INTRODUCTION TO MARKETING (MKT410)

ASSIGNMENT TITLE:

MARKETING MANAGEMENT ORIENTATION

SONY CORPORATION

TYPE OF BUSINESS

PREPARED BY:

MUHAMMAD MAHADHIR BIN SURYA BUDIMAN (2019422966)

PREPARED FOR:

NORHANIZA BINTI MD AKHIR

SUBMISSION DATE:
GHGGHGHG
 Contents
INTRODUCTION............................................................................................................................... 4

PRODUCT/SERVICE OFFERED BY THE COMPANY.....................................................................5

1. Game and Network Services
2. Pictures and Music
3. Financial Services
4. Mobiles and Smartphones

MARKETING MANAGEMENT ORIENTATION PRACTICE BY SONY CO.......................................7

 Production Concept
 Product Concept
 Marketing Concept
 Selling Concept
 Societal Marketing Concept

CONCLUSIONS.............................................................................................................................. 10
 FACULTY OF BUSINESS AND MANAGEMENT
ASSIGNMENT/ PROJECT DECLARATION FORM

Student’s Name : MUHAMMAD MAHADHIR BIN SURYA BUDIMAN

Student’s ID : 2019422966 Student’s I/C No. : 000414050017

Program Code : CS248 Part : 5 Course Code : MKT410

Course : INTRODUCTION TO MARKETING

Name

Assignment/ Due 13/11/2 Submission 12/11/

Project No. : 1 Date : 021 Date : 2021

Assignment/ :
Project Title ASSIGNMENT 1 - CASE STUDY

Lecturer’s Name : NORHANIZA BINTI MD AKHIR

I hereby declare that the work in this assignment/ project was carried out in accordance with the
regulations of Universiti Teknologi MARA. It is original and is the results of my own work, unless
otherwise indicated or acknowledged as referenced work. This assignment/ project has not been
submitted to any other academic institution or non-academic institution for any degree or qualification.

I acknowledge that I have been supplied with the Academic Rules and Regulations for Universiti
Teknologi MARA’s Diploma/ Bachelor Degree/ Master’s Degree students, regulating the conduct of my
study and exams.

I hereby declare that this assignment/ project is written by me and:

i. is a result of my own work;
ii. has not been used for another assessment at another department/ university/ university college in
Malaysia or another country;
iii. does not refer to/quote works of others or own previous writings without stating it both in the text and
in the reference list;
iv. mentions explicitly all sources of information in the reference list; and
v. will go through similarity check (Turnitin).

I am aware that disciplinary action (which may include the deduction of marks in the assignment/ project)
will be taken against me if I am found to be an offender.

12/11/2021 MAHADHIR

Date Student’s Signature

INTRODUCTION
 The Sony Group Corporation is a worldwide firm based in Konan, Minato, Tokyo,
Japan. It is a prominent technology firm that is one of the world's largest makers of
consumer and professional electronic devices, as well as the world's largest video
game console manufacturer and publisher. It has surpassed the privately held, family-
owned Yomiuri Shimbun Holdings, which is the largest Japanese media conglomerate
by revenue, to become the largest Japanese media conglomerate by size. Sony
Entertainment Inc. is one of the largest music labels and the third largest film studio in
the world, making it one of the most well-rounded media conglomerates. Sony Group
Corporation is the parent corporation of Sony Corporation, Sony Semiconductor
Solutions, Sony Entertainment (Sony Pictures, Sony Music), Sony Interactive
Entertainment, Sony Financial Holdings, and other subsidiaries of the Sony Group.

The company started with a 190,000 investment and eight employees. On May 7,
1946, Ibuka and Akio Morita formed Tokyo Tsushin Kogyo. The Type-G, Japan's first
tape recorder, was created by the business. The company's name was changed to
"Sony" in 1958. Sony is most recognised for its electronic devices, but company also
has a diverse product line in other sectors. It was termed a "corporate octopus" during
its heyday because of its wide range of operations, which included private insurance,
chemicals, cosmetics, home shopping, and a Tokyo-based French food joint, in addition
to its core sectors of electronics and entertainment.

In every company, no matter how small or grand, they must have their own market
management orientation that they need to obey. Different marketing concepts that focus
on diverse approaches to create, produce, and market items to clients are referred to as
marketing management orientations. Typically, management concentrates on
developing tactics that will help them develop profitable relationships with their target
consumers. Marketing orientation is used as a foundation for marketing campaigns.

PRODUCT/SERVICE OFFERED BY THE COMPANY

1. Game & Network Services

PlayStation game systems are the most well-known product of Sony

Interactive Entertainment (previously Sony Computer Entertainment). The initial
PlayStation, which was released in 1994, took 61 percent of global console
sales and overtook Nintendo's long-held lead in the industry. In 2000, Sony
released the PlayStation 2, which was even more popular. In 2006, Sony
debuted the PlayStation 3, a high-definition video game console. The Cell CPU
made it much more expensive than the Xbox 360 and Wii because it was the
first system to use the Blu-ray format. Sony released the PlayStation 4 on
November 15, 2013, and as of December 31, 2017, it had sold 73.6 million units
worldwide. The PlayStation 5 was announced on March 31, 2019, and it was
released as the successor to the PlayStation 4 on November 12, 2020 in North
America, Australia, New Zealand, Japan, South Korea, and Singapore.

2. Pictures and Music

Sony Pictures Entertainment (SPE) is the company's television and film
production and distribution arm. The industry is responsible for a number of
well-known film franchises, including Spider-Man, The Karate Kid, and Men in
Black. The popular television game programmes, Jeopardy! and Wheel of
Fortune were also created by it. Sony Music Entertainment is the largest of the
"big three" record labels in terms of global recorded music sales. Sony
Corporation of America, a US subsidiary of Sony Corporation of Japan, owns it.

3. Financial Services
Sony Financial Group is the parent company of Sony's financial services
division, which includes Sony Life (in Japan and the Philippines), Sony
Assurance, Sony Bank, and others. In FY 2005, the segment was the most
successful of Sony's companies, with a profit of $1.7 billion.

4. Mobile and Smartphone

On October 1, 2001, Sony Group Corporation and Ericsson formed a joint
venture to form Sony Mobile Communications Inc., a global telecommunications
company. It was formerly known as Sony Ericsson Mobile Communications and
was based in London, England, until Sony purchased Ericsson's share of the
company on February 16, 2012. Sony merged its electronics divisions, including
Sony Mobile, into one company called Sony Corporation on April 1, 2021.

Sony Ericsson (originally Ericsson) was a member of the Symbian Ltd.

consortium and supported Symbian OS's UIQ pen-based touch interface. Some
of the smartphone with Symbian operating system is: -
a) Sony Ericsson P800(2002)
b) Sony Ericsson Satio(2009)
c) Sony Ericsson Vivaz(2010)

In 2008, Sony Ericsson released their first Windows Mobile smartphone.

a)  Xperia X1(2008)
b)  Sony Ericsson Xperia X2(2010)
c) Sony Ericsson Aspen(2010)

Sony Ericsson had shifted its whole focus to Google's Android operating system
by this point. Since 2012, all Sony Mobile products have been in the Xperia line,
using Android as the operating system. Among the Sony smartphones that use
the android operating system until now is: -
a)  Xperia Z
b)  Xperia Z3+
c)  Xperia Z3
d) Xperia XZ3
e)  Xperia 1
MARKETING MANAGEMENT ORIENTATION PRACTICE BY SONY
CO.

 PRODUCTION CONCEPT
This is the very first marketing idea. Under this notion, the firm focuses on
creating whatever it is that is sold in the market. In this concept, they don't pay
attention to what customers want. Large production refers to a product that is so
cheap and easy to obtain that it may be sold on the market. The fundamental
flaw in this theory is that buyers do not always purchase the simplest and
cheapest goods available. Sony Corporation does not employ this form of
marketing management strategy. This is due to the fact that Sony is not known
for producing the most affordable and accessible products. They make every
effort to develop a high-quality product so that the customer is always delighted
with everything they offer. As a result, the majority of their products are quite
pricey, despite their high quality.

 PRODUCT CONCEPT
Higher product quality is emphasised in the production concept. They feel that if
a product is better, the buyer will be more likely to buy it. Companies, on the
other hand, are careless with their consumers' requirements and wishes. They
do their utmost to create the greatest product possible. The company hopes
that the product's excellent quality will attract customers, but in reality, the
product's quality is less important than the price.

This section includes features of products such as packaging and trademarks,

as well as the product mix, in which Sony offers a variety of items and services
for the PlayStation. PlayStation Plus subscription, the most recent games,
Bluetooth headsets, and controllers are just a few examples. In order to meet
the expectations of the target market, several elements were changed in
tandem with the release of new items. The most notable difference was the
PlayStation 4's $100 price cut from its predecessor (the PlayStation 3 at $500)
at the time of its debut. This marketing plan has proven to be successful so far,
since it has sold more consoles than expected. It makes the console more
affordable, allowing Sony to generate more money over time than its
 competition (the Microsoft Xbox One), which retailed for $500 at the time of its
release. Sony makes it a point to keep its customers happy by providing them
with the most up-to-date products.

 SELLING CONCEPT
According to the selling concept, marketers feel that product production and
quality have no bearing on sales, thus they start luring customers to buy their
products. The product must be sold, and the salesman is in charge of doing so.
Product sales, on the other hand, may not ensure long-term growth if the
product is offered under pressure and the product's uses are inadequate,
resulting in a loss of market reputation for the company.

Nevertheless, for Sony Corporation, this type of strategy isn't working. This is
because they do not initially entice customers to acquire or use their goods or
service. They have already established a name for themselves and have
persuaded consumers and customers of their product's excellence. Their profit
data reflect a year-over-year increase.

 MARKETING CONCEPT
Sony's marketing strategy examines the brand using the marketing mix
framework, which includes the four Ps which is Product, Price, Place and
Promotion. Marketing strategies include things like product development,
pricing strategy, and promotion planning, among others. The fact that Sony is
one of the world's leading consumer electronics businesses explains its product
strategy and mix. Sony is a company that sells both products and services.
Sony's product marketing mix approach covers a wide range of choices. When
a new product with cutting-edge technology is produced, Sony initially charges
extravagant pricing in order to collect huge returns, then progressively
decreases the price. The Sony product's sales have increased as a result of the
price reduction. Sony charges a premium for its superb sound quality. Sony's
laptops were priced in the medium range. Gaming consoles, on the other hand,
are somewhat costly. This multi-dimensional strategy allows Sony to serve to a
wide range of clients.
 Sony uses the following distribution methods: Sony storefronts, dealer stores,
and online e-commerce stores are all available. Sony stores are Sony-exclusive
stores with only Sony products on display. Any model can be made available
because these dealers have direct contact with Sony's production division. In
contrast, dealership stores sell a variety of brands in addition to Sony. Based on
sales estimates, a dealer acquires products from Sony to sell in his store. Sales
are considered when the merchant takes the risk of ownership of the
merchandise. Last but not least, because of the simplicity of ordering and
delivery, internet retailers have a lot of promise. Sony is an aggressive
marketing company when it comes to promotion and advertising strategy. Sony
advertises through TV, print, online commercials, billboards, and other media as
part of its promotional strategy in its marketing mix. In order to develop brand
equity for their products, they address the consumer's mindset. Sony promoted
the attractiveness and performance of its laptops, cell phones, and other items
by enlisting the help of actors and other celebrities. Sony has a strong social
media presence and uses video content, online adverts, and other types of
digital marketing to keep its users interested. As a result, Sony Corporation's
marketing strategy and marketing mix are covered.

 SOCIETAL MARKETING CONCEPT

In this concept, the corporation considers not just the customer's satisfaction,
but also whether society would accept it. This approach also considers how
future generations will use natural resources. Because solar energy is
renewable, they will most likely begin to use it instead of thermal energy. When
a corporation considers the societal marketing notion, one of the ways that they
will take is the one described above. Aside from that, most corporations will
take steps to ensure that their products and services benefit society.

Masaru Ibuka, one of the company's founders, listed "contributing to Japanese

culture through technology" and "promotion of science education among the
general public" as primary goals for the company's founding, as well as a focus
on science education for children, who will shape the next generation, in Sony's
Founding Prospectus. These concepts serve as the foundation for Sony's CSR
efforts. Sony intends to contribute to the resolution of a wide range of global
social concerns everywhere it conducts business throughout the world by
 making the most of its products, content, and technology under the tagline "For
the Next Generation," which inherits the vision of Sony co-founder Masaru
Ibuka. Supporting education in diverse countries and regions; offering
emergency relief and help in large-scale disasters; leveraging technology to
tackle social concerns; and using entertainment as a source of public
awareness are all areas of attention for Sony.

CONCLUSIONS

To summarise, marketing management orientation is extremely important for any

organisation or corporation. Every company can develop a well-designed marketing
strategy to ensure long-term growth by following this marketing management
orientation. Production idea, product concept, marketing concept, selling concept, and
societal marketing concept are all concepts that should be considered by every
business. They must first determine the best strategy and then put it into practise. It
has already been demonstrated that not every marketing management approach
would be appropriate for every organisation or firm. Sony Corporation, for example,
does not follow all of these guidelines. As long as the corporation makes the most
profit possible, it will be advantageous to the company's future growth.
REFERENCES
1. Sony Group Portal - Access & Map. (2021). Retrieved November 4, 2021, from
Sony.com website: https://www.sony.com/en/SonyInfo/CorporateInfo/Data/Map/

2. Mak, R. (2020, May 20). Breakingviews - Sony embraces its inner

conglomerate. Retrieved November 4, 2021, from U.S. website:
https://www.reuters.com/article/us-sony-outlook-sony-financial-breakingv-
idUSKBN22W0DI

3. Darragh Murphy. (2021, February 3). PS5 sales figures revealed — and they
are staggering. Retrieved November 7, 2021, from LaptopMag website:
https://www.laptopmag.com/news/ps5-sales-figures-revealed-and-they-are-
staggering

4. Sony Group Portal - Community Engagement. (2020). Retrieved November 10,

2021, from Sony.com website:
https://www.sony.com/en/SonyInfo/csr_report/contribution/
5. https://www.facebook.com/abhijeetpratap11. (2017, August 31). Sony
Marketing Mix and Marketing Strategy. Retrieved November 10, 2021, from
notesmatic website: https://notesmatic.com/sony-marketing-mix-and-marketing-
strategy/