FIRST OF ALL, I AM GRATEFUL TO THE ALMIGHTY GOD FOR ESTABLISHING ME TO COMPLETE THIS PROJECT. I PLACE ON RECORD MY SINCERE GRATITUDE TO DR. K.C. PRAKASH, PROFESSOR, MARKETING DEPARTMENT, IBS HYDERABAD, FOR HIS EXPERT, SINCERE AND VALUABLE GUIDANCE AND ENCOURAGEMENT EXTENDED TO ME. I ALSO THANK MY PARENTS FOR THEIR UNCEASING ENCOURAGEMENT AND SUPPORT. I ALSO PLACE ON RECORD, MY SENSE OF GRATITUDE TO ONE AND ALL WHO, DIRECTLY OR INDIRECTLY HAVE LENT THEIR HELPING HAND IN THIS VENTURE.
TOPICS| PAGE NO.|
INTRODUCTION OF SONY VAIO| 3|
MISSION, VISION, GOAL| 4|
MARKET SHARE| 6|
SONY VAIO AND ITS COMPETITORS IN THE LIGHT OF 4Ps-COMPARATIVE STUDY| 7| COMPETIIVE ADVANTAGE| 8|
PROBLEMS FACED BY SONY VAIO| 8|
RECOMMENDED MARKETING STRATEGIES | 9|
FUTURE PLANS| 14|
Sony is known as one of the most comprehensive entertainment and technology companies in the world, be it in the field of motion picture, television, computer entertainment, music or online businesses. It is a leading manufacturer of audio, video, communications, and information technology products for the consumer and professional markets. And Vaio is a leading PC brand under the many of Sony’s family of innovations. Its name is an acronym for Video Audio Integrated Operation, but since 2008 it has been amended to Visual Audio Intelligence Organiser to celebrate the brand’s 10th year anniversary.
Although Sony made computers in the 1980s exclusively for the local (Japan) market, the company withdrew from the computer business around the turn of the decade. Sony’s re-entry into the global computer market happened in 1996 with the launch of the new line of PCV desktops under the VAIO brand. The idea was developed by Timothy Hanley, as a way of distinguishing items that use audio and video as well as been...