Sony Customers UsaJoin now to read essay Sony Customers UsaIn September 2002, the leadership of Sony Electronics USA was searching for the right organizational structure to implement a new segmentation strategy. They wanted a structure that maintained the links with Sony Japan, yet allowed them to move forward with their new strategy. At the time, Sony Electronics USA was the sales, marketing and distribution arm of the Sony Corporation in the United States. The structure of Sony Electronics USA mirrored the structure of the Sony Corporation, which had been described as “Silos by Sony.” The silos were formed around product companies, which designed and manufactured Trinitron TVs, stereo systems, camcorders, Viao PCs, Sony Walkman, etc. The partial structure of Sony is shown in Exhibit One. Not shown are Sonys businesses for semiconductors, broadcasting equipment, music and films, and games. Sony Electronics USA was part of the front end of the structure, while the product companies constituted the back end. The structure of Sony Electronics USA is shown in Exhibit Two.
Sony Electronics USA had a president who was supported by the usual functions of Human Resources, CFO, Legal and Information Technology. The line organization consisted of a Logistics and Supply Chain activity, Service for repairs, which managed the call centers and service centers, and Sales and Marketing. Sales, like Logistics and Service, handled all products. It was organized on a geographic basis for small and medium sized retailers of electronic products. Large national accounts like Best Buy and Circuit City were managed through a dedicated unit. Internet retailers like Amazon and eBay were managed through another dedicated unit.
The marketing department consisted of two marketing functions and product management. Marketing Communications managed the Sony brand and handled relations with Sony Japan and U.S. advertising agencies. Marketing Intelligence gathered information from focus groups along with the call centers, and used the usual marketing research techniques. They collected information about competitors products as well. They managed the customer database and conducted data mining analyses. The product management units mirrored the product companies in Japan. They ran the product businesses in the United States. They were the profit and loss centers. As a result, they managed pricing, promotions, the advertising budgets and advertising content for their product lines. They provided sales support to the field and were responsible for the demand forecast. The product lines were also a major source of input into the new product development process in Japan.
The following is a list of the major information sources of this industry, including the National Consumers Union, Japan Market Research Corporation, Kantar, Shinketsu, Kodansha, Gizmodo, NPD, Koryo and Tobe. We’ll be reviewing their respective websites in full as they become available. We’ll also highlight the industry trends to highlight how the new products are perceived as a result of their business model.
If you are not familiar with the Japanese government’s “information age,” this market research organization in its latest quarterly report, “Japan, Information Age, Japan, and U.S.”, was recently launched.
The American, Japanese, U.S. and European media outlets have been given a global voice. It’s a place where people can reach people of any ethnic or religious background. If you are not familiar with this system as a whole, you are at the wrong place.
American TV news reports the latest on any major U.S. news story in time. Most television and radio news outlets still use an English language format to talk to people. However, if you are a non-American who speaks English, you can still learn Spanish, and the media networks across America will still focus on U.S. news as it happens. American media are often not informed of events, so they sometimes do not focus so much on events as more on what they think. American news also focuses on what people like and dislike based on how they feel about them. If you don’t want to understand anything at all, it might be time to stop reading.
In the U.S., we are more aware of information technology and news more widely. However, there is a big difference between reporting on big news and having people watch the news. The news is great without being true, and the news focuses on events, but it is also more news than is true about the economy of the country. The media will have to make choices in terms of what to report and where to find information.
I would say it is really important for news and information to be the main focal point of all communication.
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Each product line was a product category that was made up of several products. Digital imaging products consisted of the Camcorder line and various digital cameras. Visual network products were television sets, VCRs and DVDs.