Strategic Marketing

Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace

Scientific Essay , 2009 , 24 Pages

Business economics - Offline Marketing and Online Marketing

Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace

Companies studied:
Apple and Sony

by

Markus B. Baum
Marco Hackstein
Marcel Mehling

Abstract:
The managing director of Sony, Japan has asked a report based upon an assessment of why his Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace. This analysis provides analysis such as SWOT and different position mapping or other techniques, which will lead to an understanding of the reasons the iPod product has remained strong over the past few years. The strategic implications will also discussed as well an recommendations as to the future direction and improvement of Sony personal player products.

Keywords: Sony, Apple, Ipod, Iphone, analysis, SWOT, position mapping, strategy, strategic implications, market analysis, macro environmental, PEST, market profile, key factors of success integrated system, repositioning strategy, marketing mix, promotion, product, price, place, 4P, survey, Porter's Generic Strategies,

CONTENT

1 INTRODUCTION

2 ANALYSIS
2.1 Market analysis
2.1.1 Macro environmental PEST-Analysis
2.1.2 Market profile and prospects
2.2 Analysis of Apple’s iPod and Sony’s Walkman
2.2.1 The case of Apple’s iPod - key factors of success
2.2.1.1 Product
2.2.1.2 Integrated System
2.2.1.3 SWOT - iPod
2.2.2 The case of Sony Walkman - key factors of failure
2.2.2.1 Product
2.2.2.2 Integrated System
2.2.2.3 SWOT - Walkman
2.3 Conclusion

3 RECOMMENDATION
3.1 Repositioning strategy
3.2 Marketing Mix
3.2.1 Promotion
3.2.2 Product
3.2.3 Price
3.2.4 Place

4 REFERENCES

5 APPENDIX
5.1 Results of own survey on brand Walkman

• College: The University of Surrey (School of Management)
• Authors: Markus Baum (Author), Marco Hackstein (Author), Marcel Mehling (Author)
• Publication Year: 2009
• Pages: 24
• Catalog Number: V194552
• ISBN (eBook): 9783656198505
• ISBN (Book): 9783656199960
• Language: English
• Tags: Sony, Apple, Ipod, Iphone, analysis, SWOT, position mapping, strategy, strategic implications, market analysis, macro environmental, PEST, market profile, key factors of success integrated system, repositioning strategy, marketing mix, promotion, product, price, place, 4P, survey, Porter's Generic Strategies