The document outlines Sony's marketing plan presented by a group of M.Com students. It introduces Sony as a leading electronics manufacturer and discusses its vision, mission, products, sales figures, target markets, SWOT analysis, competitors, and marketing strategies. The plan recommends Sony decrease costs, strengthen its e-product offerings, and focus on innovation to capture new opportunities.
The document outlines Sony's marketing plan presented by a group of M.Com students. It introduces Sony as a leading electronics manufacturer and discusses its vision, mission, products, sales figures, target markets, SWOT analysis, competitors, and marketing strategies. The plan recommends Sony decrease costs, strengthen its e-product offerings, and focus on innovation to capture new opportunities.
Direitos autorais:
Attribution Non-Commercial (BY-NC)
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Baixe no formato PPT, PDF, TXT ou leia online no Scribd
The document outlines Sony's marketing plan presented by a group of M.Com students. It introduces Sony as a leading electronics manufacturer and discusses its vision, mission, products, sales figures, target markets, SWOT analysis, competitors, and marketing strategies. The plan recommends Sony decrease costs, strengthen its e-product offerings, and focus on innovation to capture new opportunities.
Direitos autorais:
Attribution Non-Commercial (BY-NC)
Formatos disponíveis
Baixe no formato PPT, PDF, TXT ou leia online no Scribd
PLAN PRESENT TO: SIR. YAWAR ABBAS PRESENTED BY: INNOVATORS
M.COM 2ND SEM
DBMS UAF GROUP MEMBERS
ZAFAR ABBAS RIZVI
05 SALEEM MAQBOOL 07 KASHIF RASHID 04 BU ALI RANA 03 YASIR MUSHTAQ 17 INTRODUCTION SONY WORD DERIVE FROM GREEK WORD SONUS MEANING GODDESS OF SOUND SONY IS MULTINATIONAL ELECTRONIC CORPORATION. ITS HEADQUARTER IS IN TOKYO ITS REVENUE IS US$88.7 BILLION (08) IT IS WORKING IN 204 COUNTRIES WITH 180500 EMPLOYEES IT IS A LEADING MANUFACTURER OF ELECTRONICS, VIDEO & COMUNICATION SONY IS IN AMONG THE WORLD TOP TWENTY SEMI CONDUCTOR SALES LEADER VISION VISION: WE MUST SEEK NEW APPROACHES TO TRANSFORM OUR ABILITY TO ACHIEVE BOTH PROFITABLE AND SUSTAINABLE GROWTH MISSION MISSION STATEMENT: SONY IS WORKING TO CREATE VALUE FOR ITS STAKEHOLDER AND IMPROVE THE QUALITY OF LIFE FOR THE NEXT GENERATION THROUGH ITS INNOVATION SAMPLE PRODUCTS TELIVISION AND PROJECTORS HOME VIDEO HOME AUDIO HOME THEATER DIGITAL PHOTOGRAPHY HAND CAM VIDEO CAMERA GAME HAIR DRYER MOBILE PHONES OTHER ACCESSORIES SALES 9000 8000 7000 6000 5000 4000 SALES 3000 2000 1000 0 2004 2006 2008 SITUATION ANALYSIS MARKET SUUMMURY: SONY CORPORATION HAS IS SATISFACTORY TO CUSTOMER NEEDS. AS IT CAN BE CLEARLY SEEN THAT SONY AS COMPANY HAS EXPANDED ITS PRODUCTS AND SERVICES FROM ELECTRONIC AND DIGITAL DEVICES. TARGET MARKET SONY IS A DIVERSE BRAND THAT PROVIDES PRODUCT AND SERVICES FOR A WIDE VARIETY OF PEOPLE.
SONY WILL FOCUS ON EXPANDING ITS
SEGMENT IN THE WOMEN’S MARKET.
WOMEN MAKE UP OVER HALF THE SALES IN
THE CONSUMER ELECTRONICS AND INFLUENCE OVER 80% OF PURCHASES SWOT ANALYSIS STRENGTHS: ONE OF THE WORLDS LARGEST MANUFACTURER OF ELECTRONIC PRODUCTS ITS BRAND LOYALTY IS VERY HUGE AMONG CONSUMERS INNOVATION HAS BECOME A PART OF MAINSTREAM CULTURE. THERE IS A LONG LIST OF PRODUCTS INTRODUCED BY SONY 1ST TIME EVER E.G I.POD, LCD TV & WALKMAN. WEAKNESSES: DECLINE IN PRODUCT COMPETIVENESS INEFFICIENT MANUFACTURING STRUCTURE HIGH PRICE PRODUCTS OPPURTUNITIES PARTNERSHIP WITH FIFA FOR WRLDCUPS 2010 & 2014 THAT’S WHY IT WILL INCREASE BRAND AWARENESS ITS EXPECTED GROWTH $171 BILLION THREATS: INCREASING PRICE OF RAW MATERIALS UNSTABLE SUPPLY AND DEMAND CONDITIONS EXPECTED INCREASE OF $350 MILLION FOR 2008-09 INTENSE COMPETITION ECONOMIC DOWN TURN IN WORLD COMPETITOR ANALYSIS HUGE COMPETITORS IN EVERY BUSINESS AT EVERY LEVEL TOSHIBA AND SHARP ARE TOP COMPETITORS IN JAPAN PANASONIC’S OPERATING INCOME INCREASE IN 2007-08 BUT SONY INCOME DOWN 57.2% FOR THE SAME PERIOD MARKETING STRATEGIES MARKETING OBJECTIVES INCREASING SALE FOR SONY ELECTRONIC PRODUCT AS WELL DELIVER CORPORATE VALUE TO CUSTOMERS AND PARTNERS. FINANCIAL OBJECTIVES TO DECREASE PER UNIT COST MORE ADVERTISING WITH LOW EXPENSES POSITIONING SONY IS ONE OF THE WORLD’S GREATEST BRAND IN THE EYE OF THE CONSUMER SONY PRODUCTS ARE CONSIDERED TO BE HIGH QUALITY, UNIQUE AND CONVINIENT SONY HAS AN INNOVATIVE CULTURE MARKETING MIX PRICING SONY DECIDES PRICE WITH CONSULTATION OF MARKETING MANAGER SONY BRAVIA LCD TV IS A SKIMMING PRICING STRATEGY SONY CYBERSHOT DIGITAL CAMERA IS PENETRATION STRATEGY SONY DISTRIBUTION SONY USES 1 LEVEL 2 LEVEL AND ZERO LEVEL CHANNELS, LIKE IN UAE 1 CHANNEL DISTRIBAUTION. THROUGH INTERNET, SONY HELPS CUSTOMERS TO FIND NEAREST RETAILER SHOP. ADVERTISEMENT AND PROMOTION COMPANY’S PROMOMOTION EFFORTS ARE CONTROLABLE MEANS TO CREATE AWARENESS AMONG PUBLIC ABOUT ITSELF. SONY ADVERTISE ITS PRODUCTS THROUGH DIFFERENT WAYS IN MEDIA LIKE TV, INTERNET AND E- MAILS COMPANY RESEARCH SONY’S R&D DEPARTMENT HAS 31% LABOUR FORCE INVOLVE TO CREATE INNOVATIVE PRODUCTS. SONY EVERY YEAR SPENT 25% OF ITS INCOME ON R&D. FINANCIALS 2004 2005 2006 2007 2008
SALES 7530. 7191. 7510.6 8295.7 8871.4
6 3
OP. 133.1 145.6 226.4 71.8 374.5
INCOME
NET 88.5 163.8 123.6 125.3 369.4
INCOME 9000 8000 7000 6000 5000 SALES 4000 OP. INCOME 3000 NET INCOME 2000 1000 0 4 5 6 7 8 MANAGERIAL IMPLICATION AND RECOMMENDATINS SONY WILL HAVE TO RETOOL THEIR PRODUCT AND OVER ALL MARKET ATTITUDES TO SUIT DIFFERENT DEMOGRAPHICS AND CAPTURE THE GROWTH OPPURTUNITIES IN TECHNOLOGY DEVELOPMENTS DECREASE THE NUMBER OF MATERIALS AND PARTS REQUIRED TO MANUFACTURE AND KEEP COST DOWN BRING A STRONG PRESENSE TO E- PRODUCT AND INNOVATIVE DEVICES LIKE COPUTER HANDHELD AND PERIPHERAL DEVICES DEGITAL CAMERA AND CAMCODERS MOBILE PHONES LCD TV SEMICONDUCTOR INNOVATION