Case Study –

5321 words - 22 pages

Executive Summary
Introduction
Sony Corporation in Brief
Sony Products
Sony Promotion
Sony Place (Distribution)
Sony Price
Suggestion on The Current Marketing Mix
Bibliography

In brief, this assignment is concerned about marketing management. It covers in details about the concept of marketing mix with the aid of Sony organization which I have taken as a case study in exploring the way this organization has applied the marketing mix.
In this assignment the following points are going to be discussed:
1. Sample List of Marketing Mix being used by the organization.
2. Find out if the marketing mix used by organization is satisfactory.
3. Suggestion to the organization ...view middle of the document...

7 billion (as of 2008) based in Minato, Tokyo. Sony is one of the leading manufacturers of electronics, video, communications, video game consoles and information technology products for the consumer and professional markets. Its name is derived from Sonus, the Greek goddess of sound.

Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its five operating segments—electronics, games, entertainment (motion pictures and music), financial services and other. These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony BMG Music Entertainment, Sony Ericsson and Sony Financial Holdings. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. The company's slogan is Sony. Like no other

SONY Products
The first market mix element is Product. A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want.

Product decision normally base on brand name, Functionality, Styling,
Quality, Safety, Packaging, Repairs and Support, Warranty, accessories and Services. These product attributes can be manipulated depending on what the target market wants. Also, customers always look for new and improved things, which is why marketers should improve existing products, develop new ones,
and discontinue old ones that are no longer needed or wanted by the customer.

Sony has a variety of products ranging from electronic devices, games
and entertainment. So, briefly Sony products can be categorized in the following major product categories:
A. Television and Projectors.
B. Home video.
C. Home Audio.
D. Home Theatre system.
E. Digital Photography.
F. Hand cam video camera.
G. Computer Peripheral.
H. Portable Audio.
I. Game.
J. In-Car entertainment.
K. Mobile phones.
L. Storage and Recording media.
Mi. Batteries and Charger.

A. Television and Projectors
In the category of television and projector, Sony has further subdivided its products in different models, style and performance. In this category we have several other sub categories and designs which are:
i. Bravia LCD TV.
ii. CRT TV.
iii. Home theatre projector
iv. Business Projector.
v. Public Display Panel.

As it can be seen above, Sony has tried to cover many areas where the needs of displaying devices are of great need. For example here we can see that Sony has tried to fulfill the demand of displaying devices from the home television sets, Office projectors and Public display panels to cover different needs and the size of the people in need of those displaying devices.

B. Home Video
In this category, Sony has tried to bring in new format so as to dominate the market, for example the emerging data...

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