Marketing research on example of Sony in USA - Курсовая работа

National university of life and environmental science of Ukraine Department of world agriculture and foreign economic activity Marketing research on example of SONY in USA Fulfilled by: Sachok Oleksandr Scientific advisor: Mischenko I. A. Kyiv 2011 Content Introduction 1. Marketing environment SONY 1.1 Macroenvironment of the company (PEST) 1.2 Microeconomic environment 2. Technics of international marketing 3. Marketing analysis of the company 3.1 SWOT analysis of the SONY 3.2 BCG Matrix Conclusions List of used literature Introduction Start of Sony (Sony) put a small workshop to produce short-wave radios to the console, which was opened by Mr. Masaru Ibuka. May 7, 1946, he and his companion, Mr. Akio Morita founded a company in Tokyo, Tokyo Tsushin Kogyo (Tokyo Telecommunications Company). It employs 20 people, and the initial capital amounted to only about $ 500. Hardly anyone would have predicted a great future if this facility which has been starved of financial resources, did not have attractive products in its production program and is constantly struggling with the threat of displacement from the market by more powerful competitors. However, a brilliant partnership Masaru Ibuka, the technical genius of the firm, and Akio Morita, is responsible for marketing and commercial embodiment of bold projects that have transformed a small and an unknown company into one of the largest transnational corporations in the world. Their effort was to create not just a large company, and company-innovator. Thats Sony Corp. launched the first mass-produced transistor radio and created the worlds first home video recorder. Portable VCR with headphones, Walkman - an indispensable attribute of contemporary youth culture - also the brainchild of Sony (Sony), and the first person A. Morita. Together with the Dutch concern, Philips (Philips) the firm has developed and introduced a fundamentally new laser technology to record on CD-ROM. Do not have an equal contribution to the company in the development and promotion of equipment for television broadcasting - from analog betakamov camcorders and VCRs to digital formats of the last generation. Finally, the recent Sony (Sony) actively creates equipment for the production of digital high-definition programming, which is already replacing traditional film technology in the cinema. Thats global aspirations of the leaders of the company, their ambitious plans to promote the advanced Japanese technologies to the world markets have prompted a decision to rename the company. In 1955 she received the name of SONY, which, in essence, was expected to reflect the energetic, innovative and creative nature of the corporation. Word of Sony, comes from combining two words: sonus - in translation from Latin meaning sound (it is a part of such well-known words such as sound and sonic), and sonny, meaning little son ). (In purchasing power parity terms, it was larger than the next six such expenditures combined.) The per capita spending of $1,756 was about ten times the world average. At 4.06% of GDP, U.S. military spending is ranked 27th out of 172 nations. The proposed base Department of Defense budget for 2009, $515.4 billion, is a 7% increase over 2008 and a nearly 74% increase over 2001. The cost of the Iraq War to the United States has been estimated to reach $2.7 trillion. As of March 10, 2009, the United States had suffered 4,257 military fatalities during the war and over 31,000 wounded. Economic analysis. Economic parameters The United States has a capitalist mixed economy, which is fueled by abundant natural resources, a well-developed infrastructure, and high productivity. According to the International Monetary Fund, the U.S. GDP of $14.3 trillion constitutes 23% of the gross world product at market exchange rates and almost 21% of the gross world product at purchasing power parity (PPP). The largest national GDP in the world, it was about 4% less than the combined GDP of the European Union at PPP in 2007. The country ranks seventeenth in the world in nominal GDP per capita and sixth in GDP per capita at PPP. The United States is the largest importer of goods and third largest exporter, though exports per capita are relatively low. Canada, China, Mexico, Japan, and Germany are its top trading partners. The leading export commodity is electrical machinery, while vehicles constitute the leading import. The United States tops the overall ranking in the Global Competitiveness Report. After an expansion that lasted just over six years, the U.S. economy has been in recession since December 2007. The private sector constitutes the bulk of the economy, with government activity accounting for 12.4% of GDP. The economy is postindustrial, with the service sector contributing 67.8% of GDP. The leading business field by gross business receipts is wholesale and retail trade; by net income it is finance and insurance. The United States remains an industrial power, with chemical products the lead