70 Marketing Research

Case Study-3 The presenl

competition wi1
established its
SONY INDIA1 During the ~
Konika is now I
Sony, a multinational corporation based in Tokyo, Japan, stepped into India in early 1995, in the post­ from the grass
Iiberalisation period. Within a couple of months in the same year, it set up its manufacturing unit. The
company makes its presence felt in India through Sony Entertain Television, Sony Music and Sony
India. While the first two are comfortably placed in their niche markets, it is the third which is expected QUESTIONS
to bring in all those exciting Sony digital products.
Although the government has cleared its plans to manufacture its various products, it has not been Assuming that ~
smooth sailing for Sony India. proposal for thE
Sony India is facing some major problems, one of which is the emergence of a grey market for its
brands. While it is targeting its sales around Rs 1050 crores by the turn of the century, it has to have
a better understanding of India's economic, social and political environment.
Sony India would like to develop itselfas its parent company developed its business units in United
States (New York), Europe (Cologne), and Asia (Singapore). Since it is a multinational company
manufacturing multi-products, it has a challenging task.
MANAGEMEI
QUESTIONS Given below is
Manager of a la
1. Do you think research can play an important role in the development of Sony India? G.M. I thin
2. If Sony India takes recourse to research, should it set up "in-house" research or hire the I don
services of marketing research agencies? usef\.:
3. IfResearch
the choice is in favour and
purpose of marketing
Research research agency, what factors should it consider while
objective M.R.M. Nobo
selecting a particular agency? unces
cant
G.M. While
that it
Case Study-4 use cr
for tho
M.R.M. Well,
KONIKA PHOTO FILMS2
be pre
In 1988, Japan-based Konika Corporation, decided to have a representative in India and started same
scouting around for a distributor. It selected Goa-based Photophone Industries Ltd. Thereafter there perna
have been several developments for the company. dimen
G.M I pers
users
certair
more I
IBased on "It's All in the Name"-an article on Sony Corporation published in Advertising & Marketing of eac
(A&M), April 30, 1998, pp. 72-74. M.R.M. Yes. I
2Based on Smriti Jacob: "Back into the Frame" in Advertising & Marketing (A&M), 31st March, 1998, mana!;;
pp.82-84. shirk c