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Sony's Marketing Strategy and Challenges

Sony Company is a global leader in various entertainment sectors with estimated annual sales of $88.7 billion and a workforce of 180,500. The company faces challenges such as declining sales in consumer electronics and increased competition, leading to job cuts and production base shutdowns. Opportunities for growth include business reorganization, partnerships, and targeting the women's market, which significantly influences consumer electronics purchases.

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16 views12 pages

Sony's Marketing Strategy and Challenges

Sony Company is a global leader in various entertainment sectors with estimated annual sales of $88.7 billion and a workforce of 180,500. The company faces challenges such as declining sales in consumer electronics and increased competition, leading to job cuts and production base shutdowns. Opportunities for growth include business reorganization, partnerships, and targeting the women's market, which significantly influences consumer electronics purchases.

Uploaded by

ranierleedrakes
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

SONY

Sony Company has been a leader in motion


picture, television, computer entertainment, music
and online businesses.

In the past year, annual sales in the fiscal year end of March 31, 2008
estimated $88.7 billion, and it employs 180,500 people worldwide.
With a high level of brand awareness amongst most consumers, Sony
has become a widely recognized global brand.
■ • The company operates globally in over 204 countries across Japan,
North America, Europe, and Asian countries
Sony
Marketing Objective
■ Our marketing team is focused on increasing sales
for Sony’s electronic products, as well deliver
corporate value to their customers and partners.
Because the electronic consumer market is such a
large industry, there is a great opportunity for
Sony to capture a large share of this market,
despite the economic down turn in the U.S.
Sony Marketing Challenge
SONY has experienced declining sales in consumer electronics,
which in-turn, has forced the company to respond to the
declining unit price. Overall, this has resulted in size reduction of
TV screens, as well as fierce price-cutting competition
Elimination of more than 16,000 jobs, and a shutdown of a total
of six production bases
Joint-ventures including Sony Ericsson Mobile Communications &
Samsung LCD panels.
■ Price increases in both raw materials and parts will be a
challenge to manufacture electronic devices and maintain
competitive pricing.
Sony SWOT ANALYSIS:
Strengths
One of the world’s largest manufacturers of electronics, video,
communications, and information technology products
• Innovative quality products
“Sony’s innovation has become a part of mainstream culture”
Long list of First

• Diversification across markets


Sony
SWOT ANALYSIS: Weaknesses
Decline in product competiveness

• Inefficient manufacturing structure

• Consumer Satisfaction
Sony Opportunities
Business Reorganization
Allocate management resources
Divest, downsize, withdraw from certain areas
■ Large scale, world wide layoffs

■ Partnership with FIFA


■ Sponsorship includes 2010 & 2014 World Cups
■ Enhance brand awareness, recognition, and trust

■ Expand Consumer Electronics Market


■ Industry expected growth of $171 billion in 2009
■ Blu-Ray DVDs expected sales more than $1.2
billion for 2009
Products Strategy
Sony has been a leader in motion picture,
television, computer entertainment, music and
online businesses.

Sony has been a leader in motion picture, television,


computer entertainment, music and online businesses.
Major Feature:
-Ethernet connection that gives the largest selections of free
and premium movies, TV shows, and sports out there.
-Full HD vibrant screen
Sony new Motion flow 240Hz technology, which delivers
exceptionally crisp and detailed images by quadrupling the
frame rate of conventional LCD TVs.
Sony
Target Marketing
■ Demographics
■ • Sony is a diverse brand that provides products and
services for a wide variety of people.
■
■ • Sony will focus on expanding their segments in the
women’s market.
■
• Women make up over half the sales in consumer
electronics and influence over 80% of purchases.

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