GUIDELINES FOR SONY CASE WRITE-UP
The case write-up assignments are designed to help you learn how to meaningfully apply your knowledge of relevant consumer behavior concepts and frameworks in analyzing a particular marketing situation and making specific, sensible recommendations.
In this assignment, you will analyze the "SONY AIBO: The World's First Entertainment Robot" case.
In analyzing and writing up this case, you need to answer the following questions:
• What is the Sony AIBO Value Proposition?
• What is the appeal of the AIBO to buyers in Japan? In the US?
• Sony is facing competition from other robot manufacturers, including Honda. How should this affect Sony's marketing strategy? Sony is also facing competition from toy manufacturers selling low-end knock-offs. How should this affect Sony's marketing strategy?
• Think about the five questions confronting Yazawa (listed at the end of the case text). How would you answer these questions?
Please remember that your write-up should be a maximum of two typed pages (at least 11 point font, double spaced, and 1 inch margins, with the exception of figures, tables or attachments, if any). Focus on the main points that you want to make.