Sony Case Study

1. What is the current trend in the market? What do consumers really want now? Compared with 20 years ago, how has consumers changed?

In this article, the discussion will be mainly focused on electronic industry, which Sony was the trend in the market, but not in current digital world.

As the High speed development of internet of the digital market. It bring out much more than huge size of big data in internet. The big data which include the favorite of choosing product or information, the internet behavior of customers the usage of customers. So we believe the current trend in digital market is smart product with internet connection, even the services.

The ‘smart’, which come from ‘smart phone’, means high-tech combination between unrivaled hardware and software suitable for everyone. Sony’s famous product mostly are difficult to use which may spend more time for learning to use. A classic example is iPhone which is simple to use with a high-tech hardware and software in the IOS system.

The reason why Apple can be success that Apple grasp more of customers’ need. Which is Sony should learn more about.

For modern group, the price is not the only element they consider. But the value that the product provide or more even the value of the brand provide. Customer purchase product will consider more nowadays: brand, design, social status and even loyalty of the brand will drive people’s purchase behavior.

But it is hard to fulfill all needs of customer, at least combine with three elements below:

1. Easy to use:

A well-designed product should be easy to use. Namely, users are not required to learn sophisticated knowledge or to remember long strings of codes in order to use the product. The product should, at any time, be able to function well and provide the pre-designed services. Also, the product should also be with good manufactured quality.

2. Express social status or personal aesthetics

A well-designed product should express social status or personal aesthetic. Namely, a user will conceive the products he or she purchased as a symbol of him/herself. And others may judge the owner of a particular product by the attributes of the product. A good product, in some perspectives, and help establish a positive impression of the owner.

3. Entertain the users

The product in well-design can entertain users in many ways, such as games, music, and movies. Consumers can get rid of the boring life by using the product. What the customers want is something that breaks the monotony of life — the day-in, day-out struggles that seem repeated and boring.

Moreover, more and more customers have preferences on a platform that integrated