Sony is a Japanese multinational conglomerate corporation headquartered in Tokyo, Japan. It ranked 73 on the 2011 list of Fortune Global 500. Sony is one of the leading manufacturers of electronics products for the consumer and professional markets.
Walkman is a Sony brand trade name originally used for portable audio cassette players, and now used to market Sony’s portable audio players as well as a line of former Sony Ericsson mobile phone. The original walkman introduces a changed in music listening habits by allowing people to carry music with them and listen to music through lightweight headphone.
The device was built in 1978 by audio-division engineer Nobutoshi Kihara for Sony chairman Akio Morita, who wanted to be able to listen to operas during his frequent tans pacific plane trips. The original walkman was marketed in 1979 as the walkman in Japan. Then other countries including the US were attracted by walkman.
In the United States, the retail list prices of the walkman models I and ii are about $100 and $180. Sony sold in a variety of retail outlets, because they realize that competitors will come soon so they try to get market as much as possible. And competitive products with a range of feature are sold in essentially the same retail outlets at list prices ranging from $75 to $250.
There are many competitors entry the market because the market has low barriers to entry with low cost. But Sony has advantages of the business. Sony has its famous brand name and he is the early bird of the market, what they need do is to emphasis the market.
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