Marketing Management Assessment Answer

Subject Name : Human Resource Management

MARKETING MANAGEMENT
Executive summary
The following report is an analysis of marketing management. Sony Company is considered to perform the analysis. The report starts with a brief introduction of the company and its products. The report then explain industrial overview of Sony Company. The report further analyses the business strategies and aspects using SWOT analysis. The report represents and explains concept of marketing mix by employing the framework of 4ps of marketing. The report evaluates the segmentation, targeting and positioning of Sony and Sony Television.

Table of Contents
TOC o 1-3 h z u Introduction PAGEREF _Toc8579748 h 4Company Introduction PAGEREF _Toc8579749 h 4Brief Industry overview PAGEREF _Toc8579750 h 4SWOT Analysis PAGEREF _Toc8579751 h 5Segmentation, Targeting and positioning PAGEREF _Toc8579752 h 7Segmentation PAGEREF _Toc8579753 h 7Targeting PAGEREF _Toc8579754 h 7Positioning PAGEREF _Toc8579755 h 8Marketing Mix PAGEREF _Toc8579756 h 9Product PAGEREF _Toc8579757 h 9Price PAGEREF _Toc8579758 h 9Place PAGEREF _Toc8579759 h 10Promotion PAGEREF _Toc8579760 h 10Conclusion PAGEREF _Toc8579761 h 11
IntroductionThe following report is an analysis of the marketing strategies of the reputed company Sony Inc. The Sony Company is spread worldwide and has a good reputation among its customers. The report explains the working of Apple on the basis of SWOT Analysis. The analysis will provide information about the factors which influence Sony Company to plan and amend their marketing strategies. The report further explains strategies like segmentation, positioning and targeting the customers and attracting them to purchase their product. The marketing mix is explained using the framework of 4Ps, Product, Price, Place and Promotion.
Company IntroductionSony Company is the largest multinational conglomeratecompany in the world. The company has its headquarters at Knan, Minato, Tokyo. The company presents diversified services which include financial services, entertainment services, customer, gaming and professional electronics. The founders of the company are Akio Morita and Masaru Ibuka (Chalaby, 2016). The business organization possess the largest entertainment music business in the world, the largest business of video game console is owned by the company. The company owns a large business of video game publishing. Sony manufactures a large number of electronic products specialized for both customers and the professional industry. The company deals in the television and film industry, electronic items like cameras, mobile phones, television, and financial services. The company has various division registered under its business which includes Sony Electronic Products and Solutions, Sony Music. Sony Pictures and Sony Interactive Entertainment. The company has revenue of8.665 trillion in 2018. The company has approx. 117,300 employees working for the company.
Brief Industry overviewThe Apple Company deals with customer service and products the company manufactures item like phones, headphones, television and digital media player along with services like entertainment houses, music houses and financial services.The company is spread all over the world and has many competitors which include LG, Apple, Samsung and many more (Tomczak et al., 2017). The firm uses both retail and online mode to sell their products. The business organization enjoys strong customer loyalty and present a good reputation in the market. The company has always been active in the technology and customer service industry and are continuously developing items and services for their customers.
SWOT AnalysisStrength weakness
Strong Brand Sony being a multi-dimensional company, exhibits a strong brand name. It has good popularity among its customers. The company has a good name is able to earn a good reputation in the market.
Popular Profitable products products like television, phones and headphones have been popular among its customers. The products have been profitable for the company. A product like PlayStation has earned a good name and taking the company ahead of its competitors.
Diversified business the diversified business pattern of the business organization provides a widespread market to perform businesses for the business organization. Lack of dominant mobile devices The Sony Company designs mobile phones but fails to provide a diversified phone. The company fails to perform well in the telecommunication market and stay behind its competitors like Samsung and LG.
Imitability of few products The product launched by Sony is highly imitable. The products like camera and home theatre set do not have special patented to Sony only. The imitability of products decrease market demand and decrease customer loyalty.
High marketing expense for motion picture and media networks the business organization performing in the field of motion pictures and media networks. The production cost and marketing expense for this field are very high.
Opportunities Threats
Rapid innovation the business organization is undergoing rapid innovation and marketing innovated products which contains technologically advanced features. The latest product launched is Sony TVs. The television is provided with a broad view and hasa high-quality resolution. The company can further innovate its products and enhance the quality and technicality of the products.
New product development The Company has a good opportunity of designing new products and launching them to market. The company can venture new products and services like smartwatches and other electronic products.
Further business diversification the company already has adiversified business culture and provide various other services apart from the electronic products. The company has an opportunity to further diversify business and sell and produce more products from different sectors (Olaniran et al., 2018) The Sony Company has a good reputation in music and pictures universe. They can produce and market services form these universes. The Sony Company has an entertainment house, they can make and release more movies and entertainment shows to attract people. Cyber Attacks product PlayStation requires user personal information. The company faces threats from hackers. The hackers can hack the system and harass the customers which will decrease the brand name.
Competition The product produced by Sony Company is highly imitable which increase the competition for the business organization (KshetriampVoas, 2017). The company cannot utilize the market fully and faces high competition. The company needs to do some changes in their policy and innovate as well and invent some unique service as well asproduct to go ahead of its competitors and perform business freely.
Software piracy The Sony Company does not own any software. The software used by the company isthe same as that of its competitors. The software can be easily pirated and used. The company needs to use secure software and services which cannot be pirated and hacked.
Segmentation, Targeting and positioningSegmentationThe segmentation of any business can be performed on the basis of demographic, geographic, psychographic and behavioristic nature of the consumers (Tomczak et al., 2017). The demographic segmentation is performed on the basis of age, religion, gender, social class, race and family cycle. The large companies utilize demographic segmentation as it provides information about the demand, need and financial capability of the customers. The geographic segmentation is used by those companies who focus on the geography of the nation tend to perform business (De Mooij, 2018). The psychographic segmentation considered the beliefs, group perspective, attitudes, current or previous customers by their shared personality traits, values, lifestyles and interests. The behavioristic segmentation divides the customer base into small groups based on their behaviours. The business organization uses behavioristic segmentation to understand the buying pattern exhibited by the customers by monitoring usage frequency, benefits needed, and brand loyalty.