Sony corporation f10 s2
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  • 1. SONY CORPORATION Yuki, Sylvia, Caitlin & Casey
  • 2. Agenda  Sony Commercial  History  Global Expansion  SWOT Analysis  Competitors  Industry Analysis  Recommendations  Conclusion
  • 3. History of Sony  Started in 1946 by Masaru Ibuka and Akio Morita in Japan  In December 1955 released Sony TR-72, a transistor radio  First step into the global market  Sony’s outstanding technology revolution in TV industry  1960 Sony introduced the first direct television in world, the TV8-301  Introduced the smallest and lightest television in 1962  From 2008 – to March 31, 2009 decline in demand  Current CEO, Howard Stringer was promoted in 2005
  • 4. History of Sony cont  Television introduced in each country.
  • 5. History of Sony cont.  2009 Sony bought BRAVIA LCD television  2009 Sony’s LCD market increased  From 12% in 2007 to 14% in 2009  Sold 107 million units in 2009  In 2009 the increase of sales were 43% higher than 2008
  • 6. SWOT Analysis  Strengths  Strong corporate brand identity  Ranked 29th in top 100  Soy’s brand value in 2009 at 11,953 million  Umbrella brand strategy had the most success  Sony’s Corporation diversified geographic base  Sony’s Research and Development abilities
  • 7. SWOT Analysis cont.  Weakness  Sony’s plants located in inconvenient locations  Too expensive and far away from consumers  High shipping and long deliver process  This all effects Sony’s operating performance
  • 8. SWOT Analysis cont.  Opportunities  Applied acquisition and alliances strategy  Joint venture with Sharp and Hon Hai Precision Industry  In order to provide LCD TV’s to American Region  Focus on emerging market’s economies  Sony has gained success in India Market  Sony’s growth depends on performance in emerging markets
  • 9. SWOT Analysis cont.  Threats  Unfavorable foreign exchange rate  Sony’s international market sales value 75.8%  Japan’s currency appreciated against US dollar and Euro  Sony’s products more expensive; sales to drop  Worsening economic situation  Sony’s main markets are US, Japan, and Europe; all suffered economic downturn  Laws and regulations  Protect environment, human health, and safety
  • 10. Global Expansion  First attempt of expansion in Hong Kong in 1959  Plant was shut down in 1961  1970—Expanded into Cologne, Germany  Started with 25 employees  Sold through distributors, but sales were low  Sales rose once employees started selling televisions  Expansion into the US  1972—TV manufacturing plant opened  Created plant because of high shipping costs  Plant was used to produce Trinitron color TV  Hired TV salesmen to sell TV’s rather than distributors
  • 11. Global Expansion  Anti-dumping lawsuit  Started in 1968 in the United States  Against all Japanese TV manufacturers for selling TV’s cheaper in US than Japan  1975—Sony received official notice they weren’t under investigation  California’s Unitary tax system  Tax system was based on entire corporation’s income  Governments officials became involved  Ronald Reagan asked states to change tax system  International companies forced to close plants  In 1986 California approved to change the tax system
  • 12. Competitors  Royal Philips Electronics Inc.  Established in Netherland in 1891  Target high-end markets and high-technology  Philips TV experiments began in 1925  Withdrawal of LCD TVs in North America in 2008  Continue to sell, but rights owned by a Japanese company until 2013
  • 13. Competitors cont.  Sharp Corporation  Sharp manufactures both LCD panels and LCD TVs  Sharps AQUOS TV is it’s most significant product  Comes from ―aqua‖ and ―quality‖, meaning image caused by liquid crystal material flow  Taiwan’s Screen  Discriminatory sales
  • 14. Stock market Comparison  Chart compares Sony(blue), Philips (green), and Sharp(red) over the last 5 years. It Represents the stock value of each company
  • 15. Competitors cont.  Skyworth Group Co., Ltd  Established in 1988 in China  Largest TV brand in china  From small to the top 10 TV brands  Skyworth emphasizes LCD Black Light and Internet TV
  • 16. Industry Analysis  History  First TV invented in 1924  RCA launched worlds first black and white TV in 1939 and first color TV in 1953  Future Trends  Energy-conserving and environment–protective  Flat-panel TV: LCD TV (LCD backlight)  Special technologies: Google TV, 3D LED  ―China Times‖
  • 17. Industry Analysis cont.  Global Issues  Quality problems: black screen, ―vertical line‖, ―black belt‖  High completion and low margin
  • 18. Short Term Recommendations  Advertising  Advertise more heavily  Wireless Technology  Invest in wireless technology  Receiver box all cord plug into  Lower Cost production  Consumers cant afford expensive electronics  Inexpensive TVs  Produce a TV at lower costs
  • 19. Long Term Recommendations  Out of big box store  Don’t sell in Best buy, or Wal-Mart  Sells at lower prices  Sony specialty stores  Create more specialty stores  Sell only Sony products  Incorporate aspect of Microsoft  Team up with Microsoft aspects and incorporate into TV designs
  • 20. Conclusion  Sony Commercial  History  Global Expansion  SWOT Analysis  Competitors  Industry Analysis  Recommendations