The Marketing Mix for Sony DVD Players
Sony has their price set high but it is not so high that people won't buy it because it is too expensive.
When they are deciding on what their price should be they will have to think about how competitive the market is and what the existing range of prices is. Sony will have to decide if it wants its price to be higher or lower than its competitors and they will need to make sure that the price covers their costs to make the DVD player.
When they set the price they will need to identify who their customers are and whether they will be able to afford the price and they will also need to look at their competitors prices and decide whether they are going to charge more or less or the same as them.
In my PEST analysis I found that people of all ages want to buy DVD players and the lifestyle changes will affect this. Because there are more people over 50 and people are waiting until they are older to get married and have children it means that people have more money to spend so Sony can charge a higher price than they would. Also because there is very low unemployment it means that more people have money to spend on DVD players.
As videos are stopping being used so much now people will want to be buying DVD players now so Sony can charge quite a high price for them.
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