An EMPLOYER PROJECT PROPOSALforTable of ContentsPage No.1 Executive Summary..............................................................................31.1 Synopsis of Situation Analysis.........................................................31.2 Key Aspects of the Marketing Plan..................................................32 Situational Analysis............................................................................... 2.1 Market !haracteristics....................................................................2.1.1 Market Segmentation...............................................................2.1.2 Market "ee#s............................................................................ $2.1.3 Market %ren#s...........................................................................$2.1. Market &ro'th..........................................................................$2.2 S()% Analysis................................................................................*2.3 !ompetition an# Pro#uct !omparison.............................................+2.3.1 Pro#uct..................................................................................... ,2.3.2 Price......................................................................................... ,2.3.3 Place......................................................................................... ,2.3. Promotions................................................................................ ,2.3.$ -ran# A'areness......................................................................,2. Key Success .actors......................................................................../2..1 A## to 0agship 1peria line2up in a timely manner..................../2..2 -uil# strategic partnerships 'ith net'ork operators in Malaysia132..3 Exten# Smart'ear concepts...................................................132.. &ro'ing the range of smartphone companion pro#ucts.........132.$ !ritical 4ssues................................................................................ 133 Marketing Strategies........................................................................... 113.1 !orporate Mission Statement........................................................113.2 )56ectives..................................................................................... 123.2.1 Marketing )56ectives..............................................................123.2.2 .inancial )56ectives................................................................123.2.3 Manufacturing )56ectives.......................................................133.2. Pro#uct 7evelopment )56ectives............................................133.3 Strategy an# %actics......................................................................133. %arget Market................................................................................1MK%*23$ 8 Marketing Management 4n#ivi#ual Assignment Page 1An EMPLOYER PROJECT PROPOSALfor3.$ Positioning.................................................................................... 1$3.* Strategies..................................................................................... 1*3.+ Marketing Strategies.....................................................................1*3.+.1 Pro#uct Strategy.....................................................................1*3.+.2 Pricing Strategy......................................................................1+3.+.3 7istri5ution 9Place: Strategy...................................................1+3.+. Marketing !ommunication 9Promotion: Strategy....................1,3., Marketing ;esearch......................................................................1/3.,.1 Pro#uct 7evelopment.............................................................1/3.,.2 -ran# A'areness processing po'er PlayStation certi@e# 23.+MP rear cameraTable 1/ Seg!ent Nee$s an$ Corres%on$ing &eatures *Source/ Tan et.al 0 #112,%heSonyMo5ileB market isgroupe#intoconsumeran#5usinessmarket5ase#ontheirhomogeneouspreferences. .romthenee#25ase# segments= 'e then #etermine# the #iJerent lifestyle=5ehavioural= age an# occupation into 'orking an# non2'orking9stu#ents: to make the segment i#enti@a5le. .rom the perspectiveof segment attractiveness an# pro@ta5ility= the 'orking groups aresegmente#intoprofessionals= me#ical usersan#skille#'orkers.0 #118,2.2 SWOT AnalysisS()%analysis9Figure1)isvital ascompanies'ill capitaliseontheir strengths= minimi>e 'eaknesses= exploit market opportunitiesan#avoi#threats. .irstly= SonyMo5ilea5letoseekfor alot ofopportunities that utili>e their strengths of innovative ne'smartphoneBs features 5y their strong ;N7 team to ful@l the gro'ingstrong customer #eman# on more smartphonesB features an#functions such as 'aterproof an# high Cuality. Secon#ly= thestrengthen of the net'ork capa5ilities in Malaysia an# lo' tariJ ofservice provi#ers provi#es a##itional opportunities for Sony Mo5ileto sho'case their strengths of high Cuality pro#ucts into the market.SonyMo5ile'ill 5ea5letoexpan#their 5usinessreache#'ithMK%*23$ 8 Marketing Management 4n#ivi#ual Assignment Page *An EMPLOYER PROJECT PROPOSALforthese greater opportunities. %hir#ly= the Mltra S%AM4"A mo#e in A3provi#es longer lasting 5attery performances that ful@l the nee# oftherisingnum5ers of /3=333international stu#entsinMalaysia.Surveyearlier sho'sthat stu#entsreCuirelonger lasting5atteryfeatures to run the higher computing po'er of smartphones. uki inFigure2= their missionaimstocom5ine SonyVs innovative state2of2art technologies= services=interfaces an# other assets to unleash the po'er of O)ne SonyP inthesmartphonein#ustriesthatinspire#reams= ful@l curiosityan#enrich lives 9Sony !orporation= 2313:.&igure #/Son" Cor%oration Presi$ent an$ CEO0 Mr >uni!asa SuBu+i3.2 O&'ecti(esSony Mo5ile a5leto5oost gro'th an#construct ne'value 5yattainment of the su5seCuent o56ectivesD3.2.1Marketing )56ectivesAccor#ingtoMr 7ennis vanSchie= Sony Mo5ileBs mission is toreinforce to the 'orl# that Sony makes smartphones an# ta5lets asSony is a 'ell2esta5lishe# 5ran# name glo5ally 9Sony !orporation=2313:. SonyMo5ilehastostrengthentheir presenceinMalaysiamarket 5ycreatingmoreretail2focuse#organi>ation5yengaging'ithcustomersatall levels. -esi#esthat= it isalsoimportant to#elivercorporatevaluetotheircustomersan#partners. (iththegreat opportunitiesan#untappe#mo5ilesmartphonesB consumermarketmentione# in !hapter2.2 S()% analysis=there isagreatopportunity for Sony Mo5ile to capture a great portion of share inthis market 5y ?to 1?5y next 3 years= #espite the stiJMK%*23$ 8 Marketing Management 4n#ivi#ual Assignment Page 12An EMPLOYER PROJECT PROPOSALforcompetitionamongtherivalsinMalaysia. Also= toincrease5ran#a'areness amongst the 2*23* age groups from 1? to *3? 5y next3 years.3.2.2.inancial )56ectives(e have set aggressive 5ut achieva5le @nancial o56ectives in Table5 for the @rst 3 years. %he @nancial o56ectives are as state# 5elo'D2 %o increase the sales revenue 5y 32? 5y the en# of .F 231$ %o increase sales volume 5y $? 5y the en# of .F 231$Table 9/ &inancial Ob4ecties for Son" ?%eria @8*E 1 -SFG RM8.2;,3.2.3Manufacturing )56ectives4n or#er to meet their marketing o56ectives= SonyBs other #ivisionssuch as manufacturing #ivision nee# to 'ork han#2in2han#. SonyBsmanufacturing o56ective is to uphol# their Cuality 5y their capa5ilityto pro6ect #eman#s= grasp timely procurement an# controlinventories 9Sony !orporation= 2315:. 3.2.Pro#uct 7evelopment )56ectivesSonyBs pro#uct #evelopment o56ective is to #iJerentiate their mo5ilesmartphone pro#ucts an# create ne' pro#ucts an# services as partof their0agship1periaRthatWcreatene'lifestylesWan#WenrichpeopleVslivesWinmo5ilespaces. 4ntermsof #evicetechnologies=Sony strategies to focus on picture sensors= 5atteries an# lo' po'erconsumption technologies. As part of SonyBs Wotler0 1==2,Su5seCuently gro'th is the main priority for the marketing strategy.AnsoJmatrixi#enti@esfourpossi5legro'thstrategiesthat SonyMo5ile can pursue accor#ing to the market situation= as eachstrategy presents uniCue opportunities= threats= resource an# risks.7uetothematurityof themarket i#enti@e#earlier= thematrixi#enti@esthat themost suita5legro'thstrategyat thisstageisMK%*23$ 8 Marketing Management 4n#ivi#ual Assignment Page 1?An EMPLOYER PROJECT PROPOSALforMarket Penetration= 5y selling existing pro#uct to existing markets=5ut increasing the Cuality= pro#uction= marketing an# colla5oration.3." Target Market !urrently= Sony Mo5ile targets all age categories for its smartphone.Accor#ingtosurvey'hichiscomplete#5y$3?malean#+?female= 'e 'ill target the segments 5elo' that 'ill provi#e gro'thopportunities for Sony 1peria A3D &eographic Segments 2 aroun# ationpatterntotarget thesethreegroups9Table6:= 'hichares+ille$6or+ers=%rofessionalsan#cor%orate users.Target Mar+ets Custo!er Nee$s Corres%on$ing &eatures'(ene)tsProfessionals *Consu!er Mar+et, Kigh Cuality camera Kigh processing po'er an# more #ura5le to perform many functions !onvenient an# mo5ile access to email an# 'e5 -uilt2in cell phone (ireless emailG'e5 access from any'here Lua#2!ore2.$ &K> processing po'er 23.+MP rear cameraCor%orate -sers *(usiness Mar+et, Mp#ate= access an# exchange #ata Photograph situations to maintain a visual recor# !onvenient an# mo5ile access to email an# 'e5 Lua#2!ore2.$ &K> processing po'er 23.+MP rear camera 'ith $.2 inch screen si>e 913,31 1/23 resolution: (ireless emailG'e5 access from any'hereS+ille$ .or+ers *Consu!er Mar+et, )rgani>e an# access contacts= sche#ule #etails an# 5usiness an# @nancial @les 7ura5le to 5a# con#ition (ireless emailG'e5 access from any'here Lua#2!ore2.$ &K> processing po'er 4P*, #ust N 'aterproofTable :/ Target Mar+ets for Son" ?%eria @8MK%*23$ 8 Marketing Management 4n#ivi#ual Assignment Page 1$An EMPLOYER PROJECT PROPOSALfor3.$ Positioning Positioning is the act of #esigning a companyBs oJering an# imagetooccupya#istinctiveplaceinthemin#sof thetarget market9Kotler= 2312:. 4t is the key factors of #eveloping marketing mix 9P:..rom the frame of reference 5y i#entifying target market 9Chapter3.4: an# relevant competition 9Chapter 2.3:= Sony 1peria A3Bspoints2of2#iJerencearehighCuality932.3?: as sho'ninearliersurvey. 4n a##ition of the target market nee#s= consumers a5le toen6oytheir Cualityfeaturessuchaslongest 5atteryperformance9meanX.$:an#higherCualitycamera9meanX.3$:featuresasmentione# in !hapter 2.3. Points2of2parity for 1peria A3 are a5le toaccess 'e5 an# email from any'here an# high processing po'er tomanage #ata an# sche#ules. Msing pro#uct #iJerentiation toachieve competitive a#vantage= 'e are positioning Sony 1peria A3as the most high Cuality smartphone 'ith long lasting 5atteryperformance an# goo# camera Cuality for professionaluse to a##value on their #aily 5usiness routines. )ur propose# tagline 'ill 5eHT3e best I-ALJTY for t3e (ESTK3.) StrategiesSony1periaA3'ill use5othpushan#pull strategies. %his'illincrease the a'areness level of Sony 1peria A3 features among thetarget market to 5uil# 5ran# loyalty. )n the other han#= it helps toencourageinterme#iaries tocarrytheSony1periaA3mo#el toincrease its presence in the market. 3.* Marketing Strategies3.+.1Pro#uct Strategya a.estive Promotion an# &reeting !ar#sSales xxxxx !hinese "e' Fear3 Pro#uct aIi#eo on Foutu5e an# .ace5ookSales!ommunicationxxxxx/ Pro#uct = ation ofation in the AmericasD A vital linkage. Journal of "u#ine## 'e#ear+h= 3,91:= pp. 321*.7oyle= P.= 1//,. $ar,eting $anage%ent an! .trateg-= 2n# e#. Prentice Kall.Euse5io= ;.= An#reu= _. e= M. P.