Abstract
Sony launched its last home console in November 2007 in the US and Japanese markets. In Europe, the launch was done in March 2007. In this case, we will first focus on the situational analysis. This analysis will be divided into two parts, the external analysis (opportunities and threats linked to political, economic, competitive, social, technological, supply chain and distribution process factors) and the internal analysis (strengths and weaknesses linked to marketing, production and service process, finance, R&D, management, H&R and information system). From this analysis, we will take into account two strategic alternatives in order to deal with the problem statement identified, that is to say the gap between the company beliefs concerning its product and the consumers point of view. Our analysis will lead us to the most efficient strategy. Finally, we will implement our strategy using an indicative time line.
