Taymour Bouran's Blog

Sony Moves in The Chinese Market

In reply to Vanessa Song’s post, “Sony Mobile Targets New Market-Rival for Apple“, I believe that Sony’s decision to move into the Chinese market will prove to be a big step in growth for Sony. Sony must undergo careful and accurate market research on their competitor Apple. Looking for segments in the target market, gaps in customer service, store locations, market share. Sony must use a series of developed techniques if they want to dominate the market with Apple as their rival.

In entering a foreign country, companies must be careful in their methods of doing business because laws,customs, and regulations vary in all countries. My suggestion is to use the STEEPLE analysis. The STEEPLE analysis is a more in depth analysis than the PEST where it includes; Social, Technology, Ethics, Economics, Politics, Laws, and Environment. Each part of the STEEPLE will give Sony, if done thoroughly, a clear and accurate state of the Chinese market; which will in return influence decisions on the how to approach the new Chinese market. It will allow Sony to set the right price and distribution to their phones. Sony’s main objective right now should be to know the Chinese market better than Apple !