Brand Assignment

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,