Marketing Case 1

The Analysis of PlayStation of

SONY Corporation

NAME: Mei Zhang

Yixuan Yao

Zhaorui Liu

Yong Zhang

In this case we choose the SONY Corporation. SONY Corporation (NYSE: SNE), commonly referred to as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues. SONY is one of the leading manufacturers of electronics products for the consumer and professional markets. The Game is an important industry, SONY launches "PS3" in the middle of 2006, and it also strengthens self-developed video games software. We focus on the PlayStation of SONY Corporation to analysis the market structure and the competitors (XBOX of Microsoft, WII of Nintendo)

A. Nature of demand

1. The buyers currently go about buying existing products of SONY considering the number of stores shopped, the consumers will feel that the more stores sell one item, the more popular the product is. For example, there are many different types of SONY Digital Single Lens Reflex Camera, but most stores only sell α35,α390, buyers may propensity to buy this two types. Buyer will buy SONY`s products when they are sold in different stores. The buyers also consider the industrial sources, as a consumer, we all want to the best raw material, intermediate material and final material, thus the industrial sources is the key factor. The display screen is most important part of television; people will choose the product that owns the best material of kinescope and other raw materials that purchasers want the clearer, more colorful, harder display screen in the product of SONY.

Buyers also consider the degree of overt information seeking; there are many overt information of SONY, like raw material information, customers` feedback, product usage, market share, etc. The higher degree of overt information seeking will stimulate the purchasing...