Written Case Assignment
By: eileenpang96 • March 3, 2019 • Case Study • 477 Words (2 Pages) • 813 Views
MGT4230
Written Case Assignment
Case #1: Sony Targets Laptop Consumers in China: Segment Global or Local?
Group 1
115020106 Pang Aichao
115020118 Song Jiaqi
115020119 Su Yalu
115020283 Wu Dingjian
116020270 Wu Wanlin
1. The global image of VAIO is associated with differentiated style and design. It is perceived as high-end niche product that attracted consumers for whom style and design were a top priority. According to the Customer Interviews, Chinese consumers generally perceived SONY brand as a sign of status, premium, and “young and trendy”, but they were generally indifferent to VAIO brand.
2.a.
The much redundant results between two studies is partly because the respondents have overlapping age range (i.e. 21-35 years old in Consumer Interview VS. 18-55 years old in CLUES Report). Besides, because the CLUES Report was conducted with the intention to provide “more segmentation information to support the recommendations of Consumer Interview”, the questions asked in CLUES are “based on the qualitative data collected from the Consumer Interview”. In other words, while Consumer Interview revealed three key themes related to laptop purchases and uses, CLUES Report data incorporates those themes into descriptions of six segments and provides rating for laptop characteristics identified in Consumer Interview. Hence, redundancy between Consumer Interview results and the CLUES Report data happens because the latter is an in-depth and quantitative analysis based on the former. [a]
The CLUES segments can be matched to the three identities and four consumer goals according to the rating in Exhibit 5:
CLUES segments | 3 Identities | 4 Consumer Goals |
Entertainment Lover | Multimedia Person | A simple tool for daily tasks |
Business Focused | Multimedia/ Tech Person | Helps me be more productive |
Family User | Cool Person | A simple tool for daily tasks |
Tech Enthusiast | Multimedia/ Tech Person | Integrates all of my technology/ Helps me be more productive |
Fashion Oriented | Multimedia/ Cool Person | Integrates all of my technology/ Helps me connect to others |
Heavy User | Multimedia/ Tech Person | Helps me connect to others/ Helps me be more productive |
The combined results help Lopez’s decision. CLUES’s report data does not conflict with consumer interview results. It provides much detailed and quantitative analysis to the insights generated from consumer interview. Hence, the combined results actually help Lopez although some redundancies exist.
2b. Complementary. The Compass segments can be matched to the three identities and four consumer goals according to the descriptions in Exhibit 6:
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