Sony Marketing Strategy

Management Development Institute of Singapore & University of Bradford

Diploma in Business Management Principals of Marketing & Production Management (DBMA9) Project Assignment November 2010

Marketing Report of High Definition Television (HDTV)

Project Work by Group D Mohd Razali Mohd Sarip (16) Hamirulizam Abdul Hamid (10) Foad Khan Abdul Rahim (9)

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TABLE OF CONTENTS
  Executive Summary…………………………………………………….. PAGE 04 Situation Analysis……………………………………………………….. PAGE 04  Political Environment………………………………………………. PAGE 05  Economic Environment…………………………………………….. PAGE 06  Social/Cultural Environment………………………………………. PAGE 07  Technological Environment………………………………………... PAGE 08 1. Product and Services Overview……………………………………. PAGE 09 2. Market Segmentation………………………………………………. PAGE 10

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Tactical Marketing Plan…………………………………………………PAGE 11

1) Product and Services……………………………………………............. PAGE 11  Product Quality………………………………………………… PAGE 11  Product Features……………………………………………….. PAGE 11  Product Style & Design………………………………………… PAGE 11  Branding……………………………………………………….... PAGE 12  Packaging……………………………………………………….. PAGE 12  Labeling 2) Price……………………………………………………………………… PAGE 13  Internal Factors affecting Pricing Decisions…………………..PAGE 13  External Factors affecting Pricing Decisions…………………. PAGE 13  Pricing Approaches…………………………………………….. PAGE 13  Cost-Based Pricing…………………………………….. PAGE 13  Break-Even Analysis & Target Profit Pricing………..PAGE 13

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3) Marketing Channels & Supply Chain Management………………….. PAGE 14  Setting Channel Objectives…………………………………….. PAGE 14  Analyzing the Consumer Needs………………………. PAGE 14  Setting Channel Objectives…………………………….PAGE 14  Identifying Major Alternatives………………………...PAGE 14  Evaluating Major Alternatives………………………...PAGE 14  Channel Management Decisions………………………………..PAGE 15  Selecting Channel Members……………………………PAGE 16  Managing and Motivating Channel Members……….. PAGE 16  Evaluating Channel