When developing a marketing strategy to promote a company’s products in a specific country, it is crucial to pay attention to people’s cultural peculiarities and values. Thus, even a name of a product can make it a complete failure in a new market as it can evoke unpleasant associations.
As for Sony, it has to be sensitive to regional characteristics as well. For instance, in the USA, the introduction of Plato helps create the following message: Sony’s products are for everyone irrespective of race, religion, social and economic status. This is very important for the American multicultural society. It is also noteworthy that such products as Walkman or PlayStation are perfect for Americans as they emphasize individualism. Thus, the company is working on the development of a PlayStation that would accommodate the entire house to the needs of one individual. This strategy has to be somewhat different in Europe and Japan. European society is very similar to North American as many of these countries share similar values. One of the major similarities is individualism. However, it can be important to find some important concepts that will make people of a particular country buy Sony products. As for Japan, it is essential to emphasize the collective character of Sony Products. Thus, Walkman is a way to enjoy listening to music without annoying people around. PlayStation can also become a tool to accommodate different parts of the house to meet the needs of all members of the family.