Sony Music Entertainment Strategic Analysis

This study concludes that Sony Music Entertainment has a global company presence, but it faces high competition in the music and electronic markets. The assignment suggests adopting penetration pricing strategies, leveraging social media platforms for direct communication with potential consumers, and implementing advanced technology to minimize operational errors. It also emphasizes the importance of healthy relationships with consumers and competing effectively against major competitors like Samsung and Warner Music Group.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY .....................................................................................................................................3
TASK 1.................................................................................................................................................3
TASK 2.................................................................................................................................................4
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................8

INTRODUCTION
Marketing means the state where a company or industry promote or sell their products and
give services, considering market research and advertising of their product. This study will be based
on Sony music entertainment which is an American global music corporation. Sony music company
also provides high to medium price mobile phones. This study will explain the marketplace and
strategies of Sony music entertainment. It also explains the marketing strategy adopted by Sony
music entertainment competitors.
MAIN BODY
TASK 1
1 Marketplace of Sony music entertainment
Sony music entertainment is world recorded music industry, there actual roll is to make
music with international and local artists or superstars. Sony corporation is the owner and Sony
entertainment is their general partner, the products of this industry is music and entertainment. This
is the second largest industry in one of the big three companies who record music. Sony is also run
many successful reality TV shows, such as Got talent, Indian Idol, X Factors etc. They also run
many other channels like S sub entertainment, Sony mix etc. it is worldwide famous music
company. American music organisation owned Sony music company (Sargeant and MACQUILLIN
. 2016). The company always comes up with innovation and new technique of creating music. This
music company established their headquarter in New york city, New york, United state and also
working in India. Sony music enterprise served their services at worldwide area.
Sony music entertainment always maintain their position in the marketplace through
creating good music and TV serials. Now they are also planning to innovate something new
techniques to make the best music in the music industry. Sony music builds app to support you tube,
this is gonna be the biggest livestream music event ever in the world with google cloud platform.
This company faces many others' competition in marketplace. There are some competitors of Sony
music entertainment in market such as Universal Music Group, Warner Music Group,
FueledByRamen, EMI etc. All these companies are also tried to managed their position in the
market. Warner music group is the competitor of Sony music entertainment, it gives a tough
competition in recording music, publishing music and giving services of artist.
2. Marketing strategy of Sony music entertainment and its competitors:
Sony has used marketing strategies for the growth and increasing their business, and also has
to proved itself better and smarter than the others company in this area. They used digital marketing

strategies in their business, Sony has used many channels for promoting their brand and production.
They have also used many other promotion mix strategies to attract the customers and gain higher
rating in the music industry (Séraphin and Gowreesunkar. 2017). Three elements that are using by
Sony music entertainment in their marketing strategies. First, is product when they got their product
mix correctly, Sony has fear little from their competitors, that is why they have to focused on the
quality, design and techniques of music in the organisation. Sony has proved themselves by giving
better design and quality product than the other companies. They are also using pricing and
promotion strategies to increase their business growth. Sony music entertainment increase or
decrease their pricing according to the strategies of music industries. They give very high
promotions and advertisement of their product, it will also impact in the Sony electronic industry.
They had also focused on the productivity and marketing strategies when the competition is getting
higher. Branding strategy will also help in getting overcome into their competitive pressure.
Company balanced their marketing strategies in music and electronic industry. They also launched
Sony Experia mobile to promote their brand in market. It also focused on other areas like
electronics, play station device.
Strategies used by Warner group
warner music group has adopted various marketing strategies they have used social media platform
in order to generate a substaintial follower on social media and to become an prominent musician
for its own music (Nemati,Ahmed, and Khan 2018).by using the online channel , the group is
reaching out and enaging their fans and followers with the group more personally.that has increased
the sell of concert ticket and music CD's of the warner group. they are focusing more on building
massive online presence of their group so that they will be able to promote its music among the
people in the market.they are adopting digital-music steaming and placing its product by having
some advocating that will help in preoviding their music for free.
The warner music group use the marketing strategy of creating and maximizing the various
channels of distribution through internet (Nemati,Ahmed, and Khan 2018). Such as by using
various online application like savan.they have used such marketing strategy in order to have
control over its music and its brand. They are using this method to create awarness among the
people and to spread their music around the globe. The group also use youtube channels and
websites for effectively promoting its music. The company use this strategy to get in front of the
customers eye and to make them aware of the group's new launchhing of music. they use the
strategy of podcasts, means promoting their music on radio.beacause this provide the opportunity to
the group to reach out to the customers.it is very easy method of promoting the music of the group.

TASK 2
New or innovative ideas which could be applied to SONY MUSIC company
SONY MUSIC entertainment is global music company which includes broad recording history,
which represent music from every genre (Jeziorski, P. and Moorthy. S. 2017). For bringing some of
new or innovative ideas like NEW ADVERTISING or like BRAND OPPORTUNITY here are some
highlights on innovation with the help of ADVERTISING in the market segmentation of the
company.
Innovate means coming up with the new ideas of doing things. Bringing innovation and new ideas
into SONY MUSIC entertainment can help them to save time and money, and also gives them the
competitive advantage to grow and adapt their business in market place which build the promotion
of the company.
Among all one of the most major factor NEW ADVERTISING is one of the important factor to
considers for bringing new ideas and innovation in the SONY MUSIC company(Rodgers and
Thorson 2018). Advertising can help launch products with a splash. Indirectly, advertising helps
SONY MUSIC company to grow word of mouth referrals. It means that if more new customers
company will gain through advertisement, the more word of mouth those customers in turn will
share with others.
If the advertising of any concerned product, services or ideas is done correctly at a right place,
throgh proper media like newspaper, magazines, television, etc. Within a particular time then the
company can attract many new customer. It helps to capture the market as well as to earn more and
more revenue in the company.(Jeziorski and Moorthy 2017)
Advertising increases an interest of advertised products and services in the eyes of customers,
which results in higher demand in the market, and the growing demand soon results in higher sales.
So eventually, advertisement fulfil the main goal of investing (Rodgers and Thorson, 2018). Cost
which generated for the new advertisement activity which soon to bear by the company which
increase the market share of the company.
Advertising can make the public aware of improvements. With help of advertisement company
learns about new improvements which has to be done for the better production which results in
getting higher profits and a customer satisfaction (Wojdynski and Evans. 2016). If a company wants

to boost their sales thenit has to let the people know about their innovation. In the world of internet
if company constantly sending email, marketing messages via mobile then people choose to follow
your social posts, which means SONY company has more chances to send their messages in front of
the people and it will increase the goodwill of the company which also helps to earn higher profits
in the future.
If new advertisement policy is to be followed by a SONY COMPANY then it helps in creating
goodwill which helps in building a brand's image in the market (Armstrong, G and et.al., 2015).
People tends to show more trustworthy attitude to advertised brands because of the goodwill which
earn by a company over non-advertised brands. This ride in popularity and building of trust helps to
increase the value of a brand name. Eventually, it hepls company to boost their sales as well as
helps to reduce the cost of the company.
Critical analysis which outlining the challenges and possible outcomes for which affect the
final outcome of SONY MUSIC COMPANY.
In a company whether you are planning or making strategies for innovation or ideas it is
very important that how you implement that strategy or plan which affect the company positively or
negatively. Critical analyse which affect the SONY MUSIC company while applying new
advertising strategy are here:
Very first and major impact which the company has to bear is that it includes major part of COST or
we can say it takes money, whether giving advertising throgh online service or through print ads,
newspapers, radio etc. All these activities are time consuming as well as costly.
Second major problem which affect the company's outcome was MISREPRESENTATION in
advertising. SONY MUSIC while doing advertisement wants product in the best light possible but
the problem arises when the dramatization crosses the line into falsely representing a product.
Lack of communication is another factor which is affecting the company because company's plan
doesn't get communicated with the customers and they make articulation according to what they get
to see in the advertising activity.(Nemati,Ahmed, and Khan 2018)
Another factor is related with the advertising of sale of inferior products. Buyer is unable to decide
which product is really good because of advertising of sale inferior products in the market which
leads the SONY MUSIC to get the negative impact on advertising.
Recommendations

Sony Music Entertainment is the big firm that has many branches across the world.
 Company should develop healthy relationship with consumers. This strategy would help in
generating more revenues and entering into new market. Use of social media platform will
help in making direct communication with potential consumers. That would be beneficial in
identifying needs and requirements of clients and providing the products accordingly.
Healthy relationship with buyers helps in making them loyal towards the firm and retaining
them in business for longer duration. This will give qualitative benefit to the Sony music by
increasing its brand value.
 Implementation of latest technology is another great way to minimise issues and strengthen
brand value. By taking support of advanced technology Sony would be able to minimise
operational errors. This will help in making effective coordination with consumers. For
example entity should take support of mobile application (Harker and et.al., 2015). By this
way it will be able to provide immediate services to consumers and will be able to resolve
complains quickly. This is the way that can help business in generating more revenue and
sustaining in market for longer duration.
 Sony Music firm is the leading brand but it is facing huge competition. Samsung and
Warner music group are the biggest competitor of business (Kim, Hulland and Eom. 2018 ).
That creates issue for the organisation because competitors attract people towards their
brand by offering them amazing discounts. In order to gain competitive advantage enterprise
should make changes in its pricing strategies. It should adopt penetration pricing strategies.
It needs to offer goods and services to buyers at lower rates. This will help in attracting more
people towards brand and retaining consumers in business for longer duration.
Samsung and other competitors are taking support of effective promotional strategies. But if
Sony promotes the brand significantly through social networking sites then it would support the
firm in entering new market and increasing its market share. All these strategies would be
beneficial for the firm in sustaining in market for longer duration and gaining competitive
advantage.
CONCLUSION
Above all the study is has been concluded that Sony music entertainment has global
company. All these impacts gives a challenge for the SONY MUSIC company to make and to think
the ideas which has the power to overcome to these issues. The Sony is also facing high competition
in the market of music and electronic.

REFERENCES
Books and Journal
Jeziorski, P. and Moorthy. S. 2017. Advertiser prominence effects in search
advertising. Management Science.64(3). pp.1365-1383.
Rodgers, S. and Thorson, E., 2018. Special Issue Introduction: Digital Engagement with
Advertising.
Wojdynski B.W. and Evans N.J.. 2016. Going native: Effects of disclosure position and language on
the recognition and evaluation of online native advertising. Journal of Advertising.45(2).
pp.157-168.
Armstrong, G and et.al., 2015. Marketing: an introduction.
Harker M and et.al., 2015. Marketing: An Introduction. (No. 3). Pearson Prentice-Hall, London.

Kim, S.H., Hulland, J. and Eom, H.J. 2018 July. USE OF ITEM RESPONSE THEORY IN
MARKETING RESEARCH. In 2018 Global Marketing Conference at Tokyo. (pp. 1503-
1503).
Sargeant A., and MACQUILLIN I. 2016. Marketing for nonprofit organisations. In The Marketing
Book. (pp. 555-576). Routledge.
Séraphin, H. and Gowreesunkar, V.G. 2017. Introduction: what marketing strategy for destinations
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