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)

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.