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Case
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Reference no. 509-079-1
Subject category: Marketing
Authors: Xavier Bordanova (EADA Business School); Anna Holmberg (EADA Business School)
Published in: 2009

Abstract

Sony has successfully led the pilot project of its own new store, Sony Style, in Barcelona. One year after the opening it is being faced with the decision of choosing the next steps. Its new and seductive store concept perfectly fits in with Sony''s marketing strategy and clearly coincides with new market trends. However, if it chooses to expand the project certain latent problems arise such as the reaction of its sales channels, the complexity of the retail mix, high investments costs, and even possible contradictions with its solid traditional corporate culture. The various attempts (with enormous flops and some successes) of other consumer technology companies that have opened up their own stores should be kept in mind. Issues covered: (1) multi-channel strategy, channel conflict; (2) coherence between marketing strategy, channel strategy and retail mix; (3) channel functions; (4) retailing mix and shopping experience; (5) in-house culture and the essential capacities for developing direct retailing; and (6) organisational models for retail internationalisation. Successes and failures: retail experience and tech consumer products.
Location:
Size:
Global
Other setting(s):
2009

About

Abstract

Sony has successfully led the pilot project of its own new store, Sony Style, in Barcelona. One year after the opening it is being faced with the decision of choosing the next steps. Its new and seductive store concept perfectly fits in with Sony''s marketing strategy and clearly coincides with new market trends. However, if it chooses to expand the project certain latent problems arise such as the reaction of its sales channels, the complexity of the retail mix, high investments costs, and even possible contradictions with its solid traditional corporate culture. The various attempts (with enormous flops and some successes) of other consumer technology companies that have opened up their own stores should be kept in mind. Issues covered: (1) multi-channel strategy, channel conflict; (2) coherence between marketing strategy, channel strategy and retail mix; (3) channel functions; (4) retailing mix and shopping experience; (5) in-house culture and the essential capacities for developing direct retailing; and (6) organisational models for retail internationalisation. Successes and failures: retail experience and tech consumer products.

Settings

Location:
Size:
Global
Other setting(s):
2009

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