Sony

Siam University

MBA Program,Thailand.

502610: Marketing Management

Instructor: Mr. Bhumiphat Gilitwala

Venue: Siam University

SONY

Discussion Questions

1. What have been the key success factors for Sony?

- The key success factors, I think they have the key marketing principles of work namely

o Creativity to make inventions: I think they try to invent a new product which other competitors have never had before. Then, when they lunched the product into market, it made them be very successful in selling the product.

o Creativity in product planning and production: They do not rely on just a single new product, but they have to have a whole range of devices more useful by linking them in networked home-entertainment system. From the point, I totally agree with them because if you have one product, one day, your competitors will develop the same kind of the product, and you may lose market. However, if you have a range of devices, you can have more chance to sell more products in the same time.

o and Creativity in marketing

I would like to focus on its creativity marketing because it may be the most success factor in running the company

o I think its marketing is the most success factor in running its business. For example, they study customers’ behavior and know what they like closely. For Playstation2, they give people’s emotions when customers are playing games-exciting, foreboding, panic, relief and achievement at the end.

o Each marketing campaign, they carefully deal with it. For example, they advertise PlayStaion as a part of movie preview, more than 1,800 theaters and on 8000 movie screens. I think they choose this way because it is a short advertisement, just 30 seconds. Consumes can memorize advertisement easier than long commercials. For six-year contract, consumers always recognize and remember what Sony’s product is. Normally, when people are going to buy game machine, there will be not more than...