Case Study On Sony: Battling The Economy Of Marketplace Mmu College Principles Of Marketing Assignment

1595 words - 7 pages

Company Case
Chapter 3. Sony: Battling the Marketing Environment’s “Perfect Storm”
What microenvironmental factors have affected Sony’s performance since 2000?
A few years ago, the market leader of consumer electronics was monopolized by Sony Corporation. Every consumer had at least one of Sony devices. But today, the market changed, but Sony didn’t. Embracing their rigid conventional technologies culture, competitors undertook Sony with a more connected contemporary digital device.
The microenvironment that affected Sony’s ability is the company itself. Sony was too late to adapt to technology changes by losing sight at modern Digital Era technologies. The top management failed to see the opportunities that they had with Sony’s capabilities when they are too busy embracing their out-dated gadgets. The R&D department did not look through enough of new technologies but busy develop their already established devices. For instance, they got everything they needed to diversify their old CD business to a modern iPod/iTunes music world, but they blew the chance away. They even ignored the trend of flat screens by keeping their cathode ray tube technology. Giving away the chance to other competitors to lead the market which brings me to my next point is Sony’s strong competitors.
Competitors is also one of the factors affecting Sony’s success in microenvironment. Sony was competing by many advanced and solid competitors that made them lose in the battle. These competitors introduced a new era of gadgets that Sony could not handle. Cases like Apple got in the competition by introducing their new music device, followed by TV companies, Nintendo and Amazon had made Sony lose their existence in the marketplace.
Sony’s CD business dropped tremendously prior to the launch of the first IPod in October 23, 2001. The day that Steve Jobs changed the entire concept of music experience by giving consumers the ability to listen in high quality audio files in an instant. Apple brilliantly changed the new revolution for music consumption, an idea that Sony incapable of doing anymore (Walters, 2011).
Similarly, Sony even lose the game in TV business when they are too busy sticking to the old-fashioned Trinitron cathode ray tube that they launched back in 1968. While Korean companies like Samsung and LG were moving rapidly ahead with flat screens. Not only that, Chinese TV makers like Haier, Hisense, and TCL also beat Sony with cutting edge panel offerings at a fair price.
On the 19th of November 2006, Nintendo introduced its motion-sensing Nintendo Wii. But still, Sony’s ignorance did not look it as a wakeup call but instead they upgraded their already established PS3 with a pricey technology that produced a loss of $307 per unit sold according to BetaNews (Fulton, 2007).
Sony even lose the competition in online reader gadget to Amazon. Sony launched their first e-reader device called Reader Pocket PRS a year before Amazon introduced its Kindle. Both device had the...

Find Another Essay On Case Study On Sony: Battling the Economy of Marketplace - mmu college - principles of marketing - Assignment

Two technology companies coming together transforming to what the economy is evolving to - CSUN, Marketing Research - Assignment/Research on Tech companies

688 words - 3 pages same exact segments that advertisers are already using for their ad buys. This will establish a research learning and testing that will be directly catered to the ad campaigns. According to the CEO of Krux, Tom Chavez, "Marketers can use [our system] to perform sophisticated data science analysis on enormous data sets to find deep insights into consumers and campaigns" (Tom Chaves, Krux CEO). Most companies are still nowhere near capable of

Case Study on the Economy of Poland [2008]

1452 words - 6 pages EXPLAIN THE DEVELOPMENT STRATEGIES OF AN ECONOMY OTHER THAN AUSTRALIA. ANALYZE THE IMPACT OF GLOBALIZATION ON THIS ECONOMY.The nations of the world are becoming increasingly connected and interdependent. There are many benefits associated with globalization, but not all nations have benefited equally. Globalization refers to the process of increased integration between different countries and economies and the increased impact of international

Assessed Case Study: Sony

1421 words - 6 pages competitors, society and market. In terms of competitors, Apple, Samsung and Microsoft were taking up into Sony’s market share in games, electronics and music devices business industry. In the beginning of the 21st century, the world's electronics economy was becoming more network-centralized. Meanwhile, people were more likely to pursue quality of life improvements through ad-vanced technology. In order to deal with these issues, Sony announced its

The Birth of Swatch - HBR Case Study Marketing case analysis

1240 words - 5 pages Swatch consumers and remain on the low-end in each category. We propose to launch in the beginning the new product categories in France and to test the acceptance of the new product extension with consumers that are fashion and style conscious. E. Implementation plan of the Swatch brand For the purpose of becoming a lifestyle brand, the parent company should firstly conduct a marketing research plan to measure customer demand and acceptance

Cocacola on facebook case study - digital marketing - assignment

1560 words - 7 pages 125-year-old bottler has since concentrated its efforts on a single brand page, but it has never swayed from fans who show a missionary zeal in their devotion. “Most brands have to figure out what to do with social platforms,” says Michael Donnelly, group director of worldwide interactive marketing for Coca-Cola. “In almost every single case, we didn’t necessarily have to figure it out, because people figured it out before us.” The Facebook page

Ethical Principles On The Case Study Concerning Joelle

691 words - 3 pages Unit 1 Individual Project 1Running head: Unit 1 Individual ProjectUnit 1 Individual Project: Ethical Principles On The case Study Concerning JoelleJohn F ShalkowsiCourse: BUS207-0805A-75 Business EthicsInstructor: Eric FreemanDate: November 14, 2008American Intercontinental UniversityEthical Principles On The Case Study Concerning JoelleThe first principle Joelle could apply would be the Egoism Principle. If she chooses this principle it says

Principles of Marketing

2015 words - 9 pages marketing to them effectively” (Lovelock and Wirtz 2011) The segmentation theory was first created by Smith (1957) and it focuses on separating different groups of people to suit their personal needs. This assignment will be focusing on two different segments within the L’Oreal industry of Hair dye they are demographic and psychographic. These are the two main segments that consumers are grouped into in order to meet their needs with a single

Principles of Marketing

1453 words - 6 pages Principles of Marketing The Marketing Mix 1: Products, Brands & Their Distribution Question 1: Explain what Fournier means by “having a relationship” with a brand. Establishing a relationship with a product brand sounds like a strange thing, we often have numerous relationships with the brands of products we purchase without even knowing why we do. The article by Fournier plainly defines that for a relationship with a brand to exist there

Does the marketplace of ideas and media leave us overwhelmed and disaffected? - College - Comment

652 words - 3 pages . the “Squatty Potty“ and its advertisement on YouTube, it is difficult for me to take this product seriously, because I see no sense in investing in such a product. For further illustrations let me mention the “Kissinger“ and the Dog-Stroller. Do we really need these inventions? Can we please let our dogs walk on their own as they did thousands of years ago? The marketplace of ideas is and always will be overwhelming, question is if this aspect

The Marketing Principles of Fruit Winder

1232 words - 5 pages The Marketing Principles of Fruit Winder There are 5 main principles of marketing. They are * Understanding customer needs. * Co-ordinating functions to achieve marketing aims. * Adopting a marketing approach. * Effective customer communications. * Constraints. UNDERSTANDING CUSTOMER NEEDS – Kellogg’s need to identify and understand the needs of both their existing customers, as well as any new

Marketing Strategy in China – The case study of B&Q

2813 words - 11 pages Marketing Strategy in China - The case study of B&Q IntroductionB&Q the largest DIY retailer in Europe, entered the Chinese market in the year 1999 by opening a store in Shanghai through a joint venture with Home Decorative Building Materials Limited, a Shanghai based property developer (Murphy et al., 2006). Although B&Q does very well in Europe, Chinese DIY market is quite different from western markets in many aspects mainly

Similar Essays

Marketing Case Study Westminster College International Business Assignment

1019 words - 5 pages Marketing Microwave Oven To New Market Segment Case Study BUS 340 International Business I. Brief Statement: White Appliances is an international company that manufactures and markets appliance globally. White Appliances has a line of microwave ovens manufactured in the United States and Asia, exported to Europe and the U.S. Their primary markets are the U.S. and Europe; however White Appliances has also entered the Indian market and their

Schooled: The Price Of College Sports Sports & Entertainment Marketing Assignment

419 words - 2 pages about. It brings the viewers interviews of players from college sports, and exposes information about the NCAA and athletic departments of famous colleges. Schooled presents a less than pleasing story on the historical aspects of the idea of a system that college athletes play for the love of the sports only. Sport marketing allows marketers to piggyback on the popularity and devotion that fans have for their favorite sports, teams, or

Business: Principles Of Management And Organization The King's College: Business Assignment

989 words - 4 pages . Bureaucracy Subverts Discipline 6. Bureaucracy Subverts Discipline: 7. Personal Interests Placed Above Organizational Interests: Stage 3: Denial of Risk and Peril​. 1. Amplify the Positive, Discount the Negative 2. Big Bets and Bold Goals without Empirical Validation 3. Incurring Huge Downside Risk Based on Ambiguous Data 4. Erosion of Healthy Team Dynamics 5. Externalizing Blame 6. Obsessive Reorganizations 7. Imperious Detachment tage 4: Grasping for

An Overview Of Iceland's Economy Selkirk College Internat. Business Assignment

1075 words - 5 pages RAFAEL MINATOGAWA SELKIRK COLLEGE BUSINESS ADMINISTRATION INFLUENCE OF GLOBALIZATION: ICELAND CASTLEGAR 2018 1 WHY ICELAND? I choose Iceland as subject of this assignment, my interest on this country comes from the documentary “Inside Job” (2010), which begins showing how the international crisis of 2008 affected this island economy in the north Atlantic Ocean. As an economics student, I had to watch this documentary a few years ago. GEOGRAPHY