Report on Sony Corporation aims and objectives and how they relate a promotional campaign to achieve these aims and objectives and relate the promotion of a particular campaign to the marketing mix.

GCSE Business Studies

Unit 3 - Creative Product Promotion

Promoting Success

Sony

Sacha Coric

Contents

Introduction

Findings

For: Mr P.Virdee

From: Sacha Coric

Date: 11/12/05

Report on Sony Corporation aims and objectives and how they relate a promotional campaign to achieve these aims and objectives and relate the promotion of a particular campaign to the marketing mix.

Intro

2.0 Findings

2.1 History

2.2 Aims and Objectives

2.3 Promotional Campaigns

3.0 Conclusion

Bibliography

2.1 History of Sony Corporation

Masaru Ibuka, an engineer, and Akio Morita, a physicist, founded Sony as Tokyo Tsuchin Kogyo in 1946. The company began to take off in 1954, when it obtained a license to produce transistors. The transistor had been invented in the US, but it had not been applied to radios, which were valve driven appliances. Sony made Japan's first transistor in 1954, and the first all-transistor radio. In 1955, the company listed stock on the Tokyo OTC market, and in 1958, changed its name to Sony Corporation. Later that year, the company was listed on the Tokyo Stock Exchange.

Originally called Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Company), Sony’s roots go back over half a century to 1946 when it was founded by Masaru Ibuka and Akio Morita

Ibuka and Morita realised that they needed a global brand which crossed cultural and language borders in order to expand the business in the US and later Europe. TTK was already being used by another company so a new name, Sony, was taken up by them. The name Sony derives from the Latin word sonus meaning sound and the English word sonny-boy - a term used by the Americans in the 1950's to denote a bright youngster.

Although the name of the company was not officially changed to Sony Corporation until 1958, the first Sony branded product was the TR-55 transistor radio which went on sale in 1955. This was shortly followed by Sony’s world first "pocketable" transistor radio. Sony’s UK history began in 1968 when Sony United Kingdom was founded in London. Six years later Sony became the first major Japanese company to open a factory in the UK. Today there are two factories, both in Wales, at Bridgend and Pencoed, which between them manufacture broadcast cameras, television sets and components for the UK and export to other countries around the world. Indeed, Sony was awarded the prestigious Queens Award for Export on four occasions in the 80s and 90s. Today Sony UK employs around 4,500 people in functions including Manufacturing, Sales and Marketing. Sony’s UK Headquarters are located at Brooklands, near Weybridge, in Surrey, on the site of the old Brooklands Racing Circuit, just inside the M25.

2.2 Aims and Objectives

Sony Aims

Sony Corporation is one of the world's leading consumer electronics firm with additional interests in the entertainment industry. Their aims are as they are one of the leading consumers electronically firm that they will have the largest market share. The company recorded revenues of JPY7496.4 million (approximately $72.73 million) during the fiscal year ended March 2004, an increase of 0.3% from 2003.

The operating profit of the company during fiscal 2004 was JPY98.9 million (approximately $0.95 million), a decrease of 46.6% over fiscal 2003. ...