Sony Vaio

Topics: Laptop, Sony, DVD Pages: 4 (1069 words) Published: July 13, 2012
Market analysis of the Brand: Sony Vaio
The paper analyses the brand SONY VAIO under the following category: * Total market size (current and future)
* Market growth rate
* Market share of own brand
* Competitors
* Pricing of own and competitor brands
* Market profitability
* Industry cost structure
* Distribution channels
* Market trends
* Key success factors

Executive Summary:
In short, this assignment deals with market analysis of the brand ‘SONY VAIO’. It covers the concept of market size, market growth rate, market share, competitors, pricing, industry cost structure, distribution channels, market trends and SWOT analysis with the aid of Sony organisation.

Sony Corporation is one of the leading manufacturers of electronics products that include audio, video, communications and information technology. Sony started producing computers in 1980s and withdrew from computer business around 1990. But with increasing competition in computer segment and to diversify its electronics business Sony re-entered the global market with VAIO brand. VAIO is an acronym for Visual Audio Intelligent Organizer which denotes the brand’s positioning as a product that performs on both video and audio front. The VAIO logo also represents the integration of analog and digital technology with the ‘VA’ representing an analog wave and the ‘IO’ representing a digital binary code. Sony Products:

Sony has a variety of products ranging from electronics devices, games and entertainment. In brief Sony products can be categorized in the following major product categories: 1. Television and Projectors.

2. Home video.
3. Home Audio.
4. Home Theatre system.
5. Digital Photography.
6. Hand cam video camera.
7. Computer Peripheral.
8. Portable Audio.
9. In-Car entertainment.
10. Mobile phones.
11. Storage and Recording media.

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