Impact of technology on customers (Using the example of Sony Essay

Impact of technology on customers (Using the example of Sony Corporation) - Essay Example New product introduction (NPI) is an effective product launching strategy that enables the companies to overcome competitive pressures, cost challenges, and increased customer expectations. The rapid development of technology has assisted industries to implement the NPI program more effectively. Generally, a new product introduction program includes four major steps such as initiation of the project, development of business plan, execution of project, and conducting of gate reviews. Technology has greater influence on each of these phases. The first phase of the NPI process includes resource planning and trade off studies which are essential to identify potential outsource and offshore development opportunities (Benchmark electronics). For this purpose, organizations like Sony Corporation depend on highly developed information technologies including the internet. In the business plan development phase, technology has assisted the Sony to evaluate market opportunity, market risk, and other technical risks; hence the company could deliver effective services to its customers by understanding the main business issues behind product launching. Sony Corporation updates project costs and other project parameters in the project execution phase. Technology plays a significant role in the updation of projects parameters and development of deliverables for the next phase. Conducting gate reviews, the final stage of the NPI project makes sure that predefined conditions have been achieved and hence the project development is on track. In short, Sony Corporation greatly depends on technology in order to carry out its new product implementation programs effectively, and this practice in turn provides larger benefits to ultimate customers. Ways that added value from new technology Global organizations like Sony Corporation get ranges of benefits from the fast growing technology. The Sony has an online network presence in several formats. For instance, one of the companyâ€℠¢s websites offers different information on its products and services. This website also provides information on corporate applications for its product and service offerings. Similarly, the company provides a Sony Card and PlayStation Card to its customers with intent to allow them in earning redeemable points while they purchase the company’s products and services. Sony’s Rebate Zone website gives rebates by mail following the purchase of a Sony HVR-V1U HDV Camcorder or a Sony HVR-DR60 Hard Disk Recorder/Player (Sony marketing mix). The company’s expenditure of over $5 billion in 2009 can be directly attributed to its focus on research and development (R&D) activities. In addition, the focus on R&D has aided the company to launch technologically improved products in the market. For instance, the introduction of BRAVIA, ZX1, VAIO P series of notebook computer, and the Cyber-shot HX1 compact digital camera can be attributed to the company’s increased conce ntration on R&D activities. This practice also enables the company to revise its product base periodically. It is clear that R&D activities are largely based on wider application of modern technology. As a result of the faster technological development, the company is able to offer improved services to its customers. Support plan for customers Sony Corporation is a global company that daily deals with millions of customers. Customer satisfaction can be completely met only if customers are provided with effective after sales services. In order to effectively answer various customer queries, the company must apply improved modern technology. Firstly, it is advisable for the company to establish an effective customer care system that offers 7/24 hours’ service. In addition, the company can offer toll free services to its customers for interacting with its customer care. From its past experience, the company knows what would be the common questions that an average

Improvement in advertising, enhances consumer culture of society Essay

Improvement in advertising, enhances consumer culture of society - Essay Example One such advert is the ‘Impossible Field’ by Adidas that featured English football icon in striking David Beckham as well as other Adidas top list players, playing football on a steel girders field. They play against the odds of darkness and height, showing the balanced properties entrenched in the Adidas Predator soccer boots that were newly released in the market. It becomes apparent that the girders refer to a football field’s raised lines. One by one red dressed players courtesy of the athletic capacity and superior ball skills of the Adidas team are knocked off the girders. Eventually the ball is kicked with a high force into the goal that the goalie gets knocked back into his net (Maryon, 1). The entire goal falls back into what can be described well as nothingness, hence the tagline of â€Å"Impossible is Nothing†. It leaves a lot of imagination as to the influence this had on the marketability and consumption of the Adidas products. The best possibl e results expected and realized in the strongest business terms possible. At this point, it can be appreciated that of all the weapons of marketing, advertising affects most the minds of the viewers because its exposure is considered much more. This is better understood by defining advertising as a way of communicating for convincing an audience to take purchase decision concerning a product or service as well as delivering information to viewers. In a study that examined effective advertising and the related influence on the buying behavior of consumers, there was found a moderate relationship amid independent variables (emotional response and environmental response) and dependent variable (consumer buying behavior). This finding indicated that consumers purchase brands according to their emotional attachment (Niazi, Javaria and Shah, 114). In essence television advert combines audio, visual and text form that appeals to a consumer. This demonstrates the power that advertising hold s especially concerning the decision of consumers to purchase a product or service. It can therefore, be argued that advertising greatly influences the marketability of a product or service in this dispensation of diverse products, superior quality and high innovativeness across various industries. Consistent with the findings above a study focusing on advertising and its connection with consumer behavior with special reference to nestle limited highlights the power of advertising and consumer. From the outset marketing offers a key to gain real access just to those brands that match best to the present environment i.e. â€Å"imperative† that can be delivered the people’s needs and they are eagerly waiting to make a purchase at the appropriate time without any dilly dallying (Kumar, Gangal and Singh, 112). It was found that consumers are greatly influenced via advertising in their preference as concerns the brand. This preference is mainly due to the brand’s ric h quality and attractive advertising policy. In that regard TV advertisements of the brand influence the consumers’ buying most. The brand’s language and creative presentation of TV advertisements are successful to convey Emotion, Message, Value system concerning the product (Ayanwale, Alimi and Ayanbimipe, 9). In a nutshell advertisement has an effect on the consumers’ buying behavior. Thus, companies benefit from advertisement campaigns not only in terms of retaining their