Give an example of a company with Global Marketing Orientation or Multi-domestic Marketing Orientation. Explain its marketing orientation.

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International Masters in International Business (IMIB)
School of International Trade & Economics (SITE)
Jiangxi, PR China

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Dr. Chen Qi
Ph.D. in Economics
Presented To
Presented by: Group # 1

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Give an example of a company with
Global Marketing Orientation or Multi-domestic Marketing Orientation.
Explain its marketing orientation.
-Presentation on-

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Marketing Orientation
Global Marketing
A business approach or philosophy that focuses on identifying and meeting
the stated or hidden needs or wants of customers. Market orientation can
be thought of as a coordinated marketing campaign between a company
and its customers.
Global marketing refers to marketing activities coordinated and integrated
across multiple country markets. The integration can involve standardize
products, uniform packaging, identical brand names, synchronized product
introductions, similar advertising or coordinated sales campaign in several
countries. This strategy assumes all consumers in all countries or
geographic regions are the same. Despite the term “Global”, it is not
necessary that all or most of the countries be included. The principles are
roughly similar whether one talks about 10 or more countries.

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Example: Overview of SONY Corporation
• Company name : SONY Corporation
• Founded : May 7, 1946
• Head quarter : Tokyo, Japan
• Area Served : Worldwide
• Employees :131,700 (March’15)
• Market dominance in Television
industry in 1968s
• Major Products :
Camera, Television, Mobile phone,
Play station, Movie, Music,
Information and Communication,
Laptop, Components, Network &
Financial services.
Sony is the pioneer in
the entertainment and
electronics industry for
decades. With presence
over more than 150
countries.

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SONY: Products & Brands
WALKMAN
HOME VIDEO AUDIO & HOME THEATER
TELEVISION & PROJECTOR
Example: Sony Bravia
Triniton

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GAMES
Example: Playstation
Cyber-shot Still Camera Video Camera/ Handycam
CAMERAS
SONY: Products & Brands

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SONY: Products & Brands
OTHER PRODUCTS
Mobile Phone : 42+ Models
(Ex.- Xperia, Sony Ericsson)
Portable Device : 45+
In Entertainment : 41+
Storage Device : 14+
Music Playing Robot : ROLLY
Dog Shaped Robot : AIBO
Humanoid Robot : QRIO
ROBOTS
IT & COMPUTING
Example : VAIO

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SONY: Global Marketing Strategy
 Decision making is centralized which means Sony headquarter makes all
decisions relating to products, marketing and operations. Sony India, China
and US directly reports to the headquarter in Tokyo.
 All products are standardized regardless of the market in which they are to
be sold and are mass produced thereby taking advantage of economies of
scale and reducing cost.
 All products are packaged similarly and the instructions relating to the
products are general with no adjustments made to suit any specific market.
The packaging of Sony’s products in India is the same in China, US, Tokyo
and Europe.
 Advertisements are created to appeal to a single global market, often times
using global platforms such as Youtube and Facebook. These
advertisements are geared towards reaching persons internationally without
being custom-made for a particular region.

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In launching the playstation 4, Sony used a
campaign slogan “Greatness Awaits”.
The campaign aimed to appeal to persons of all
nation and age by playing on their emotions. To
Sony the tag line beautifully articulates what awaits
you if you choose the PlayStation platform. “You
can achieve your greatness, you can be an NBA
star, you can be a football star, you can kill
dragons, you can go on adventures, and you can
be a hero. You can live your dreams when you’re
playing games.”
When the satisfaction of listening to music was
limited to stationary places, Sony invented the
Walkman. This discovery of Sony justifies the
firm’s ability to anticipate hidden needs of
consumers.
SONY: Global Marketing Strategy

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SONY : India
India is becoming one of the most successful and important markets for SONY.
The core strategic advantages of SONY are-
> innovation, > pricing strategy,
> service & supply chain activities and > product quality.
Their strong brand image and worldwide reputation are what Sony uses to
market globally as persons internationally are often times confident of getting
quality products for their money when they buy Sony products.
India contributes 5% of Sony’s global revenues and is among the top ten
markets for the company. In India Sony maintains market leadership in product
segments such as Sony LED TV Bravia 40% share, Cybershot has 42% share
in compact digital cameras, Handycam 90% share in camcorders, and Sony
Vaio 20% share in consumer laptops.
Sony has cultivated in the minds of consumers a super premium brand status in
India which they developed by pricing their products relatively higher than their
competitors. It is this price positioning which has made all Sony’s products
aspiration to consumers of all ages.
Sony also operates successfully in China, USA, Europe and other parts of Asia.

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Promotion Strategy

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Global Revenue of SONY
Source: http://www.wikinvest.com

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Conclusion
• Sony offers the same products in different countries to
serve similar needs of worldwide consumers making
them a global company. This successful strategy derived
from the strengths of Sony over competitors in terms of
anticipating hidden consumer needs such as PlayStation
which served worldwide consumers for entertainment.
This places Sony one step ahead of their competitors.
• As a consequence of global availability and serviceability
of Sony, and consideration of Sony global marketing
strategy, it has gained global recognition and consumers’
loyalty. Yet, Sony managerial structure coordinates
decision through its home country.

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Questions or Comments ?