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Sony's Current Distribution Strategy for Bravia LCD TVs in the United States

Published by: Market Intelligence Center

Published: Oct. 8, 2007 - 17 Pages


Table of Contents


LCD TV Distribution Channels in the United States

Mass Merchandisers and 3C Chains Dominate the Market

Best Buy, Circuit City Having Largest 3C Retail Market Share

Wal-Mart Enjoying Strong Bargaining Power

Acquisition of K-mart to Strengthen Sears' Competitiveness

Appeal of Different Distribution Channels

Sony's Distribution Channels in the US

Introduction of New Models

Comprehensive LCD TV Product Range at 3C Chains

Fry's Offers the Lowest Prices for Sony Bravia LCD TVs

Value-line Models at Mass Merchandisers

MIC Perspective

Appendix




LIST OF FIGURES

Figure 1 Sony Bravia LCD TV Launch Dates in the US Market

Figure 2 Sony Bravia LCD TV Price Range

Figure 3 Sony Bravia LCD TV Product Lines in the US Market




LIST OF TABLES

Table 1 LCD TV Distribution Channel Types in the United States

Table 2 Comparison of 3C Retail Chains in the United States

Table 3 Comparison of Mass Merchandisers

Table 4 Sears Holding's Company Profile

Table 5 Comparison of US 3C Chains, Mass Merchandisers, and Department Store Channels

Table 6 Sony's Distribution Channels in the US Market

Table 7 Comparison of Sony LCD TV Prices at 3C Chains

Table 8 Comparison of Sony LCD TV Price s at Mass Merchandisers

Abstract

In the last few years, the restructuring of Sony's electronics division and the repositioning of the company's TV business has enabled it to regain its status as a leading player in the global TV market. By emphasizing the superiority of Sony TVs' screen resolution and color display in its advertising, Sony has succeeded in grabbing the number two spot in the US TV sales rankings; the emphasis on color has helped to differentiate Sony TVs from rival brands such as Philips, Samsung and Sharp. Sony's distribution strategy is another important factor behind the brand's success in the US market. Sony has made effective use of a variety of different distribution channels, setting different goals for each channel; this multi-pronged strategy has enabled Sony to grow its TV sales in the US while at the same time strengthening its brand image.

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