2. Company DescriptionSony, which started in 1946 in Japan. We are professional in mobile, video games, TV and computer etc. We have produced many that have an influence in the world, such as Walkman, Trinitron TV, video game (Play Station) and mobile phone. We have been a market leader for a long time and have introduced many new technologies to the market, such as Trinitron display technology. In other words, we can say that Sony is the best in this industry. In 2005, Sony was selected by Syn-ovate as the best brand among 1000 different brands in Asia and we have been ranked 1 in two years continuously. In 2013, Sony was ranked 48th by Interbrand, even if we suffer a small loss this year, we believe our new products can push Sony to a new high. In 2009, we changed our slogan to “make.believe”. It means we can bring our creative idea to life and let people believe that whatever we can imagine, we can make it happen. In our future, Nike is one of our main partners because we will produce a crossover product - Xpeed. Xpeed is a new and innovative product that integrates technologies from two companies. Compared with the traditional product, it is more efficient and more convenient than you ever imagined. So Sony will have a perfect future.3. Feasibility Analysis3.1 Product DesirabilityConceptual Statement: Xpeed is a product that you can use when you exercise that can measure your heart rate, speed, and accurately record your running/working habits. It can be used without connecting your smartphone so users can exercise lightly. In addition, it is a waterproof product which allows you to wear it everywhere. Based on this conceptual statement, we have an interview with a famous interview - Usain Bolt, Michael Fred Phelps and ...... middle of paper ...... product. There are different types of technology products offered and this is the trend in Hong Kong when it comes to spending on technology products. In addition, the life cycle of technological products is very fast. Therefore, it is not easy to reduce costs since the market has a large number of potential customers. The bargaining power of the consumer which cannot affect the price when our company introduces the product into the market at first.4.4 Competitor Analysis4.4.1 Direct CompetitorThe main competitor in the high-tech sports accessories market is Samsung and LG. This is the reason why these two companies have launched a similar product for the sports belt. Additionally, some features such as heat beat and blood pressure monitoring are similar to our product. However, it will include special function in our products which can compete directly with other competitors..