Sony Marketing Plan

Our prime objective on this marketing plan project is to develop new SONY Smartphones in the current market to suit the consumers' preferences.

The first part of this marketing is about analysis of current Smartphones market situation. We conduct analysis on SONY, customer, competitive market, external market environmental, and SWOT analysis. SONY has many ranges of Smartphone, such as Xeperia and each product have its own target market. Besides, we found out that the percentage of SONY Smartphones market shares in Malaysia is quite low. Thus, we organize SWOT analysis on SONY and competitor's Smartphones products. After that, we do an analysis on SONY marketing mix. SONY Xeperia have different of models from hundreds to thousands RM range. Each Xeperia models has different prices and types of promotion.

Second, we did a marketing survey before we came out an idea on our new product. We did 120 questionnaire forms and filled by different ages of people. Then we collected the data and analysis became useful information.

Thirdly, we decided Gen X and Gen Y as our target market for this new SONY Flex product. We name our new product as SONY FlexS. In order to suite all Gen X and Gen Y needs, we set the price with RM 2999 which is not too expensive in current Smartphones market prices due to SONY FlexS have the advantage technologies that competitor doesn't offered.

Finally, we estimated our sales and marketing expenses for next five year which is from 2013 to 2017. After that, we conduct a financial overview as well as implementation plan to see the progress of launch the new product within budget and time allocation.