Strategic Evaluation – Apple And Sony

You are required to write an analysis ofthese two real-life organisations. The assessment will be discussed in the fifth and sixthtutorials. The purpose of this assignment is to apply the theoretical framework, concepts, and analytical tools covered in this course to conduct a comparative analysis and evaluation of competing firms.

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Strategic Evaluation – Apple And Sony

Executive Summary

Apple as a company has become a phenomena in today’s time and age. The company has become a pioneer in the technological advancement in the electronic industry. The company has become the biggest brand in the world on the basis of its products and the marketing strategy associated with them. The company is in line with today’s time and age as it is fashionable as well as durable at the same time.

Sony uses an umbrella branding strategy for its brands and leverages on its corporate identity to introduce new brands and at the same time leverage on its current brands globally. Sony had been the behemoth of the electronic Sony is one of the biggest innovators in the gaming industry with its PlayStation gaming console. It has also recently got integration with the Netflix, an online movie portal for the users to have a greater experience through the product (Daft, Armstrong,2009).


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