Global Marketing Orientation or Multi-domestic Marketing Orientation

22 October, 2015 Global Marketing 1

International Masters in International Business (IMIB)School of International Trade & Economics (SITE)

Jiangxi, PR China


Dr. Chen QiPh.D. in Economics

Presented To

Presented by: Group # 1


Give an example of a company withGlobal Marketing Orientation or Multi-domestic Marketing Orientation.

Explain its marketing orientation.

-Presentation on-


Marketing Orientation

Global Marketing

A business approach or philosophy that focuses on identifying and meetingthe stated or hidden needs or wants of customers. Market orientation can be thought of as a coordinated marketing campaign between a company and its customers.

Global marketing refers to marketing activities coordinated and integrated across multiple country markets. The integration can involve standardize products, uniform packaging, identical brand names, synchronized product introductions, similar advertising or coordinated sales campaign in several countries. This strategy assumes all consumers in all countries or geographic regions are the same. Despite the term “Global”, it is not necessary that all or most of the countries be included. The principles are roughly similar whether one talks about 10 or more countries.


Example: Overview of SONY Corporation • Company name : SONY Corporation• Founded : May 7, 1946• Head quarter : Tokyo, Japan• Area Served : Worldwide• Employees :131,700

(March’15) • Market dominance in Television

industry in 1968s• Major Products : Camera, Television, Mobile phone,

Play station, Movie, Music, Information and Communication, Laptop, Components, Network & Financial services.

Sony is the pioneer in the entertainment and electronics industry for decades. With presence over more than 150 countries.


SONY: Products & Brands

WALKMAN

HOME VIDEO AUDIO & HOME THEATER

TELEVISION & PROJECTORExample: Sony Bravia Triniton


GAMESExample: Playstation

Cyber-shot Still Camera Video Camera/ Handycam

CAMERAS




OTHER PRODUCTSMobile Phone : 42+ Models(Ex.- Xperia, Sony Ericsson)Portable Device : 45+In Entertainment : 41+Storage Device : 14+

Music Playing Robot : ROLLYDog Shaped Robot : AIBOHumanoid Robot : QRIO

ROBOTS

IT & COMPUTINGExample : VAIO


SONY: Global Marketing Strategy Decision making is centralized which means Sony headquarter makes all

decisions relating to products, marketing and operations. Sony India, China and US directly reports to the headquarter in Tokyo.

All products are standardized regardless of the market in which they are to be sold and are mass produced thereby taking advantage of economies of scale and reducing cost.

All products are packaged similarly and the instructions relating to the products are general with no adjustments made to suit any specific market. The packaging of Sony’s products in India is the same in China, US, Tokyo and Europe.

Advertisements are created to appeal to a single global market, often times using global platforms such as Youtube and Facebook. These advertisements are geared towards reaching persons internationally without being custom-made for a particular region.


In launching the playstation 4, Sony used a campaign slogan “Greatness Awaits”.

The campaign aimed to appeal to persons of all nation and age by playing on their emotions. To Sony the tag line beautifully articulates what awaits you if you choose the PlayStation platform. “You can achieve your greatness, you can be an NBA star, you can be a football star, you can kill dragons, you can go on adventures, and you can be a hero. You can live your dreams when you’re playing games.”

When the satisfaction of listening to music was limited to stationary places, Sony invented the Walkman. This discovery of Sony justifies the firm’s ability to anticipate hidden needs of consumers.

SONY: Global Marketing Strategy


SONY : IndiaIndia is becoming one of the most successful and important markets for SONY. The core strategic advantages of SONY are-> innovation, > pricing strategy, > service & supply chain activities and > product quality. Their strong brand image and worldwide reputation are what Sony uses to market globally as persons internationally are often times confident of getting quality products for their money when they buy Sony products.

India contributes 5% of Sony’s global revenues and is among the top ten markets for the company. In India Sony maintains market leadership in product segments such as Sony LED TV Bravia 40% share, Cybershot has 42% share in compact digital cameras, Handycam 90% share in camcorders, and Sony Vaio 20% share in consumer laptops.Sony has cultivated in the minds of consumers a super premium brand status in India which they developed by pricing their products relatively higher than their competitors. It is this price positioning which has made all Sony’s products aspiration to consumers of all ages.

Sony also operates successfully in China, USA, Europe and other parts of Asia.


Promotion Strategy


Global Revenue of SONY

Source: http://www.wikinvest.com

http://www.wikinvest.com/

http://www.wikinvest.com/


Conclusion

Sony offers the same products in different countries to serve similar needs of worldwide consumers making

them a global company. This successful strategy derived from the strengths of Sony over competitors in terms of

anticipating hidden consumer needs such as PlayStation which served worldwide consumers for entertainment.

This places Sony one step ahead of their competitors.

As a consequence of global availability and serviceability of Sony, and consideration of Sony global marketing

strategy, it has gained global recognition and consumers’ loyalty. Yet, Sony managerial structure coordinates

decision through its home country.


Questions or Comments ?