Marketing Principles, REPORT and POWERPOINT

REPORT

1.0 Introduction

1.1 – Company Background of Sony

1.2 – Key attribute and whats so special about the Sony Playstation 4

1.0 – Micro Analysis (only talk about the competition of company)

2.0 – External Micro Analysis

3.1 – Pestle Analysis (Political)

3.2 - Economic (pestle)

3.3 – Social (pestle)

3.4 – Technological (pestle)

3.5 – Legal (pestle)

3.6 – Environmental (pestle)

3.0 – SWOT Analysis (average of 4-5 points per factor)

· for the swot analysis, must say which factor (S,W,O & T) is under which pestle factor (P,E,S,T,L,E)

4.0 – marketing strategy of sony

5.1 – Segmentation method, maximum 2 pie charts (must state 2 key ways that our brand (Sony) has segmented the market (choose 2 out of the 4 main categories of segmentation (geographic, demographic, psychographic and behavioural))

5.2 – State who we are targeting, and use MASDA to measure effectiveness of the segmentation (whether it meets the requirements or not)

5.3 – state consumer profile, who our target audience is and what their demographic, psychographic, geographic and behavioural is

5.4 – positioning strategy of PS4 and must draw perceptual map (draw 2 maps)

e.g. (must change the factors at the end of the arrows)

after drawing the perceptual map, must explain how this will help Sony to be better

· 7 competitive advantage criteria

5.5 – Recommendations

- alternative segment that we can targeted and why?

- for this alternative segment that you are going to target, what will be the positioning strategy?

6.1.2 – type of consumer product? (specialty, unsought, shopping etc?)

6.1.3 – talk about the 3 product layers (core, actual and augmented)

6.1.4 – product life cycle stage (evidence)

6.2 – pricing strategy

6.2.1 – which pricing strategy does Sony use?

6.2.2 – what price adjustment strategy do they adopt? (if they use it, if they don’t, don’t have to do this)

6.3 – place of distribution strategy?

6.3.1 – what is the intensity of distribution?

6.3.2 – distribution method used? (CMS/VMS or HMS)

6.4 – frequently used tools

6.5 – recommendations – how to improve 2 out of the 4 ‘P’s (price, promotion, place and product, choose 2 out of 4 to improve)

for e.g. if you want to talk about product, can talk about how to improve the 3 layers (2/3)

about pricing, which pricing strategy should they consider and which price adjustment strategy should they adopt?

About place of distribution, if they’re using CMS, suggest to use VMS or HMS

About promotion, can use another strategy

2,500 words +- 10% words

references must be minimum 5

APA v6 Citations and reference list

Our company name is Sony Corporation, product is Playstation 4.

POWERPOINT:

1. Talk about company background, key attributes

2. Top 3 -5 competitors, draw a table, talk about their audience, positioning strategy, talk about 4 ‘P’s

3. SWOT Analysis, 2-3 per factor

4. STDP – how to segment, draw the pie chart of demographic, psychographic, behavioural and geographic segmentation, and must highlight the segment that you are targeting

5. MASDA – does it meet the masda requirement?

6. consumer profile (demo, psycho, behavioural, geographic)

7. positioning strategy

8. perceptual map

9. 7 attributes, is it good or not good?

10. Recommendations

11. 4 ‘P’s (place product price promotion)