The paper “ Sony’ s Strategy - Brand Extension by Rebranding for the Lower End Customers, Ensuring Strength of Distribution Network, Improving Marketing Aspect" is a great example of a case study on marketing. Sony has been able to develop its business by ensuring quality and delivering on the promises. The company has grown and by using the market share, proper service and quality products have been able to grow. Sony has relied on its internal strengths and ensures an efficient workforce which has been there core competency in developing a business model to ensure maximum customer satisfaction. Sony has looked towards identifying their internal strength which is a strong brand name and the ability to provide customers with products which have high resolutions and ensures maximum customer satisfaction.
This has helped Sony to identify its internal strengths and competencies. This has helped Sony to ensure that its current strategy has been crafted based on it. The company by being able to look into different areas of its core strengths has identified the strategy that will help to achieve its objectives. Sony looks towards implementing both short and long term strategy which is aimed at improving its brand image. Sony has looked towards developing its internal strategy by developing loyalty programs, provide discounts, use different modes of advertisement, ensure efficient salesmen, and a quick delivery process.
This has helped build the required structure and helped to differentiate themselves from the others by ensuring that they provide special features and attractiveness in their product. Sony has understood its capabilities to the fullest extent and has designed a strategy where they look towards incorporating products both the low-end customers as well.
This will help Sony to be able to work on the niche market and craft products that fit well with the customers. Sony looks towards capitalizing on the opportunities that exist in the market by 1). Improving their market share by looking towards improving their brand image 2). Looking towards improved marketing strategies so that it allows flexibility and utilize the ability of the business towards the development of the business. The primary tactics for Sony should be towards improving the marketing aspect so that Sony is able to develop its brand further.
Availability of service station and personnel to ensure that the problems faced by the customers are sorted out as soon as possible. This has helped Sony in building its brand image and ensured better after-sales services thereby enhancing customer satisfaction. This will help Sony to develop the required infrastructure and will ensure that they are able to get the maximum benefit from it. To be able to succeed in it Sony needs to look to have Looking towards dividing the business into different core product line i. e. high-end consumers, the low-end consumer. Adding new products with the passage of time like the battery, play station, iPods and similar other products. Improve the promotional aspect and look towards improved marketing strategies to develop the business. Following the above strategy will ensure that Sony is able to build a customer base that is loyal.
This will thereby promote the business for the electronics giant as it will be able to understand the mechanism better. This will thereby help Sony to ensure that the current strategies match with the vision and mission statement which will thereby transform into better business opportunities for the management and the company.