A marketing audit is a comprehensive and methodical examination of a company’s failures and successes in terms of marketing. An audit, evaluates the market environment, the marketing strategies, and the company’s goals to better see where the company may be falling short, and similarly, it shows what is working. In this Audit we will be observing several fields of marketing relative to the Sony Corporation, it will examine and focus on the Marketing Mix, Environmental Analysis, and SWOT Analysis. These Analyses will enable us to better understand Sony’s strategies in regards to marketing, what influences affect the company, and what changes may need to be made in order to correct negative impacts.
This industry conglomerate was
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They went on to create the first wide screen HD TV, digital recording device, digital camera, and blue ray player. They developed the first LCD device, the first Internet TV powered by Google and that’s just a brief overview of all the innovations, inventions, and products associated with the Sony Corporation. (####)
The first computer related product from Sony was introduced in 1967. They co-developed the microprocessor collaborating with Intel Corp. in 1971; however, the core of their electronics sales continued to stream from the audio and visual electronic equipment such as TV’s and radio systems. Sony has always stayed true to their mission of designing with functionality and portability in mind and as that became important to consumers in regards to laptop design, Sony was ahead of the curb creating more compact designs in addition to the co-development of the word processor and the 3.5 inch floppy disc which was a new and innovative recording medium at the time. (####) Currently, Sony has become one of the foremost manufacturers of audio, video, information and communication products for both the customer and the professional business markets; furthermore, its products are synonymous with quality, and value.
Sony’s mission and vision is to design and create innovative quality products which benefit customers. Their marketing goals are to increase sells, create innovative quality products, and deliver value to their customers, clients, and partners in
I decided to do my research on Sony due to the advancement in technology and the competition between companies such as Microsoft, Apple, and Sony. I have been around long enough to know about Sony’s products but the real reason that attracted me to them for this essay is because I actually believe that they are having a negative trend. I am starting to see less Sony items in stores and I haven’t really heard much about them. Whereas companies such as Apple are constantly being talked about and you often see people walking around with some type of apple product in their hands. Today we are going to research Sony through a horizontal analysis and through different ratio analyses. Let’s see what we find!
A marketing audit is a function, in the context of management operations, by which the assessment of the implementation of strategic marketing at tactical level is attempted. The application of marketing audit results in testing the compatibility and comparability of the objectives, sought to be implemented within the marketing strategy, with measurable targets which are achieved in reality. This can be implemented through the presentation and analysis of results in different areas of business operation which affect the application of marketing throughout the company. Thus, a marketing audit is implemented in the following areas:
Firstly, Sony’s type of business is for the public and they fall under the Audio/Video Equipment Industry. Today, Sony Corporation develops and manufactures consumer and industrial electronic equipment. The Company 's products include audio and video equipment, televisions, displays, electronic components, computers and computer peripherals, and telecommunication equipment. The Company is also active in the worldwide music and image-based software markets. Since the 1980’s, Sony had converted itself from an electronics company to a global entertainment company with such products. Some of this company’s major competitors include Matsushita, Philips, and Sanyo. The world’s first CD player was fashioned in October 1982. Sony entered the imaging market with their first digital camera, the Cyber Shot Digital Still Camera in 1996.
Sony has the vision to lead the AV/IT industry by providing the most cutting edge innovations in all emerging and existing markets. Sony prides itself in leading the industry as a benchmark setter for research and development, while providing products at the most economical price for consumers. Part of the mission and vision of Sony is to dominate the market by streamlining its global operations in order to reduce costs, increase efficiency and maximize profits for the shareholders. The new comprehensive marketing and management strategy will focus on five main initiatives in order to achieve Sony’s mission to be the leader in the technology industry and provide the most return for both customers and stakeholders. The five initiatives focus on aggressively strengthening Sony’s core
Sony Corporation was founded on the 7th of May 1946 in Tokyo, Japan as a joint stock company under Japanese law. To start it, the founders incurred a cost of 190,000 yen. The co-founder of Sony Corporation in May 1946 was Masaru Ibuka. The other co-founder who founded the Sony Corporation in America iin160 was called Akio Morita.
Sony’s innovative approach and successful brand name, being associated with numerous motion pictures, computer entertainment, music, television, and online businesses, makes Sony one of the most successful, extensive entertainment and technology companies in the world.
“At Sony, our mission is to be a company that inspires and fulfills your curiosity. Our unlimited passion for technology, content and services, and relentless pursuit of innovation, drives us to deliver ground-breaking new excitement and entertainment in ways that only Sony can. Creating unique new cultures and experiences. Everything we do, is to move you emotionally.” (About Sony: Sony Corporation, 2015)
One of the Japanese multinational conglomerate “Sony Corporation”, according to their history “Sony” that is a small group of young people and the unlimited innovative ideas with their passion and energy (Sony History). It also be called “Head of Electronic” (Dina, Lo. 2005), most of various high quality innovative technology products are manufactured by “Sony”.
Comparing to other competitors’ superiority, Sony should improve its R&D, design, marketing and innovation of product and services
The Sony brand is one the best known brands in the world. Its products, such as the PlayStation and the Walkman, paved the way for other electric devices without which most of us are not able to imagine their lives. In this essay, case study information and further research is used to illustrate Sony’s strategy and culture as well as to give recommendations for the future. The case study ‘Sony in the new Millennium” that is used for discussion was written by Robin John of the London South Bank University. Information that is not taken out of the case study is clearly marked and included the list of references. The question of what resources and competences Sony displays and which of these are its competitive capabilities will
Sony Corporation(ソニー株式会社) was founded in 1946. It is the well-known large-scale comprehensive multinational enterprise group. Sony is also the forerunner of audiovisuals, video games, communication products and information technology in the world. Now, Sony Group is focused on Electronics (such as AV/IT products and components), Game (such as PlayStation), Entertainment (such as motion pictures and music) and Financial Services (such as insurance and banking). It has sectors in these 3 areas. Sony Corporation
A marketing audit is not unlike a financial audit in that it helps the organisations to examine progress or lack of process towards the goals.
A marketing audit is a systematic approach to examining existing products and services for strengths and weaknesses. It often focuses on the Ps of marketing including product, price, place, and promotion along with other elements. The purpose of the marketing audit is to appraise the organization 's current status and provide recommendations for future action.
Sony is one of the world’s leading manufacturers for consumer electronics and broadcast & professional products. Established for more half a decade, Sony is known for it innovative and high quality products.