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In this assignment, you will analyze the "SONY AIBO: The World's First Entertainment Robot" case.
In analyzing and writing up this case, you need to answer the following questions:
• What is the Sony AIBO Value Proposition?
• What is the appeal of the AIBO to buyers in Japan? In the US?
• Sony is facing competition from other robot manufacturers, including Honda. How should this affect Sony's marketing strategy? Sony is also facing competition from toy manufacturers selling low-end knock-offs. How should this affect Sony's marketing strategy?
• Think about the five questions confronting Yazawa (listed at the end of the case text). How would you answer these questions?
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You are the Australian-based Marketing Manager of a large international consumer products company. You are to develop an IMC plan to promote a new version of one of the company's products.
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