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Essay / Research Paper Abstract
This 8 page paper looks at the problems that Sony have had in launching AIBO in the US market. The paper considers why there may have been problem, how the product should have been adapted to suit the US market, the risk of marketing the AIBO in the US and the differences in the Japanese target market and the potential US target markets. The bibliography cites 6 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEAIBO1.rtf
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Unformatted sample text from the term paper:
with relatively few sales compared to the success of the product is seen in Japan. If Sony want to be successful in US market it is essential that product is
adapted to meet the needs of that market. A basic element of the product mix is to show that there is a product which even meets the need, or can
stimulate desire within its target market (Hooley et al., 2003). In Japan the original AIBO was able to achieve both of these goals; there were some consumers which needed a
product that would be able to provide them with the same benefits as a pet, but were unable to have a pet, therefore this product this need. The nation is
also one where there is a high level of thirst for new technology, so is possible to create a desire. These macro environmental factors are not seen within the United
States to the same degree. Therefore, for the products to be successful in United States markets the target market should be considered in order to identify the features and characteristics
that will be needed to make it desirable were able to meet a need. Environment is not one where there is limited space, as such the role of a pet
in a confined space, or where pets are not allowed by landlords, is not a large market. However, there does appear to the markets, and the issue of convenience for
those of a busy lifestyle is one which may appeal to the US markets to a great extent. Therefore, the features and characteristics may need to reflects the ability to
have a "part-time pet", with the marketing message focusing on the satisfaction an emotional many fits that come be gained from interaction with a pet, without having the inconvenience. This
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