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Strategic Marketing

Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace

Wissenschaftlicher Aufsatz, 2009

24 Seiten

Markus Baum (Autor:in)

Leseprobe

CONTENT

1 INTRODUCTION

2 ANALYSIS
2.1 Market analysis
2.1.1 Macro environmental PEST-Analysis
2.1.2 Market profile and prospects
2.2 Analysis of Apple’s iPod and Sony’s Walkman
2.2.1 The case of Apple’s iPod - key factors of success
2.2.1.1 Product
2.2.1.2 Integrated System
2.2.1.3 SWOT - iPod
2.2.2 The case of Sony Walkman - key factors of failure
2.2.2.1 Product
2.2.2.2 Integrated System
2.2.2.3 SWOT - Walkman
2.3 Conclusion

3 RECOMMENDATION
3.1 Repositioning strategy
3.2 Marketing Mix
3.2.1 Promotion
3.2.2 Product
3.2.3 Price
3.2.4 Place

4 REFERENCES

5 APPENDIX
5.1 Results of own survey on brand Walkman

Ende der Leseprobe aus 24 Seiten

Details

Titel: Strategic Marketing
Untertitel: Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace
Hochschule: The University of Surrey (School of Management)
Autoren: Markus Baum (Autor:in)Marco Hackstein (Autor:in)Marcel Mehling (Autor:in)
Jahr: 2009
Seiten: 24
Katalognummer: V194552
ISBN (eBook): 9783656198505
ISBN (Buch): 9783656199960
Dateigröße: 1188 KB
Sprache: Englisch
Anmerkungen: Autoren: Markus B. Baum Marco Hackstein Marcel Mehling
Schlagworte: 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

Arbeit zitieren: Markus Baum (Autor:in)Marco Hackstein (Autor:in)Marcel Mehling (Autor:in), 2009, Strategic Marketing, München, GRIN Verlag, https://www.grin.com/document/194552

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