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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

Markus Baum (Author)

Excerpt

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

Excerpt out of 24 pages

Details

Title: Strategic Marketing
Subtitle: Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace
College: The University of Surrey (School of Management)
Authors: Markus Baum (Author)Marco Hackstein (Author)Marcel Mehling (Author)
Year: 2009
Pages: 24
Catalog Number: V194552
ISBN (eBook): 9783656198505
ISBN (Book): 9783656199960
File size: 1188 KB
Language: English
Notes: Autoren: Markus B. Baum Marco Hackstein Marcel Mehling
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

Quote paper: Markus Baum (Author)Marco Hackstein (Author)Marcel Mehling (Author), 2009, Strategic Marketing, Munich, GRIN Verlag, https://www.grin.com/document/194552

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