Delivering Value at Sony

Paper Summary:

This paper discusses the importance of marketing as a crucial means of adding value to a company. It compares the various marketing channel strategies used at Sony and looks at the uses and advantages of each strategy. The paper concludes by offering recommendations regarding Sony's marketing strategies for the future, based on various channel strategies.

From the Paper:

"Sony has properly assessed the impact of technology on marketing distribution, as many products are available online throughout the world. These products are also advertised online, and the widespread touch of Internet advertising has paid off for the company. Sony has also demonstrated competence in distinguishing retailer and wholesaler marketing strategies in the global distribution of products. Industries are constantly changing, and Sony has focused on markets in less-developed areas. Research indicates that other growing countries, such as Latin American countries, are becoming more industrialized. Sony has also acted to motivate employees by including them on the management decisions, and instill values such as truthfulness, respect for individuals, and the stimulation of intellectual curiosity. Management in turn passes these values down through the products, workers, and financial success."

Sample of Sources Used:

• Fujitsu Limited. (2005). Sony Marketing. Retrieved November 8, 2007 from http://www/fujitsu.com.
• Kimerling, L. & Sood, S. (1998). Nike: Building a Global Brand. Prentice-Hall Inc.
• Siebart, M. (2007). Consider Franchising an Existing Business? Retrieved November 5, 2007, from http://www.entreprenuer.com.

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