SONY TARGETS LAPTOP CONSUMERS IN CHINA
Core Issue
The purpose of this report is to identify which segments of Chinese consumers should
management of Sony VAIO laptops target. We are given a series of market research reports
thatstudy laptop consumers in China and Globally. Using these studies, we need to present
a detailed business report to address the issue of which segments to target and how to
position VAIO for that segment.
Introduction
Sony VAIO is one of the major players in laptop markets. Some of the key features of
VAIO laptops are
It offers a relatively high end product to customers who prefer style and design as top
priority.
VAIO laptops are loaded with Multimedia software that other laptops did not have.
· Instead of focusing on larger audience, Sony focused its VAIO products for premium
customers. So, VAIO laptops have a higher average selling price than its equivalent
competitor’s.
· Laptop consumers globally associated VAIO line with attributes like “style”, “design” and
also “high price”.
Since VAIO was marketed as a statement computer, the customer base is largely limited to
individuals and business professionals rather than as an enterprise brand.
Sony is China is considered a premium brand and was seen as “Young and Trendy”.In
China, the segment of consumers who preferred these laptops was attracted to not only the
functional benefits of the laptop, but also to the intangible benefits. Although many pirate
and copies are present in China, people preferred VAIO because it delivers a “powerful
statement”.
Analysis
