QUESTION

The purpose of this assignment is for you to demonstrate your understanding of marketing theory and practice by comparing the marketing approach of two companies in relation to key concepts discussed in week 1-6. This assignment requires you to integrate marketing theory and company activity to demonstrate an understanding of key marketing concepts.

Please ensure that the two companies that you select manufacture goods not services, and have a high market profile and a strong web presence. You will also need to select one product from each company.

Your choice of companies must be approved by the lecturer/tutor in week 2.

An outline of the business report (called Part A) is due 5.00pm Tuesday In this outline you are demonstrating your understanding of the components of a business report. You are required to provide definitions of report sections and marketing concepts that are correctly referenced.

The outline represents 10 marks of the total 30 marks and should be 500-800 words.

The outline of the report (Part A) provides the basic structure of the final report.

Once you have received back the outline, address the comments and build on your final report as per the key criteria discussed in each section as indicated as follows:

Structure and content required for Part A of the report:

Executive summary –                    Definition required

Table of Contents –                        Definition required

Industry background –                  Write a paragraph about the industry chosen

Company background –                       Write a paragraph about each of the companies that you have chosen

Product overview –                        Write a paragraph about each of the products you                                       have chosen

Strategic marketing –                     Definition required

Macroenvironmental forces-         Definition required

Microenvironmental forces-          Definition required

SWOT analysis-                              Definition required

Market segmentation-                    Definition required

Target markets-                              Definition required

Targeting strategy-            Definition required

Positioning strategy-                     Definition required

Recommendations-                        Definition required

How to research information for your report

The integration of coursework theory with your research will be central to your report:

• You are encouraged to use other references from the library including          journals and enhance your report
• You are also encouraged to use diagrams, charts and tables (correctly cited)           to enhance your analysis
• Use the internet to source information about the industry and company or          online journals
  • Wikipedia, ‘marketingtutor.com’, ‘learnmba.com’ and any similar sites are not recognised as credible academic sources so please do not use information from these sites
• Look at newspaper/magazine advertisements
• If relevant, visit a supermarket/retailer and observe the products (observation          only, no interviewing should occur)

 SOLUTION

Executive Summary

Sony and Apple are two major global players in the laptop industry segment. Both of the companies have a loyal customer base. These companies have their own target markets and their own specific marketing strategies. They excel in their products and have their own expertise areas.

Industry background

(Yahoo Finance, 2012) Traditionally laptop production happened in Shanghai and Kunshan. In the year 2011, 89.54 million laptops were being produced in Shanghai and Jiangsu Kunshan produced 89.07 million. The production of laptop was transferred to western China because labor costs were rising considerably in the Yangtze River Delta. In China’s western provinces, the labor costs are comparatively very low, but the cost of logistics was high. Moreover, the cost of labor in the western region was increasing day by day.

The demand of laptop is increasing day by day. It is needed by everyone at home, school or in office. Initially there were the days of PC’s, but now everyone is so fascinated by the mobile devices that everyone wants to carry the most portable device possible. Hence there is great increasing demand of laptops and netbooks worldwide. Laptops are more preferable because their components are more powerful and highly programmed. There are many companies that have forayed into this segment. Some of the companies are domestic and some are global in nature. The global companies are Sony, Apple, Dell, Samsung, Acer etc.

Company background

(Marketing Minds, n.d.) Apple Inc. is one of the most famous global players and it is very much trusted in the market. It is said to provide one of the best devices in the market that have excellent features and provide quality to the consumers. In the computers section, its Macintosh line of laptops and personal computers has made a trademark and has lured the customers with its excellent quality and features. Speaking about the marketing domain the company has strong presence in google, and has several apps and invests in the advertising market.

Sony Corporation (cbronline, 2012) is one of the worlds leading company in the manufacturing sector which produces excellent electronics based products globally and distributes it to it loyal customer base. Sony corporation is a world leader in audio products and video based products, communication based products also fall under its basket of products, televisions, semiconductors devices, and a wide range of various other electronic based components. It also offers services like insurances. It offers services in the life insurance sector and non life insurances via the various subsidiaries that it has in Japan and banking operations in the same country. As a supplement to these, the Sony corporation is also involved in network based services business and is into the advertising world. It owns an agency in advertising in Japan. The company has its worldwide business operations and operates in more than 200 counties. The company has its headquarters in Tokyo, Japan. In the world of portable laptops and netbooks it is one of the key players and competes with companies like Apple. The range of laptop called Vaio is a quality product with excellent configuration.

Product Overview

The product chosen in Sony is Sony Vaio SZ280.

The product chosen in Apple is Apple MacBook

Build and Design Comparison:

Hardware Comparison

Sony and Apple both have their own way of marketing their products. They strategically market the products. Strategic marketing is marketing the activities strategically and with intent of marketing aligned with the business objectives and a strategic vision. Though both of these companies are affected by macro and micro environmental companies, yet they manage these factors really well.

Market segmentation is dividing the market into different homogenous groups. One group or segment is made up of similar characteristics of target customers. Target markets are those groups of customers which the companies have targeted to market its products. The companies apply their targeting strategies to target their customers and remain number one in the industry. They position their products in the minds of their prospective customers and their existing customers by their positioning strategy.

Sony and Apple have their different target segment and market and they use different approaches so that they can position their products and fight back the competition.

(CRN Network, 2012) Sony has a three-pronged process towards achieving its business goals. The three methods are the varied different product categories, aggressive marketing efforts and the robust distribution network that it has. In the year 2011, Sony has a range of notebooks. The 62 models which it offers in the notebook series is highly commendable as the customers gets to choose between the different prices and variety of notebooks. The prices can be as low as Rs 22,990 and which spans up to Rs 1,59,900. VAIO’s different models namely, S, C, E & Y series are specifically customised products that are made in accordance with the usage of the customer, their different and diverse kind of lifestyle of the different kinds of customers, so that there is a laptop for every customer. Sony has totally concentrated on ATL and BTL activities which heavily invest in advertising, online marketing, outdoor promotional activities and several other activities. Its aggressive plans to grab the market have taken it to great heights.

Speaking about Apple’s marketing approach; though it is not too aggressive like Sony yet is very much strategic in nature and it always think to provide the best features to its customers. They catch the niche target segment, understand their requirement, and constantly develop their product to remain competitive in the market. The features that they provide in their products are the unique selling points that they offer. Though they are highly priced but they have created a market positioning that their products add the social status to the owners of their products. The customers feel pride in association with Apple.

Reference:

CBRonline. (2012). Sony Corporation. Retrieved from http://www.cbronline.com/companies/sony_corporation

Jim, B. (2007). Sony VAIO SZ Vs. Apple MacBook Comparison Review. Retrieved from http://www.notebookreview.com/default.asp?newsID=3446&review=Sony+VAIO+SZ+Versus+Apple+MacBook

Adam. (2009). Apple SWOT Analysis. Retrieved from http://www.mba-tutorials.com/marketing/swot-analysis-marketing/273-apple-swot-analysis.html

Marketingminds.com. (2012). Apple’s Branding Strategy. Retrieved from http://www.marketingminds.com.au/branding/apple_branding_strategy.html

Yahoo Finance. (2012). Retrieved from http://finance.yahoo.com/news/global-china-laptop-tablet-pc-095200401.html

CRN Network. (2012). Sony VAIO emerges as No.1 player in consumer notebook segment. Retrieved from http://www.crn.in/Hardware-002Mar012-Sony-VAIO-emerges-as-No-1-player-in-consumer-notebook-segment.aspx

JF15

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