Individual Case:
Sony Targets Laptop Consumer in China
China Marketing GSB5138
Spring 2014, MP4
Professor: Caleb H. Tse
Sony Targets Laptop Consumer in China
1. Compare the consumer interview results with the CLUES report data. Why is
there so much redundancy between the two studies? How are the four key consumer
goals identified in the consumer interviews related to the CLUES segments?
2. Compare the consumer interview results with the Compass report data. Do these
studies product complementary, redundant, or conflicting information? Why is there
less redundancy between the interviews and Compass vs. the interviews and CLUES?
Is this useful or does cause confusion?
3. Compare the CLUES report data with the Compass report data (Exhibit 9 & 10).
Are there relationships between the segments defined in the two studies? How do you
explain the difference in segmentation between the two studies? Do the combined
results of these two studies help or hinder Lopez’ decision?
1. Compare the consumer interview results with the CLUES report data. Why is
there so much redundancy between the two studies? How are the four key consumer
goals identified in the consumer interviews related to the CLUES segments?
The customer interview was made to understand laptop-related perceptions and
preferences in deeper detail. They include forty Chinese VAIO Laptop owners and four
owned non-Sony laptops, the interviewees were between 21 and 35 years old and included
students, parents and professionals. The three key themes related to laptop purchase and
use were: (1) brands are an extension of who I am, (2) asking for product advice is one
way I connect with others, and (3) just give me what I want.
The CLUES report data was made to understand key similarities and differences among
consumers in China, how big were each group and what market opportunities they present.
They include 760 face-to-face surveys or by video conference of Chinese consumers
between 18 and 55 years old. CLUES respondents were asked to rate laptop on specific
characteristics like coolness, simplicity and productivity.
Customer interview and CLUES report data include only Chinese consumers, the first one
had focus in VAIO laptop owners between 21 and 35 years old and the second one
included a larger spectrum of ages and laptop owners (not necessary VAIO). The first one
was in-depth interviews and the second one was face-to-face surveys. Therefore it is likely
that both studies have similar results.
The four key consumer goals identified in the consumer interviews are:
