Marketing Management Report

This report delves into the marketing management strategies of Sony Corporation, focusing on the concept of marketing orientation and its significance in achieving strategic goals. It outlines the company's overview, various types of marketing orientations, and the actions necessary for implementing these strategies. The report concludes with the benefits of market orientation, emphasizing customer satisfaction and loyalty as key drivers for Sony's success.

Marketing Management

Table of Contents
..............................................................................................................1
.........................................................................................................1
Marketing Management...............................................................................................................1
Introduction ................................................................................................................................................3
1. Company overview of Sony Corporation ...........................................................................................3
2. Concept and types of marketing orientation .....................................................................................4
3. Strategic goals of Sony Corporation ...................................................................................................5
4. Marketing orientation could help to attain strategic goals ................................................................5
5. Actions to put in place to introduce the marketing orientation in Sony Corporation ........................6
6. Benefits from market orientation to Sony Corporation .....................................................................7
CONCLUSION ..............................................................................................................................................8
References ..................................................................................................................................................9

Introduction
The Internet technology has led to the creation of dual trading arena where the traditional
marketing concepts are taking a standstill and new ones are emerging. In order to cope up with
the rising marketing complexity, the concept of Marketing Orientation has been introduced. It is
a type of business philosophy which gives emphasis on customer’s satisfaction first. On the other
hand, the strategic goals are defined as the long range direction that is attained by the company
(Doyle and Stern, 2006). In this respect, the present report will emphasize on understanding the
concept of marketing orientation and its link to attainment of strategic objectives that are framed
by the company. The report will end up by benefits of marketing orientation. Further the report
has been prepared in context of Sony Corporation. The report also includes the action which
takes place at the time of implementing the market orientation.
1. Company overview of Sony Corporation
Sony is Japanese company which are expanded its business operations in many
developed and developing countries like USA, UK, Germany, France, India as well as china in
the world. Corporation was established in 1946 in the Japan and founder members of firm was
Masaru Ibuka. Organization manufacture and sales its various type of electronics products like
Smart phones, camera, speakers, music systems, television as well as extra accessories in the
world. Further, Sony also deals in many other business like electrical, software as well as
entertainment business in the world (Bradley, 2003).
In addition to this, Sony is one of leading company in the electronics sector within world.
Corporation provides effective services and products to consumers in all nations. Mission,
vision, short as well as long term objectives of enterprise also encourage the company to become
top leader in the world. Sony corporation has created effective image and brand value in the
developing and developed nations (Doyle and Stern, 2006). Further, growth rate of organization
is optimistic as comparison of other electronics corporations in many countries. Market share of
organization is effective as compare to other firms in the world. Marketing strategies of Sony
corporation provides effective opportunities to earn profit and revenues from the consumers in
the nation. In addition to this, core competency of company is to develop and design effective
quality of camera and music system which attract many purchases these gadgets in the world

(Corbin and Strauss, 2008). This strategy of organization contribute effective role for Sony
corporation to cover appropriate marker share and income in the nation. Further, there are many
rivals of organization such as apple, Samsung, Nokia as well as Toshiba in electronics industry
of the world. In addition to this, Sony corporation also conducts Corporate social responsibilities
(CSR) activities to create effective front of its stack-holders in the various nation (Woodall,
2007).
2. Concept and types of marketing orientation
Marketing orientation is a strategy which is essential for organization to recognize needs
and desire of consumers with help of product mix in the market. There are many types of
marketing orientation of Sony corporation (Bradley, 2003). It is described below in the
paragraph.
Production concept: In this marketing orientation, corporation uses effective manufacturing
approaches to manufacture its products in the plant. For example, organization uses batch
assembly line production techniques to make its electronics and other products. This process
contributes effective role for corporation to manufacture better commodities in the market
(Aaker, 2011). In addition to this, it also helps in achieving effective efficiency and performance
by reducing waiting time in manufacturing (Woodall, 2007). It aids in earning better revenues
and profit in the market of United Kingdom.
Product Concept: Management of Sony corporation provide optimistic quality of products to the
consumers. For example, corporation provides innovative features to its customers in the market.
Enterprise uses total quality management and continuous improvement process to improve
quality of products in the market. In addition, this process also help the firm to increase its sales
in the industry (Argyrous, 2011).
Selling concept: Organization uses many types of selling concepts to sell its products in the
different markets. For example, Sony corporation utilizes market oriented pricing and special
offers to increase sales of its products very rapidly in the market. In addition, this process also
helps in increasing growth of company in the nation (Bandyopadhyay, 2001).
Marketing concept: Enterprise uses various type of marketing tools to promote its products
which contribute effective role for organization to increase its revenues in the market (Wright,

Jayawardhena and Dennis, 2008). For example, Sony corporation utilizes many marketing tools
like social media, television, newspapers, radios as well as magazines to create effective
awareness about of products in mind of consumers in the country (Bowling, 2009).
3. Strategic goals of Sony Corporation
The strategic goals of Sony Corporation are as follows:
Long term objectives
 To attain zero carbon by year of 2050.
 To become leading provider in electronic segment.
Short term objectives
 To create more employment opportunities.
 To increase customer size.
 To enhance company's both development and research.
 In market to strengthen the company's core business area.
 In emerging markets to expand the business operations (Bryman, 2012).
 To optimize the resources in effective way.
The main objective of cited firm to increase the sales and productivity of company which
will also help to increase the market share. Further, company also wants to increase the
customer's satisfaction level because when the customers are satisfied with the features of
products, they frequently start to purchase the products. Cited firm also set the goal to lead the
market place. In this regard Sony have to produce the good quality products as compare to other
competitors (Whittaker, 2009).
4. Marketing orientation could help Sony Corporation to attain strategic goals
The process of marketing orientation mainly focus on the delivering products
which are designed according to the needs and demands of the target customers. According to
the demand and desires of the products, company mainly produces the products according to
this. This market orientation also monitors the competitors actions very closely and also analyze
the impact of competitors actions on the customers like customers are shifted towards
competitors product or their preferences are changed or not. To fulfill the demands and to meet
the expectations of customers, all required resources should also be available (Crowther and

Lancaster, 2012). Sony is basically a marketing orientation company, so, cited produces the
products to meet the expectations of consumers. To attain the strategic goals, marketing
orientation plays an important role ion this because this orientation mainly focus on the
customers (Nykiel, 2007). This results that customers will be more attract towards the company's
product because products are meeting their demands. In this context, company would be able to
attract large number of customers. When the customers size increase, sales of the products also
increases as well Crowther and Lancaster, 2012). So, in last it also increases the sales and
productivity of organization. The strategic goal of Sony Corporation is to increase the customer
size and awareness. So, with the help of marketing orientation this goal is achieved on more
effective and efficient way. This also increase the trust among customers towards both product
and company (Corbin and Strauss, 2008). The trust factor is usually obtained when the
company's product quality and features are same as promised and it creates loyalty towards the
company. With the trust factor, customers will prefer to purchase the products from Sony not
from their competitors. The good quality of products and services also attracts the customers
which also increases the sales of company (Gill and Johnson, 2002). With the help of market
orientation it is also set that company should not charge the prices of products unrealistically. In
marketing the products, both content and information should be relevant to the features of
product. When all these points are covered by company then it increases the sales and
productivity of cited firm (Creswell, 2009).
5. Actions to put in place to introduce the marketing orientation in Sony Corporation
The term market orientation is basically the business culture which creates the superior value for
target customers in more effective and efficient way. Before implementing the marketing
orientation in company it is very important to analyze the internal and external environment of
Sony Corporation. With the help of analysis, internal condition and market condition is
evaluated. It also evaluates the information about competition, market structure and customers
demands (Edward, 2000). For this purpose both Pestle, Swot and stakeholder analysis tool could
be used. To evaluate the demands and requirements of customers effectively market research has
to be done. Further, at the time of implementation open and effective communication is
essentially required among all level of employees, if the communication is not done effectively
then it mat\y create communication gap and confuse many employees towards the goals. So, in
this context it is very important for all employees to clearly understand the meaning of strategic

goals and objectives. The effective communication in organization surely leads to improve the
overall performance. The concept about implementing the market orientation should be decided
by the decision making process in which suggestions of employees should be included (Fink,
2010). At the time of implementing the orientation in organization, it is very important form
senior managers to convey the information about all aspects like marketing strategies, sales and
promotion strategies and product development process and customers demands. With the help of
this all employees will be aware about their roles and responsibilities. In the organization while
implementing this orientation many employees may issues (Gill and Johnson, 2002). For thus
purpose organization could conduct training programs to aware the employees about the concept
of related to market orientation. The strategic goals and objectives should be considered at the
time of implementation (Doyle and Stern, 2006). In this regard customer relationship and
supplier relationship should also be considered. For the successful implementation of market
orientation in organization, the organizational culture should be supportive. It is said that
distinctive type of organization culture is very important to effectively build the superior level of
market orientation (Fowler, 2001).
6. Benefits from market orientation to Sony Corporation
The customers demand and desires are the main strategic points of market orientation. With the
help of this orientation more focused based production is occurred. The primary focus of
companies are the customer's needs. On this bases company has to produce the products which
matches the requirements of consumers (Doyle and Stern, 2006). This results that customers
would experience more satisfaction by using the product. Further it would increase the brand
loyalty among customers and it would also raise their repeat purchase of company's product
(Goddard and Melville, 2004).
In this regard all functions of company are aligned with the strategic vision of firm which are
related to meet the expectations and needs of customers. This process helps to define the roles
and responsibilities of all employees in more clear manner. The leaders are requires to set the
customers at superior priority level (Merriam, 2009). When companies clearly understand the
market needs then they could effectively promoter the products in front public (Halal, 2003).
With the help of effective marketing tool, cited firm could convey the clear message related to
products benefits which would help to generate more business in effective manner. In this

context, when company continuously understand the needs of customers and according to that
they deliver the products and services then it leads to long term profitability (Kuada, 2012).
CONCLUSION
With the help of present report it is articulated that marketing management plays an important
role in the organization. The present report defines the various types of marketing orientation
which should be considered by organization. This research report defines the importance and
benefits of marketing orientation (Kumar, 2010). The present report also help to understand the
actions which are taken place at the time of implementing the market orientation in organization.
The present also describes that in what manner marketing orientation helps the organization t0o
attain the strategic goals and objectives (Wilson, 2001).

References
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