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.
Table of Contents
Overview of the US distribution channels, including department stores, mass
merchandisers, 3C chains, and small distributors; comparison of different
channels' characteristics and their customer features; distribution channels
in the United States used by Sony for its Bravia LCD TVs and the company' s
distribution strategy.
- 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
ActiveShopper, Amazon.com, Beach Camera, Best Buy, Circuit City, CompUSA,
Conn' s, Costo, Famas, Fry' s, Harvey, Kmart, Magnolia, Micro Center, PCMall,
RadioShack, Saga, Sears, Sears Holding, Sony Style, Target, Tweeter, Video
Only, Wal-Mart
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