Sony Case Analysis

Topics: Marketing, Sony, Semiconductor sales leaders by year Pages: 6 (1944 words) Published: December 4, 2013
Consumer Behavior
Sony Case Analysis
1.Through years of innovation, Sony has developed high-quality products that consumers desire and established a number of cultural meanings for itself. Consumers see Sony as a manufacturer that produces high-quality products that are innovative and push the marketplace forward. Motivated and creative, Sony brings cutting-edge technology from Japan to America. They are mostly responsible for Americans perceiving products made in Japan as high-quality (Peter, 2010, p. 307). Sony is also perceived as insular for pushing proprietarily technologies instead of industry standards. Even though this has caused turmoil in the marketplace, it has also led to further innovation (Eaton, 2009). With an innovative history, Sony is becoming a household name that is instantly recognizable. This has allowed Sony to focus on creating needs in consumers, as opposed to only filling existing ones. Sony has been successful at adapting new technologies and marketing them in a way that create needs in customers. Sony’s marketing strategy has been to create attractive advertising that connects the consumers’ emotions and creates brand awareness. Some of the reason people buy their products is their reputation for being innovative, reliable, and of the highest quality and their advertising reflects this. The most important reason people buy Sony products is the meaning of the products to the consumer. For example, the Walkman empowered consumers to listen to whatever they wanted wherever they were; it was not the device, but the social practices associated with it that made it so popular (Du Guy, 16). By acting as a portal for people to gain enjoyment from possessions like music, movies and games, people built a relationship with Sony’s products (Peter, 2010, p. 307). Consumers extended the goodwill they had for the media onto the media player and developed rituals around the device. 2. As time changes, so does the culture shift. Sony’s marketing strategy has benefitted from the shrinking differences of the world. Culture is defined as the shared thoughts, perspectives, values and meanings in a society (Peter, 2010, p. 290). From a global perspective, Sony consumers in America and Asia have similar cultural ideas. Take for example both Asian and American cultures having a core value for achievement and success. They also value material comfort, indidivualism, youthfulness, fitness and health (Peter, 2010, p. 282). Both Asians and Americans value fast and efficient products that allow them to communicate with others quickly. Many consumers utilize popular name-brand products for everyday use. Technology plays a big part in our culture. From a global macro-level perspective, internet use and products that link consumers to the internet are highly consumed in the United States and other countries. With most countries consuming the same Internet and similar technological products and services, this gives proof that most countries share the same cultural meanings (Peter, 2010, p. 290).

The similarities in cultural value support the argument that our society is becoming homogeneous. From a marketing perspective, this allows Sony the ability to implement the same marketing strategy. However, some challenges Sony might face would be the fact that they are not equipped to meet the demands of a changing cultural environment. Sony has primarily marketed itself on a regional basis and has only made limited partnerships with companies on an international board (Peter, 2010, p. 319). In addition, Sony has failed to build alliances with American-based cable networks, hindering the development of home Internet services (Peter, 2010, p.318). 3. Sony is a company that produces and sells primarily electronic and digital entertainment products. Consumers in the age range of 15 to 40 years are the primary buyers of these products (Peter, 2010, p.318-319). As of July 2013, almost 48% of the Asian...

References: Peter, J.P., and Jerry C. Olson. (2010). Consumer Behavior and Marketing Strategy. New York, NY: McGraw-Hill/Irwin. Print.
Eaton, Kit. "Sony 's Long List of Format Failure, From Betamax to Memory Stick Micro | Business + Innovation." Fast Company. 3 June 2009. Web. Retrieved from http://www.fastcompany.com/1290466/sonys-long-list-format-failure-betamax-memorystick-micro on November 20, 2013.
Du Gay, Paul, et al. (1997). Doing Cultural Studies: The Story of the Sony Walkman. London: SAGE Publications, in association with The Open University. ISBN 0-7619-5401-5. OCLC 651974258.
Population by age groups in percentage to total - continents and sub regions - data for July 2013. GeoHive.com. Web. Retrieved from www.geohive.com/earth/population_age_1.aspx on November 23, 2013.
Developing a uniform global marketing presence. N.d. http://businesscasestudies.co.uk. Web. Retrieved from http://businesscasestudies.co.uk/heinz/developing-a-uniform-global-marketing-presence/global-marketing.html#axzz2lUsclwxh on November 23, 2013.
Delaney, Laurel. (N.d.) Global Marketing Strategy: Four Benefits to a Global Marketing Strategy. importexport.about.com. Web. Retrieved from http://importexport.about.com on November 23, 2013.
Dreyers Cookie Dough. (N.d.) Web. Retrieved from www.dreyers.com/Grand/Flavor/2976 on November 22, 2013.
Spangler, T. (November 11, 2013). Variety Sony Is Keeping PlayStation’s Internet TV Options Open. Web. Retrieved from http://variety.com/2013/digital/news/sony-is-keeping-playstations-internet-tv-options-open-1200820052/ on November 23, 2013.
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