Sony Cyber Shot-Dsc-W300 Black Strategic Research Proposal

These stages could be assimilated with the product life cycles and they are relevant as they signal the strategies to be implemented at each stage. In this line of thoughts, star products generate increased amounts of money (due to a strong market share), but also consume high budgetary levels (due to rapid growth rates). Cash cows consume reduced amounts of money and generate less that stars, but are more stable (they are leaders in a mature market). Dogs are products that consume little money, but also generate low levels of profitability - they are often in the stages of decline. Finally, question marks consume large amounts of money and generate little profits; they could either become stars (and then cash cows) or dogs (Net MBA, 2007).

Sony currently manufactures and produces items belonging to all four categories previously mentioned. The Sony Cyber Shot-DSC-W300 BLACK could be considered a cash cow for the simple reason that it generates stable and reliable incomes, but requires minimalist investments. Additionally, the digital camera currently possesses a significant relative market share, meaning that the Sony Corporation can continue to reap the benefits of their leading product on the maturing market of digital cameras (despite the initial requirements of cash cows being present in mature markets, the market of digital cameras is a relatively new industry and it would be false to say that it is fully mature).

4. SWOT Analysis

Strengths - the black color of the digital camera makes it easier for the user to keep the device clean (this is a strength as cleaning instruments cost additional money); the titanium frame is protective of the camera; it has face recognition and can even differentiate between older people and children; the lens stabilize the image; high speed feature which allows for the taking of five pictures per second; three noise reduction opportunities; Smile Shutter technology can make the photograph when the people are smiling; highlight and shadow technologies incorporated; highly responsive; rapid download through USB; high performances in low light environments; HD output (Imaging Resource, 2009).Weaknesses - the HD output is only valid for photographs and not the videos shot; the optical zoom is of only three times; does not include HD cable; shooting the movies does not allow zoom; inaccurate viewfinder; the flash recycle times are slow; wide angles are unclear and with bright chromatic aberrations; the upper right and lower left corners are soft (Imaging Resource, 2009).

Opportunities - Sony can benefit from the continuous growth of the digital camera market and the technological advancements made in the field; more and more people begin to see the benefits of digital imaging and switch from traditional film cameras to digital appliances.

Threats - the internationalized economic crisis has shifted consumers' interest from luxury products to necessary commodities, generating as such a decrease in the demand for Sony digital cameras; Sony conducts international operations and faces severe challenges in terms of currency exchange risks (Kim, 2002).

References

Kim, K.A., 2002, Global Corporate Finance: Text and Cases, Wiley-Blackwell, ISBN 0631229515

Nellis, D., Parker, D., 2006, Principles of Business Economics, 2nd Edition, Pearson Education, ISBN 0273693069

Wilson, R.M.S., Gilligan, C., 2005, Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Butterworth-Heinemann, ISBN 0750659386

2007, the BCG Growth-Share Matrix, Net MBA, http://www.netmba.com/strategy/matrix/bcg/lastaccessed on March 19, 2009

2009, Sony Corporation, Hoovers, http://www.hoovers.com/sony/--ID__41885 -- /free-co-factsheet.xhtmllastaccessed on March 19, 2009

2009, Sony Cyber-shot DSC-W300, Imaging Resource, http://www.imaging-resource.com/PRODS/W300/W300A.HTMl. astaccessed on March 19, 2009.....