Sony Corporation

[Writer's Name]

[Institution Name]

Table of Contents

Introduction3

Corporate Profile3

Situational Analysis4

SWOT Analysis4

Product Description6

Marketing Objectives7

Industry Analysis8

Marketing Plan8

Segmentation8

Target market9

Positioning9

Marketing Mix10

Marketing Mix and e-Business11

Marketing Budget12

Conclusion13

Sony Corporation

Introduction

The paper discusses the concept of marketing management keeping in view the product launch plan of Sony green TV. The paper highlights the situational analysis, strengths and weaknesses of Sony, marketing mix of the product launch, the global expansion strategy, and the cost of marketing plan.

Corporate Profile

Sony Corporation was founded on May 7, 1946, under the name Tokyo Tsushin Kogyo Kabushiki Kaisha (Tokyo Telecommunications Engineering Corporation). Its founders, engineers Masaru Ibuka, and Akio Morita had the mission to create innovative products that help fulfill the dreams of his clients, and it was. In 1958 Tokyo Tsushin Kogyo was established in Japan as a leading manufacturer of tape recorders, one of its first products (Nathan, 2000). That same year, the founders changed the company name to Sony Corporation - a name easier to pronounce than help the company in its global expansion. More than 50 years after its launch, Sony is an undisputed world leader in entertainment, beginning with its division of Electronic products consisting Audio, Video, TV, information and communications, electronics and other equipment. Its business divisions stretch of games, music (Sony Music Entertainment, Inc.), Film (Sony Pictures Entertainment), Insurance (Sony Life Insurance Co., Ltd.), and various other businesses (Nathan, 2000). Sony is a leader in the manufacture of products for audio, video, communications and information technologies for consumer and professional markets, since the introduction of the first transistor radio to the development of advanced and proven for almost all sectors of society. The instant expansion of global broadband networks connects typical business situations in real time. Now, Sony is using global IP networks and advanced graphics processing technology to create high-resolution visual communication systems that catapult businesses into the future. The word "IPELA"-a combination of the letters "IP", expression lP networks with letters from the Italian word "beautiful" - expresses the identity of this new solution and Sony's vision for the future workplace. At Sony's vision is to deliver IP video monitor customers with products and solutions consistent with the concept "IPELA" of the company. Sony's commitment to continuously understand customer needs and develop technologically advanced IPELA systems, equipped with the latest technology in audio / video, increasingly intelligent features and improved operating conditions (Nathan, 2000).

Situational Analysis

SWOT Analysis

Strengths

Sony Corporation has a unique culture which is firmly rooted in the company's history specifically in relationship to the founders Akio Morita and Masaru Ibuka. Both the founders were dedicated electrical engineers above the business talents. Their insight and vision is rooted in the company's values and philosophy. It can be said that this transfer of values has created an enormous human resource in Sony, which is the company's greatest strengths. The greatest asset of the company is the human capital that is the engineers who make up the R&D department. Their continuous innovation is significant for an electronic firm specializes in audio, visual equipment and the higher profit margin. Sony is able ...