CASE EXAMPLES

3451 words 14 pages
INTEROFFICE MEMORANDUM
TO:
FROM:
SUBJECT:
DATE:

RICHARD LOPEZ, PRODUCT MANAGER, SONY CORPORATION
XXXXXXXXX, MARKETING ANANLYST, SONY CORPORATION
SONY VAIO LAPTOP LAUNCH IN CHINA
AUGUST 30, 2013

This memorandum is to suggest that Sony should stay on its premium offering and be targeting the Chinese “status-focused” segment while at the same time working on the “Quality of Lifers” and
“Technosocializers” segments and increase their value in our product which as a consequence will significantly be reinforcing Sony’s market share and sales in China within its coming launch of the VAIO laptop. The company’s profits will increase accordingly and Sony gradually will be the dominant in the laptop’s market of China. For that, a
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As shown in exhibit 2, no dominant cross sectional correlated segments were found between the Project Compass and CLUES segments and since the CLUES research is more focused on the laptop market, two segments were selected: Entertainment Lover and Fashion Oriented.
As shown in exhibit 4, the CLUES research identified the functional areas to focus our marketing efforts on. Focusing our marketing plan on the Entertainment Lover and Fashion Oriented market segments and the functional areas these segments are seeking in a laptop purchase will position SONY and VAIO to take advantage of the opportunity to grow market share as status seeking consumers seek replacements for old laptops as well as taking advantage of new consumers who are status conscious and entering the market for the first time.

Exhibit 1 – Three segments of each market research study were selected by highest likelihood of plans to purchase in the next 12 months. The “Performance Seekers” segment was eliminated because
50% consider laptop knockoffs acceptable and present heavy low cost competition, as indicated by the orange arrow. As indicated by the blue arrow, the “Heavy Users” segment was eliminated because
VAIO’s strengths as a premium, fashionable, status enhancing laptop are not of high value to this segment. 2

Exhibit 2 – As can be seen from the red ovals the CLUES segments represented in the Compass
segments

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