Marketing Environment

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Introduction

We are going to make a marketing plan examines the launch MHS-FS3 3D Bloggie Sony HD Camera into Vietnam. Sony Bloggie 3D MHS-FS3 camera is revealed in exhibition CES 2011 in Las Vegas. The Sony Bloggie 3D HD camera includes unique features that break through the cluttered category while still offering simple high quality MP4 video and still photo shooting, as well as easy web sharing capabilities. The line of portable devices, anchored by the recently launched Sony Bloggie Touch, now is 3D technology. With the Sony Bloggie 3D MHS-FS3 every one can capture “had to be there” in a whole new way anytime, anyplace.

Our marketing plan contains 5 main parts: 1. Marketing environment analysis 2. Defining target market 3. Target marketing strategy adopting 4. Positioning 5. Developing marketing mix strategy.

Marketing environment

1. Competitor analysis

In Vietnam, the electronics industry is quite competitive, especially digital camera. Vietnamese are very favorable of foreign brand names so Vietnam is a large market for some brands like Sony, canon, Nikon, Panasonic, Samsung, Fujifilm, Kodak and Olympus. Look through the history of digital camera; it is the battle of survival.

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• Kodak and Nikon, two giants who first entered into digital cameras fields marked the dominance in the period of 1991 - 1992.

• However, since Canon anticipated in the game, it quickly captures market thanks to advanced technologies and effective strategies, defeating his two predecessors.

• Attacks from giants in manufacturing consumer electronics such as Samsung, Panasonic and BenQ to gain as much market share as possible of the names higher ranked - Sony, Kodak, Olympus, Nikon, Fujifilm - and even from Canon - the leader.

• Canon reveals products with high technology but in high price with the message - “Delighting You Always”. Its high ISO

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