1. Synergy – where two different companies work
together to help each other to promote their
product
An example of this is Taylor Swift in
Sony’s camera commercial TX7
Cyber-shot, this is horizontal
synergy.
2. Horizontal integration - a strategy where a company
creates or acquires production units for outputs which are
alike - either complementary or competitive. One example
would be when a company acquires competitors in the
same industry doing the same stage of production for the
creation of a monopoly.
Katy B was used by Sony to advertise their MDR-1 range of headphones.
Magnetic Man also did this.
3. Katy B and Sony
• Katy B teamed up with
Sony to advertise the
MDR-1 series of
headphones. This is an
example of horizontal
integration.
• This gives both Sony and
Katy B Publicity by
expanding their target
audience.
4. Sony
• Sony is a multinational Japanese
conglomerate corporation headquartered in
Kōnan Minato, Tokyo, Japan.
• Sony has locations in Surrey, Yokohama, New
York City, Mount Laurel, Teaneck, Huntington
Station, Cranston, Philadelphia, King of
Prussia, Pottstown, Edison, Berlin.
• The founders are Masaru Ibuka and Akio
Mortia. The current CEO is Kazuo Hirai.
