Brand Assignment
Autor: deepareddy123 • March 2, 2013 • Essay • 1,108 Words (5 Pages) • 1,196 Views
Table of Contents
Section #1: EXECUTIVE REVIEW 3
II. Problem Issue/ Statement 3
III. Situational Analysis 3
IV. Alternative Options and/or Courses of Action 3
V. Evaluation of Alternatives 4
VI. Recommendations 4
VII. Overview of Implementation Plan 4
Section #2: ANALYSES 5
I. Internal Analyses 5
II. External Analyses 6
III. Alternatives for Consideration 8
IV. Decision Matrix 8
V. Recommended Alternative 9
VI. Implementation Plan 9
VII. Additional Data - Holt’s Analysis 9
Section #3:REFERENCE LIST 10
Section #1:EXECUTIVE REVIEW
II. Problem Issue/ Statement
Sony Corporation has lost market share in major markets for consumer products (category sales down 18.5% YY, overall sales down by 9.7% YY for 2012) attributable to insufficient and untimely innovation and reinvention strategies (Pringle et al, 2011), which have limited its competitiveness.
III. Situational Analysis
IV. Alternative Options and/or Courses of Action
V. Evaluation of Alternatives
VI. Recommendations
VII. Overview of Implementation Plan
Section #2:ANALYSES
I. Internal Analyses
II. External Analyses
SWOT Analysis
Strengths
• Strong Brand Image: Sony is listed as one of the best global brands of 2012 ($9111 $M). It is known for its innovation, quality and reliability.
• Operates in different market segments and countries
• Offers wide range of products like consumer electronics, gaming consoles,
...