SONY VAIO CHINA
Case Analysis for SONY VAIO target consumers in China
KULDIP MEDHE NORTHEND
CORE ISSUE
Which segments of population should Mr. Richard Lopez, the product manager for Sony corporation target for positioning of its new brand of laptops “VAIO” in the Chinese market.
CONCERNS AND OBJECTIVE
Mr. Lopez had too much data to analyze and draft his marketing plan. He was working on three market research reports, a study on consumer values, qualitative interview data, a segmentation study completed recently and a new corporate study that segmented consumers at a global level. The Objective for Mr. Lopez was to draft out a marketing plan based on these studies individually or in combination to launch VAIO in China.
SONY HISTORY & BACKGROUND
[1]It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build Tokyo Tsushin Kenkyujo´ (Totsuko), or Tokyo Telecommunications Research Institute´ to the billion dollar global conglomerate that it is today. The main objective of the company was to design and create innovative products, which would benefit the people. The name "Sony" was chosen for the brand as a mix of two words. One was the Latin word "Sonus, which is the root of sonic and sound, and the other was "Sonny “ a familiar term used in 1950s America to call a boy.
At the time of the change, it was extremely unusual for a Japanese company to use Roman letters to spell its name instead of writing it in kanji. The move was not without opposition: TTK's principal bank at the time, Mitsui, had strong feelings about the name. They pushed for a name such as Sony Electronic Industries, or Sony Teletech. Akio Morita was firm, however, as he did not want the company name tied to any particular industry. Eventually, both Ibuka and Mitsui Bank's chairman gave their approval. The first Sony-branded product, the TR-55 transistor radio, appeared in 1955 but the company name did not change to Sony until
KULDIP MEDHE NORTHEND
CORE ISSUE
Which segments of population should Mr. Richard Lopez, the product manager for Sony corporation target for positioning of its new brand of laptops “VAIO” in the Chinese market.
CONCERNS AND OBJECTIVE
Mr. Lopez had too much data to analyze and draft his marketing plan. He was working on three market research reports, a study on consumer values, qualitative interview data, a segmentation study completed recently and a new corporate study that segmented consumers at a global level. The Objective for Mr. Lopez was to draft out a marketing plan based on these studies individually or in combination to launch VAIO in China.
SONY HISTORY & BACKGROUND
[1]It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build Tokyo Tsushin Kenkyujo´ (Totsuko), or Tokyo Telecommunications Research Institute´ to the billion dollar global conglomerate that it is today. The main objective of the company was to design and create innovative products, which would benefit the people. The name "Sony" was chosen for the brand as a mix of two words. One was the Latin word "Sonus, which is the root of sonic and sound, and the other was "Sonny “ a familiar term used in 1950s America to call a boy.
At the time of the change, it was extremely unusual for a Japanese company to use Roman letters to spell its name instead of writing it in kanji. The move was not without opposition: TTK's principal bank at the time, Mitsui, had strong feelings about the name. They pushed for a name such as Sony Electronic Industries, or Sony Teletech. Akio Morita was firm, however, as he did not want the company name tied to any particular industry. Eventually, both Ibuka and Mitsui Bank's chairman gave their approval. The first Sony-branded product, the TR-55 transistor radio, appeared in 1955 but the company name did not change to Sony until