Question $23\mathrm{.}1-$ Sony

Sony Corporation, formerly the market leader in consumer electronics, had built up a reputation of innovation since its beginnings in $1946.$ However, its complacency during the late $1990$s meant that the Japanese company had to play catch. up$.$ Between $2003$ to $2005,$ Sony launched its luxury line of gadgets under the Qualia brand name. This included its $$2,400$ headphones, $$25,700$ digital camera and $$101,500$ audio system

$($b$)$ EXT

The big problem, however, was that Sony seemed to be more obsessed about the pricey technology than what their customers wanted. The Qualia line of high$-$end products was not well received by customers, especially with the growing competition from the likes of Samsung and Apple. For example, Apple's multimedia devices were outselling Sony's digital

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music players by a ratio of $5$ to $1.$ Critics argued that Sony had lost touch with its customer base.

$(2$ marks$]$

$$Define the term customers.

$$Outline why Sony might be described as a 'product$-$orientated' business.

$(2$ marks$)$

$($c$)$ Explain one advantage and two disadvantages of product orientation to businesses such as Sony.

$(6$ marks$)$