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Sony Case Study

Sony Case Study

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Published by: Mieder van Loggerenberg on May 20, 2012
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05/22/2013

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Page | 1Course : Master of Science (M.S.) in ManagementSubject : Marketing ManagementAssignment : Group case 1 (Sony)Due Date : 4 February, 2011Submitted by: Submitted to:
 
Page | 2
Contents
Introduction
…………………………………………………………………………………………………………………………….
3Problems that occurred with Sony
……………………………………………………………………………………………
4Alternatives in solving these problems
…………………………………………………………………………………….
5Choosing the best alternative
…………………………………………………………………………………………………..
6Discussion questions1.
 
What have been the key success factors for
Sony? ……………………………………………………..
72.
 
Where is Sony vulnerable? What should it watch out for? ………………………………………….
73.
 
What recommendations would you make to senior marketing executives going
forward? What should the company be sure to do with its marketing? ………………………
7
Bibliography and References ……………………………………………………………………………………………………
8
 
Page | 3
Introduction
Sony is a leading manufacturer of audio, video, communications, and information technology products forthe consumer and professional markets. Its motion picture, television, computer entertainment, music andonline businesses make Sony one of the most comprehensive entertainment and technology companies inthe world
.”
- http://www.sony.com/SCA/index.shtml
 In 1979 Sony revolutionized the music i
ndustry with the world’s first portable personal music player,
known as the Walkman and later the Compact Disc format, which was another revolutionary product in itsown right, not long after the introduction of the Compact Disc, Sony launched the Discman series, aportable CD player.
The first major loss for Sony was in the early 80’s when they brought out Betamax for VCR’s to counterJVC’s VHS format. This was a big learning curve for Sony but later they found a market for Betacam that are
still widely used today in the filming industry.During 1985 Sony launched the Handycam which allowed consumers greater access to personalcamcorders.
Sony’s
products and revolutionary inventions were incorporated into nearly every aspect of our daily lives. More products would be introduced throughout the next several years that would continueto expand and shape the market as it is today.In 1994 we saw the launch of the Sony PlayStation, which became the most successful personalgaming console of all time. It is easy to see why Sony continues being the number one technology companyin the market. Their success has been based upon not only their ground-breaking technology, but also theirinnovative marketing strategies.Sony used to be a household name but their brand name is losing its credibility in this case study wehope to shed some light on these issues.

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