Essay Title: 

Sony Mp3 player

April 3, 2016 | Author: | Posted in marketing, mathematics and economics

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SONY mp3 Player

2007 Sony MP3 Player

Attractiveness of Consumer Electronics Industry

The development of electronic industry has spawned several gadgets and equipments that are getting smaller but more powerful and faster . Two decades ago , portable equipments such as Sony Walkman and was considerably small enough and has attractive capability since it can play audiocassette while the customers walking down the street , playing golf or skateboarding

However , in the early 21st century , the sizes of portable gadgets like mobile phone and audio /video players are getting much smaller [banner_entry_middle]

that people can hang them like necklaces (figure 1 Figure 1 Siemens XELIBRI a necklace-type mobile phones

Source : HYPERLINK “http /www .siemens .com ” www .siemens .com

The development of portable gadgets also driven by the attractiveness of consumer electronics industry that stands in the 2nd place behind the expenditure on food . In the UK during 2006 , for instances , the market size of consumer electronics accounted for 4 .74 (Table 1

Table 1 Lifestyle Indicators in the UK

Source (Euromonitor International , 2007a ) Meanwhile in the USA , the market size of consumer electronics accounted for 6 .5 in 2006 (Table 2 . It means that the industry is very attractive since it is possible to put aside the consumer expenditure for food . The market has also entered maturity since many players exists in the market that significantly bring down prices in shorter period

Table 2 Lifestyle Indicators in the USA

Source (Euromonitor International . 2007b

The magnetism of consumer electronics industry has driven Sony to produce innovative electronic gadgets continuously . The company that established more than 60 year ago is now associated with endless innovation

Historically , the invention of Sony Walkman in late 1970s becomes a milestone in the history of Sony since it marked the development of portable electronic gadgets . However , the popularity of Sony Walkman faded away in 1990s . In to gain brand awareness , the company started embedding the MP3 audio player in their gadgets such as Sony Ericsson latest mobile phone series and Sony MP3 Walkman

2 . Positioning of Sony MP3 Walkman

2 .1 Current Positioning of Sony

Positioning is a term describing a procedure to deliver the values of products to customers . The result of positioning initiative is extensive outbound communications . The situation suggests that the best positioning strategy of a product is that giving customers a solution to a problem they face

Therefore , according to Jack Trout and Al Ries (2000 , positioning is not action that producers do to their products but their action towards the mind of their customers since the objective of positioning is to generate a perception of products , services , and a corporate identity

There are many benefits of performing positioning for a business Typically , they relate to the embedding the benefits of products in customers ‘ minds . For example , Volvo , a Swedish car is perceived as the safest cars in the world . Another example is IKEA , since the company does not only deliver furniture products to our home but also children drop-off etc , the company ‘s… [banner_entry_footer]

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