This is a project proposal for marketing and consumer behavior issue surrounding Sony Corporation and Network Walkman, Sony’s MP3 player brand. Since the initial introduction of iPod, apple computers, Inc. has achieved a great success in terms of market share, revenue, and profitability whereas Sony has not been able to perform well in the portable audio market that Sony pioneered almost 20 years ago by introducing Walkman. The goal of our project is to identify the problem and proposing the marketing strategy for beating Apple and iPod with Network Walkman from the perspective of consumer behavior issue.
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