A brief description of Sony's strategies followed, their upcoming projects and analysis of the environment .

1. TEAM
FARHANAAZ.C
JAINTHI SHREE.G
ATHSAL NOAMI.M
NANDHINI JAGANATHAN

2. INTRODUCTION:
• Sony is a multinational conglomerate headquartered in Tokyo
• Sony corporation is the electronic business unit and parents company of Sony groups
WHEN & HOW THEY STARTED ?
• Started in 1945 – during the end of World war.
• Sony began its activity from a department store in Tokyo. At that time, 1946, the store was
damaged by bombs. One engineer and one physicist invested a capital of about $1,600 to
create a company which would include 20 employees. The name of the engineer was Masaru
Ibuka and the name of the physicist was Akio Morita. People working in their new company
repaired electrical equipment. Later they started creating their own products.

5. 2009 VAIO LAPTOP
2006 BLURAY DISC
2001 ERICSSON MOBILES
2000 PLAYSTATION 2 WITH DVD
1994 PLAYSTATION
1982 CD PLAYER
1979 WALKMAN
1975 VIDEO RECORDER
1970 JOINT VENTURE CBS & SONY
1968 SONY TELEVISION
1958 ERA OF SONY
1954 - RADIO
May 7 1946 THE BEGINNING

6. VISION
“To become a leading global provider of networked consumer electronics, entertainment and
services”.
MISSION
“To experience the joy of advancing and applying technology for the benefit of the public”.
OBJECTIVES
Continue growth with respect to sales and profit
Creation of high valued products and services for the consumers.
To focus on introducing continuous technological innovation in its product and service offering.
To contribute towards natural environment as well as meeting the dreams of future generation.

7. STRATEGIES OF SONY
DIVERSIFICATION :
• MOVIES
• MOBILES
• MUSIC
• GAMING INDUSTRY
• PC INDUSTRY

8. STRATEGIC ALLIANCE
• Electronic Arts and Sony - 2003
• Sony and Google forms strategic alliance to deliver new cloud-based
products and services with the android platform – 2010
• Sony and Samsung – 2011
• Ultra Music and Sony - 2013

9. MERGER ACQUISITION & JOINT VENTURE
Sony Ericsson
Sony
Ericsson
JOINT VENTURE
MERGER
Sony
Aiwa
Co. Ltd
Sony
(Aiwa)
Totally Sony has acquired 46 companies ,before acquiring with few companies Sony
either merged or went on join venture.

10. MAJOR ACQUISITIONS:
 COLUMBIA PICTURES IN 1989
 CBS RECORD GROUPS
 GAIKAI
 ZEE ENTERTAINMENT ENTERPRISES

11. CONCENTRATION STRATEGY
MARKET PENETRATION :
Sony Corporation’s primary intensive growth strategy is market penetration.
This intensive strategy aims to grow the business by increasing sales in markets
where the company currently operates.
PRODUCT DEVELOPMENT :
Product development is applied as a secondary intensive strategy to grow
Sony’s business. In this intensive growth strategy, the goal is to develop
products better than the competitors.

12. MARKET DEVELOPMENT :
• Sony Corporation uses market development as a supporting intensive growth
strategy. The company grows by entering new markets or market segments in
implementing this intensive strategy.

13. STARS
Play Station
LED TVs
Home entertainment
systems
WILD CAT
Smart watches
Rolly
Smart Tennis Sensor
Robots- AI
CASH COW
Smart phones
Digital cameras
Projectors
DOG
Walkman
CD/DVD Players
BCG Matrix for SONY Products
MARKETGROWTH
RELATIVE MARKET SHARE

14. SWOT ANALYSIS
STRENGTH
Strong brand
Diversified business
Popular profitable products
WEAKNESS
Lack of dominant mobile devices
Vulnerability of databases and networks
Imitability of some products
OPPORTUNITY
Further business diversification
New product development
Rapid innovation
THREATS
Cyber attacks
Competition
Software piracy
SWOT

16. UPCOMING PROJECTS OF
SONY
• Next-gen PlayStation –PS4
PRO –VR headset with VR
camera
• WF-SP700N wireless noise-
cancelling stereo headset
• Life Space UX
• Automotive Image Sensors
(Concept)
• AIBO, an autonomous
entertainment robot
LSPX-A1 Ultra Short Throw
Projector
WF-SP700N wireless noise cancelling stereo headset

17. SUGGESTIONS
• The lack of dominant mobile devices -aggressive marketing and further
enhancement of these products can be carried out to help grow the business
• Sony must address the vulnerability of its databases and networks, whose
security is a determinant of customer satisfaction. The company must apply
continuous improvement to keep such security abreast of current
technologies in order to address the threat of cyber attacks

18. CONCLUSION
• Sony has reported its revenues for the first quarter for the financial year 2018
and it was stated that sales has increased by 5% to 1953.6 billion yen due to
strong growth in its Gaming & Networking division.
• The Future Lab program – R&D initiative(2016) – urges Sony employees to
think more about human interaction and creativity – “WOW FACTORY”
• Sony continues to be world class leader because they didn’t recreate products
they keep inventing new technology, with that elegant and ergonomic Sony
style.