La stratégie marketing de Sony en France

Extraits

[...] Internal situation: Values and objectives: The main objective of Sony is to offer innovative, stimulating, creative and high quality products. Besides, the Sony Group develops a strong corporate responsibility towards an environmental policy. Recently, Sony expressed high level statements on the raise of brand awareness. Sony creates products that stimulate the senses and refresh the spirit. Ideas that always surprise and never disappoint. Innovations that are easy to love, and effortless to use, things that are not essential, yet hard to live without. Creativity is the essence of Sony. It takes chances. [...]

[...] Indeed people have a much less higher perception than they used to have. Customers need a new way of life and are looking for more innovation. II IMC plan, a strategic look forward In France, Sony lost its position of leader in the electronic market; they have not been able to differentiate themselves from their competitors. Now, Sony is suffering from the strong competition and need to reposition itself in customers' mind and to establish a good relationship with them. [...]

[...] It shows the customer-focused strategy of the firm. The slogan will be included in all of the company's corporate communications and advertising messages worldwide. The change in brand strategy comes from the company's requirements to strengthen its brand communication under the 'Panasonic' brand which covers over 90% of sales outside Japan. The sales strategy of Thomson is based on improvements of relationships with existing clients. Moreover, Thomson, thanks to its good relations wants to be a preferred supplier for consumers and therefore maximize its sales. [...]

[...] In order to evaluate and observe its marketing communication, we are going to focus on Sony in France. Sony Corporation is an operating-holding company which is engaged in business through its six operating segments: electronics, music, games, motion pictures, financial services and other and produces innovative products of quality and value. I Situational analysis External situation: In the industry of electronics, Sony competes with three main other firms which are Matsushita Electric Industrial Co, Koninklijke Philips Electronics NV and Thomson. [...]

[...] An other marketing communication element that Sony could improve is its internet communication. Sony does not use Internet enought to communicate and to build a relationship with its customers. The brand could create a real network to keep its consumers informed of the new product, the new promotion or the new event organized. For example, Sony could create a database with all the web adresses of its customers, and classify them according to the product they have bought. Thanks to this database Sony will be able to send information to its customers about the new generation of product that could remplace the one they have bought, or send information on the new product linked to the one the customers have bought. [...]