Outlining Sony's Projected Competitive Situation & Competitor Profiles

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Outlining projected competitive situation & competitor profiles 3. SONY’S POTENTIAL COMPETITORS 3.1 Sony’s Position Sony’s most notable competitors are Apple, Samsung, Microsoft and Nintendo. Sony has become a market follower which is just below Samsung the market challenger, and still has enough presence to gain back more market share if strategies are implemented efficiently and effectively. These strategies have to be aimed at keeping manufacturing costs low and the product quality and service high. Schnaars (2010) emphasises that in the case of Sony, the specific strategies to implement in order to gain more market share and increase sales are: the cloner, which lives parasitically off the leader by producing a product which is similar in appearance; the imitator, which copies some things from the leader and uses these things as a model but maintains differentiation in terms of packaging, pricing and advertising; and the adapter, which often improves the leader’s products. 3.2 Apple’s Position According to Jim Dalrymple (2010), the major competitor in the video game consoles industry is Apple which sold 19 percent of all portable game software in in 2009. The company maintains its leading position by continuously expanding in the market through constant introduction of innovative products such as the iPad which features a larger screen and more processing power. Kotler’s strategies bring to light that, Apple is currently best described as the market leader in the video games industry because it dominates in the industry having the most market share compared to its competitors. This market share can also be reflected in the high profits that the company reports at the end of their financial periods. Apple is the price leader in the industry, instigates new product introductions, and has more distribution coverage and promotional intensity. The

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