contemporary and international marketing

contemporary and international marketing Essay example
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[Student Name] [Course Title] [Supervisor Name] [Date] International Marketing by Sony This research paper aims at identifying the international presence of Sony Corporation and the marketing tactics the company has adopted to promote its products and services in respective markets.


In simple words, international marketing requires an organization to implement more than one marketing mix into foreign markets, keeping in view the macro and micro environmental aspects of the respective markets (Doole and Lowe). Organizations engage in international marketing and business activities to expand their business size and ultimately the customer base for generating greater revenues (Onkvisit and Shaw). Introduction to Sony Corporation Sony Corporation is a Japanese electronic goods manufacturer having its headquarters in Tokyo, Japan. The company was founded by Masaru Ibuka and Akio Morita in 1946 and was initially engaged in producing telecommunication services and devices. Sony Corporation is divided into 6 segments, namely Consumer Products & Services Group, Professional, Device and Solutions Group which is providing products and services to other businesses, Pictures, Music, Financial Services and Sony Ericsson. Today, Sony Corporation is considered as one of the biggest and finest producers of televisions, cameras, semiconductors, telecommunication devices and services, batteries, chemicals, movies and music gadgets. Sony was ranked 73 in Fortune Global 500’s rankings with financial returns amounting around $ 86.64 billion in 2011 (Sony). ...
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