Sony Smartphones Marketing Plan: Analysis, Strategy, and Barriers

This report develops a marketing plan for Sony smartphones, addressing the challenges faced in a competitive market dominated by Apple and Samsung. It outlines the vision, mission, situation analysis, target audience, action plans, and resources required for Sony's smartphone segment. The report also identifies barriers to effective marketing planning, such as organizational issues, lack of analysis, and insufficient skills, and suggests ways to overcome these hurdles through improved productivity, decision-making, change management, and monitoring. Furthermore, it explores Sony's capabilities for future marketing activities, emphasizing the use of information technologies, global network expansion, and competitive strategies like global marketing and strategic product positioning. The report concludes by highlighting Sony's strengths in product variety and selective distribution, referencing academic sources to support its analysis. Desklib offers a wealth of similar solved assignments for students.

TASK 4 AND 5

INTRODUCTION
Sony smartphones segment is facing very bad time as
competitors such as Apple, Samsung are come up with the
updated technology and dominating the smartphones
segment.

Development of Marketing
plan for Sony smartphones
• Set vision and mission
• Situation analysis
• Setting target audience

CONTINUE...
• Action plans
• Resources required
• Monitoring

Barriers to marketing planning
• Disorder between tactics and strategy
• Organizational barriers
• Lack of in-depth analysis
• Disorder between process or output

CONTINUE...
• Lack of knowledge and skills
• Lack of systematic approach to marketing planning

How an organization can overcome from
these barriers
• Productivity
• Decision making
• Change
• Monitoring

CONTINUE...
• Excellent team

Sony's capabilities for planning future
marketing activities
• To turn the vision of the company into reality Sony is
strengthening their core electronic business
• By using information technologies into their production,
product design, distribution and sales Sony is trying to
increase their network at the global level, all of these
activities are adding value to Sony music, game,
pictures and other related businesses

CONTINUE...
• There are some other global strategies that helps Sony to
progress in the competitive environment such as global
marketing, choice of location and competitive move
• The products which Sony is offering are same in every
country which directly serves to there customer at global
level, this prudent strategy has arise from the strength of
Sony which it has over its competitors in terms of
understanding the need of hidden customers such as
providing PlayStation worldwide customer for their
entertainment which push Sony one step ahead from its
competitors

CONTINUE...
• Sony has a good variety in its products ranging from
electronic devices, entertainment and games
• The price of the product of Sony are moderate to high
category which is not so much
• Sony is a company which positions itself as seller of
durable products to high end products. Sony has
selective distribution of its product from the selective
dealers such as chroma, Sony world

REFERENCES
Chaffey, D., Smith, P. R. and Smith, P. R., 2012. eMarketing
eXcellence: Planning and optimizing your digital marketing.
Routledge.
Chang, W., Park, J. E. and Chaiy, S., 2010. How does CRM technology
transform into organizational performance? A mediating role of
marketing capability. Journal of Business Research. 63(8). pp.849-
855.
Donnelly, C. and et.al., 2012. Marketing planning and digital customer
loyalty data in small business. Marketing Intelligence &
Planning. 30(5). pp.515-534.
Hollensen, S., 2015. Marketing management: A relationship approach.
Pearson Education.