Advertising for SONY Essay Example | Topics and Well Written Essays - 2500 words

Advertising for SONY - Essay ExampleSony Company is an electronic and parleys manufacturer. It is based in Tokyo Japan and recorded revenue of eighty eight one million million dollars during the year 2008. The company offers a variety of products such(prenominal) as video game merchandises video items for consumption, IT products, electronics and communication devicesThese commodities are produced under the following five categories entertainment, electronics, games and financial services. Its business operations are Sony Financial Holdings, Sony Ericsson, Sony BMG euphony Entertainment, Sony Computer Entertainment and Sony Electronics. (Howard, 2000)One element that makes Sony stand out in the industry is its originality. The company has constraind standards for their products as visualised in the Betamax system of video rec golf clubs. Besides innovation, Sony is a multinational corporation. This gives the company access to a oversize pool of clients thus complementing sales in one country with those in another. (Collett, 1999)The Sony marketing department seems to be getting on the wrong side of the moral divide as they have been tyroised by or so media critics. This was brought up by the controversial advertisements that the company has aired. One such example was with regard to a racially charged advertisement. In addition, Sony Company failed to comply with marketing ethics by hiring a marketing critic to praise the performance of their commodities. However, this did not fare well with the real marketing critics. All these bad marketing decisions have tainted the Sony name.Sonys management has been overwhelmed by the technological changes characteristic of the electronic and IT industry. Consequently, the company has had to fire a substantial number of employees who were not familiar with radical production technologies and replaced them with a fresh batch. This move has met a lot of criticism from consumers. As matter of fact, some(prenominal) people attribute the companys declining quality in some of its products to this issue. (Collett, 1999)OpportunitiesThe company needs to invest in its employees. High employee turnover is hurting the companys corporate social province image. On top of that, the company is compromising on the quality of the products by frequently firing their employees. The new employees who join the company may not be familiar with some of the production process. In order to curb this problem, the Sony should train its employee regularly in order to prevent these problems.ThreatsSony major threat is being out-competed by its counterpart due to a failure to adapt to technology adequately. This was seen when Sony used Immersion Companys technology to create their play station 3 video game units. The company was forced to pay royalties to Immersion for doing this. much(prenominal) kinds of approaches to technologies will harm the company in the future instead, the company should focus on developing t heir aver formats. (Collett, 1999)Review of advertising stigma and competitorsThe adverting brand under consideration is the new online game division for Sony. Sony has a strong brand name that has placed it above other competitors such as JVC. The company utilize a lot of time trying to come up with the most appropriate name for their products. in that respect are many reasons why this name made a mark for the company. First of all, it is easy to adjudicate many Japan-based companies may settle for difficult label that make it difficult for international consumers to relate to. Additionally, the brand name is easy to remember as very few companies out there have such a name. On top of that, it has the ability to attract people who may not be as well versed with technology as others. Many electronic manufacturers use acronyms instead of full names from their brands thus repelling non-technical consumers. (Howard, 2000