer of the market. We have selected India as the country where it will launch a Refrigerator, named ZKool.


Contents Executive Summary 2 Introduction 6 Main Findings 6 Product 7 Price 8 Place 8 Promotion 8 People 9 Processes 9 Physical evidence 9 McKinsey 7S of Sony Corporation 10 Strategy 10 Structure 10 Systems 11 Style 11 Staff 12 Skill 12 Shared Values 12 Value Chain Analysis of Sony Corporation 12 Firm Infrastructure 13 Human Resource 14 Technological Development 14 Procurement 14 Inbound Logistics 14 Operations 14 Outbound Logistics 15 Marketing and Sales 15 Service 15 SWOT analysis of Sony Corporation 15 Strengths 15 Weakness 15 Opportunities 16 Threats 16 CIM Model of Sony Corporation 16 Political Forces 16 Economic Forces 17 Social Forces 17 Technological Forces 17 Legal Forces 18 Conclusions 18 Recommendations 18 Reference List 19 Introduction Sony Corporation or Sony as it is known commonly is a Japanese multinational conglomerate which is headquartered in Tokyo, Japan. The company primarily focuses on electronic products in the consumer and professional markets. Sony has enough experience in launching new products in the overseas market. As the firm gains experience, it understands the global strategy more clearly. Early in his tenure Akio Morita, the founder of Sony developed business skills which allowed Sony Corporation to enter into foreign markets successfully. Initially he didn’t have such global strategy in his mind. ...
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