Price: It is important to decide the price of product in accordance with its demand. The product that has high demand can be charged a high price. Following this rule Sony has revised the prices of almost all its products in Canada. Prices of few products have been reduced to 22.1% and these products include new versions of play station (Bougon, 2013).
Product: Sony has planned to launch more differentiated products in the Canadian market. These products are designed in a way that they do not have any possible substitutes. Differentiation is created in a way that it does not match the attributes of those offered by other companies of same industry.
Promotion: Research and development expenditure is necessary to be incurred and Sony has already invested $8 billion to increase the research about Canadian market. Research is focused on Canadian market and is based on the consumer satisfaction. It is aimed to explore the ways that best suit the company to increase the level of consumer satisfaction. Moreover, promotion campaigns have also been launched by the company and these advertising campaigns include both related to electronic media and print media. Sony has invested $ 4.1 billion in advertising campaigns in Canada only. This investment is 25% more than what it has spent on advertisement campaigns launched by the company previous year all over the world (Fréry, 2013).
Place: Distribution channels of Sony are also weak particularly in Canada. Supply chain management steps have been launched by the company to deal with the poor distribution channels the company is faced with in Canada. The ways goods are shipped to customers needs to be modified.