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International Marketing Report - Essay Example
Pages 12 (3012 words)
TO: The Board of Directors of Sony Corporation FROM: Global Solutions plc Date: December 2012 International Marketing Report Introduction Sony International Corporation is a Japanese multinational company with its headquarters in Tokyo Japan. Its founders were Akio Morita and his counterpart Masaru Ibuka…
Sony is one of the leaders in the entertainment industry as it manufactures entertainment gadgets like video games, televisions, and many more. According to Interbrand top a hundred Global Brands in the year 2011, Sony emerged position thirty-six among other a hundred brands. It is also among the top a hundred effectively managed companies across the business world (Koontz & Weihrich, 2006:104). This was because of its renowned heritage of creativeness and innovativeness. Sony boasts of having products in the electronic, games, entertainment, and in the provision of financial service sectors. In this regard, this essay will delve on a critical analysis of Sony’s marketing mix across the international markets. Further, it will highlight the International Process Theory that correctly describes Sony’s internationalization with supportive evidence. Lastly, it will discuss the extent to which Sony’s company country of origin influences consumers’ perception of Sony’s products by giving proper justification. Sony and the marketing mix Marketing mix is a business-marketing tool, which encompasses the four Ps in the influencing of consumers towards accessing a company’s products and services for the attainment of its goals and objectives (Lamb et al, 2008:148). ...