Executive Summary 5
Objectives 5
Mission 5
Key to Success 5
Company Overview 7
Company Background 7
The Origins of the Walkman Brand 7
History 7
Design Philosophy and Innovations 8
Product Lines 9
Sony Walkman 9
A820 Series Video MP3 player 9
S730 Series Video MP3 player 9
E430 Series Video MP3 Player 10
E020 Series MP3 Player 10
B130 Series MP3 Player 11
Industry 12
Industry Overview 12
Industry Breakdown by Manufacturer 12
Industry Breakdown by Memory Type 14
Industry Breakdown by Function 15
Industry Breakdown by Memory Size 16
Competition 17
Apple 17
Ergotech 17
Transcend 18
MSI 18
Samsung 19
Future Industry Outlook 19
Marketing Plan 20
Current Situation 20
Strengths, Weaknesses, Opportunities, and Threat (SWOT) Analysis 20
Strengths 20
Weaknesses 21
Opportunities 21
Threats 21
Competitive Environment 22
Market Research 23
Consumer Behavior Survey 23
Strategy 26
Target Market 26
Positioning 27
Product Offering 28
Pricing 28
Distribution 30
Marketing Communication 30
Communication Mix 30
Sales Promotion 32
Cooperation Opportunities 34
Conducting Marketing Research and Forecasting Demand 34
Financials 35
Revenue Forecast 35
Break-even Analysis 36
Profit and Loss Projection 36
Marketing Expense Forecast 38
Controls 39
Implementation 39
Marketing Organization 39
Appendix 40