The case write-up assignments are designed to help you learn how to meaningfully apply your knowledge of relevant consumer behavior concepts and frameworks in analyzing a particular marketing situation and making specific, sensible recommendations.

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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