Marketing strategy of Sony for portable audio device business

Table of Contents

• Executive Summary
• Table of Contents
• List of Abbreviations
• List of Tables and Figures
• 1 Introduction
• 2 Main Part
• 2.1 Product analysis using BCG approach and PLC
• 2.1.1 Methodology
• 2.1.2 Analysis of Sony's portable audio device
• 2.2 Comparison between Sony's MP3 Walkman and Apple's iPod
• 2.3 Evaluation of Sony's brand leverage strategy
• 3 Conclusion
• 4 ITM checklist

Objectives and Key Themes

This study analyzes the marketing strategy of Sony for its portable audio devices, focusing on the company's response to the rapidly evolving MP3 player market. The study examines Sony's position in the market using the Boston Consulting Group (BCG) approach and Product Life-Cycle (PLC) analysis. It then compares Sony's MP3 Walkman to Apple's iPod Touch, assessing key marketing mix elements. The study also explores Sony's brand leverage strategy, highlighting its strengths and weaknesses in the competitive landscape. Key themes explored in this study include:

• Sony's market position in the portable audio device market
• Analysis of Sony's product portfolio using the BCG matrix and PLC
• Comparison of Sony's Walkman with Apple's iPod Touch based on the marketing mix
• Evaluation of Sony's brand leverage strategy, including category and line extension
• Challenges and opportunities for Sony in the evolving portable audio device market

Chapter Summaries

The study begins with an introduction to the topic, outlining the context and significance of Sony's portable audio device business. The main part of the study delves into the analysis of Sony's product portfolio. Using the BCG matrix and PLC analysis, the study classifies Sony's products, including the Cassette, CD, MD Walkman, and MP3 Walkman, and assesses their current market positions. The study then compares the technical features and marketing strategies of Sony's MP3 Walkman and Apple's iPod Touch. It explores key marketing mix elements, including product, price, promotion, and place, and assesses the strengths and weaknesses of each device. The study then examines Sony's brand leverage strategy, analyzing its use of category and line extensions. Finally, the study concludes with a discussion of Sony's future challenges and opportunities in the portable audio device market. It proposes a vision for an all-in-one multimedia device and highlights the importance of innovation and customer needs in this evolving market.

Keywords

This study examines the marketing strategy of Sony's portable audio devices, focusing on the MP3 player market. Key topics include the Boston Consulting Group (BCG) matrix, Product Life-Cycle (PLC), marketing mix elements, brand leverage strategy, product comparison, and market analysis.