Sony Marketing Plan

3436 words 14 pages
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Table of Contents
Executive Summary……………………………………………………………………3
Background……………………………………………………………………………..4
Situation Analysis ……………………………………………………………...2 Competitive Analysis …………………………………………………………….5 SWOT Analysis …………………………………………………………………..6 Strengths……………………………………………………………………6 Weaknesses…………………………………………………………………8 Opportunities……………………………………………………………….9 Threats…………………………………………………………………….9
Marketing Opportunity Analysis…………………………………………………………10
Marketing Plan Summary……………………………………………………………….11 Target Market……………………………………………………………………11
Competitive Benefits………………………………………………………………12
Positioning Statement…………………………………………………………….12
Promotional Plan…………………………………………………………………………12 Gaming …show more content…

Situation Analysis
Sony is currently recovering from years of poor sales and revenue due to multiple internal and external factors. With plans on cutting cost and refining department operations, Sony plans on focusing on extending its reach to consumers through innovative products and integration of products and services.
Current customers for Sony vary depending on the product or service that is being used. Having departments in different industries, Sony’s target market changes depending on what is being sold. Departments in multiple industries also means multiple competitors. Some of Sony’s major competitors include Samsung, Microsoft, Apple, and Bose.

Competitive Industry Analysis
The industry for consumer electronics is rapidly growing with new and innovative products being announced on a near daily bases. Revenues for the consumer electronics industry is predicted to grow 2.4% by the end of 2014, reaching up to $208 billion. As continues development of innovative products continue, product categories for consumer electronics is predicted to grow by 107%. By the end of 2013, Sony held 2nd in revenue growth with 27% increase right behind Apple’s 53.7% increase (Adams, 2014). New products and advancing technology are the driving forces of the industry, the more a company invest in research and development the higher revenue growth it gains.
Products and services that

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