SONY CORPORATION: CAR NAVIGATION SYSTEMS CASE STUDY 597032.

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SONY CORPORATION: CAR NAVIGATION SYSTEMS CASE STUDY 597032.

17729. SONY CORPORATION: CAR NAVIGATION SYSTEMS CASE STUDY 597032. This paper provides an analysis and a case solution to a Harvard Business School strategic marketing case study (597032) by John A. Quelch and Yoshinori Fujikawa on Sony Corp.’s car navigation systems. Having pioneered the car navigation systems market in Japan in the early 1990s, Sony must now in 1996 figure out how to boost lagging sales and recapture lost market share in the highly competitive Japanese market while at the same time determine how to best tap the vast potential of the evolving European and newly emergent US market in the face of growing competition, rapid technological change, a lack of technical standards, and uncertain market conditions. Includes a statement of the problem, identification of central issues, and recommendations for action in terms of product line, geographical concentration, and standardization issues. KEYWORDS: globalization international marketing harvard business case study case solution marketing strategy strategic management sony car navigation system product innovation case study. Written 2006. 7 pages, 0 footnotes, 1 bibliographic source. 1,638 words.

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