StudentShare solutions
Triangle menu
  • Home
  • Subjects
  • Marketing
  • Choose a multinational company,and Selecting one new market and one product, detail and justify a marketing plan for the launch

Choose a multinational company,and Selecting one new market and one product, detail and justify a marketing plan for the launch - Essay Example

Not dowloaded yet

Extract of sample
Choose a multinational company,and Selecting one new market and one product, detail and justify a marketing plan for the launch

........... 3.1 Cultural trends................................................................................................ 4.0 Cultural implications for Sony................................................................................... 4.1 Pricing structure............................................................................................. 4.2 Marketing strategy......................................................................................... 4.3 Budget............................................................................................................ 5.0 Summary.................................................................................................................... References 1.0 Introduction The Sony Corporation is a multi-national conglomerate providing a variety of electronic products for international consumer markets, including a portfolio that includes televisions, gaming systems, cameras and smartphones. Many of Sony’s historical product successes, such as the Sony Walkman (a highly profitable product defining the brand as a pioneering first-to-market innovator), have reached their decline stages. Other recent innovations have been consistently outperformed by major competition, including Samsung and Sharp, shortening their product life cycles and forcing the business to restructure and reallocate capital resources to develop revolutionary product innovations. In 2012, Sony reported a net loss of 67.3 billion yen (Hirai 2012). In 2011, Sony reported a loss of 199.8 billion yen, indicating a significant problem attaining revenue growth which is attributable to increased competition in the electronics industry and changing consumer preferences throughout the globe. Sony, to combat these significant financial losses, is to launch the new Sony HMZ-T1 Personal 3D Viewer, a head-mounted display device allowing consumers to enjoy three-dimensional video content that is akin to the three dimensional movie theatre experiences. This product, already accepted as a revolutionary product in a variety of international markets, fits snugly and comfortably around the users’ brow, offering an unparalleled, horizontal viewing range of 45 degrees. The device offers supplementary high-quality Surround Sound capabilities to enhance viewing experience. The objective of this new launch is to recapture revenue losses, disrupt the personal electronics market, and improve Sony’s brand image in the new Serbian market, a developing nation that can provide new profit opportunities for Sony. 2.0 Target market identification Sony has identified a distinct Serbian consumer market with the resources and characteristics most likely to be interested in purchasing, or influencing purchase decision-making for, the HMZ-T1. Luxury buyers – male and female demographics between 18 and 50. Serbia scores low on Geert Hofstede’s Cultural Dimensions Framework in masculinity, a cultural propensity to value achievement and personal success as primary lifestyle-centric drivers (Hofstede Centre 2012; Hofstede and Hofstede 2005). This makes Serbia a feminine society, one where citizens seek solidarity, consensus, and a cultural set of values about promoting equality for all peoples. These values are inherent in the luxury buyer segment, which is representative of upper- and middle-class consumers. Serbia maintains cultural characteristics that have many collectivist values, in which loss of face (reputational) is a significant consideration from a social perspective (Cheung et al. 2008). ...Show more

Summary

The Sony “HMZ-T1 3D Personal Viewer” MODULE TITLE HERE CODE HERE FAMILY NAME HERE YOUR FIRST NAME HERE SRN HERE Word Count: 1,945 TABLE OF CONTENTS 1.0 Introduction…
Author : lela04
Choose a multinational company,and Selecting one new market and one product, detail and justify a marketing plan for the launch essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Choose a multinational company,and Selecting one new market and one product, detail and justify a marketing plan for the launch"
with a personal 20% discount.
Grab the best paper

Related Essays

Global marketing strategy and product launch
The restaurant holds offices in the United Kingdom at Guildford. The entity provides a dynamic experience by pulling the structure up in the air through industrial power cables, controlled by cranes which remain fixated on the ground. The aim of the restaurant is not only provide a maximum adventure of dining in the sky but also ensures safety, customer’s satisfaction and serving delicious and quality food.
14 pages (3500 words) Essay
Marketing Plan for the Launch of a new, electricity powered BMW in to the UK market
otor Works and was founded in the year 1916. It was originally founded as an aircraft engine manufacturer. However, it produced its first automobile in the year 1929. It established itself in the luxury/performance segment of the global automotive market by the year 1980.
12 pages (3000 words) Essay
New Product Marketing Plan Prepare
When introducing a new product into the market, it is advisable that you identify the needs of the people and ensure that the product meets these needs. The marketing mix, which is also referred to as the 7ps, refers to the choices that a business or organization requires making to ensure that a new product is received positively on being introduced into the market.
3 pages (750 words) Essay
To prepare a marketing communications plan to launch a new brand (Yumee) into the UK market
However, to launch a product effectively to a market and create successful brands, the challenge is to create effective marketing communication plans, which are well aligned and linked with product’s overall marketing strategies and executed to project a
10 pages (2500 words) Essay
Marketing essay - Your company is about to launch a Cam-Phone of roduct with new dynamic feature.Using the knowledge you have gained from your course and your further research show how would you market this product to the target audience
This paper aims to develop a marketing plan which focuses on how to promote the dual-SIM feature of the handset that a mobile phone manufacturer is going to launch. This paper first analyses the market according to demand, supply, then effective
6 pages (1500 words) Essay
Advertising and public relations (New product launch )
iness environment, it can frequently be observed that marketing activities along with Public Relations (PR) are concurrently deemed as a major focused area. In relation to the various observations from different scholars, it can be said that PR is one of the major, effective as
9 pages (2250 words) Essay
Choose a multinational company,and Selecting one new market and one product, detail and justify a marketing plan for the launch of this product into this, hither too, new market segment
Other recent innovations have been consistently outperformed by major competition, including Samsung and Sharp, shortening their product
8 pages (2000 words) Essay
New Product Launch Marketing Plan
Although Apple Incorporation is a leading mobile apps manufacture, there exists a very stiff competition in this sector. Today, there are lots of different brands of iPhone, smart phones, androids, phablets and window phones
1 pages (250 words) Essay
Marketing Plan for a new Product in Qatari Market
The company was founded by Louis Chevrolet and William Durant in 1911, 103 years ago. It is headquartered in Detroit, Michigan, United States (Collier, 2012). Chevrolet branded automobiles are sold in the majority of the automotive
6 pages (1500 words) Essay
New Product Launch Marketing Plan Part I
Likewise, customers should enjoy the value of products purchased with hard earned money. The smartphones era offers gadgets with multiple functions for the convenience of shoppers. However, many of the services do not match various
2 pages (500 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation