One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 19 years, Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations. Sony India also has a strong service presence across the country with 365 service outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Canter’ are fast becoming the most visible face of the company in India. A distinctive feature of Sony’s service is their highly motivated and well-trained staffs that provide the kind of attentive and sensitive service that is rare today. Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates us from countless competitors and reflects a true image of all that is Sony.

1. Jodhpur National University, Jodhpur | Jhanwar Road, P.O. Narnadi (Boranada) Jodhpur Rajasthan)India
Report On
Television
BBA 3rd Semester 2013
Submitted To: - Submitted By:-
Faculty of Management Akshika Kachhawaha

2. 2
Acknowledgement
I am very thankful to everyone who supported me for this assignment and gives their guidance to complete my theses work effectively and moreover on time.
I am equally grateful to our Faculty of Management, who gave me moral support and guided me in different matters regarding the topic.
I feel immensely proud in extending our heartiest thanks to (Dr.) V.P.Gupta VC, of Jodhpur National University Deen, for providing me a platform to improve in various fields. They went out of their way and provide me with open hearted help and counseling. They have been a source of inspiration for me and their experience and knowledge have helped me in learning and giving this report a shape.
Akshika Kachhwaha

3. 3
INDEX
Chapter Page No
1. Introduction about Sony Corporation 4
2. Sony In India 6
3. Sony Corporate Information 7
4. Sony in Television Industry 9
5. Our Vision and Mission 24
6. SWOT Analysis 25
7. Conclusion 27
8. Bibliography 28

4. 4
Chapter 1 Introduction about SONY Corporation
Sony’s humble beginning started in Japan in May 7, 1946 from the sheer determination and hard work of two bright and enterprising young men. Both Masaru Ibuka and Akio Morita joined hands in making their dream of a successful global company a reality.
It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” to the billion dollar global conglomerate that it is today.
Masaru Ibuka, the co-founder of Sony
It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” into the billion dollar global conglomerate that it is today. The main objective of the company was to design and create innovative products which would benefit the people.
Our founders in the early years

5. 5
From early attempts at creating products like the rice-cooker to the later success of creating Japan’s first magnetic recorder, the innovative company went on to create other hit products which won the company widespread recognition and international acclaim as a truly global company known for its quality and innovative products. Significant product milestones included Japan’s first transistor radio (1955), Trinitron colour television (1968), Walkman personal stereo (1979), Handycam videocamera (1989), PlayStation (1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006).
The electric rice cooker
The company name of Sony was created by combining two words of “sonus” and “sonny”. The word “sonus” in Latin represents words like sound and sonic. The other word “sonny” means little son. Used in combination, Sony is supposed to represent a very small group of young people who have the energy and passion towards unlimited creations and innovative ideas. With the far-sight of expanding worldwide, it was in 1958 that the company formally adopted “Sony Corporation” as its corporate name. Easy to pronounce and read in any language, the name Sony, which has a lively ring to it, fits comfortably with the spirit of freedom and open-mindedness. The company's current slogan is BE MOVED. Their former slogans were make-believe (2009–2014) and like.no.other (2005–2014).

6. 6
Chapter 2 Sony in India
One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 19 years, Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry
With brands names such as BRAVIA, Xperia, Alpha, Headphones, Handycam®, Cyber-shot, Xplod™, Sony hi-fi, Memory stick® and PlayStation®, Sony has established itself as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications, Recording Media, Business and Professional products.
Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations. Sony India also has a strong service presence across the country with 365 service outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Canter’ are fast becoming the most visible face of the company in India. A distinctive feature of Sony’s service is their highly motivated and well-trained staffs that provide the kind of attentive and sensitive service that is rare today.
Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates us from countless competitors and reflects a true image of all that is Sony.

7. 7
Chapter 3 Sony Corporate Info
Native name
ソニー株式会社 (Sony Corporation) Type Public
Traded as
TYO: 6758 NYSE: SNE Industry Conglomerate
Founded
7 May 1946 Founders Masaru Ibuka Akio Morita
Headquarters
Minato, Tokyo, Japan Number of locations Yokohama Toyama Osaka New York City Mount Laurel Teaneck Huntington Station Cranston Philadelphia King of Prussia Pottstown Edison
Area served
Worldwide Key people Osamu Nagayama (Chairman of the Board) Kazuo Hirai (President and CEO)
Products
Consumer electronics Semiconductors Video games Media/Entertainment

8. 8
Computer hardware Telecom equipment Services Financial services, insurance, banking, credit finance and advertising agency
Revenue
¥7.767 trillion (2014)[2] Operating income ¥26.49 billion (2014)[2]
Net income
¥-128.36 billion (2014) Total assets ¥15.333 trillion (2014)
Total equity
¥2.258 trillion (2014) Consolidated Sales and Operating revenue (2013) ¥7,767,300 million yen
Employees
140,900 (31 March 2014) Website Official website www.sony.com

9. 9
Chapter 4 Sony in Television Industry
1962
After making Japan's first all-transistor amp tape recorder, TC-777 in 1961, Sony launched The world's smallest and lightest all-transistor TV, TV5-303, in May 1962.
TV5-303
1968
In 1968 Sony introduced the Trinitron brand name for its lines of aperture grille cathode ray tube televisions and (later) computer monitors. The first in Sony's exclusive line of Trinitron color TVs. This model offered approximately twice the brightness of TVs using conventional shadow-mask tubes. This was a milestone product establishing Sony's superiority in color TVs. Sony stopped production of Trinitron for most markets, but continued producing sets for markets such as Pakistan, Bangladesh and China. Sony discontinued its series of Trinitron computer monitors in 2005. The company discontinued the last Trinitron-based television set in the USA in early 2007. The end of Trinitron marked the end of Sony's analog television sets and monitors.
Trinitron color TV, the KV-1310

10. 10
1977
Personal TV KV-1375 nicknamed the “Citation.” In addition to its unique and innovative design, this TV incorporated the Jet Sensor, whereby the user selected channels by gently pressing the control panel buttons. Incorporating newly developed NBM phosphor, which greatly increased the luminous sensitivity of cathode-ray tubes, this TV offered unparalleled picture clarity ultimately resulting in this product becoming a major hit.
Personal TV KV-1375
1980
Advent of the “Profile” series, model KX-27HF1. A monitor with versatile AV output (including video and teletext) was marketed as a single unit. This TV was developed based on a new modular concept, incorporating a TV tuner, stereo amplifier and other components.

11. 11
1986
“Profile Pro” KX-21HV1model color monitor featuring 560 lines of horizontal resolution and abundant input/output terminals. This model earned the support of those searching for ever-higher television and video picture quality.
1990
Consumer use 36-inch KW-3600HD model “HD Trinitron” HDTV-compatible color TV.
36-inch KW-3600HD Trinitron
1991
“Kirara Basso” KV-29ST1 series of color TVs, featuring the “Super Trinitron” cathode-ray tube.
Kirara Basso” KV-29ST1

12. 12
1997
A new KW-32HDF9 WEGA series HDTV incorporating an FD Trinitron tube and offering highly advanced picture reproduction.
KW-32HDF9 WEGA
2000
First-generation Air board. The wireless IDT-LF1 enabled users to view television programming via TV transmissions (radio waves) “bounced” from the base station.
wireless IDT-LF1 AirBoard

13. 13
2002
First-generation liquid crystal WEGA KLV-17HR1 . This model was based on WEGA signal processing technology, enabling this TV to convert and reproduce NTSC signals while retaining advanced picture quality
Liquid crystal WEGA KLV-17HR1
Sony used the LCD WEGA name for its LCD TVs until summer 2005. The company then introduced the BRAVIA name. BRAVIA is an in house brand owned by Sony which produces high-definition LCD televisions, projection TVs and front projectors, home cinemas and the BRAVIA home theatre range. All Sony high-definition flat-panel LCD televisions in North America have carried the logo for BRAVIA since 2005.
2005
First model in the new BRAVIA series is KDL-46X1000 which is of widescreen LCD TVs. X-series models (shown) feature "Live Color Creation," utilizing a special backlight system to achieve an incredibly wide color gamut for deeper colors and full HD resolution panels for crisp, detailed images.
Sony Bravia KDL-46X1000

14. 14
2006
Features Sony SXRD technology to reveal the true cinematic beauty of images. A-series rear projection TVs KDS-50A2500 unleash the power and impact of cinema, producing a smooth, cinematic-like visual texture and rich colors. Released September 2005 in the US.
Sony SXRD technology series rear projection TVs KDS-50A2500
2007
World's first organic light emitting diode (OLED) TV. The 11-inch XEL-1 OLED TV offers a ground-breaking new design and astonishing slimness (measuring approximately 3mm). Features Sony's independently-developed OLED panel which realizes advantages such as high contrast, high peak brightness, color reproduction and rapid response time, all of which combine to deliver unparalleled image quality.

15. 15
11-inch XEL-1 OLED TV
2008
Featuring the industry's highest level of energy efficiency for a 32-inch digital KDL-32JE1 LCD TV. By enhancing the efficiency of backlight emission and optical film light transmission, Sony achieved industry-leading performance in energy efficiency (exceeding Japanese energy conservation standards by 232%), annual power consumption (at 86 kilowatt-hours/year) and momentary power consumption (89W)
32-inch digital KDL-32JE1 LCD TV

16. 16
2009
This ultra-thin BRAVIA KDL-ZX5 LCD HDTV features an advanced edge-lit LED backlight.
Ultra-thin BRAVIA KDL-ZX5 LCD
2010
NSX-46GT1 World's first HDTV powered by Google TV.
KDL-LX900 Series 3D BRAVIA with Full HDTV.

17. 17
KDL-HX80R Series BRAVIA LED HDTV with 3D, HDD and Blu-ray recorder.
2011
The HX920 Series ‘Bravia’ Internet TVs equipped with ‘X-Reality PRO’ functionality to offer consumers a new style of viewing entertainment.
Bravia Internet TVs equipped with ‘X-Reality PRO’
In December 2011, Sony agreed to sell all stake in an LCD joint venture with Samsung Electronics for about $940 million. On 28 March 2012, Sony Corporation and Sharp Corporation announced that they have agreed to further amend the joint venture agreement originally executed by the parties in July 2009, as amended in April 2011, for the establishment and operation of Sharp Display Products Corporation ("SDP"), a joint venture to produce and sell large- sized LCD panels and modules.
Sony is the third-largest maker of televisions in the world. As of 2012, Sony's television business has been unprofitable for eight years.

18. 18
2013 X-Reality Pro
Introducing a picture so lifelike, it's like looking through a window. Images appear with natural color transitions and each scene in everything you watch shows crisp, clear detail. HD movies, sports, even YouTube™ clips and home movies burst off the screen with astonishing detail and color. Sony's X- Reality™ PRO picture engine draws on its extensive reality database to display more color, clarity and detail in every image. With Sony's most advanced image processing engine to date, you can now enjoy remarkably clean, vivid and lifelike images whether you're watching dazzling 1080p Blu-ray Disc™ movies or low resolution web video. Sony's phenomenal X-Reality™ PRO Engine analyses each scene pixel-by-pixel and uses sophisticated pattern matching to optimise the picture, ensuring you always get the best images possible.
Sony LED with X-Reality Engine
2014 Wedge Shape HDTVs
The flagship W950B and W840B models have both received what Sony calls an "innovative structural design with a new, iconic Wedge form factor." Basically, these new sets with tapered triangular sides will be able to incorporate bigger speakers and a lower centre of gravity, allowing for a smaller, less cumbersome pedestal. These new models are designed to complement Sony's high-end 4K Ultra HD TV models, "to give consumers choices in viewing options."

19. 19
Sony Bravia Wedge TV

20. 20
2014 Sony Triluminos Display technology
Unique to Sony, the TRILUMINOS™ Display technology expands the range of colors enriching your viewing with a wider palette of rich and natural colors. Compared with ordinary TV displays, reds are more vivid and life-like, hard-to- reproduce greens and blues look more natural. The new backlit brilliance of X- tended Dynamic Range lets you experience new expression of light that shines under the graduation for more detail, more color, and a realism that's unique to the new BRAVIA series

21. 21
2014 Sony Bravia KDL55W955 LED HD 1080p 3D Smart 55 inch Wedge TV
The Sony W95 TV is a perfect blend of picture, sound and design. With a Full HD screen and advanced Dynamic Range technology, this television will bring your TV programmes, films and games to life like never before. The innovative wedge shape isn’t just for show - not only does it save on space, it also enhances the W95’s sound output thanks to the placement of a unique long duct speaker.
This TV is Smart too, so you can connect to a world of online entertainment. Browse the internet, watch YouTube, enjoy catch up TV and play games all from the comfort of your armchair.
Superior picture quality
1080p with higher peaks and deeper blacks. X-tended Dynamic Range means the screen of the W95 is twice as bright as a conventional LED TV. The Triluminos display also makes for a wider, more realistic range of colours in everything you watch.
Wedge design
Sony’s daring wedge design allows for a low centre of gravity perfect for smaller, space-saving stands. The wider base has provided room for a powerful, integrated long duct speaker as well.
Sony Bravia KDL55W955 LED HD 1080p 3D Smart 55 inch Wedge TV

22. 22
2014 The Ultimate Standard in 4K Ultra HD
There are 4K Ultra HD TVs, and then there is Sony’s flagship 4K Ultra HD TV with four times the clarity of HD, more brilliant expanded color and up to 3x the brightness range of standard LED HDTVs. Breathtaking detail is depicted with pinpoint accuracy for the most natural images. The TRILUMINOS display produces the widest color spectrum we've ever offered in a TV. But what really sets this TV apart is Sony’s exclusive X-tended Dynamic Range PRO full array local dimming technology for up to 3x the brightness range. The range of peak brightness to the deepest of blacks is unlike any contrast Sony has ever offered in a TV. It's quite simply the most immersive, highest resolution TV experience possible.
84.6 inches (diag) X950B Flagship 4K Ultra HD TV

23. 23
Resolution Quality Difference between FHD v/s 4k UHD

24. 24
Chapter 5 Our Vision and Mission
Sony is striving to achieve a zero environmental footprint throughout the entire product life cycle.
The ultimate goal of "Road to Zero" inspires our imagination, innovative technology and also your curiosity.
Our unique environmental initiatives are expanding around the world as we continue down the Road to Zero.
We live in an age where customers consider environmental factors in their purchase decisions, and Sony's environmental initiatives remain one of our most important tasks. "More with Less" is a phrase that captures Sony's commitment to the environment, delivering products that offer "More" value and entertainment with "Less" environmental impact.
Sony is committed not only to offering products, services and content that deliver exciting user experiences by inspiring and fulfilling the curiosity of our customers around the world, but also, through our "Road to Zero" environmental plan, to working towards our goal of a zero environmental footprint throughout our business activities.
Our Mission
At Sony, our mission is to be a company that inspires and fulfills your curiosity.
Our unlimited passion for technology, content and services, and relentless pursuit of innovation, drives us to deliver ground-breaking new excitement and entertainment in ways that only Sony can. Creating unique new cultures and experiences.
Everything we do, is to move you emotionally.

25. 25
Chapter 6 SWOT Analysis
There are many ways of analysing a business. Perhaps one of the best ways to do this is by creating a SWOT – that is, Strengths, Weaknesses, Opportunities, and Threats -- analysis. This sheds light on the good and bad points of a business in terms of its strengths and weaknesses, which are mostly internal in nature; as well as opportunities and threats, which are external in nature.
Here is a SWOT analysis of Sony Corporation (NYSE: SNE ) , which once was the undisputed leader in the consumer electronics space. Let's take a brief look at the results for Sony.
Strengths
 Sony has built a brand. This is highlighted by the fact that the company was tagged in a 2011 survey as Asia's most valued brand.
 The company is synonymous with technological excellence and has a rich heritage of technological expertise. Besides creating the Trinitron Color television, VCR, and Walkman, the company helped develop the magnetic recording tape, the compact disc, and the Blu-Ray disc, used today as a medium for high-definition video playback. Its latest innovation, a Crystal LED television, was well received at the Consumer Electronics Show in Las Vegas.
 Out of all its products at present, Sony's success with the Playstation is most noteworthy -- it has been successful since inception, and still sees tremendous consumer demand.
 A strong foothold in the entertainment industry with Sony Music and Sony Pictures has been beneficial to the company by offsetting losses in its consumer-products division.
Weaknesses
 The high cost of media production, especially in its television business, has affected the company's pricing strategy. Its television business has lost an equivalent of $6.3 billion for eight years in a row. It's also losing market share to manufacturers, such as LG and Samsung.
 While diversifying into too many business segments, the consumer electronics giant has shifted its focus from its core competency -- making

26. 26
great consumer-electronic products. This has resulted in a distortion in Sony's brand. Apple, which is also in the consumer electronics space, has managed to focus on just a few products, build competency, and make them incredibly successful.
Opportunities
 The company can take advantage of its movie and music business along with its experience in the gaming space to deliver value-added content to support and integrate its product line. It has talked about doing this with a four-screen strategy, which looks like a good concept.
 The company lately bought off its entire Sony Ericson joint venture. This should give Sony the opportunity to act independently and innovate in the booming smartphone and tablet market.
 The company has the opportunity to enter the healthcare-imaging sector in a significant way through a possible acquisition of a 30% stake in Olympus.
Threats
 Sony faces price competition from competitors such as Samsung and LG, who are gaining traction with lower-cost products such as televisions and mobile devices.
 If rumors are to be believed, Apple can give a tough time to Sony by introducing its own version of the television, Apple TV. Moreover, Apple is seeing a significant appreciation in its brand value compared to Sony on a global basis, according to Interbrand's Rankings.
 Sony's online network faces threats from hackers. The company's Playstation network was hacked, resulting in leakage of customer information, such as credit-card data.

27. 27
Chapter 7 Conclusion
Sony has many positive points to its credit but it seems to have lost its magic charm in the past few years. If the company uses its innate strengths and opportunities judiciously, it should have the potential to revive its past glory.
Sony benefits from the flexibility to enter into key join ventures and execute key corporate acquisitions. For example, established a joint venture project with Sharp to produce and sell large-sized LCD panels and modules. Another example includes its alliance with Taiwan’s Hon Hai Precision Industry for the production of LCD TVs. Among recent acquisitions are the purchase of a TFT liquid crystal display (LCD) business from Epson Imaging Devices and Convergent Media Systems, which makes video integration solutions for the enterprise market.

28. 28
Chapter 8 Bibliography
 http://en.wikipedia.org/wiki/Sony
 http://www.sony.net/
 http://www.sony.co.in/productcategory/bravia-lcd-tv
 http://www.sony.net/SonyInfo/CorporateInfo/