marketing strategy based on four market research efforts – large scale study of the Chinese laptop consumer‚ detailed interviews with laptop users‚ results of the CLUES report and Project Compass. My recommendation is for Lopez to utilize each of these tools in varying quantities during different stages of his Segmentation‚ Targeting and Positioning (STP) strategy. The Shanghai report identified that China has developed huge income‚ education gaps and are seeking objects of higher status‚ technology
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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
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Sony China Market Segmentation Memorandum Date: To: From: Subject: October 27‚ 2014 Richard Lopez Hernan Alvarez Sony Targets Laptop Consumers In China Sony VAIO is the best computer that serves the needs of every customer and is not comparable at all. From the conducted 760 surveys‚ 18 percent are grouped in the segment of entertainment lovers. Then 88 percent of all the entertainment lovers plan to by a laptop within the next 12 months‚ according to Exhibit 8. Therefore‚ there are approximately
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Two girls walk into their local Café Coffee Day outlet. One goes to the counter and purchases two cappuccino coffees and some other pastries. The other sits at the table and opens her Sony Vaio Laptop. Within few seconds‚ she connects to the internet using Airtel’s data card. Once on the net‚ the girl “Google’s” name of the band that played the soundtrack of the English movie she saw yesterday. The number of websites comes up with advertisements. One of the advertisements was for the soundtracks
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September 7‚ 2012 Laptop Comparison Computers in general in their retrospective are making a big role in schools but the most popular now a day is the laptop. Schools need well performing and reliable laptops to use for everyday school work. The local school district needs about thirty laptops and they have a 20‚000 dollar budget. The two laptops I have in mind are the‚ Hp-Pavilion (Model: m61035dx) and the Toshiba-Satellite (Model: P875-S7200). These are both well performing laptops but the school
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believe that it is important for Sony to manufacture more products in the United States‚ Europe and from suppliers in Asia because Sony needs to remain a globally diversified corporation. The Yen stability against the US dollar has had a negative impact on the financial stability of Sony. When Sony translated US dollars and Euro financial statements into Yen‚ the net assets and earnings ended up being worth less in Yen which in turn dropped Sony’s financial results. Sony needs to work on spreading more
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“SONY VAIO” CASE ANALYSIS Name: Kinney Rucker Cohort: North End Date: 24th Jan 2015 Main Issues and objectives of the report: The main issue is: The product manager is having a difficult time to create a finalized marketing plan for Sony’s new VAIO laptops. The heart of the issue is the manager can doesn’t know which segment to target for the VAIO; due to‚ too much information. In December Sony encourage to all product managers to use a new corporate study that segmented consumers on a global
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Case study: Can Sony Regain Its Innovative Edge? The OLED Project 1. Why did Sony push back introduction of the OLED television? What was the advantage in waiting? What were the drawbacks? Was there a threat of moving to market with new technology too fast? How might the delayed introduction affect Sony’s reputation among consumers‚ enthusiasts‚ and Sony’s own R&D personnel? Sony holds the view that the OLED technology provides a markedly improved picture and it will be the basis for the next
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Annual Report 2003 Year Ended March 31‚ 2003 Financial Highlights Sony Corporation and Consolidated Subsidiaries Year ended March 31 Yen in millions except per share amounts and number of employees Percent change Dollars in millions* except per share amounts 2002 2003 2003/2002 2003 FOR THE YEAR Sales and operating revenue Operating income Income before income taxes Income before cumulative effect of accounting changes Net income Per share data: Income before cumulative
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KENT GRAYSON rP os t KEL614 Revised April 5‚ 2012 Sony Targets Laptop Consumers in China: Segment Global or Local? op yo Richard Lopez‚ product manager for Sony Corporation in Hong Kong‚ had one week to finalize his plan for marketing VAIO laptop computers in China before presenting it to senior management in January 2011. Lopez was struggling to decide which segment (or segments) to target and how to position VAIO for this segment. At the heart of his struggle was an unusual problem—too much
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