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Introduction.................................................................................................................................................. 2
Task 1 .......................................................................................................................................................... 2
1.1 Discuss the role of strategic marketing and the difference between strategic and tactical
marketing ................................................................................................................................................. 2
1.2 Explain the processes involved in strategic marketing. Discuss them in relation to Sony ... 3
1.3 Explain & evaluate the linkage between strategic marketing and processes of Sony: ......... 4
Task 2 .......................................................................................................................................................... 5
2.1 Assess the value of the models for strategic marketing planning. Study the models used in
strategic planning ................................................................................................................................... 5
2.2 Discuss the links between strategic positioning and marketing tactics. ................................ 10
2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy ........ 11
Task 3 ........................................................................................................................................................ 12
3.1 Use appropriate marketing techniques to ascertain the growth opportunities for Sony ..... 12
3.2 Plan how to use marketing strategy options in a market for Sony: ........................................ 15
3.3 Create appropriate strategic marketing objectives for a market............................................. 16
Task 4 ........................................................................................................................................................ 19
4.1 Report on the impact of changes in the external environment on the marketing strategy of
Sony ...................................................................................................................................... 19
4.2 Conduct an internal analysis to identify current strengths and weaknesses in Sony's
marketing strategy................................................................................................................................ 20
4.3 Suggest strategic marketing responses to key emerging issues in Sony's marketing
strategy: ................................................................................................................................................. 23
Conclusion ................................................................................................................................................. 24
References ................................................................................................................................................ 25
In the ever-changing business environments, all companies aim and want to be successful in
their field of specialization, but in these challenging and competitive business scenarios, in order
for the organization to succeed and be effective in the market, there is a need for a player that
plays a large and sophisticated role in the organization's successful performance and also for
the survival and growth of companies in the long term Long, not more than "strategic marketing
management." Second, for any organization, strategic marketing plays an important role in
creating value, communicating, capturing and maintaining value for enterprises and customers.
It also allows companies to create value by understanding customer needs and offering
innovative products and services to their customers.

Task 1
1.1 Discuss the role of strategic marketing and the difference between
strategic and tactical marketing
Definition of Strategic Marketing Management:

The term "strategic marketing management" is defined as "systems designed to assist

management in creating, changing or maintaining a business strategy and creating a strategic
vision for the company", called strategic marketing management. (Acker, McLaughlin, 2010)

In other words, it is no more than a structured approach to know what the company is really
trying to achieve measure and analyze markets and market opportunities to capitalize on them
and maximize the value that leads to the success and growth of the company. (Proctor, 2000)

How this differ from tactical marketing?

In simple terms, a strategy is a plan to achieve a specific objective, while tactics are the means
used to achieve the objective. In business, strategy is a broad objective, such as increasing
sales, sharing the market or creating a specific image of your business. Image creation or brand
tactics can include the use of the price to entrench it at reasonable prices or high quality. When
creating marketing plans start with broad strategies and support them using specific methods.

And for any business firm, it mainly involves decisions related to the long term view of the
company, such as long term development growth and its survival.

Discussion on the role of strategic marketing management on Sony Company:

If we look at Sony, as we all know, today it is one of the most successful and valuable brands in
the world, one of the pioneers of the consumer electronics and communications industry.

One of the key and important factors that allowed the company to reach this stage is "strategic
marketing", because if we look at the initial stages of Sony, it simply started as a natural
company like others. But now, all its competitors have taken over the world and has remained
the number one brand in its field, a company that offers strong competition to Samsung's
technological giant, in the consumer electronics industry.

For Sony, strategic marketing has played a very important and decisive role in the company's
success, growth and development, and its function at Sony can be based on these factors:
 For Sony, strategic marketing is the central dimension of all your business throughout
these years.
 Second, it was the strategic marketing that encouraged Sony and allowed it to make
people's lives easier, more flexible and more comfortable with their products and
 In addition, Sony has helped achieve business goals and objectives in a more efficient
and sophisticated way.
 In addition, strategic marketing has made the company the world's largest handset
manufacturer through unit sales, overtaking Nokia as the market leader in the long term
and becoming the first player in total mobile sales.
 Helps to know the real needs of customers and their needs, and helps to create the
needs and desires of customers.
 Also for Sony, it is strategic marketing that has led to a superior competitive position in
the electronics industry, surpassing major competitors such as Sony, Panasonic, etc.
 In addition, strategic marketing has helped the company to survive, grow and develop in
the long run.

The strategic marketing department helped Sony develop many products such as:

 Phone with Tablet PC.

 Smart phone
 Multimedia phone
 Dual SIM Phone
 CDMA phone and many mobile accessories.

Therefore, the Strategic Marketing Department also played an important role in Sony.

1.2 Explain the processes involved in strategic marketing. Discuss

them in relation to Sony
In these challenging business environments and competition, for any organization, to effectively
manage strategic marketing tasks, to achieve goals and objectives effectively, strategic
marketing is needed to allow the company to think about its current position and the current
situation. The way he wants to be in the future.

Strategic Marketing Processes:

Strategic marketing is defined as the way in which the organization allocates its mixed
marketing resources to reach its target markets, which can be given as a strategic marketing
process. It is also the way to help and achieve the goals and objectives of a company.

In simple words, it is only to meet the needs and wishes of customers by conducting market
studies and happy with their products and services (Cravens, 1997).

In addition, the strategic marketing processes that make marketing professionals believe:

 Where are we now?

 Where do we want to be in the future?
 How can we get there?
 How do we turn our plans into actions? Etc. (Gilligan and Wilson, 2012)
In any organization, the strategic marketing process consists mainly of three vital phases to
answer the previous questions. These stages can be given as follows:

• Planning phase.

• Implementation phase.

• Evaluation phase.

Therefore, with the help of previous stages, businesses will be able to successfully achieve their
goals and objectives and allow them to be active players in the market.

Discussions on Sony Telecommunication processes can be discussed as follows:

Looking at Sony's past and present performance, its performance, operations, profitability,
market share, product diversification, market segmentation and brand loyalty are growing.

For all this to happen, it was the company's strategic marketing that allowed and led the
company to reach heights in its industry, as Sony conducted market research effectively and
identified the needs and desires of the company's customers. The company to develop various
innovative useful products needed for customers.

In addition, the marketing processes that helped the company to know its goals and future
goals, and the way it wishes to be in the future in the market. Sony's marketing process
depends primarily on these factors, which can be expressed as follows:

• Foresight in technology.

• Create value for the customer.

• Deepen market research.

• Differential advantage.

• Creativity and innovation

1.3 Explain & evaluate the linkage between strategic marketing and
processes of Sony:
If we look at the marketing strategies and the company strategy, these terms seem different, but
in any business, these terms are very important and intertwined.

If we look at corporate strategy, the direction an organization takes to achieve long-term

success goals can simply be given as a common strategy. In other words, the concept of the
company's strategy focuses mainly on the overall scope and direction of the organization, and
the way in which all members of the company work to achieve the goals and objectives. (De
Witt, Mayer, 2010)

Second, in any institution, the institutional strategy will primarily include the development of the
organization's purpose and scope, taking into accounts its activities, market position and
competition. (Hulsmann and Pfeffermann, 2011)
In addition, the identification of the company's strategy is a continuous process; the goal of the
process is to combine all the activities of many functional areas in the work, so that it conforms
to all the goals and objectives of the organization.

But if we take strategic marketing, it is part of the company's strategy and helps make the
company's strategy effective and sophisticated, and strategic marketing acts as a catalyst for
the company in developing the organization's corporate strategy. . (Groucutt, Leadley, Forsyth,

In simple words, strategic marketing is a component of a company's strategy that helps and
achieves goals and goals effectively. If strategic marketing is not included in the company
strategy, it will be difficult for managers to develop and design a company's strategy, because
strategic marketing has an important role to play in developing a company's strategy. Then, in
the same way, strategic marketing is linked to the overall strategy of the institution.

Now, if we take Sony as well, strategic marketing has played a key role in developing Sony's
strategy, which are closely intertwined. So far, these two factors have been associated with the
success, growth and development of the company.

The relationship between strategic marketing and Sony's corporate strategy can be assessed
as follows:

• Effective achievement of the company's goals and objectives.

• Second, effective identification of customer needs and desires.

• Develop innovative and creative products that satisfy customers and make their lives

• Increase brand image and brand loyalty of the company.

• The company's ability to become the largest mobile phone vendor in India, surpassing Nokia.

• Market share and profitability achieved by the company in the consumer electronics industry.

Therefore, the relationship between company strategy and strategic marketing can also be

Task 2
2.1 Assess the value of the models for strategic marketing planning.
Study the models used in strategic planning
For any organization, strategic planning plays a key role in the growth and development of an
organization and is defined as the administrative activity used to prioritize, focus energy and
resources, conduct effective operations, ensure staff work for the common goal and adjust the
organization's direction in response to the changing environment.

For strategic planning, companies will use multiple models according to their requirements. The
three models used by managers in developing Sony's strategic marketing plan can be given as

Porter's Five Forces Model:

For Sony, when developing a strategic marketing plan, the Porter model of the five strengths is
one of the most important models that plays a key role, because it helps to identify competitors
and Sony in its field and can be given how:

1. Threat of new entrants (Low):

If we look at Sony, because it is one of the leading companies in the field of communications
and electronics, and in recent years has been an active player in the market, so for the
company, the threat of new arrivals will be low, in a leading position in the current context. In
addition, the company has a high value for the brand and brand worldwide and also has its own
advanced research and development to create innovative and innovative products that match
the needs and desires of customers and meet their needs. The infrastructure that makes it still
competitive in the electronics industry.

2. Threat of alternatives (high):

Second, if we accept the threat of alternatives, in this easy access to technology to everyone,
this company could be affected by alternative products designed and developed by other
companies in China, Japan, Thailand, Bangkok and others. Which have an impact on brand
image, profitability and R & D addition. Compared with the price, these alternative products will
be available to consumers at a lower price and look similar to original Sony products, which can
have an impact on the overall market share.

3. Negotiating power of suppliers (under):

In addition, if we take Sony, it is a resource for most electronic companies such as Samsung, as
it supplies chips and other components. However, the bargaining power of suppliers is high in
the industry, but Sony is an exception, because it manufactures its components and raw
materials for its products.

4. Customer bargaining ability (low):

When it comes to buyers, for now, because of easy access to information, buyers have a good
impact when it comes to negotiation, because we all know how competitive the mobile industry
is, as many products with different characteristics are available for consumers, If Sony felt they
were paying more, Sony was not an exception in this case, so for Sony, the bargaining power of
buyers is more for Sony.

5. Competitive Competition Intensity (high):

Finally, if we take the intensity of the competition, because the mobile and electronic industry is
very competitive because many companies compete globally to put their mark on the market,
Sony faces strong competition from Samsung, Sony, Nokia, Micro Max, Karbon,

PESTLE Analysis:

Second, the PESTLE analysis is another useful model for developing Sony's strategic marketing
plan, which deals primarily with the knowledge of the external environment of companies and
their impact on Sony, and can be presented as follows:

Political / legal factors:

If we take the mobile phone industry, in recent years, there have been problems with patenting
products in the smart phone industry; companies have been aggressive in protecting their
technical and intellectual property by claiming patent infringement. . Therefore, in such cases, it
is very important that Sony use its portfolio of products and patents to make it more difficult for
its competitors to gain a larger market share. When it comes to political factors, as it is the
global brand that provides services in many countries, this company has positive political factors
that allow it to carry out its activities around the world.

Economic factors:
Second, if we take economic factors, although there is an effect because of the recession that
affects the US & The UK and other European countries, where they are still recovering from the
crisis, resulting in unemployment rate, consumer spending and low disposable income for
customers, affecting the industry. Smart phones, but if we take developing countries in the Asia-
Pacific region such as China and India, there has been an increase in purchasing power of
customers leading to increased sales of the company.

Social and cultural factors:

When it comes to social factors, due to globalization and improvements in people's lifestyles
around the world, there has been an increase in the use of the smart phone industry, which has
led to an increase in the number of mobile phone users worldwide and also if we take
demographic data for age as well, Mobile devices are 13 to 17 age groups heavily.

Technological factors:

Now, when it comes to technological factors, it is the key and decisive factor affecting the smart
phone industry. Because of technology, competition is also increasing in this area, and if we
take Sony technologically, it is in a dominant position to develop innovative and innovative

Environmental factors:

When it comes to environmental factors, since Sony does not manufacture its products in North
America and other areas of environmental problems, but this company still has to know extreme
weather patterns and availability of resources in the region, manufacturing facilities.

So, in the same way, a PESTLE analysis can be performed for Sony.

Marketing mix (model 4P):

In addition to the two previous types, marketing mix is another vital model used to develop a
strategic marketing plan. The marketing package for Sony can be presented as follows:
The product:

If we take Sony, it has a wide range of products, which are in different categories of products,
which can be given as follows:

• Tablets.

• Mobile phones: smart phones and regular phones.

• LED TV, LCD Plasma, SMART TV, HDTV, ect.

• Air conditioners.

• Refrigerators.

• Microwave ovens.

• Laptops, printers, etc.

A large variety of products is one of Sony's largest assets to be the most popular brand in the
world. Sony's interest is in terms of trust in all Sony products, since all of its products have
worked well in recent years with very few complaints.


Due to intense competition in the electronics industry, Sony has used different pricing strategies
to win and retain its customers, and will use competitive pricing strategies to sell low-priced


When it comes to placement, it exists through several channels in the market, working on the
concept of channel marketing, where there will be three sectors are retailers and retailers and
distributors. This company uses all possible ways to make its presence in the market.


For Sony, play plays a key role in success and growth, as it uses all channels to promote its
products, such as TV advertising, participation, etc., so customers can buy Sony products.

Therefore, these three models are used for Sony's strategic marketing planning.

The value of the models used in strategic marketing planning for Sony can be assessed based
on these factors:

• Previous models have helped Sony take advantage of opportunities in electronics and

Second, the previous models have driven the company to increase its product base and
encouraged the development of innovative and innovative products that are beneficial to

• Models empowered to make correct and appropriate decisions when entering new markets
and to be successful for a long period of time.
In addition, these models have led to the knowledge of the needs and needs of customers and
what customers expect from Sony in the consumer electronics industry.

• In addition, these models have allowed them to be active players in the market by overcoming
the competition of their competitors.

• These aids also help to know the pulse, mentality and trends of consumers when purchasing
electronic products.

In addition, these models have helped to analyze internal and external environmental conditions
and have developed plans according to requirements.

• In addition, the strategic planning models allowed the company to become a leader in
electronics and positioned itself as a valuable brand in the hearts and minds of consumers.

Therefore, based on the above factors, the value of previous models can be evaluated.

2.2 Discuss the links between strategic positioning and marketing

In these challenging and competitive business environments, every business aspires to achieve
a unique strategic position in the market. Marketing methods are an important tool that plays a
major and evolving role because marketing tactics help companies to focus on their available
resources and create opportunities. To the organization to increase profits, sales and market
share in the company, thus creating a unique strategic location for the company and marketing
methods must be sufficient to meet the needs and desires of customers effectively, and the
marketing methods of the company must create demand for products and

In a simple way, the marketing methods developed and used by the company help to achieve a
unique strategic position in the market.

Now, when it comes to Sony, over the years, this company has achieved a unique strategic
position in electronics. One of the main reasons is that "unique and innovative marketing
methods" have helped the company as a market leader and also to achieve a unique strategic

For Sony, the relationship between strategic positioning and marketing methods can be given
as follows:

• To create value for customers.

• To meet customer needs and desires effectively.

• Provide many benefits to customers with their products.

• Build long-term relationships with customers.

• Communication in the language of hearing.

• Create demand for Sony products.

• Create noise for Sony products in the market before launching.

• Create a passionate brand community and brand value for your products.

• Set attractive prices for your products, etc.

So, looking at the above, these are some of the important marketing techniques developed by
Sony and implemented to increase sales, profitability and market share, thus achieving a unique
strategic position in the market compared to competing companies. Also with the help of the
above, Sony has succeeded in developing and building the company, in order to achieve a
unique brand image and achieve a unique identity and prestige compared to competitors.

Therefore, these two companies are associated with Sony.

2.3 Analyse the merits of relationship marketing in a given strategic

marketing strategy
For any company, in these challenging and competitive environments, in order to survive and
work in the long run, there is a need for market marketing for organizations, as they help and
encourage companies to develop and build long-term strong relationships with customers.

Also, relationship marketing allows customers to be more satisfied and happier and want to
have long-term relationships with their companies. It also makes a big difference in corporate
performance and can also act as a tool to gain competitive advantage from its competitors.

Marketing Relationships:
The term relational marketing is defined as the development, maintenance and improvement of
relationships with customers and other stakeholders, so that all objectives that are met for
relational marketing can be given. Simply put, it is an agreement in which both the buyer and
the seller are interested in offering a more satisfactory exchange. Second, in these competitive
business scenarios, relationship marketing plays a key role in long-term corporate success and
growth, because it allows long-term relationships with customers, and this is where loyalty can
be achieved. Customers. Now if we look at Sony, it is one of the companies that develops and
integrates relational marketing in all its operations and functions, which is why it won top
customers and became the biggest seller of mobile phones at the same level. the world.

For Sony, the benefits of relational marketing can be analyzed based on these factors:

• It is the marketing relationship of Sony that has helped to obtain a sustainable competitive
advantage from rival companies Nokia and Micro Max and others.

Second, cross-relationship marketing helped Sony build long-term relationships with its
customers and build customer loyalty with its products and services.

• In addition, it acted as a catalyst in the success and increase of sales, market share and
dominance of the company.

• From the marketing relationships that motivated Sony to develop new products with more
creativity and innovation in their products.

• Make the company increase its product base in electronics and communications.

• The implementation of relational marketing is what helped the company to become a leader
and pioneer in the field of consumer electronics.

• The company also helped to become the leader in the production and sale of smart phones in
India by beating Nokia.

• This approach has resulted in increased verbal activity, repeat business and the client's
willingness to provide information to the organization.

Based on these factors, the benefits gained by Sony in the development and implementation of
relational marketing.

Task 3
3.1 Use appropriate marketing techniques to ascertain the growth
opportunities for Sony
As we all know, the mobile industry is a competitive industry. It is important that organizations
seek innovative technologies to market their products and keep pace with activity and activity in
the market.

If we take Sony to compete more effectively in this volatile market, it must use appropriate
marketing techniques and integrate them to take advantage of growth opportunities.
For Sony, marketing techniques are used in three stages to bring the product to the market and
can be implemented as follows:

Some important and useful marketing techniques can be given to identify Sony's growth
opportunities as follows:

* Directive:

In these current competitive environments, to attract and win customers and retain them, it is
very important to use a targeted marketing technique so you can increase sales of your

The guidance should be as follows:

• All products must attract customers who can purchase without taking into account other brand

• Must be readily available to customers.

• The price must be attractive and must be accessible to customers.

• The product must be measurable in terms of characteristics, accessibility, characteristics,

flexibility, durability, etc.

• Guidance with an innovative marketing plan should be focused on a homogeneous group.

• In addition, it must focus on quality standards by all means and at all stages of marketing.


For Sony, positioning is very important and important because positioning can develop and
maintain a different image among customers as well as the market, helping attract more
customers, attract more customers and increase their customer base.
The GPS standards are:

Price: Prices must be attractive, competitive and affordable to customers and must be able to
capture all customer segments, such as low, medium and high class.

Promotion: Must be promoted in an innovative and innovative way, so that it attracts customers
and attracts them to stores.

Product: You must develop all kinds of products with a wide range of latest features so you can
attract customers, in addition, the product must always be easy to use and flexible.

Placement: All products must be placed so that they are easy for customers to access, and in
addition, product distribution must be selective, intensive and exclusive.


Another marketing technology Sony is helping to develop is its market segmentation.

To win a large and diverse market and customers, it is very important that Sony assemble
products in the development of their products and release them on the market.

There are four main categories in market segmentation that can be given as follows:

Geographical Retailing:

If we take a geographical divide, Sony should divide its products geographically and globally so
that it can increase its customer base as well as its sales. You must sell your products based on
geography, such as cities, PIN codes, countries and countries. The company has developed all
its products all over the world in order to target all sectors geographically.

Demographic division:

When it comes to population fragmentation, the process of dividing customers by age, gender,
occupation, income status, etc. The Sony products are effectively distributed according to

Psychological fragmentation
When it comes to psychological retail, the company has many products that satisfy customer
tastes, preferences and needs.

Behavioral Retailing:

Behavioral fragmentation is the process of dividing customers who combine attitudes, lifestyles,
brand awareness, and customer loyalty.

So, for Sony too, growth opportunities can be developed through the use of marketing

In addition to the above, other techniques include:

• Perform a SWOT analysis.

• Identify critical success factors.

Therefore, these are some techniques that help Sony identify and identify growth opportunities
in the mobile phone industry.

3.2 Plan how to use marketing strategy options in a market for Sony:
For any organization, "strategic options" are those that play a key role in survival and growth, as
it is necessary and necessary to have multiple strategic options for the company to be an active
player in the market. Given the rapidly changing environments, the existence of multiple
strategic options helps businesses survive long term and can change their strategies

If we look at Sony in these fast-changing business scenarios, it is very important for Sony to
plan for a variety of strategic options that will help and allow it to compete in any circumstance.

Here are some strategic options for Sony's marketing plan, which can be given as follows:

Porter's general strategies:

The overall strategy of the carrier is the choice that Sony has to design an appropriate

marketing plan, and can be given as follows:

Cost Leadership:

If we take Sony, it uses cost leadership by producing products at a very low cost and producing
fewer operations, giving price sensitivity to customers so they can increase sales and sell more
products when eaten at other companies.

If we take all the smartphones from Sony, they are all price sensitive. If you look at the prices of
mobile phones, they have all the features, and they are sensitive to the customers.

Second, the company must focus on the strategy of discrimination by producing products with
various features and options that attract customers and create demand among customers. This
is for customers who are not sensitive to price and are more interested in obtaining better and
more advanced features and options. The company has entered many markets and has
products in almost every part.


Thirdly, the company must focus on many customer groups and geographically markets that
help to hoard all kinds of customers and markets in the mobile phone industry.

Main Terms of Reference:

Secondly, core competencies are another option that Sony can use to develop its marketing
plan, by maintaining core competencies as a foundation, which can develop a unique plan that
helps to gain benefits from its competitors. The term "core competencies" is simply the ability
and ability of Sony to gain competitive advantage from its competitors, provides access to a
variety of markets, and contributes significantly to the perceived benefits of the customer for the
end product. More importantly, they manufacture products that are hard to imitate by

The core competencies of Sony can be given as follows:

• Its ability to design and develop mobile phones that meet the needs and desires of consumers.

• Its ability to provide an excellent feeling and user experience with its products.

• In addition, you have a unique R & D in the organization.

• In addition, be a supplier of key electronic components and raw materials to other mobile
phone companies.

• Hence the ability to create and maintain brands in the market.

• Create unique and competitive prices for their products, making customers attract and create
demand for their products.

Therefore, depending on these options, it is available to Sony to develop an appropriate

marketing plan.

3.3 Create appropriate strategic marketing objectives for a market

Definition of:

Strategic marketing objectives can be defined as the set of goals defined by the company when
promotional objectives or services can be promoted to potential customers and which must be
achieved within a given time frame as strategic marketing objectives.

For any company, the marketing objectives of any particular product or service should include
increased awareness of the product among the target consumers, information about product
characteristics and reduction of consumer resistance when purchasing the product.

For any organization, strategic marketing objectives are those that help companies execute
marketing activities in an effective and complex way. When defining marketing objectives, it is
very important to ensure that the goals are specific, quantifiable, achievable, realistic and time-
bound, or smart to short. Smart mode allows you to manage your marketing activities effectively
and, more importantly, determine how successful they are and whether they have achieved the
desired benefits. In addition, for any organization, in overall success, the marketing objectives of
growth and development have a crucial role, because "marketing" plays, in the overall
performance of companies, a key role, so it is very important to effectively adhere to goals.

In these challenging and competitive business environments, any company must develop
innovative goals that attract customers and lead to long-term survival of the company.

Some of the objectives that the company must develop can be given to achieve a smooth and
successful process for the company as follows:

Increase Sales:

For any business, an important goal should be to increase sales, because marketing needs a
good return on investment, which means that the increase in sales must exceed the cost of
marketing significantly. The more specific it is, the better - "Increase sales among women over
the age of 40" or "20 percent more people buying while browsing our online store."

Improving product awareness:

Marketing efforts should focus on revitalizing or reviving interest in a product that has been in
the market for a long time or where citizens have long-term positions. A good example of this is
"Got Milk" everywhere? The campaign, initiated by the California Dairy Processors Council in
the mid-1990s, is now used throughout the country. According to the man behind the campaign,
this effort helped the industry achieve an awareness rate of 91 percent after using it for two

Put yourself in the industry

In addition, at times, companies find it very difficult to hear about noise in a crowded market,
with widespread public attention to many stimuli. An example of a marketing goal for
organizations that have little public awareness can be: "It has become one of the three major
brands in our so-called consumer industry." Examples of successful marketing campaigns in the
21st century are, a web hosting company. He has excelled in managing
provocative ads in high places, like Super Bowl.

Brand management

Requires maintaining a place in the mind of the public work, and some marketing efforts simply
aim to maintain a prominent position in public space. Leading institutions around the world, such
as McDonald's and Nike, often advertise ads that use images and tones to remind consumers of
a brand, rather than promoting a particular product or service. An example of a similar
marketing goal could be: "Our brand is recognized worldwide without further clarification."
Starbucks generated a large amount of free advertising in 2011 by removing the name of the
company from its logo, simply based on the familiar sirens to remind customers of the company.

For example, a new company can set goals like:

• Achieve 60% product awareness among the target audience within 37 years of the first year of

• Establish a market share of 25% in the first six months.

• Achieve sales target of $ 150,000 before end of fiscal year.

• Achieve a steady annual growth of 10% of revenue per year of operation.

In the same way, marketing objectives must be as achieved and when marketing objectives are
set, it is very important to ensure that the goals are specific, measurable, achievable, realistic
and time-specific or SMART for short. Smart mode allows you to manage your marketing
activities effectively and, more importantly, determine how successful they are and whether they
have achieved the desired benefits.

In addition, for any organization, in overall success, the marketing objectives of growth and
development have a crucial role, because "marketing" plays, in the overall performance of
companies, a key role, so it is very important to effectively adhere to goals.

Sony, before developing its strategic marketing goals, it is essential to know some important
points that help marketing professionals develop goals.

The company should receive direct or indirect support from the parties involved, which helps to
develop effective and evolving goals for the company. Second, it is very important to understand
the audience because only after a better understanding of the audience can the company
develop its goals with regard to the pulse and tastes of the public.

Therefore, it is very important for Sony to keep these points in mind when developing marketing

In the mobile phone market, Sony's strategic marketing objectives can be given as follows:

• Understand and meet the needs and desires of customers effectively.

• Develop new products to increase the market share of the company.

• Diversify the base of Sony's mobile phone products, thereby improving the profitability and
market share of the company.

• Create value for customers with superior and innovative products and services in the mobile
phone market.

• Maintain to be the market leader and be not overwhelmed by its competitors.

In addition, Sony must create value for its customers through its excellent and innovative
products and services, and allow it to be a market leader and not overwhelm its competitors.

Therefore, you can also provide Sony's strategic marketing goals. So, for Sony, in today's
competitive and challenging business environments, the above marketing objectives are
absolutely necessary to compete more effectively and have a good performance in the mobile
phone industry.
Task 4
4.1 Report on the impact of changes in the external environment on the
marketing strategy of Sony
For Sony, external environmental factors can be given as follows:

1. Political factors

2. Advantages in technology

3. Changes in economic development

4. Globalization

5. Customer expectations

6. Social and cultural factors

7. Legal

8. Customer service

Political factors:

For Sony, one of the most important effects can be the political environment, because changes
in political legal systems may affect Sony's marketing strategies, if we take for example if the
slow and encouraging regulations for Sony, can make more products and increase its sales and
customer base, But where, as in the narrow political climates, the marketing strategy to produce
more products can be reduced. If we take India as a nation, because of a supportive and stable
political system, Sony has entered India and increased its market share in India. For example,
Sony was sometimes sued for political action. For example, it was the subject of a copyright

Advances in Technology:

If we take technology as an external factor, advances in Sony technology have helped to

develop and design different models of phones with unique and advanced features, which could
be the biggest seller of mobile phones, surpassing Nokia. Then, advances in technology play an
important role in making changes in Sony's card strategies, and when technology changes
preferences and tastes of customers are changing too, therefore, they must also change their
strategies to update them and meet their needs. And customer needs. For example, Sony is
classified as one of the most innovative companies. The software and applications available on
Sony make it exclusive by taking advantage of technology.

Changes in economic development:

Changes in economic development is another important factor affecting Sony's marketing

strategies, because God and healthy economic development of the country create good jobs for
people and good disposable income, so Sony can do more sales, then the strategy also
changes and must focus on earning more Customers. For example, the recession that hit the
US in 2007 negatively affected the sales of Sony phones in the United States. US Dollar
volatility also affects Sony phone sales.

Globalization is another important factor that can affect Sony's marketing strategies, and has a
somewhat positive negative impact of the Sony company, and on the downside, the more
competition, there will be the ability to bargain for customers and also possible threat of
alternatives such as

Sony is a global company, and when it reaches the positive side, the company can gain
international recognition, can increase its sales and customer base all over the world, can take
advantage of the latest and advanced technology, etc

So, on both sides, globalization can have an impact on Sony's marketing strategies.

Customer expectations:

Moreover, given the changes in customer expectations and other factor, he is Sony's creative
thinking and development of creativity in the production of its products, if we take smart phones
due to the expectations of the Sony Galaxy series customers, that motivated Sony to develop
these products. .

Social and cultural factors:

In addition, changes in social and cultural factors are also another factor has had an impact on
Sony, which prompted the company to produce various products necessary for customers, such
as televisions, refrigerators, mobile phones, appliances, ovens, etc. For Sony, the company
represented a trend in several Places where Sony produces the best smart phones. Consumers
around the world are therefore influenced by the idea that Sony produces the best Smartphone.
Therefore, these are some external factors that can have an impact on Sony's marketing

If we look at Sony, the company should face penalties for copying the IPad and the Iphone, and
led the company to control the public perceptions of consumer products and strategies.

Customer service:

In addition, in today's challenging business environments, providing excellent customer service

is essential and very important for Sony, because customers are more familiar with products
and services, so they want to take a product that is useful. They have excellent quality and
service. Customers prefer those that offer better service. Therefore, these are some external
factors that can have an impact on Sony's marketing strategies.

4.2 Conduct an internal analysis to identify current strengths and

weaknesses in Sony's marketing strategy
For any organization, internal analysis can be conducted to identify strengths and weaknesses
through the use of several methods that can be presented as follows:

 Market analysis
 Performance analysis

Market Analysis:

Market analysis helps identify market attractiveness, understand its opportunities and develop
threats, as it relates to strengths and weaknesses in the company. Some of the dimensions of
market analysis are: market size, market growth rate, market profitability, market trends, key
success factors, etc.
Performance analysis

In general, you need to analyze performance when you want to improve part of the organization
(look for needs) or solve a problem caused by someone. In general, both are arranged in the
same manner. There are four needs to improve performance: business, career, training and
personnel (Phillips, 2002). When analyzing, a long-term approach is best to ensure that the
performance improvement initiative is linked to the vision, mission and values of the
organization. This binds each need to a scale to make sure it actually does what it is supposed
to do. Now, for Sony, internal analysis can be given to know the current strengths and
weaknesses of a marketing strategy by:

Growth and participation in the market is what helps to analyze the market share acquired by
the company in terms of its products and the extent of the company's success in achieving
growth in its sales as well as in its customer base.

BCG Matrix:

Now that we look at the BCG matrix, it helps analyze the performance of the product in the
market, in terms of the product that sells the most, which acquires more market share and what
does not impress customers, etc.

The BCG matrix can be given as follows:

 Star: is the position that the company occupied in terms of brand image,
sales and market share that is growing more and also show its current
position in the market. For Sony, they are definitely a star in the market.
Place because of the global brand, its sales and achieve an excellent market
share in the market.
 Cow: When the market share grows, but the growth rate of the company
decreases, the company needs to invest more to become more competitive in
the market, and when it comes to Sony, it is not a cow.
 Dog: In this case, both the market share and the business growth rate decline
simultaneously, which means that the time has come to sell your brand, but if
we look at the company Sony cannot sell to another company, as it has an
encouraging sales and share Market around the world.
 Question mark: This means that growth is improving, but at a time when
market share is falling, which means that there is a need to invest and invest
in other businesses, but if you look at Sony, everything is over: mobile
phones, electronics and home appliances. Therefore, there is no question
mark for Sony.

In addition, the company's internal analysis can be performed by conducting a SWOT analysis
that helps to identify its weaknesses and growth opportunities further.

The current strengths and weaknesses of Sony Telecommunications' marketing strategy can be
summarized as follows:


Sony's strengths in Sony's marketing strategy are:

• It has a wide range of products.

• Brand image and brand value on the market.

• Its global presence in the electronics industry.

• Strong financial stability of the company in the mobile phone market.

• Since Sony has significant assets in technology.

• Largest supplier of electronic components.

• Innovation and creativity in the development of new products.

• Have strong leadership of new technologies.

• Dominate the market share in mobile phones.


Now when it comes to weakness in the marketing strategy of Sony Telecommunication


• Has the image of making lower quality products.

• They are not proactive in developing new products.

• Language and cultural barriers.

• Insufficient talent to create their own programs such as Samsung I-OS.

• Invest heavily in developing new markets, but without focusing on acquiring basic skills

• Sony products are not easy to use compared to Nokia.

Sony's weaknesses can be overcome in the following way:

When performing this analysis and SWOT application, the weaknesses in ST are:

1. Lack of your software

2. Products are not easy to use

3. Recognized as a lower end product

4. Language and cultural barriers

Ways to overcome these weaknesses:

1. Lack of your own program: Focus more on developing your own software that should be
integrated with your devices. Currently, Sony is purchasing and using the Intel software. In this
way, it can be the world leader in electronics that outperform Samsung.

2. Products are not easy to use; Second, the company must work hard to develop products that
are easy for customers to use. As a result, Sony is losing its customers through Micromax, Xolo,
MotoG and Lava.
3. Recognized as a low product: Sony must cease to be recognized as a low-quality product.
You can do this by choosing a successful and dynamic young ambassador, sponsoring sporting
events, cycling, etc. By making innovative marketing techniques, the company must erase that
brand of low products that have been printed in people's minds.

4. Language and cultural barriers: In addition, the company must establish more manufacturing
plants in EU countries, so that linguistic and cultural barriers can be minimized, by doing so,
Sony can overcome its weaknesses and become an upscale brand in the luxury mobile phone

4.3 Suggest strategic marketing responses to key emerging issues in

Sony's marketing strategy:
By taking into account emerging issues, Sony needs to remain competitive and be an active
player in the market. Some of the strategic marketing responses that Sony needs to take in
these key emerging issues can be presented as follows:

Using advanced technology:

To respond effectively to key emerging issues, it is important that Sony uses more advanced
and innovative technology so that it can compete effectively with competitors. Due to the
emergence of new trends, it is essential that Sony updates itself and responds very quickly,
making these trends a successful factor. In addition, in these challenging business
environments, it is very important for Sony to take into account technology and make technology
central, where the company needs to develop its marketing strategies.

Increase your product base:

Second, by increasing its product base by manufacturing a wide range of models with diverse
features so that they can compete effectively in the market because preferences, tastes and
customer interests are changing rapidly, it is important that Sony also be in agreement with
emerging new trends. With increasing competition from other companies such as Nokia,
Samsung, Sony, Micro Max, etc., it is important that Sony manufactures many innovative and
stylish products that attract customers for a longer period of time.

If we consider, for example, that the company should focus on the development of more reliable
and easy to use mobile phones to make customers buy more phones and increase their sales
and market share.

Reduce your prices to be more competitive:

Thirdly, to compete more effectively and win sales, you have to lower your prices because there
is a chance that startups will affect Sony in terms of prices, so the company must respond in a
way that maintains competitive prices. If you look at the mobile phone industry, they are one of
the most competitive industries, where the customer is the king and mobile phone companies
need to understand the pulse of customers who offer lower prices of cell phones with more
functions in comparison with the competition company, so that can be Active in the market. So,
for Sony, it is very vital and vital to reduce their prices so that they can gain more sales and
market share in the mobile phone industry.

Quickly respond to competitors' strategies:

In addition, in order to be an active player in the market, it is very important that Sony interact
quickly with the plans and strategies of other companies such as Samsung, Nokia and others.
So you can act quickly and avoid competition from other companies. As competition grows in
the mobile industry, it is important that Sony has better and more advanced strategies than
competing companies, and must react quickly to be a leader rather than a follower.

Increasing qualified human resources:

In order to maintain balance and match changing trends, it is essential for Sony to have trained
and talented employees, where they can make a big difference to the company's success and
performance. In these competitive business scenarios, acquiring skills will be one of the
toughest tasks companies’ faces, so to meet emerging trends; it is more mandatory and useful
to increase Sony's qualified staff.

Do you have a look around technology:

In addition, getting a technology preview is another thing that Sony needs to do to identify and
communicate with emerging trends in the market. Being a technology company, it is essential
that Sony has a technical vision. . With the rapid increase of technology, it is very important to
guess Sony's next level of technological progress that can be established and reach customers,
so that they can be prepared and able to develop products according to technological advances.

Integrating innovation and creativity:

In addition, it is essential for Sony to integrate innovation and creativity into its products as well
as its marketing strategies so that it can respond effectively to emerging trends that can occur
with tastes, needs of customers.

Effective use of resources and facilities

Another important response from Sony will be the efficient use of resources that will help the
company achieve efficiency in all its processes and processes leading to core competencies, as
it will reduce the company's cost of production and reduce waste. , Which can increase the
margin of the company. Therefore, these are some of the strategic marketing responses Sony
has to make to compete well with emerging trends.

Therefore, from the above tasks and case study, it can be concluded that in current business
scenarios, Sony has been an active player in the electronics industry and has an effective
strategic marketing management that makes the company a leader. The beast in the mobile
industry. In addition, if we look at performance, performance has been very effective and
financially important, as well as increasing the brand image of the company. But even if we
conduct an in-depth analysis of the company, there is still room for Sony to improve and
become the world leader in electronics and telecommunications by taking Samsung, Nokia,
Sony and Panasonic.
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