1. Strategies for the new situation (1 page)
As mentioned earlier in this report. Strengths are internal strategic factors that support business growth and profitability. The name Sony is a secure brand, this gives Sony an advantage because a strong brand gives a business the opportunity to easily attract customers to new products and their current products. New strategies are designed to increase the overall function of the organization. By implementing an innovative strategy Sony is able to secure its brand in a way that could lead to competitive advantage.
The two lenses of strategy are as follows:
a) Strategy according to demographics.
Women are not only playing an increasingly prominent role in the world of business, but women also exercise a considerable purchasing power as consumers. Many brands focus on women on a product-by-product basis instead of developing campaigns specifically targeted towards women. In most areas women are starting to wield influence in the expenditure (i.e. consumer electronics). For the time being more companies, such as HP and Apple are widening their presentation of marketing or messages to appeal female shoppers. The major difference between males and females related to marketing is to understand that Women have different emotional cues and core drivers to men. This strategy according to demographics is therefore targeted at women with the aim to create a female owned market for Sony by women.
b) Strategy according to social/culture.
In 2010 Sony launched the “make.believe” campaign strategy, this strategy was designed to unify the company its entire range of product with the intention to communicate with its consumers and to reinvigorate the Sony brand. Sony emphasizes the importance of the stage between the words “make” and “believe” to give dept to where imagination and reality collide which resulted in one of Sony's most profitable campaign related to the entertainment industry. Antecedently, the company adopted separate strategies in their promotion of entertainment and also electronic products. This strategy according to social/culture is therefore targeted at consumers with the aim of making every purchase more personal by creating slogans for the different sub-departments it have.
Implementation plan (3 pages)
This implementation plan, describes the strategy involved in preparing the end users and the target product, service or system into daily use or production. This includes introducing a new strategy into the marketplace for customer consumption, installing and propagating a new technology and carrying out a new process line. The objective of producing this implementation plan is to reduce risk of implementation failure by planning the impact to the business when the product, service or system is implemented. Its intent is to have a centralized reference document that organizes all of the information needed for implementation e.g. to identify all the tasks that must be completed and the responsible parties that must be involved to implement the project successful.
In addition, this overview explains every step related to the most profitable strategies, for the implementation plan it has been established that the most profitable strategies could be seen in the new strategy to demographics and the new strategy of social and culture strategy. As determined the strategy is to make every sale more personal thus to create and establish a more consumer aware purchase.
TASK DURATION PERFORMANCE INDICATORS DEPARTMENTS
#1 Implementation plan in relation to the strategy according to demographics.
Total estimated time to complete: 1 year
Increase engagement on female activities in relation the brand SONY. 1 year 3 posts/ a week.
Social media platform: Instagram, Facebook,
Pinterest. Marketing/Social media specialization and HR
Increase mentions on current social media sites. 1 year 300% increase first 3 months
200% increase remaining 9 months Marketing/social media specialization and HR, Sony's online media department and customer relationship department
Identify key promotor for the campaign 6 months Find an official ambassador for the brand, within the first 3 months, remaining 3 months have the brand ambassador to promote the brand. Marketing/social media specialization and HR, Sony's online media department in combination with the official ambassador.
Official campaign. 6 months Create/Launch the official campaign when the ambassador have been found Marketing/social media specialization, Sony's commercial management.
In order for Sony to benefit upmost according to the strategy in relation to demographics. It is in the company its best interest to start increasing the engagement of the female activities. As mentioned earlier, the major difference between males and females related to marketing is to understand that women have different emotional cues and core drivers to men. Therefore a market created for women by women is essential. By increasing the mentions on its official platform women could have a pre-stage understanding of the up following campaign. It becomes extremely important for Sony to put focus on the right female ambassador to communicate with the new potential market. By having an official ambassador that understand the brand it could result into an sponsor/collaboration with the intent of the ambassador to promote female related products according to the guideline of Sony their campaign among their audience.
TASK DURATION PERFORMANCE INDICATORS COMMENTS
#2 Implementation plan in relation to the strategy according to social/culture
Total estimated time to complete: 2 year
Create internal sub-departments (e.g. Gaming & Entertainment, Financial services, Audio/Media, Sport and health) 1 year 3 posts/ a week for each sub-department.
Social media platform: Instagram, Facebook Marketing/social media specialization and HR, Sony's online media department
Increase mentions on social media sites 1 year 300% increase first 6 months
150% increase remaining 6 months Marketing/social media specialization and HR, Sony's online media department and customer relationship department
Increase web traffic from social websites 1 year 200% increase in commercials, advertising and campaigning IT-department in combination with the marketing department
Launch campaigns related to sub-departments 1 year Launch online campaigns, TV campaigns Marketing/social media specialization and HR, Sony's online media department
Increase interactions with the sub-deparment consumers (Facebook, interaction) 2 years 100% increase Sony's Customer service relationship department and marketing/social media department
Monitor new profitable sub-departments 2 years Every 3 months IT-department.
for Sony to benefit upmost according to the strategy in relation to its social/culture strategy it is in their best interest to make every purchase more personal. As mentioned before in an early stage Sony adopted several strategies in their promotion of entertainment and products. For Sony to have a more profitable approach the “make.believe” campaign could be considered as the first and right step for the new sub-departments.
Conclusion & Recommendation (1 page)
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