The Marketing Strategy Of Sony

Topics: Marketing, Sony, Marketing strategy Pages: 22 (5252 words) Published: August 24, 2012


Technology has always been part of human existence and science has played an increasingly important role in society for the last two hundred years, most of us have a sense that science and technology have recently become an overwhelming presence in modern life. I always had an interest in new inventions and news on updates in electronic devices which I get from internet, magazines and advertisements. Sony being one of the world’s greatest brands is engaged in the development, design, manufacture and sale of various kinds of electronic equipments, entertainment products and instruments. Sony is continuously striving to add value and enrich the new forms of entertainment; blending movies, computer generated worlds, games and music. Today Sony continues to fuel industry with the sales of innovative Sony products, as well as with the company convergence strategy.

Sony Corporation was established in May 1946 as Tokyo Tsushin Kogyo Kabushiki Kaisha, a joint stock company under the Japanese commercial code. The company name combining two words created “Sony”. One is 'sonus' in Latin, which is the root of such words as 'sound' and 'sonic'. The other is 'sonny' meaning little son. The words were used to show that “Sony" is a very small group of young people who have the energy and passion toward

Therefore, the topic for my research and analysis project is “Analysis of marketing strategy of SONY-PAKISTAN”


I have recently finished my ACCA qualification. Even though ACCA’s primary focus is on financial and management accounting, I always had an inclination towards marketing; though never got a chance to exploit my potential on any marketing project during my professional education. Sound marketing is critical to the success of every organization. So I found this topic really challenging as well as a good opportunity for me to work on a marketing project as it will enhance my analytical skills and widen my horizon. Sony being the leader in electrical technology in Pakistan always comes with new and improved products and uses their aggressive marketing strategies to take out competition in the region. I believe that not only creativity in technology is the key to success, creativity in product planning and marketing is of equal importance. Therefore, analysis of the marketing strategy of Sony-Pakistan seems a lucrative project to begin with and with its worldwide recognition, information pertaining to it can be reasonably obtained and analyzed.


Aim of this report is to analyse the marketing strategy of Sony-Pakistan and a detailed analysis of information gathered from various sources to identify the key success factors and indicators of the organization. Marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction .This analysis will give us an understanding of how the change in marketing mix strategies affects the customer’s satisfaction level. These are the tools that the firm blends to produce the response it wants in the target market. The report also looks at the strengths and weaknesses of the Sony Corporation and how these should help influence the Community’s response to opportunities and threats in the marketplace. It also shows some of the surveys carried out to find the attributes that make Sony so popular among Pakistan’s population.


During a research, different sources of information are consulted. These are generally categorized as primary and secondary depending on their originality and their relativity to the topic.


“Primary sources are original material which have not been filtered through interpretation, condensation etc, on which other research is based.”

The process of gathering information was a hectic task which required me to pay...
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