Macro And Micro Environment Marketing Essay

Sonys decisions are depended on both Micro and Macro environmental factors. Changes in the factors of your macro environment cannot be controlled but work can be produced to minimize its negative impact. A micro environment includes forces near the company that impacts a company's capability to provide its customers. In case of Sony Bravia, its Porters 5 makes and Stakeholders. These 5 forces are external influences on the real and potential competition within any industry, which determine the ability of companies within that industry to earn a earnings. The five causes include buyer vitality, threat of substitutes, supplier electricity, risk of new entrants and competitive rivalry.

Buyer Electric power: This is where the buyers be capable of put a firm under pressure, which might also have an effect on customer's sensitivity to price changes. For e. g. alternative products availability, or maybe competition provide better features etc.

Supplier Electricity: Suppliers of raw materials and components etc. to an enterprise can have significantly more power on a company if there is a monopoly of the suppliers; the suppliers might refuse to work with the organization or might increase the prices of less common resources.

Threat of Substitutes: In such a, it's not about similar products available in the market, but products that will be replaced by the customer. For e. g. Instead of buying another smartphone, a person might select a tablet computer, or in this case, Instead of an LCD TV, a customer may want to buy a Smart Television or a 3D Tv set.

Competitive Rivalry: In this case, an example would be, that Samsung creates TVs of similar quality but at lower prices, which might draw customers more toward Samsung.

Threat of new entrants: That's where a company might obtain competition from a fresh brand from the same category and due to that minimize the gains of the organization. In cases like this, Sony will not be much affected by a fresh company because of barriers to entry, but if an organization tries to market bad quality TVs in a greyish market with Sony's name, Sony's brand name would reduce.

Stake holders are people who may be directly interested in the actions of an organisation, such as customers, employees, the city, shareholders, suppliers, lenders and federal government. E. g. The Government may be thinking about Sony's Sales record and P&L account to study the tax obligations of the business.

A macro environment contains larger societal pushes that may influence the micro environment. Included in these are environmental scanning and PESTLE Examination. Environmental scanning is a process of gathering, analysing and formatting information for proper purposes. It contains of both subjective information and facts available environment where the business operates. Environmental scanning also includes internal and exterior factors. In Sony BRAVIA's case, the internal factors would be latest machineries for quality product and exterior factors would be advancement of new systems, buyers expectations of value for money or maybe change in tendency of using other sorts of Television sets. PESTLE Evaluation is another tool to analyse macro environment factors. This consists of Political, Environmental, Social, Technological, Legal and Economical. PESTLE analysis is also many times combined with exterior micro-environmental factors and inner drivers, can be categorized as opportunities and dangers in a SWOT research.

Political: Politics factors show how much the government can intervene in the decision making of a company. E. g. new tax insurance policies, new emission regulations. In this case, the directors may oppose to the way of presently used developing process and or the typical of emissions by the government may change, to which Sony must change the complete process of making the BRAVIA Television sets.

Environmental: This basically includes ecological and environmental factors like the situation of Global Warming nowadays, also exactly what will be the consequences of byproducts created through the manufacturing processes. In this case, Sony in addition has started to reduce the CO2 emissions and the waste materials produced during the manufacturing processes.

Social: Cultural factors include cultural aspects, get older distributions also to be socially lively and keep customers happy. This is because the social movements have an effect on the demand for a company's products and how that company works. In cases like this, Sony also offers many low priced BRAVIA series TVs for individuals with low earnings, which doesn't allow customers down.

Technological: Scientific factors include technical aspects like the R&D team, the machineries used to lessen costs or also technological advancements. In case there is Sony BRAVIA, the TVs provide all the latest technology like USB, 3D, Yahoo Television etc.

Legal: Legal factors include laws by the government, like health insurance and safety laws and regulations, discrimination regulations etc.

Economic: The Company's decisions also change anticipated to monetary factors like Recession, Inflation, Exchange rates and increasing creation costs in the lower markets.

The need for PESTLE Analysis is the fact that it allows the organisation to understand the factors that will effect on its operations. It permits the organisation to develop a strategy that will benefit from the environment. And it also allows the company to see new opportunities and identify potential hazards.


Segmentation is the process of identifying distinctive groups of customers who are similar in their needs. Through Market research, the markets and products can be segmented through Geographical, Demographical, Psychographic and corresponding to buyer tendencies.

Geographic: Geographically, market can be segmented through countries, states, parts (North, East, Western, and South) or places. For Sony BRAVIA, urban and suburban towns would be mainly looked into as a result of slightly high prices of the BRAVIA TVs. Market Density can also be checked out for other brand availability and preferred companies.

Demographic: Demographically, the market can be segmented through Age group, gender, family size and life circuit or income. Sony, for BRAVIA can portion their TVs in line with the Age ranges, Ethnicity, Income teams, Family Size and Family Lifecycle. E. g. Teenagers would like having 3D encounters, Some customers may not be able to get 40" TVs anticipated to low income.

Psychographic: Social Category, lifestyle and personality are some ways to psychologically section market. Sony doesn't use this section for BRAVIA, because Tv sets can't be sold relating to lifestyles or personality.

Behavioral: Events, benefits sought, user status, use rate, loyalty, attitude towards product are behaviours which customers have before by using a product. There will be customers with gain targets like getting something free or exchange offers, and customers who are hypersensitive to prices and would think a lot before buying. So Sony uses this segmentation through giving free products etc.

Some of the benefits of segmentations are, firstly improving the concentrate of the company. The better the target you have, the better the earnings will be. Sony BRAVIA for example, centers most on the grade of the product, so even though their prices are just a little high, they may have a wide range of TVs which include low cost TVs, through which Sony targets consumers of not only all income groupings, but also family lifecycles. Subsequently, Customer Retention, like the past example, by targeting almost all of the income teams and lifecycles, there will be a BRAVIA Tv set for just about any customer who gets into a Sony Showroom or an electronic shop. CAN ALSO INCREASE in profitability. Segmentation increases competitiveness, customer retention and communication to a targeted marketing. Thus if it affects these many factors of a business, then it will definitely improve the profitability of the organization. One of the USP (Unique FEATURE) of Sony BRAVIA scheduled to these factors is that you will never see a person great deal for a BRAVIA television set, because they're targeting segments who don't possess the need to bargain or make a deal. . Thus the profitability is high.

There are three basic types of goal sections, Mass Marketing, Segment Marketing, and Niche marketing. There's also few requirements for segmenting a market. Firstly, it ought to be measurable, i. e. how big is the market, the profiles of the marketplace or the purchasing ability of a specific market. Secondly, Convenience, this views that the segmented market segments can be easily reachable and offered by the various marketing methods like the 4ps of marketing. Next is if the market size is significant and are profitable enough. A different one is Differential marketing; that's where the firm considers that different market sections respond in another way to different marketing combine elements. Lastly, it'll be actionable or will effective programs can be done to draw in and serve the clients of a specific segment.

Mass Marketing: Mass Marketing can be an undifferentiated marketing. Targeting a mass market means covering most or the complete market. To get this done, companies need large resources. In a mass market, the same product emerges to all or any customers may they be low in income or abundant with income. All the customers are cared for as one and no distinction is made included in this.

Segment Marketing: In a very segmented online marketing strategy, a corporation or a firm divides the market into various different sections. The business then chooses various segments to advertise their brands. This means it is differentiated marketing. For e. g. with brand names such as BRAVIA, VAIO, Tablet, Handycam, Cyber-shot, Walkman, Xplod, Sony hi-fi, Recollection stay and PlayStation, Sony has generated itself as a value innovator across its various product categories of Sound/Visual Entertainment products, Information and Marketing communications, Recording Mass media, Business and Professional products.

Niche marketing: It is basically a focused marketing where segments are subdivided into smaller segments. Area of interest is also several customers with similar needs, but the size in niche market is small. For e. g. Sony has divided its smart Television set and 3D TV focusing on an inferior market than that of an LCD.

There are also certain benefits and drawbacks of market segmentation. ADVANTAGES: It books general market trends in a particular market, it boosts satisfaction to the organization through better business, it boosts forecasting because you get a much better and a precise information on a specific segment market rather than all together market, and it will also help in discovering competition in a specific market and can show opportunities to which the company can respond upon to gain Brand Name.

The Cons: This escalates the marketing costs as it has to be advertised in different ways for different segments, there will be a rapid increase in no. of products for different sections of market segments, and Segmentation also limits the general population and targets differing people with different sections of the marketplace.

Sony focuses on mass and niche markets for the BRAVIA series

The low cost Plasma TVs or the smaller LEDs will be less in cost so that even customers with a low amount of income can purchase the merchandise and Sony can aim for a larger market for such Television sets.

The latest LEDs, 3D Television sets and the Smart Televisions because of the technology engaged, are high in prices. So they target at a smaller market, largely suburbs and big metropolitan areas where folks have more money.

They can also use customer romantic relationship strategy with others like hotels, where Sony provides them with the BRAVIA Tv sets at lower prices or with extra benefits so that the hotel company would like to do business again with them. This increases the profits of the company.

BRAVIA HD LED TVs can even be targeted at activities adoring people as the games are much preferred in HD quality.


Targeting Strategy is just how a firm sections its targeted market. MARKETPLACE is one portion determined for special attention by a firm, which may provide that portion with some other marketing mixture.

Evaluation of Targeting Strategies

Market Research is an activity of defining market problem and opportunities, collecting and systematically inspecting information and suggesting actions to enhance the productivity and earnings of the company. This can be done in two ways, Most important research and Secondary research. Key Research is first hands data which is accumulated for the first palm through questionnaires, interviews, sampling and a great many other ways. These subject areas might be already explored on, and taking information from previous research is named Secondary Research. In such a, the research has already been done and is available for folks to see and use for better efficiency. Key Research may be chosen over Extra as the Secondary data may be old and obsolete; countering that Extra Research may be chosen over Key because collecting most important data may be costly.

Behavioral strategy can be used by studying behaviors of every different target section, including their current address, or what they read. This information is needed to know if the company can provide their customer the merchandise where they might buy. E. g. If many companies buy their raw materials from the same distributer, then even you should keep a good romantic relationship from that distributor.

- Buyer Behavior

Buyers aren't only consumers, but also organizations.

Consumer buying action consists of activities a person consumes purchasing and using products and services, including the mental and social processes that come before and after these activities. A buyer goes by through making choices about which products and services to buy, and this process of making choices is recognized as purchase decision process. There are also factors which symbolize both objective traits of a brand and the subjective ones a consumer uses to compare different products and brands, to create evaluation criteria. Within this, a consumer evaluates the product of what features it gives, what brand name they get etc. Motivation is a huge contributor which energizes the push that stimulates patterns to fulfill a need. Personality also refers to someone's or a customer's steady behaviors or reactions to repeating situations like making decisions in regards to what to buy at what cost etc. A customer also represents the anxieties sensed because the buyer cannot anticipate the outcomes of an purchase, but sometimes thinks that there could be negative effects. Some customers could also have a good attitude towards and constant purchase of an individual brand as time passes; this is because of brand commitment. Consumer buyer patterns also changes when they here influencing of folks talking about the brand and the lifecycle of a particular product, concerning how much time will it work for etc. It also describes the periods a new product goes through available on the market.

Environmental affects which influence consumer buying could be ethnical, economic, personal, physiological, subconscious, social influences and many more. For e. g. somebody who buys matching to cultural influences might think of shopping for a Tv set with an increased energy efficient score than the other, or a person who buys corresponding to psychological effect may buy Sony Bravia Tv sets thinking of the status icon.

Organizational buying is very similar to individual buyer habit with some contextual differences. Organizations buy in furtherance of organizational aims, such as to create and deliver goods and services to people, customers or the community. The organizations buying are mostly influenced by the demand, i. e. by demand for a finish product or for a product or service sold by the buyer's customers. The demand for components by a manufacturer will be dependent on demand coming from their customers, the sellers and wholesalers, who subsequently are responding to demand of their customers, the consumer's decisions also changes based on the PESTLE factors.

In case of Sony, CONSUMER BUYING:

The life circuit of BRAVIA Tv sets is usually between 4-5 years. Even though some users might utilize it for longer schedules, because they might not be fiscally stable to buy the newer models.

Tech savvy customers will look for each and every feature available in the TV. Like USB & HDMI Connectivity, Frames per second & refreshing rate of a TV, RADIO & Digital Surround Audio, 3D Superior - Resolution to mention a few.

There are even buyers who look for a few gain or the other. Aside from getting the very best quality in the BRAVIA series, customers can look for other benefits like either exchange offers, free items, longer guarantee period free of charge, special discounts and so many more.


Sony itself will look for benefits and superior quality of recycleables to be provided by the suppliers. So that they can offer their customers value for their money.

As mentioned before, outside the house organizations like Hotels, Airports etc. can be captured, and once these organizations like the quality and prices provided, they would be automatically keener to do business again.


Position is basically the location, the matter that first will come in a consumers mind by experiencing the Brands name. Placement is not what you do to product; it is what you do in a consumers head. A brand is a name or sign used to identify a firm and differentiate them from others products of rivals.

Sony is one of the world's biggest brands in the attention of the buyer. Sony products are considered to be high quality, unique, and convenient. Mainstream culture has embraced Sony's advancement.

Once the market is segmented, Sony needs to position itself in your brain of the buyer.

Firstly, Benefit. The customer knows the benefits associated with owning a Sony Television.

Attribute: This strategy emphasizes on the key attributes of the TV. This is most effective only when customers know the advantages of the product. E. g. Integrated USB.

Customer: This placement strategy is very targeted, which stresses the superiority of it according to a particular group of customers.

Competitor: This positioning strategy is an aggressive, one where Sony must claim its TVs to be superior. This strategy would be ideal for Sony as it has a whole lot of competitive brands on the market.

Quality: This strategy will have to be utilized by Sony because their product prices are greater than their competitors, the customer will be ready to pay very much only if he is assured that the product quality is correspondingly high.

Sony uses the tagline "Color like. no. other" for BRAVIA.

The bouncy ball Television set advert included 250, 000 brightly-colored silicone balls jumping down a San Francisco street. That which was so spectacular is the fact it had not been computer cartoon. The ad was made by former Danish professional photographer Nicolai Fuglsig.

Previous taglines for BRAVIA include "Paint", "Play-Doh" and "Pyramid"

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