Scientific Essay from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, The University of Surrey (School of Management), language: English, abstract: Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplaceCompanies studied:Apple and SonybyMarkus B. BaumMarco HacksteinMarcel MehlingAbstract: The managing director of Sony, Japan has asked a report based upon an assessment of why his Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace. This analysis provides analysis such as SWOT and different position mapping or other techniques, which will lead to an understanding of the reasons the iPod product has remained strong over the past few years. The strategic implications will also discussed as well an recommendations as to the future direction and improvement of Sony personal player products.Keywords: Sony, Apple, Ipod, Iphone, analysis, SWOT, position mapping, strategy, strategic implications, market analysis, macro environmental, PEST, market profile, key factors of success integrated system, repositioning strategy, marketing mix, promotion, product, price, place, 4P, survey, Porter's Generic Strategies,