Sony Malaysia Launches New Wireless Headphones: WH-1000XM4

Introduction to Sony Malaysia's New Wireless Headphones

Brand 1:“The technology that makes it happen”That is the statement of intent by Sony Malaysia in conjunction with the launch of its new wireless headphones - WH-1000XM4 Wireless Noise Cancelling Headphones. With its dual noise sensor technology, featuring two microphones on each earcup, the headphone captures ambient noise and with a new algorithm, the HD Noise Cancelling Processor QN1 then applies noise cancelling processing in real time to a range of acoustic environments. Working together with a new Bluetooth® Audio SoC (System on Chip), it senses and adjusts to music and noise signals, as well as acoustic characteristics between the driver unit and ears, at over 700 times per second.(Reference above modified and taken from: www.sony.com.my/electronics/headband-headphones/wh-1000xm4)‘RocusFite’ is a new brand of wearable consumer electronic gadgets in Malaysia – seeking to capture Malaysia’s market share of consumer electronics consumption – including the wireless headphone category. As such, the brand is in the midst of creating a new wireless headphone brand – the ‘iBand’ – with its core focus on the college and tertiary student market. The intention is to create a brand that is accessible and desirable to the intended audience segmentation. You have been tasked to produce a value chain model and pricing strategies for this product. As the digital marketer appointed to promote the launch for this product, you have the above to deliver the key messaging of the product to its target audience. (Students will need to provide their answers in relation to the given scenario and context)1. Using the five-step model of marketing process as a guideline, prepare one value chain model process to determine the value chain for the product.(20 marks)2. Using the three pricing strategies as a guide, prepare a comprehensive strategy involving all three pricing strategies to determine the best pricing practices and pricing decision for the product. (20 marks) Brand 2:‘Roundtable’ is a new physical and web-conferencing software solution started by a group of young entrepreneurs in Malaysia, seeking to offer a new and alternative solution to the available web-conferencing, video-conferencing solutions in the market. As the new entrant to the market, the unique selling proposition of the brand is to utilise a hybridised model of both physical and online platforms, offering a secured and private accessibility and feature to web-conferencing needs. The brand aims to look at underutilised spaces in education sectors, particularly with schools, colleges and universities in Malaysia to be converted into a pay-as-you-go meeting space, with added virtual accessibility for webinars, online meetings, etc. You have been asked to produce a strategic plan studyand a marketing environment study for the brand, in the midst of facing stiff competitionfrom similar existing providers in the marketplace. The purpose of the marketing plan is to help this company to achieve growth, an increase in their sales, awareness and market share in the following year.As the marketer appointed to promote the launch for this product, you have to prepare the above for the scope and purpose of the value chain model and marketing environment study. (Students will need to provide their answers in relation to the given scenario and context)1. Using the SWOT Analysis as a guideline, prepare one strategic plan for the product and provide the relevant examples.(20 marks)2. Using the micro and macro environment as guideline, prepare a comprehensive study on the company’s marketing environment and discuss the company’s micro and macro environments