Sony: Marketing Strategy and Plan - Report and Analysis

This report analyzes the marketing strategy and plan for Sony. It begins with an overview of the company's history, its current market position, and the challenges it faces. The report then delves into a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. The report also discusses the company's current marketing strategies and suggests ways to improve them. The report highlights the need for Sony to maintain its innovative spirit and adapt to changes in the market. The analysis includes a discussion of how the company's internal issues have affected its performance and provides recommendations for improvement. This report is a valuable resource for anyone interested in understanding the challenges and opportunities facing Sony in the competitive consumer electronics market. The report also recommends how Sony can improve its marketing strategies and plan to regain its market share.

Running head: MARKETING STRATEGY AND PLAN
Marketing Plan and Strategy
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Author Note

1MARKETING STRATEGY AND PLAN
Executive Summary
In this report a detailed strategic focus and planning has been done for the company
Sony, which is recognized as one of the leading manufacturer, designer, developer and
distributer of various products related to communications, audio, video and information
technology for the professional as well as consumer markets. With 60 years of integrity and high
quality the company has achieved the number 1 position in the relevant industry. The company is
famous for its innovative products like the transistor radios, Trinitron television, walkman and
compact disks. Although in the recent years the company’s reputation is seen to be sustaining
serious damage to its reputation in relation to its product qualities, customer services, and
honesty and integrity. The damage to the reputation of the company needs to be addressed for
retaining the previous supremacy of the company. This issue has been addressed in this report by
the strategically planning the strengths, weaknesses, opportunities and threats of the company
and in furtherance proposing approaches for providing the company with a leverage for
recouping the good standing of the company.
The achievements of the company have been unrivalled in the electronics industry. The
company stands for innovation, integrity, service and quality. The consistent efforts of the
company to keep in pace with the latest innovations have made the company pioneer in many of
the discoveries in the electronics field.
This report can be seen to be covering in detail the concepts and the principles of the
marketing plans of the company. This report with the aid of Sony Organization will try to
explore the application and effectiveness of the marketing plan.

2MARKETING STRATEGY AND PLAN
The current financial difficulties of the company can be seen to be tied to the corporate
culture stated almost 30 years ago. For a large multinational corporation like Sony greater
strategies and planning should be implemented along with the mission statements with profit
benefits that are closely tied to the everyday operations. With the SWOT analysis as well as the
Porter’s model it can be seen that the Sony’s market is more competitive with less margins of
profit and lead time for innovative products. The analysis further confirms that there is a change
needed in Sony in the way that instead of being the maverick it should aim to be a leader. There
is a need for better cooperation and communication between the four internal forces of the
company. For cost-cutting the company can consider setting up operations in other Asian
companies and should also consider diversification instead of pursue of easily-imitated goods
market. However in the end it is necessary that even with all structural and strategic changes the
innovative spirit of Sony should remain the same because that is the factor that made the
company grow.