Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace
Companies studied:
Apple and Sony
by
Markus B. Baum
Marco Hackstein
Marcel Mehling
Abstract:
The managing director of Sony, Japan has asked a report based upon an assessment of why his Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace. This analysis provides analysis such as SWOT and different position mapping or other techniques, which will lead to an understanding of the reasons the iPod product has remained strong over the past few years. The strategic implications will also discussed as well an recommendations as to the future direction and improvement of Sony personal player products.
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,
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Analysis
- Market analysis
- Macro environmental PEST-Analysis
- Market profile and prospects
- Analysis of Apple's iPod and Sony's Walkman
- The case of Apple's iPod - key factors of success
- The case of Sony Walkman - key factors of failure
- Market analysis
- Recommendation
- Repositioning strategy
- Marketing Mix
- Promotion
- Product
- Price
- Place
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to analyze why Sony's Walkman lost market leadership to Apple's iPod. It uses various analytical tools such as PEST analysis, SWOT analysis, Porter's generic strategies, Jobber's repositioning strategies, and the marketing mix to understand the reasons behind the success of the iPod and the failure of the Walkman. The report concludes with a recommended repositioning strategy for Sony's personal audio players.
- Comparative analysis of Apple's iPod and Sony's Walkman strategies.
- Identification of key factors contributing to the success of the iPod and the failure of the Walkman.
- Application of marketing and strategic management frameworks to analyze the competitive landscape.
- Development of a repositioning strategy for Sony's personal audio players.
- Evaluation of the marketing mix (4Ps) for both products.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter introduces the context of Sony's Walkman's decline and Apple's iPod's rise to dominance in the portable music player market. It highlights the Walkman's initial success and subsequent loss of market share to Apple. The chapter sets the stage for the analysis that follows, outlining the methods and frameworks (PEST analysis, SWOT analysis, Porter's generic strategies, Jobber's repositioning strategies, marketing mix, and positioning maps) that will be used to investigate the reasons behind this shift in market leadership. It also presents key facts about Sony and Apple, highlighting their corporate structures, revenue, and brand values, providing a comparative overview of the two competing companies.
Analysis: This section delves into a detailed market analysis, encompassing a macro-environmental PEST analysis to identify external factors influencing the market. It further explores the market profile and prospects for portable music players. A central part of this section is the comparative analysis of Apple's iPod and Sony's Walkman. This in-depth examination assesses the key factors contributing to the success of the iPod (product features, integrated system, and a strong SWOT profile) and the failure of the Walkman (again, through product analysis, integrated system analysis, and SWOT analysis). The analysis likely reveals critical differences in product design, marketing strategies, and overall market positioning between the two brands.
Recommendation: This chapter presents a repositioning strategy for Sony based on the preceding analysis. This strategy likely involves concrete recommendations for improving the Walkman product line and its overall market positioning, incorporating insights gained from the SWOT and PEST analyses. A detailed examination of the marketing mix (4Ps: Product, Price, Place, Promotion) provides suggestions for adjustments to each element. These recommendations aim to revitalize the Sony brand in the competitive portable audio player market and regain lost market share.
Schlüsselwörter (Keywords)
Sony, Apple, iPod, Walkman, market analysis, SWOT analysis, PEST analysis, Porter's Generic Strategies, repositioning strategy, marketing mix, product strategy, competitive advantage, brand positioning, market share, consumer electronics.
Frequently Asked Questions: Analysis of Apple's iPod and Sony's Walkman
What is the main focus of this report?
This report analyzes the reasons behind Sony's Walkman losing market leadership to Apple's iPod. It examines the key factors contributing to the iPod's success and the Walkman's failure, using various analytical frameworks.
What analytical tools are used in the report?
The report employs several analytical tools, including PEST analysis, SWOT analysis, Porter's generic strategies, Jobber's repositioning strategies, and the marketing mix (4Ps) to understand the competitive landscape and the success and failure of the two products.
What are the key themes explored in the report?
Key themes include a comparative analysis of Apple's and Sony's strategies, identification of factors behind the iPod's success and Walkman's failure, application of marketing and strategic management frameworks, development of a repositioning strategy for Sony's products, and evaluation of the marketing mix for both products.
What are the chapter summaries?
The Introduction sets the context, outlining the methods and frameworks used. The Analysis section provides a detailed market analysis, including PEST analysis, market profile, and a comparative analysis of the iPod and Walkman, identifying key success and failure factors. The Recommendation chapter presents a repositioning strategy for Sony, including adjustments to the marketing mix (4Ps).
What is the purpose of the PEST analysis in this report?
The PEST analysis identifies external macro-environmental factors (Political, Economic, Social, and Technological) influencing the portable music player market and impacting the success or failure of both the iPod and Walkman.
What is the role of SWOT analysis in this report?
SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) helps assess the internal capabilities and external environment of both Apple and Sony, contributing to the understanding of their respective competitive positions and market performance.
How does the report utilize Porter's Generic Strategies?
Porter's generic strategies (cost leadership, differentiation, focus) likely provide a framework to understand the competitive strategies employed by Apple and Sony, explaining their positioning in the market.
What is the significance of Jobber's repositioning strategies in this context?
Jobber's repositioning strategies offer a framework for developing the recommended repositioning strategy for Sony's Walkman, aiming to improve its market position and regain lost market share.
What aspects of the marketing mix (4Ps) are analyzed?
The report analyzes the Product, Price, Place, and Promotion aspects of the marketing mix for both the iPod and Walkman, identifying strengths and weaknesses and suggesting improvements for Sony.
What is the ultimate recommendation of the report?
The report concludes with a recommended repositioning strategy for Sony's personal audio players, aiming to revitalize the Walkman brand and regain lost market share by addressing the identified weaknesses and capitalizing on opportunities in the market.
What are the key words associated with this report?
Key words include Sony, Apple, iPod, Walkman, market analysis, SWOT analysis, PEST analysis, Porter's Generic Strategies, repositioning strategy, marketing mix, product strategy, competitive advantage, brand positioning, market share, and consumer electronics.
- Quote paper
- Markus Baum (Author), Marco Hackstein (Author), Marcel Mehling (Author), 2009, Strategic Marketing, Munich, GRIN Verlag, https://www.grin.com/document/194552