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Sony's Marketing Management

Sony's Marketing Management

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Published by: Wick on Jan 16, 2010
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07/27/2013

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Strategic MarketingSony Inc.
 Introduction:
Sony is the brain child of Masaru Ibuka who in 1945 had been working for Japanese army onmilitary technology. Ibuka and seven other engineers in October 1945 Tokyo Tsushin Kogyo(Tosuken) and the next year he was joined my colleague Akio Mrita. When Mrita went to usaand found out that people are having trouble with the company’s name he changed it toSONY. The company name "Sony" was created by combining two words. One is "sonus" inLatin, which is the root of such words as "sound" and "sonic." The other is "sonny" meaninglittle son [5]. According to the Sony Corporation, its founder Akio Morita "
 firmly believed that brand image could be built from the ground up, and that a company had to work hard todevelop it 
.”[4]Sony is the one of the biggest electrical giants in the world. Sony is one for the leadingmanufacturer of Electronics, Videos, Communications, Video Game Consoles andinformation technology products for the consumer and professional markets. Its productsrange from small MP3 player to loud high tech stereo speakers, from small Digital PictureFrames to big high definition LCD TVs, from Music to Movies Sony organisation covers all.
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Strategic MarketingSony Inc.
What is Marketing?
Marketing deals with customers. Marketing is managing profitable customer relationships.The twofold goal of marketing is to attract new customers by promising superior value and tokeep and growing current customers by delivering satisfaction.
Market Environment:
Market environment is the study of all the factors that affect the marketing of a business.The marketing environment offers both opportunities and threats.
 
These factors can be any of the fallowing in some cases more than one.
cultural influences
governmental and political influences
demographic and lifestyle trends
local, national, and world economic trends
the strengths of multi-national competitors
the influence of technology on physical distribution
Types of Market Environment:
Market environment is divided into two parts depending on the factors affecting theorganisation. They are1.Micro-environment2.Macro-environment
1.Micro-environment:
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Strategic MarketingSony Inc.
“It’s the set of forces close to an organization that have direct impact on its ability to serveits customers. The microenvironment includes channel member organizations, competitors,customer markets, publics, and the capabilities of the organization itself.”
[7]
 
Micro-environment is the careful consideration of a company’s marketing strategiestowards different internal factors or factors which are very close to the company’s strengthsand weakness. These factors include
i.The Company:
This combines all the company internally groups like financial, research, management,development and etc. Sony as a company has a very highly trained research team of technicians, financial advisors and manager which keep Sony as a multimedia giant strongfrom inside.
ii.Suppliers:
A company is as good as its supplier. Sony has a good relationship with its suppliers. Thisgives Sony an advantage on its competitors in getting good quality and reliable material.Otherwise shortage of material or increase in price can affect Sony’s sales volume.
iii.Marketing Intermediaries:
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