Sony Middle East

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SONY MIDDLE EAST (UAE)

MISSION STATEMENT:
The leaders and pioneers of the electronic industry today are the Japanese giant, Sony. Sony does not generally keep a publicized mission statement. In the beginning days the mission statement of Sony was “Become the company most known for changing the world-wide poor-quality image of Japanese products." (Hester and Huen, 1987) With time as the position of Sony corporation changed in the global market and it gained a greater market share along with an ever evolving product line ,so did its mission statement and vision. (Jhones,2011) At present the mission statement is kept to the point and very simplistic. i.e. – “Become the company most known for changing the world-wide poor-quality image of Japanese products." As for specifically aiming at the Middle East Sony has not incorporated any new or different mission statements towards this particular region and goes on with the same Sony corporation mission statement formulated in Japan throughout the world. However, if not by countries or region Sony has indeed separated its mission statement according to the segments of different product offerings in the market. Just an “electronic supplier” does not do justice to a mega giant and leading innovator of the field of electronic and entertainment media today. Thus Sony categorized its mission statement and aimed it towards its differentiated product offering lines as shown below

SEGMENT| MISSION STATEMENT|
| |
Sony Ericsson| “To provide quality end to end communication services to small and medium sized corporate business.”| | |
Sony Music| “With a strong customer focus we aim to provide our customers with quality, on-time and on budget solutions. With our extensive experience we understand what it takes to deliver a quality solution for your business!”|

| |
Sony Playstation| "To experience the joy of advancing and applying technology for the benefit of the public."| | |
Sony Corporation| "To become a leading global provider of networked consumer electronics, entertainment and services."|

The most recent mission statement released by Sony was from its Europe head quarters in Berlin. In the company profile of Sony the mission statement read as, “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 organisation, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products.”

CRITICAL ISSUES:
The critical issues of a market plan highlight the main very important and inevitable features of the marketing plan and formulate the strategy for the same. Even if Sony Middle East today has a very well written market plan in papers and there is no proper strategic implementation maps for the same plan it may result in several issues and also might terminate the marketing plan as fail. (merdlin,1996) For the same reason, in this part of the report we analyze the critical issues that are attached to the marketing plan of Sony in the form of – the target market, the environment, product and promotion and finally place and price.

* Target market and environment of Sony Middle East :

The CBRE survey on global retail expansion revealed that Dubai ranked second most targeted city by international retailers and the UAE as the world's second most international retail market. (United Arab Emirates: Wednesday, April 18 - 2012 at 13:55 press release) UAE serves as a very important strategic location for Sony corp. not only as a hub and a port but also as a very high responsive and one of the most important markets of Sony as claimed by the former CEO Kiyoshi Shikano, who exclaimed that the UAE is of most important strategic importance specially when the markets of the rest of the world are on a low or...
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