Market Research Analysis
The case study of: “Sony Targets Laptop Consumers in China” -By: Kellogg School of Management, Sachin Waikar

PROBLEM DEFINITION
BACKGROUND AND DATA ANALYSIS
In China 74% of the people own a desktop and about half the population owns a laptop, considering that half of the country has broadband internet connection, and of the households that own a laptop almost 80% have internet at home, the market for laptop in China is very interesting for Sony. Howeve, in the past years, Sony has been facing only a moderate success with a low market share and low brand awareness in China.

Global image of Sony VAIO
Globally the brand VAIO is known for being a “statement computer” a high-end niche product that
Meaning, using the global study to understand global perception and pitch a marketing strategy that could attract a global segment and at the same time apply it to the identified Chinese segments, the best recommendation would be for Sony to use a combination of both studies.

Thinking global, Sony would focus on the Compass segment study, however the majority of the sample are the Unfussy Basics and Quality lifers segments (Exhibit 5) which do not match VAIO’s values (Exhibit: 4) Nonetheless, Sony is not interested in bigger segments nor mass markets, since it is more niche-oriented. Therefore, when calculated the likelihood of purchase, it is clearly evident that the Status-focus are most likely to buy, because they rank Sony as a top brand and most-likely do not buy knockoffs. The second strongest segment, to fit the values of VAIO and with a high probability of being a potential consumer are the Technosocializer segment (Exhibit 2)

Acting local, Sony would use the local study of CLUES (Chinese laptop user survey) where there is no visible major segment, since the spread amongst various segments is not significant. (Exhibit 8) However, based on each segments’ values,perceptions and consumer behaviors, it is evident that the Entertainment Lovers, Family users and Fashion oriented are the segments that best match VAIO’s brand values. (Exhibit:4) The target for VAIO would be Chinese ranging from 18-44 years old, with some education and middle to upper income.