Case Sony
Individual Case:
Sony Targets Laptop Consumer in China
China Marketing GSB5138
Spring 2014, MP4
Professor: Caleb H. Tse Name: Jorge Eduardo Cortés E-mail: jecortes@skku.edu
Sony Targets Laptop Consumer in China
1. Compare the consumer interview results with the CLUES report data. Why is there so much redundancy between the two studies? How are the four key consumer goals identified in the consumer interviews related to the CLUES segments?
The customer interview was made to understand laptop-related perceptions and preferences in deeper detail. They include forty Chinese VAIO Laptop owners and four owned non-Sony laptops, the interviewees were between 21 and 35 years old and included students, parents and professionals. The three key themes related to laptop purchase and use were: (1) brands are an extension of who I am, (2) asking for product advice is one way I connect with others, and (3) just give me what I want.
The CLUES report data was made to understand key similarities and differences among consumers in China, how big were each group and what market opportunities they present. They include 760 face-to-face surveys or by video conference of Chinese consumers between 18 and 55 years old. CLUES respondents were asked to rate laptop on specific characteristics like coolness, simplicity and productivity.
Customer interview and CLUES report data include only Chinese consumers, the first one had focus in VAIO laptop owners between 21 and 35 years old and the second one included a larger spectrum of ages and laptop owners (not necessary VAIO). The first one was in-depth interviews and the second one was face-to-face surveys. Therefore it is likely that both studies have similar results.
The four key consumer goals identified in the consumer interviews are:
Goal (1): connect with others via e-mail, social networking sites, blogging, VOIP. This group is related with the CLUES segment “Fashion
Sony Targets Laptop Consumer in China
China Marketing GSB5138
Spring 2014, MP4
Professor: Caleb H. Tse Name: Jorge Eduardo Cortés E-mail: jecortes@skku.edu
Sony Targets Laptop Consumer in China
1. Compare the consumer interview results with the CLUES report data. Why is there so much redundancy between the two studies? How are the four key consumer goals identified in the consumer interviews related to the CLUES segments?
The customer interview was made to understand laptop-related perceptions and preferences in deeper detail. They include forty Chinese VAIO Laptop owners and four owned non-Sony laptops, the interviewees were between 21 and 35 years old and included students, parents and professionals. The three key themes related to laptop purchase and use were: (1) brands are an extension of who I am, (2) asking for product advice is one way I connect with others, and (3) just give me what I want.
The CLUES report data was made to understand key similarities and differences among consumers in China, how big were each group and what market opportunities they present. They include 760 face-to-face surveys or by video conference of Chinese consumers between 18 and 55 years old. CLUES respondents were asked to rate laptop on specific characteristics like coolness, simplicity and productivity.
Customer interview and CLUES report data include only Chinese consumers, the first one had focus in VAIO laptop owners between 21 and 35 years old and the second one included a larger spectrum of ages and laptop owners (not necessary VAIO). The first one was in-depth interviews and the second one was face-to-face surveys. Therefore it is likely that both studies have similar results.
The four key consumer goals identified in the consumer interviews are:
Goal (1): connect with others via e-mail, social networking sites, blogging, VOIP. This group is related with the CLUES segment “Fashion