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Sony Marketing Audit

Sony Corporation has a long history of innovative development, strong branding, and excellent quality that has made it a technological leader for many years. SonyÆs family-like organizational culture, where employees are treated like members of a family, has produced a creative environment where innovation and technology can thrive. SonyÆs primary market is technology, but over the years, the company has branched out into other areas, namely gaming and entertainment. Some of its hottest new products include the LIBRIT e-book reader that can store up to 500 downloaded books, using electronic ink technology and a paperback-sized screen for displaying them (Shim).

Another technological breakthrough is the device being touted as a ôreal-life matrix,ö that can stimulate a personÆs brain with ultrasonic pulses to add taste, smell, and sensation experiences to the movie or game-playing experience (Hogan & Fox, Block). SonyÆs latest release is the DVDirect Recorder, with its computer-free capability to burn digital photos and home videos onto DVD discs; the recorder allows users to transfer both media in real-time from a camcorder or VCR tape or record digital images to DVD (Boukis).

SonyÆs marketing is tailored to each product and its respective market. In 2001, in spite of a faltering economy, it brought out the latest phase of its platform-based marketing approach that showcases multiple new digital home-entertainment, personal audio/video, and computing productsùpresumably taking for granted that people want to have fun whatever the economic climate may be (Elkin). SonyÆs marketing objectives are to revitalize its electronics business using a well-defined growth strategy and to achieve ôconsolidated sales of over 8 trillion yen and an operating profit margin of 5% (electronics 4%) by the end of fiscal year 2007ö (ôForm 6-Kö).

In terms of strategies, SonyÆs most comprehensive strategy is a recent internal reor...

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Sony Marketing Audit. (1969, December 31). In LotsofEssays.com. Retrieved 10:09, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1712532.html