Team 2: SONY eReader Alyssa Walsh Amanda Arvin Mark Leaver Xavier Ortiz Alyssa Walsh Amanda Arvin Mark Leaver Xavier Ortiz

Mission/Vision/Wining  Mission -“Make” “Believe”  Vision -Consumer convenience, Affordability  Winning -Preferred eReader in education  Mission -“Make” “Believe”  Vision -Consumer convenience, Affordability  Winning -Preferred eReader in education

Sound Strategy  Target students  Special Applications  Maintain Low-Cost  Ease of use  Educational sector  Young consumers  Continuous use  Target students  Special Applications  Maintain Low-Cost  Ease of use  Educational sector  Young consumers  Continuous use  Customers for life  Elementary schools  Middle Schools  High Schools  Higher Education  Exclusive content

Updated Value Curve  Refined strategy  Sony Reader as a complementor  Carve a new market  Create innovations, import ideas, and eliminate features

Low-Cost Leadership/Focused  Organization with the ability to produce a good or service at a lower cost then competitors  Sony is a Low-Cost leader -Already established distribution channels -Customer base (brand loyal) -Less capital and human resources for expansion  Organization with the ability to produce a good or service at a lower cost then competitors  Sony is a Low-Cost leader -Already established distribution channels -Customer base (brand loyal) -Less capital and human resources for expansion  Organization with the ability to be a low-cost leader in a narrow market segment  Sony: considered a focused low-cost leader -Economically priced e-Reader device market segment -One of the lowest price e-Reader devices in market  Focus on being a complementor

Differentiation/ Focused  Organization with a uniqueness that customers are willing to pay extra for -Gain greater market share -Higher profit margins  Criteria required for successful differentiation -Uniquely satisfy one or more needs that are valued by buyers -Customers must be willing to pay higher prices  Coca-Cola and Pepsi  Organization with a uniqueness that customers are willing to pay extra for -Gain greater market share -Higher profit margins  Criteria required for successful differentiation -Uniquely satisfy one or more needs that are valued by buyers -Customers must be willing to pay higher prices  Coca-Cola and Pepsi  Unique products are targeted to a particular market segment or arena  Greater differentiation = smaller target segment -Less individuals with money to purchase product  Mercedes Benz: -Imports only its most expensive top-of-the-line models -Focused differentiator marketing to most affluent industry -Possible future plans for Sony

Balanced Score Card

VRINE  Valuable (4)  Rare (1)  Inimitable (1)  Non-Substitutability (1)  Exploitability (5)  Valuable (4)  Rare (1)  Inimitable (1)  Non-Substitutability (1)  Exploitability (5)

PESTEL  Political (10)  Economic (9)  Sociocultural (9)  Technology (8)  Environment (4)  Legal (5)  Political (10)  Economic (9)  Sociocultural (9)  Technology (8)  Environment (4)  Legal (5)

Porters 5 Forces  Rivalry (2)  Threats of New Entry (4-5)  Supplier Power (2)  Buyer Power (3)  Threats of Substitutes (4)  Complementors (NA)  Rivalry (2)  Threats of New Entry (4-5)  Supplier Power (2)  Buyer Power (3)  Threats of Substitutes (4)  Complementors (NA)

Profit Pool  Entry into new industry  Supply Chain  Purchasing, production, distribution  Functional break-down of revenue generation  Entry into new industry  Supply Chain  Purchasing, production, distribution  Functional break-down of revenue generation

Conclusion/ Wrap Up  Be the GO-TO eReader  Focus on educational sector  Market to younger consumers  Consumers for life  Exclusive Context only with Sony  Different Models  Be the GO-TO eReader  Focus on educational sector  Market to younger consumers  Consumers for life  Exclusive Context only with Sony  Different Models