The first part of this marketing is about analysis of current Smartphones market situation. We conduct analysis on SONY, customer, competitive market, external market environmental, and SWOT analysis. SONY has many ranges of Smartphone, such as Xeperia and each product have its own target market. Besides, we found out that the percentage of SONY Smartphones market shares in Malaysia is quite low. Thus, we organize SWOT analysis on SONY and competitor's Smartphones products. After that, we do an analysis on SONY marketing mix. SONY Xeperia have different of models from hundreds to thousands RM range. Each Xeperia models has different prices and types of promotion.