Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Marketing management principles include analyzing the market, market planning, implementing the plan and market control. The goal of these activities is to enter into an exchange with customers. Once a company understands the marketing environment, reacts to it and gathers results, it is able to evaluate the impact of its activities. In larger firms, marketing management is typically handled by a marketing manager, while in smaller firms, the owner may take the lead in marketing activities.
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no.other”, is a strength of Sony. Its Bravia series of LCD screen is helping Sony regain its lead in market .The Sony brand is still as strong as ever although there are many strong competitors such as Samsung, LG, Toshiba investing in high-profile global sponsorships and brand advertising .In addition, new management structure of Sony is removing bureaucracy and making it more reactive to the needs of the marketplace by renewing its focus on world-class technological innovation, with products and services focused around the needs of customers.
Now I identify two main weakness of Sony . First , inefficient manufacturing structure of The Playstation 3 is a weakness . The new console is equipped with the lastest technology , such as the super-fast “ cell “ computer processor and Blu-Ray disc format but its launch date was delayed on several occasions due to delays with production.This delayed launch gave rival games console brands more sales momentum that could curtail Sony’s success. Second , Sony was seen by many as top heavy in terms of top management, too bureaucratic and as not possessing enough cohesion between division.
Although there are several weaknesses , Sony has many opportunities to promote. The company is investing heavily in Organic Light Emitting Diode technology, hich it hopes will set standards in high –definition, flat-screen technology. Besides , success on the Blu-Ray disc is a big opportunity of Sony ; it helps gain lucrative royalties from sales of the technology, mor sales for its movie business. Moreover, the games industry is very cyclical, the most recent launch of its Playstation console- Playstation 3 can give the company a much needed boost.The last opportunity of Sony is the changes in management structure .It will remove duplication of effort and improve coordination of activities.
Sony has many threat factors. The company faces strong competition from Microsoft and Nintendo.Although the Playstation 3 was the most technologically sophisticated, rivals have exploited different gaps in the market to enormous success. The Nintendo Wii ‘s addictive gameplay became a runaway surprise success. In addition, the Xbox 360 continues to thrive thanks to a strong games portfolio and online gaming capability. Beside, Sony faces strong competition from Nintendo and Apple in the handheld gaming market.The future of gaming relies on immersive games like the Grand Theft Auto series, addictive gameplay( Nintendo sells 54 per cent of its DS consoles to females) and motion- sensitive technology(where physical movement is captured on-screen in gaming environments).
That is all about Sony’s SWOT analysis. Now I suggest six strategic improvement suggestions for Sony .
Fistly , Sony should continue to improve its product which meets the requirements of the market. The market wanted content that was “ DRM free “, where consumers could transfer content with ease to multiple devices.New products need be equipped with higher technology,...