Abstract:SONY is one of the biggest multinational companies in the world at present. It has more than one marketing strategy. This thesis aims to investigate one of its strategies—diversification strategy. The world now is diversified and marketing strategies have the tendency toward diversification. Diversification can help the enterprise to enlarge its marketing scale, develop the potential of the inside resources and adapt itself to the outside competition. The paper firstly gives an overview of SONY and the diversification strategy. Then, it makes a research on SONY’s  products and service. Furthermore, it analyses the advantages and disadvantages of the diversification strategy. This study may help enhance people’s understanding of SONY.  

Key words: SONY; diversification strategy; products; service

CONTENTS

摘要

Abstract

1. Introduction..1

  1.1 Overview of SONY

  1.2 Definition of Diversification Strategy            

2. Sony’s Diversification Strategy2

  2.1 Diversification of Products

    2.1.1 Electronics Industry

    2.1.2 Entertainment Industry

    2.1.3 Finance Industry

  2.2 Diversification of Service

    2.2.1 Service in the Domestic Market 

    2.2.2 Service in the International Market

  2.3.Advantages and Disadvantages of Diversification Strategy

    2.3.1 Advantages

    2.3.2 Disadvantages

     3. Conclusion10

Bibliography.11

Acknowledgments..12