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?