Marketing Strategy of Sony

Corporation
Concept Marketing Strategy:

Strategic management decisions

have multifunctional and multi-
business consequences, this kind of
decision require broad consideration
of the firm’s external and internal
environments, and it may affect the
firm’s chance of prosperity. It is
important to know what strategy is
about, what can it do help the
company prosper, what will happen if
not used properly, what are the advantages and disadvantages of having a strategy. Strategy is a
plan that assimilates the company’s major target; policies and rules; decisions and sequences of
action into organized whole. Strategy is a combination of the company’s objectives, policies and
decisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how a
company’s products or services its trade is presented to consumers in an effective manner as to gain
loyal customers. Strategy can be used in different ways, one of which is through marketing. Using
strategy in marketing makes it more convincing and effective. Strategy makes sure that nothing wrong
happens in the marketing process in the company. Marketing strategy is a way to capture a niche in
the consumer market. Businesses utilize
it to gain following and exploit their
maximum and/or optimal profit
capabilities. Strategic marketing is the
way company sells the product it has
with less difficulty and more readiness to
face competitors. Strategic marketing
makes sure that the company uses all of
its resources to counter its competitors.
Strategic marketing planning is a
procedure wherein the strategies used to
sell product is carefully studied and
analyzed so that the company can
compete well and have advantage with
rivals.
Corporate Vs Competitors

All firms have strategic windows and some of

these windows open out on to markets that
are shared with other firms. Where windows
share views over the same market,
competition exists. It is important to
understand how different firms view the same
market since their perceived and actual
windows of opportunity will not all be the
same. The nature of competition and the
factors which influence it are explored along
with how firms identify competitors and how they use product positioning to obtain a competitive
advantage. Attention is paid to how firms define their marketing strategies and analyze the
competitive positions of rivals. Consideration is given to the various sources of information available to
firms that enable them to gauge competitor’s strengths and weaknesses. Success in the market place
depends not only on the ability to identify customer wants and needs but also upon an ability to be
able to satisfy those wants and needs better than that competitors are able to do. This implies that
organizations need to look for ways of achieving a differential advantage in the eyes of the customer.

The differential advantage is often achieved through the product or service itself but sometimes it may
be achieved through other elements of the
marketing mix. An important thing the company
should be wary of is to understand competitors.
Gaining knowledge against competitors helps in
creating measures to gain advantage against
competitors. To know and to have an in depth
knowledge of the competitors, the company can
use different kinds of strategy such as porter’s
generic strategy. Determining and having added
knowledge about the competitors help in
planning marketing activities through
distinguishing and forecasting what activities rivals may use and what strategy they might implement.
Having added knowledge creates a way for the company to prepare for anything competitors might do
and it helps in planning marketing activities that focus on having contingency measures against
competitors.

Sony although being a well-known and successful company still uses strategic marketing planning
that keeps the company alive in its industry. This strategic marketing planning keeps Sony alive
against its competitors. Sony should still know and acquire all information they can with regards their
competitors. The competitor’s activities, background and actions should be known by the company so
that in planning marketing activities they know which things will be done by the competitors, what kind
of actions the competitors will do in certain situations, and what future things the competitors might
do. Sony should not be complacent with the things they know about the competitors. They should
strive to find out things about the competitors that cannot be visibly noticed. Through the use of
certain strategies like porter’s generic strategy the company might be able to know more about
competitors and through such information they can plan strategies to conquer this competitors.

Historically, Sony’s marketing strategy was to position itself as an innovator and a maker of high
quality products which enabled it to sell its products at a premium to their competitors. However that
strategy is in disarray because it has ceded the perception of being an innovator to companies like
Apple. The perception of high quality, while not diminished, has been largely equaled by its
competitors.