Case Study Sony

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M4: Written Assignment Case Analysis: Sony Robert B. Rosen Consumer Behavior BME-213914-03 Professor MaryPat Donlick State University of New York, Empire State College November 17, 2013 Introduction When it comes to electronics excellence, there are a bevy of brands that consumers turn to today. But in the 1980s and 1990s, there was one brand that stood out from the rest. Sony (SNE), the gaming and electronics giant, was born from the remains of a bombed out department store in 1946 by Masaru Ibuka and Akio Morita. Their vision was to tape recorders and radios. Masaru and Akio probably never imagined that their meager beginnings would eventually become one of the most respected and most sought after names in the electronics industry. From entertainment to gaming, SNE set the bar with their innovative and game-changing Sony Walkman and later their gaming console, the Playstation. Reaching those unimaginable heights was not without struggle, but SNE continues to be a brand synonymous with quality. The Cultural Meaning of Sony in the US In the 1980s and 1990s, one would be hard pressed to go through an entire day without seeing someone carrying or using a Sony Walkman. They were a staple among youths, athletes, travelers; anyone who wanted the freedom of portable music. It was a cultural icon and it helped to propel SNE to the forefront of the minds of all consumers who were in the market for electronics. SNE was able to create cultural meaning as a result. As defined in Consumer Behavior and Marketing Strategy, cultural meanings are created by people, constantly change and are impacted by freedom (Peter & Olson, 2010, p. 278-79). SNE was able to capture the essence of their famed Walkman and the mass markets they were part of in their advertisements below: These advertisements were

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