Sony Vaio Marketing Plan

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Table of Contents 1.0 Executive summary: 3 2.0 Introduction: 3 3.0 Situation analysis: 3 4.0 Macro-Environmental (PEST) Analysis: 4 4.1 Political: 5 4.2 Economic: 5 4.3 Social Factors: 5 4.4 Technological factors: 5 5.0 SWOT Analysis: 6 5.1 Strengths: 6 5.2 Weaknesses: 6 5.3 Opportunities: 7 5.4 Threats: 7 6.0 Marketing Strategy 7 6.1 Mission: 7 6.2 Marketing Objectives 8 6.3 The First year Objectives: 8 6.4 Target Market - Asian Market: 8 6.5 Positioning: 9 7.0 Marketing Mix: 9 7.1 Product: 9 7.2 Price: 10 7.3 Place: 10 7.4 Promotion: 11 7.5 Current Trend: 11 8.0 Financial Analysis: 12 9.0 Conclusion: 12 10.0 References: 12

1.0 Executive summary:
With the increase in the growth of youth population, the demand for the use of portable devices has increased resulting in the evolution of laptops, playstations, mp3 players and other devices. We people from Sony would like to introduce a new product into the market which would be an integration of playstation and a normal laptop, the first of its kind in the world. The way we introduce the product in the market, our positioning and the marketing techniques would be discussed further.
2.0 Introduction:
Nowadays, no teenager can be found without the influence of technology. In such a market, when the products are from a top brand like SONY, then people tend to prefer its products.
VAIO, is a sub-brand of Sony’s products, computers. The VAIO brand was established round the world in the year 1996 with a series of desktops. Now, there is a wide range of laptops under the brand. The play station is a 32 bit fifth generation video gaming console released by SONY in December 1994. This was the first series of the play station series released in Japan. Later it had upgrades like play station 2, etc., and play station portable.
We would be proposing the integration of play station and laptop which will be a big hit in the world market especially Singapore,



References: * Charles W. L. Hill, 2008, “Global Business Today”, Page 495. * Michael D. Hartline, 2007, “Marketing Strategy” *  http://www.scribd.com/doc/6037365/Sony-Marketing-Mix * Kazmi, SHH(2007), Marketing Management Text and Cases * http://www.sony.co.in/ * J.Paul Peter, James H.Donnelly, McGraw-Hill Higher Education (2008), Marketing Management knowledge and skills * Kenneth E

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