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The Sony Corporation

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  1. Company background information.
  2. A SWOT analysis of Sony.
  3. The marketing environment.
  4. Consumer decision-making.
  5. Sony's segmented market.
  6. Conclusion.

The Sony Corporation is one that has become a household name in consumer electronics. Sony is one of the largest Japanese Multinational Conglomerates, with revenues of over $70 billion dollars last year alone. Sony is a maker of electronics, videos, communication devices, video game consoles, and other technology products. How did this giant corporation get started? Believe it or not, the entire present-day Sony Corporation started with two men who had very little money initially.

[...] Since this is already part of Sony's long term plan, it is easy to see a bright future for the Sony Corporation as long as they continue to be as innovative in their marketing strategies as they are in their product development. References McGovern, Gail and John Quelch. "Outsourcing Marketing." Harvard Business Review. Elie Ofek and Miklos Sarvaary. Marketing, and the Success of Next- Generation Products." Marketing Science, Vol No (Summer, 2003), pp. 355-370 Cusumano, Michael A. Yiorgos Mylonadis and Richard S. [...]

[...] This outsourcing of marketing was an innovative step that many companies would not have taken for fear of corporate espionage, or the outsourcing being perceived by the public as a sign of corporate weakness (McGovern) Going back to the PS3 example, Sony used a strategy similar to what the makers of other video game consoles used. Sony has joined with their competitors in a new marketing strategy where limited numbers of consoles are released to stores. The strategy says that it is better to have fewer units available then to have units sitting on the shelves unsold. [...]

[...] Threats Sony has continued to impress consumers with the PSP and its subsequent lighter, thinner descendant. The PS3 video game console was not as lucky. With the other electronics giants of Microsoft and Nintendo still impacting video game console sales, the PS3 was met with stiff competition, primarily because of its late release date. The PS3 was released nearly one year after the Xbox 360, allowing Microsoft to grab many gamers before Sony even had a chance. The PS3's other competition was the Nintendo Wii, but the PS3 did not offer the innovative new technology that the Nintendo Wii offered, and although it did offer superior graphics, the PS3 did not perform as well as the company had hoped. [...]

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