Formation of program of marketing in framework of international business

Abstract

My research includes observing the methods used by Sony for success achievement and dealing with unpredicted situations helps to renew the theoretical and practical data related to marketing strategies. To perform the research, i gathered a substantial theoretical explanation of marketing strategies, plans, and instruments from both old and new sources. These instruments were shown in action at the sample of "Sony Corporation" performance statistics, which required the reference to recent events. Data included books, articles, website data, and citations of Sony representatives. The study of "The Sony Corporation" marketing program shows that the company combines differentiation strategies with novelty and adherence to proclaimed core values. Such a strategy increases the competitive capability of Sony in the international market through the possibility to work efficiently in different categories. The company is also known for its capability to skillfully overcome unpredicted threats and put reputation above income during strategy creation. A detailed description of the theory and practice of marketing strategies and plans and their application by Sony emphasizes the usefulness of marketing instruments and the company’s necessity to apply them. In conditions of the international market, where marketing strategies are indivisible from cultural diversity and political interactions creation of a viable strategy may save the company from bankruptcy and make it prosper.