Brand Assignment
Table of Contents
Section #1: EXECUTIVE REVIEW
II. Problem Issue/ Statement
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
III. Alternatives for Consideration
IV. Decision Matrix
V. Recommended Alternative
VI. Implementation Plan
VII. Additional Data – Holt’s Analysis
Section #3:REFERENCE LIST
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,