Sony SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 135
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SWOT Analysis of Sony with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sony is one of the most famous electronics brands known across the globe. Sony has a diverse portfolio of electronics, mobile, music and gaming. The article covers the strengths, weaknesses, opportunities, threats (SWOT) of Sony.

Sony Corporation

Parent Company

Sony Group

Category

Home Appliances, Mobile and Entertainment

Sector

Consumer Electronics

Tagline/ Slogan

It's a Sony, make.believe

USP

High Quality Premium Products

Sony STP

Segment

People looking for Electronics, Mobile, Music

Target Group

Young Demographic/Tech Savvy/People with high disposable income

Positioning

Sony is a premium brand which positions itself as a high quality electronics and products manufacturer

Sony SWOT Analysis

Strengths

1. Sony is one of the biggest brands in the world

2. Sony is known as a pioneer in its field with offerings ranging from electronics, music, computing, gaming, semiconductors etc.

3. It has more than 120000 employees across the world

4. Sony has a legacy of more than 70 years and the brand is still going strong

5. Sony has excellent brand image and is known across multiple geographies.

6. Sony has also ventured in Playstation Gaming which is competing directly with Microsoft Xbox gaming

7. Sony has been instrumental in inventing new technologies and starting new categories in the market

Weaknesses

1. Sony is perceived to be great brand but also expensive in many of its markets

2. Sony is no longer a market leader in most of the categories it competes in because of the competition it has to face.

Opportunities

1. Sony has lot to gain still in the mobile ecosystem as compared to companies like Samsung, Apple and LG

2. Playstation Gaming is one area which can be increased further and can be targeted to common people, currently only young generation and gaming enthusiasts are the biggest target group

Threats

1. Competition is very stiff in the electronics and mobile segment

2. External factors like taxes and changes in law in various geographies

3. Counterfeit goods which compete directly with premium brand like Sony

Sony Competition

Competitors

1. LG Electronics

2. Panasonic

3. Apple

4. Toshiba

5. Haier

6. Whirlpool

7. Samsung


The brandguide table above concludes the Sony SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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