Assignment of Marketing

Management
University of Baluchistan
MBA second semester

Assigned By:
Dr Sana Ur Rehman

Submitted by:
Mohammad Nasir
Mushtaq Mohammad

What is Marketing?

Marketing is a societal process by which

individuals & groups obtain what they need
& want through creating & offering & freely
exchanging products &services of value with
others.

Sonys History

Sony was founded after world war II in 1946 in Tokyo Japan

under the name of Tokyo Telecom Engineering Corp.
Masaru Ibuka and Akio Morita were the pioneers of Sony.
Beginning capital of the company was just 200,000 yen means
slightly more than $1500 & begun research.
In 1950 they released Japans first Tape recorder.
Its headquarter is in Minato, Tokyo, Japan & the fifth largest
conglomerate.

Sony going Global

Companies name was Tokyo Tsushin Kogyo before

1950s.
After 1950 company came up with the Name of Sony
Corporation.
Sony is the combination of Latin word for sound
sonus and an American word sonny.

Sony Today

As May 2010 Sony employed 191,000 people.

The companys total revenue was almost $10 billion with $2
billion profit.
Sony has almost 100 affiliated companies outside Japan.

Vision

To create exciting new digital entertainment experiences

for consumers by bringing together cutting-edge products
with latest generation content and services.

Mission

Sony is committed to developing a wide range of innovative products and

multimedia services that challenge the way consumers access and enjoy
digital entertainment. By ensuring synergy between businesses within the
organization, Sony is constantly striving to create exciting new worlds of
entertainment that can be experienced on a variety of different products.

Market Segmentation

Market segmentation is the identification of

portions of the market that are different from one
another. Segmentation allows the firm to better
satisfy the needs of its potential customers.

Sonys market segmentation

Sony offers different products for different group of

customers. Its product line is very large starting from Mobile
SD cards to 55-inch, plasma-killing' tri-color LED-backlit
Bravia. Sony has 5 main product lines.

Sonys Market Segmentation

Segmentation Contd

Segmentation Contd

Segmentation Contd

Segmentation Contd

Bases for Segmentation

Segmentation Contd
Geographic

Segmentation Contd
Demographic

Segmentation Contd
Psychographic

Segmentation Contd
Behavioral

Target Marketing

A set of buyers sharing common needs or characteristics that the company

decides to serve. So SONY serving various target markets in its each
product line. Such as:

Difference B/w Target Marketing and

Market Targeting

Target Marketing calls for 3 steps

Market Segmentation
Market Targeting
Product Positioning

Sony Bravias target market

Middle & Upper Middle

class families (age 20+
to seniors), Working
Adults with hobbies of
TV watching, sports,
movies and high-end
game consoles.

Sony Ericsson to Target Low-end Market

Sony Ericsson, a mobile

phone joint venture between
Japan's Sony Corp. and
Ericsson of Sweden, aims to
boost its market share in
China by rolling out lowerpriced handsets to target
low-end users.
The firm was ranked the
fifth-largest.

Sony VAIOs target market

Theres great news for

all of those Sony Vaio
fans out there as a new
range of high-end
models has just been
released. And there is
no hiding the target
market here, with
Sony firmly setting
their sights on the
traveling executive.

Sony Digital Entertainment target market

Sony uses the newest and

greatest
technology
to
appeal to their customers.
The people who are most
interested in staying up-todate with the newest
technology are usually men
of the ages 15-30.

Conclusion

Sony is a multinational company functioning almost all over the world. It is working in
more than 140 countries. Sony has a very vast product line for different group of
customers. In this assignment we have discussed the Sony Corporations segmentation
with respect to its Target market. From this segmentation we differentiated its target
market in different Consumer, Business, and Global markets.

Recommendations

Sony should modify the products according to the customer needs.

Sony should consider the less fortunate people on the aspect of pricing
of its products.
Sony should promote like adding prizes to the sold goods from Sony
itself will be a good idea, e.g. providing free Sony CD /DVD or music
player for every laptop sold.

References

www.sony.com
www.sony.com.uk
www.scribd.com