Sony Marketing Plan

Authors Avatar by jaabirjappie (student)

Subject:

MKT 211

Class:

A

Assignment:

Marketing Plan - 1500 words

Prepared By:

Jaabir Aadil Jappie

Supervised by:

Mr. Mohammed Jamil

Major Assignment

Length: 1500 words

References: at least you have to use 5 references.

Each group contains of 3 students.

Outline Due Date: 10/11/2012

Final draft due date: 15/12/2012

Find an existing or potential product and prepare a marketing plan. You marketing plan must follow the headings and sub-headings below; if needed, you can add some more. Before start working on your paper, please provide the instructor with an outline to gain the approval. Please refer to the report structure file.

Marketing plan should contain the following

I. EXECUTIVE SUMMARY

The Executive Summary, one of the most frequently read components of a marketing plan, is a synopsis of the marketing plan. Although it does not provide detailed information, it does present an overview of the plan so readers can identify key issues pertaining to their roles in the planning and implementation processes. Although this is the first section in a marketing plan, it is usually written last.

II. ENVIRONMENTAL ANALYSIS

The Environmental Analysis presents information regarding the organization’s current situation with respect to the marketing environment, the current target market(s), and the firm’s current marketing objectives and performance.

The Marketing Environment

This section of the environmental analysis considers relevant external environmental forces such as competitive, economic, political, legal and regulatory, technological, and cultural forces.

Competitive forces

Economic forces.

Political forces

Legal and regulatory forces

Technological forces

cultural forces

III. SWOT ANALYSIS

a. Strengths

b. Weaknesses

c. Opportunities

d. Threats

IV. MARKETING OBJECTIVES

The development of marketing objectives is based on environmental analysis, SWOT analysis, the firm’s overall corporate objectives, and the organization’s resources. For each objective, this section should answer the question, “What is the specific and measurable outcome and time frame for completing this objective?”

V. MARKETING STRATEGIES

a. Target Market(s)

The marketing plan clearly specifies and describes the target market(s) toward which the organization will aim its marketing efforts. The difference between this section and the earlier section covering target markets is that the earlier section deals with present target markets, whereas this section looks at future target markets.

b. Marketing Mix

This component should provide considerable details regarding each element of the marketing mix: product, price, distribution, and promotion.

Product

Price

Place

Promotion

CONTENTS:

Executive Summary………………………………………….......

.Introduction ………………………………………………………

Sony Corporation In Brief ……………………………................

Sony Products …………………………………………….............

Sony Promotion……………………………………………………

Sony Place (Distribution) …………………………………..........

Sony Price…….. …………………………………………….........

Suggestion On The Current Marketing Mix ……………………

Conclusion ………………………………………………………..

Bibliography ……………………………………………………...

Executive Summary

In brief, this assignment is concerned about marketing management. It covers in details about the concept of marketing mix with the aid of Sony organization which I have taken as a case study in exploring the way this organization has applied the marketing mix. In this assignment the following points are going to be discussed:

1. Sample List of Marketing Mix being used by the organization.

2. Find out if the marketing mix used by organization is satisfactory. 3. My suggestion to the organization concerning the marketing mix.

Introduction:

Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. marketing mix is a model of crafting and implementing marketing strategy. In this assignment, I will discuss the major marketing mix variables as classified by Prof. E. Jerome McCarthy which are:

i. Products

ii. Price

iii Place (Distribution)

iv. Promotion

Throughout the assignment I will prefer to use my reference to Sony Corporation. I will refer to this company how it has diversified its market products, the price range, places for distribution and the promotional strategies they have used to promote their products. I will also try to find out if the current marketing mixes used by the Sony corporation are satisfactory or not. Also I will give suggestion to the Sony Corporation regarding the marketing mix.

SONY Corporation In Brief

Sony Corporation

A multinational conglomerate corporation headquartered in Tokyo, Japan, and one of the world's largest media conglomerate with revenue of US$88.7 billion (as of 2008) based in Minato,Tokyo. Sony is one of the leading manufacturers of electronics, video, communications, video game consoles and information technology products for the consumer and professional markets. Its name is derived from Sonus, the Greek goddess of sound. Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its five operating segments—electronics, games, entertainment (motion pictures and music), financial services and other. These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony BMG Music Entertainment, Sony Ericsson and Sony Financial Holdings. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. The company’s slogan is

Join now!

Sony. Like no other.

SONY Products

The first market mix element is Product. A product is anything that can beoffered to a market for attention, acquisition, use or consumption that mightsatisfy a need or want.Product decision normally base on brand name, Functionality, Styling,Quality, Safety, Packaging, Repairs and Support, Warranty, accessories andServices. These product attributes can be manipulated depending on what thetarget market wants. Also, customers always look for new and improved things,which is why marketers should improve existing products, develop new ones,and discontinue old ones that are no longer needed or wanted by the customer.Sony has a variety ...

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