Tutorial 1 - Sony

 Concept Question
1. What is marketing and what is its primary goal?
Marketing is maintaining relationships with customers, that produce sales. The goal is to satisfy the customers’ needs.

2.  Compare and contrast customer needs, wants, and demands. Describe the need versus the want for the following products: iPad, Nintendo Wii, Qoo.

The need is a state of felt deprivation, which is physical, social, or individual. A want is the form the needs take as they are shaped by culture. When backed by buying power, wants become demands. For Qoo, there is a physical need for hydration, and the consumer wants a Qoo. You might ask the student, “Why Qoo?” The answer might be that the consumer saw an ad, that the team/school had Qoo available, or that the consumer prefers the taste. For Nintendo Wii, the need is a psychological need for entertainment. For an iPad, the need is more individual, one for self-expression.

3. Explain how a company designs a customer-driven marketing strategy.
 Two important questions – What customer customers will be serve? & How can we serve these customers best?
Define target market, dividing market into segments of customers and select the right segments.
Understand customers, they want to target on level, timing, and nature of their demand

4. What are the different marketing management orientations? Which do you think your university adopts when marketing itself?

 Case Study: Sony
1. What micro-environmental factors have affected Sony’s performance since 2000? And what macro-environmental factors have affected Sony’s performance during that period?

Micro-environmental Factors:
The Company – Sony didn’t lose the capabilities that made it great, but its rigid engineering culture didn’t adjust to changing times.
Competitors – Sony was hit by many competitors that are
Customers – Sony’s customers were looking for different things than Sony was providing, didn’t want physical media (Customer to customer – “work of mouth”), prefer digital (Brochure) and commercial media (Year Report).
 
Macro-environmental Factors:
Economic – the great recession
Natural – Tsunami in Japan, floods in Thailand, Riots and fires in Europe, shuttering Sony plants as well as supplier plants
Technological – Sony was far too slow react (Management), hacking attack on Sony Playstation network was a setback
Cultural – Cultural values of convenience, virtual experiences, constant connectedness. Also, music-buying and sharing patterns changed

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