sony tablet

8/3/2019 Sony tablet

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Sony TabletProduct Analysis


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Product features:

Unique ergonomic design.

Processor NVIDIA Tegra 2

Platform/OS - Android 3.1 honeycomb

Price - $599 Incredible aesthetics.

Wi-Fi, Bluetooth, GPRS, USB port, front and rear camera.

Playstation compatible.

Access to Sonys giant repository of media.


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Compatibility with promoter:

Already present in the field of Electronics.

Has the technological base to support the market.

With heavy losses in their TV business, it was inevitable forSony to come up with a product to enhance their brand value.

Already has a strong network of distributors and retail stores.

Easy for Sony to reach out to the Indian market as it alreadyhas a strong presence in India.


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Consistency with Government

Priority:

Low import tariffs.

100 % FDI allowed.


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Availability of the inputs:

Major Production unit in China, Japan.

More than 60% of its production comes from Asia.

Easy availability of the inputs for Sony.


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Adequacy of market:

Tablet PC segment in India are expected to touch 1 million unitsover the next 12 month.

Growing demand in world market :

Great opportunity for Sony in market with its presence insmartphones and notebook market already.

Year Sales

2010 30.27 million

2011 54.8 million (estimated)

2014 208 million (estimated)


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Reasonability of cost:

Brand Variant features Price ( in INR)

iPad 16GB 36,900

Samsung Galaxy 16 GB (32 GB expandable) 36,200

SONY S tablet 16 GB(32 GB expandable) 35000 to 37000( estimated)

Reliance 3G tab 4 GB (32 GB expandable) 12,900Olivepad 512 MB ( 32GB expandable) 14,490


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Acceptability and risk Reasons for acceptability:

With Android it offers more user-friendly platform to Indian market.

Provides some extra features like DLNA connectivity, USB ports, Micro SD slotsetc.

Strong supply chain and retail market in India.

Top rated customer satisfaction in India till date. Huge customer base and brand loyalty of Customers in India.

Risk factors: Delicate body built up.

Less features in comparison with iPad( processor and hardware issues etc.)

Apples benchmark product in this segment is a cause of fear of it.

With equally strong retail network of Samsung and almost same features, Sonyhas challenges for increasing market share.


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Market growth potential


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Increase in number of potential customers in

India:

84.7

8.25.9 2.4

Present Market ShareTotal market size-

85000 units

Samsung

Olive pad

Apple iPadOthers 0

1000

2000

3000

4000

5000

6000

7000

2011

2012

2013

2014

2015

Thousands

Market size


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Increase in Customer acceptance:

Good reviews for coming up with unique featuresand design.

Counter to apples ecosystem of applications andcontent with Sony Entertainment Networkservices.

Promised catalogue of eBooks and periodicals toroll out.

Inferior quality of glass and plastic used.


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Product newness and design

protection:

Design factor.

Can be used as a universal remote control.

Compatible with other Sony products.

Capable of playing Playstation games.

Offers 4G apart from 3G and Wi-Fi.

Offers more original aesthetics.


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Costs

By bill of materials method the cost ofmanufacture of a unit of a tablet is estimated to

be $290.

Major cost is cost of the touchscreen valued at$100 and the processor valued at $15.

Production costs are expected to come down dueto collaboration in producing screens withToshiba and Hitachi.


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Service Warranty:

Sony has kept a service warranty period of 1 yearfor the tablet.

Cost incurred by Company for servicing is 20 $

per unit.


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Project Rating Index:

Factors Weightage Rating(0-10) Factor Score

Product Quality 0.20 8 1.60

UniquePositioning

0.15 5 0.75

Order of Entry 0.10 4 0.40

Price 0.15 6 0.90

Market Share ofFirm

0.07 4 0.28

Market Size 0.15 6 0.90Market GrowthRate

0.1 7 0.70

Level ofCompetitiveness

0.08 4 0.32

Final Score 5.85


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Thank You

sony tablet

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