.. ants of customers. This was evidenced by the conception of the tape recorder, and the first pocket-sized radio, developed for changing lifestyles. This approach has continued and still practiced today as signified by the recent development of the following products, the Walkman, the Handycam, the Discman, all of which are regarded by millions of customers as products that represent a way of life. The marketing approach was influential in the marketing of the Walkman, such a concept originated from a want of customers for a small, portable, tape/radio player, to replace the large, inconvenient players of the era.
Sony identified this customer-want, and the Walkman was introduced, and heavily marketed, and in turn, became one of! the firm’s most successful products. In addition Sony has realised that consumer-want for electronics is apparent in all age groups and as such, it has developed several products for different markets, for example, ‘My First Sony’ was introduced for a younger target market. Another essential marketing approach for Sony has been the product approach, unlike other firms in Japan; Sony prides itself in producing products which have incorporated unique plastic appearance and futuristic features with superior quality, and affordability of price. These concepts have ensured that Sony’s sales have outstripped both domestic and foreign, including Western, competitors. In fact, Sony has upheld these concepts, in regards to their products, to the extent that they cancelled the production of a new television, simply because a rival had placed a similar product on the market. Coupled with the product marketing approach has been the design of products, which is a major feature in the marketing strategy of Sony, this is evident with the Sony Playstation, which has been carefully designed and uniquely developed for the younger target market.
In the future, with the dawn of the digital age, Sony must place greater emphasis on the product marketing approach, to achieve sales, if it wishes to maintain its market edge. This requires, Sony, embracing advanced technology in the manufacturing of its products. The managers of Sony have realised the dilemma, that due to the speed of technological advancements, the products Sony releases today will become obsolete rapidly. Therefore, Sony is continually, incorporating innovation achieved via extensive research and development, to improve and expand upon its products to make them superior to competitors. This approach has lead to the development of several 21st century products to be used to dominate the future electronics market; these products include a portable head-mounted video player, a DVD player, and a new-generation computer. The final approach to marketing by Sony has been the selling approach, Sony, as a multinational firm, has earned a reputation worldwide as being a superior producer market leader, in regards to electronics products. The size of the company allows it to promote its product on a larger scale than that of many of its competitors.
Potential customers are enticed to purchase the firm’s product, even if they do not need it, by the array of commercials, catalogues, and other methods, which portray Sony product’s as being superior. Further, the appearance of Sony’s products is heavily marketed as being state of the art, everyone is aware of the black, sleek, elegant, and futuristic appearance of the Sony the products. WHY SONY IS A SUCCESSFUL INTERNATIONAL BUSINESS Sony is a successful international business as it has grown to become one of the world’s largest and most influential electronics firms, due to its ability to meet consumer-wants worldwide. This influence over the market is evident as domestic and international competitors wait for Sony to initiate a market trend via the introduction of a product, and then duplicate this, so as to benefit from Sony’s success. Furthermore, Sony has come to possess a worldwide reputation, which rivals those of the other multinationals, like Nike and others, a reputation which has made Sony and its products synonymous with quality and superiority in electronics. Sony’s is also seen as internationally successful as it has entered many export markets in the world, including Australia, Sony also has established several headquarters in different parts of the world, including America and Europe, which is a testament to its international success. This worldwide status has enabled Sony to discover chan! ges in consumer wants, new product ideas, and the success of different marketing approaches worldwide. Sony’s international success can be attributed to several internal factors, these in the passionate decisions of management, in that they allow the product designers the freedom to experiment and develop the ideas that may lead to a breakthrough for the firm.
Further, Sony’s success can be attributed to the establishment of a strong corporate culture in the firm, which allows the goals of the firm to be achieved, as managers have ensured the everyone is able to focus on the overall picture of the firm. Sony’s integration of marketing approaches is another keystone to the firm’s international success, as the simultaneous use of the strategies has allowed the firm to better satisfy customer wants, and in turn better achieve its own goals. This success can be attributed, largely, to the role of product marketing in the business, the attitude that ‘product is king’ has allowed Sony to develop a general direction in which the firm is headed. The use of product marketing has resulted in Sony being able to, use different methods, such as market research and R&D, to discover the wants of customers, and in turn develop products to satisfy these wants, all of which has enabled Sony to gain sales and become successful, internationally. Product marketing has also allowed Sony to maintain its edge in the electronics market. As Sony’s designers are using the market approach to continually develop, improve, and expand upon their products to meet the changing customer needs, this coupled with large-scale promotion of the product, itself, has allowed Sony to maintain its competitive advantage.
This approach has also meant that any perceived problems with the products can be easily identified and corrected. Finally, the empha! sis on product marketing has allowed Sony to develop products which are encompassing the ‘technology of tomorrow today’ allowing, Sony to maintain its success well into the future.