“SONY VAIO” CASE ANALYSIS Name: Kinney Rucker Cohort: North End Date: 24th Jan 2015 Main Issues and objectives of the report: The main issue is: The product manager is having a difficult time to create a finalized marketing plan for Sony’s new VAIO laptops. The heart of the issue is the manager can doesn’t know which segment to target for the VAIO; due to‚ too much information. In December Sony encourage to all product managers to use a new corporate study that segmented consumers on a global
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KENT GRAYSON rP os t KEL614 Revised April 5‚ 2012 Sony Targets Laptop Consumers in China: Segment Global or Local? op yo Richard Lopez‚ product manager for Sony Corporation in Hong Kong‚ had one week to finalize his plan for marketing VAIO laptop computers in China before presenting it to senior management in January 2011. Lopez was struggling to decide which segment (or segments) to target and how to position VAIO for this segment. At the heart of his struggle was an unusual problem—too much
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case study of: “Sony Targets Laptop Consumers in China” -By: Kellogg School of Management‚ Sachin Waikar PROBLEM DEFINITION BACKGROUND AND DATA ANALYSIS In China 74% of the people own a desktop and about half the population owns a laptop‚ considering that half of the country has broadband internet connection‚ and of the households that own a laptop almost 80% have internet at home‚ the market for laptop in China is very interesting for Sony. Howeve‚ in the past years‚ Sony has been facing
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Case Analysis for SONY VAIO target consumers in China KULDIP MEDHE NORTHEND CORE ISSUE Which segments of population should Mr. Richard Lopez‚ the product manager for Sony corporation target for positioning of its new brand of laptops “VAIO” in the Chinese market. CONCERNS AND OBJECTIVE Mr. Lopez had too much data to analyze and draft his marketing plan. He was working on three market research reports‚ a study on consumer values‚ qualitative interview data‚ a segmentation study completed
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THEIR HELPING HAND IN THIS VENTURE. CONTENTS TOPICS | PAGE NO. | INTRODUCTION OF SONY VAIO | 3 | HISTORY | 3 | MISSION‚ VISION‚ GOAL | 4 | MARKET SHARE | 6 | SONY VAIO AND ITS COMPETITORS IN THE LIGHT OF 4Ps-COMPARATIVE STUDY | 7 | COMPETIIVE ADVANTAGE | 8 | PROBLEMS FACED BY SONY VAIO | 8 | RECOMMENDED MARKETING STRATEGIES | 9 | FUTURE PLANS | 14 | BIBLIOGRAPHY | 14 | INTRODUCION Sony is known as one of the most comprehensive entertainment and technology companies in the
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Executive summary Sony’s current financial difficulties are tied into its corporate culture which was verbalized over 30 years ago. With such an immensely colossal multinational corporation‚ greater orchestrating and more utilization of strategies should be pursued. Sony could commence with the implementation of a new mission verbal expression‚ with profit and benefits of the company tied more proximately to everyday operations. Internally‚ the four forces‚ the management‚ the designers‚ the engenderment
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Executive Summary In this Consumer Behavior assignment‚ students are required to choose a product such as Apple-iPad‚ Apples-iPhones‚ laptops‚ cars‚ handbags‚ cosmetics‚ skin care‚ food and beverages and so on. The product that I choose is Sony VAIO T Series Ultrabook. First of all‚ students are required to study and give an introduction about the explanation on the product and address the background of the product. Next‚ students are required to identify the features and criteria
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Table of Contents 1.0 Executive summary: 3 2.0 Introduction: 3 3.0 Situation analysis: 3 4.0 Macro-Environmental (PEST) Analysis: 4 4.1 Political: 5 4.2 Economic: 5 4.3 Social Factors: 5 4.4 Technological factors: 5 5.0 SWOT Analysis: 6 5.1 Strengths: 6 5.2 Weaknesses: 6 5.3 Opportunities: 7 5.4 Threats: 7 6.0 Marketing Strategy 7 6.1 Mission: 7 6.2 Marketing Objectives 8 6.3 The First year Objectives: 8 6.4 Target Market - Asian Market: 8 6.5 Positioning: 9
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use of strategies should be pursued. Sony could start with the implementation of a new mission statement‚ with profit and benefits of the company tied more closely to everyday operations. Internally‚ the four forces‚ the management‚ the designers‚ the production and the marketing should achieve better communication and cooperation. Alliance and cooperation between competitors should also be actively sort after in order to create standards in new fields. Sony should aim at being the leader instead
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Sony Corporation Strategic Analysis Executive Summary Sony Corporation is a Japanese multinational conglomerate consisting of a number of business units (consumer electronics‚ gaming‚ movie production‚ music and financial services) making it one of the most comprehensive entertainment companies in the world. However‚ the start of the 21st Century has been a difficult period for Sony resulting in a decline in operating profits and share prices. A SWOT and PEST analysis indicates that economic
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