Marketing Challenge Executive

Overview

Shereyna Shinbo
Company Overview: Sony is one of the leading manufacturers of electronic

products and is an important contributor to the film and entertainment

industry. They had a total revenue of about $80 M in 2019 and 114,400
employees. Sony produces many different products including games,
electronics, entertainment, and financial services. Sony USA’s headquarters
is in New York, NY.
Target Market: Sony’s primary market is individuals 18-50 years old of age that are middle class and

higher. College students and millennials are key to this target. There is no specific gender target.
Target Psychographics are people who regularly listen to music and use electronic devices in their
daily life.
Marketing Challenge: Product recognition and advertising falls short. Despite producing high-quality

products that are competitive in the market, the marketing of the product doesn’t raise enough
awareness. Determining the best communication strategy to raise product recognition is critical.
2
Marketing Analysis (SWOT): Despite their advantage of
producing high-quality products and a wide range of
features and prices, it has been difficult raising awareness
for the products. Consumers need to be able to easily
recognize the product, understand the features they offer,
and how Sony’s headphones are competitive products
against top headphone companies like Bose.

Current Marketing Strategy: Currently, Sony mainly

uses commercials and product placements as their way of
marketing. These channels reach only part of their target
audience.

3
Strategic Analysis: The analysis shows that customers are not
able to recognize the products’ differences and competitors like
Bose are dominating in the headphone market. While Sony does
have high-quality products, consumers are unable to distinguish
the products.

Marketing Recommendation: Utilize

more social media channels and use
endorsements to raise product awareness.
Also having deals like college bundles that
include Sony headphones would be a good
opportunity to attract the younger
audience. Also by renaming the products,
it allows consumers to easily recall or
recognize the product.
4