"Sony Targets Laptop In China" Essays and Research Papers

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Sony Targets Laptop In China

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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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...

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Sony Targets Laptop Consumers in China

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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SONY VAIO

 “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...

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Sony Vaio Case

case study of: “Sony Targets Laptop Consumers in China” -By: Kellogg School of Management, Sachin Waikar PROBLEM DEFINITION BACKGROUND AND DATA ANALYSIS In China 74% of the people own a desktop and about half the population owns a laptop, considering that half of the country has broadband internet connection, and of the households that own a laptop almost 80% have internet at home, the market for laptop in China is very interesting for Sony. Howeve, in the past years, Sony has been facing...

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Case Sony

 Individual Case: Sony Targets Laptop Consumer in China China Marketing GSB5138 Spring 2014, MP4 Professor: Caleb H. Tse Name: Jorge Eduardo Cortés E-mail: jecortes@skku.edu Sony Targets Laptop Consumer in China 1. Compare the consumer interview results with the CLUES report data. Why is there so much redundancy between the two studies? How are the four key consumer goals identified in the consumer interviews related to the CLUES segments...

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Sony Incorporation

1.0 Introduction 1.1 Company Overview Sony Corporation is a leading global manufacturer of any information technology products for consumer and professional markets. It typically named as Sony, is a Japanese multinational corporation that is headquartered in Tokyo, Japan. It founded at 7th May 1946 and their co-founders of the company are Masaru Ibuka and Akio Morita. Sony have hired over 146,300 employees in 2013 and its diversified business is mainly paying attention on portable audio, digital...

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Branding of Sony

• History Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. Sony is one of the leading manufacturers of electronics, products for the consumer and professional markets. its founders Akio Morita and Masaru Ibuka derived the name from sonus, the Latin word for sound, and also from the English slang word "sonny", since they considered themselves to be "sonny boys". In late 1945, after the end of World War II, Masaru Ibuka started a radio repair shop...

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Sony

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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Marketing Mix of Sony

Sony Product The first market mix element is Product. A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want. Product decision normally base on brand name, Functionality, Styling, Quality, Safety, Packaging, Repairs and Support, Warranty, accessories and Services. These product attributes can be manipulated depending on what the target market wants. Also, customers always look for new and improved things, which...

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