This is quite evident from their positioning strategy of Sony Vaio Laptops which are marketed primarily as a style icon with enhanced graphics & multimedia capabilities. The Vaio laptops are positioned more for people using laptops as a style icon and for entertainment thus making them widely popular among students, women and top executives. [www.sonystyle.com]
The third key success factor of Sony is their innovative marketing practices. They possess in-depth understanding of the buying behaviour, choices & passion of their consumers such that they are able to design their advertisements reflecting the choice, emotions & passion of their consumers thus pushing the Sony brand deep into their mindsets. A greater part of their success is accredited to their brand building capability.
The fourth key success factor of Sony is that they do not conduct open ended marketing campaigns. They carry out measurement of effectiveness of each campaign and then carry out enhancements as necessary.
Sony also practiced acquisition as the strategy to develop new markets (Sixth success factor). They acquired CBS records and Columbia Pictures to enter Media & Entertainment market and have benefited a lot from these acquisitions. However, they have not used Mergers & Acquisitions as their key strategy to develop new markets & products and largely have believed in their own competencies in developing new products. Sometimes this strategy does backfire and causes more damage than benefits as is evident in many cases across the world - the latest example is the financial crisis of RBS UK after acquisition of ABN Amro Bank.
[Paynich, Vitisia. 2006; http://www.independent.ie/national-news/financial-crisis/fred-the-shred-falls-over-836420bn-bailout-of-rbs-1498131.html]
Where is Sony Vulnerable What should it watch for
Sony appears too Japanese in their approach which is a risky affair in the modern wave of globalization. The marketing strategies are centralized and local factors of a nation or region are not considered in designing the market campaigns. In many cases they run the same advertisement campaign showing Japanese faces in multiple countries. Hence, the first impression that comes in consumer's mind about Sony is that it is "Japanese". This is one of the reasons that Sony is preferred only in those countries where people possess an affinity towards Japanese products. Such an affinity towards a "country specific brand" is rapidly shifting towards Chinese & Korean products globally due to their low costs and amazing improvement in quality & reliability. An estimate states that out of their total revenues of