Sony Company and High-Definition Television

Paper Summary:

This paper begins with a brief look at the history of the Sony Company and then moves on to a description of high-definition television and Sony's early involvement in the technology. The paper then describes Sony's targeted market for HDTV sets as well as its product, pricing, and manufacturing strategies. The paper also outlines Sony's promotional and marketing strategies for HDTV and presents the author's view of the technology and suggestions for pricing strategies.

From the Paper:

"Sony is a company with an established name and a great deal of brand recognition worldwide, and although it started as a small Japanese telecommunications company in Tokyo, it quickly presented itself to the world as a technological innovator capable of producing many consumer-friendly firsts such as the transistor radio, the walkman, and the camcorder. Lately, Sony has been involved in the development and manufacture of HDTV (high-definition television) systems to an increasingly interested world market. These television systems potentially support more than twice the sound and picture
quality of a normal television set, which particularly affects wide-screen formats. Sony has been involved in presenting the sets since the early nineties, and has followed industry trends and precedents successfully set by home satellite companies in target-marketing middle-class and upper-middle-class males who enjoy watching sports programs and want to be on the cutting edge of developing technology."

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