1. Eastern Service Facility
Teaneck
Sony Service Center
Sony Electronics Inc.
123 W. Tryon Avenue
Teaneck, New Jersey 07666
Voice: 201-833-5300
FAX: 201-833-5312
E-mail: TeaneckService@am.sony.com
For the following products:
 DVCAM Camcorders and Decks
 Analog and Digital VTRs
 Broadcast Cameras and Camcorders
 CRT Monitors
 CRT Projectors
 Digital Signage Network Players
 DMX-R100 Audio Mixers
 Videoconference Products
 Systems Products
 Wireless Microphones
 DXC Cameras
Western Service Facility
Los Angeles
Sony Service Center
Sony Electronics Inc.
2706 Media Center Drive; Suite 130
Los Angeles, California 90065
Voice: 323-352-5000
FAX: 323-352-5039
E-mail: LAService@am.sony.com
For the following products:
 DVCAM Camcorders and Decks
 VHS Decks and Duplicators
 8MM Decks and Camcorders
 Analog and Digital VTRs
 Broadcast Cameras and Camcorders
 CRT Monitors
 CRT Projectors

2.  Professional Audio Products
(Except: Wireless Microphones and DMX-R100)
 DXC Cameras
Markets
Broadcast
Sony Professional Services knows that to compete in today's high-pressure broadcast industry, the ability to keep
your facility running seamlessly is more important than ever. Therefore, you need a single-source partner who can
offer cutting-edge technologies and service solutions for your systems. And Sony Professional Services has the
experience you can count on.
Digital Cinema
With the advent of Digital Cinema, your theater infrastructure may very shortly undergo a fundamental change where
the heart of the operation, the projector, moves from mechanical "sprockets and wheels" to server-based digital AV/IT
technology. In this kind of significant business technology shift, let Sony Professional Services help you ease the
transition. We offer comprehensive services that help our Digital Cinema customers achieve optimal performance of
their system in the demanding theatre business environment, without breaking your box office.
Education
Sony Professional Services offers comprehensive solutions that can help you maintain your educational institution,
including: One-touch Display Control Systems for Structured Lessons, 24x7 Monitoring Solutions for your University
Television Network, On-site service for your Sony Professional Equipment, Service Agreements, and Installing Video
Displays. For years now, our award-winning Sony Professional Services team has been hard at work in schools
across the world. Whether you're a small high school or a large university, Sony can develop a scalable solution to fit
your needs and budget. With Sony Professional Services, we make the learning curve even easier.
Government
Sony Professional Services can support virtually any size organization or facility with a range of solutions from
service agreements on Professional equipment to the latest "sense and respond" monitoring that identifies and
addresses problems - often before they occur. Even if a facility is a multiple format infrastructure, ranging from tape-
based VTRs, to the latest multi-manufacturer digital systems, Sony can provide a solution to help increase uptime,
and reduce and provide predictability for your maintenance costs. With the high level of attention and proactive
response that only Sony can deliver, you'll want our solutions at your service.
Hospitality
Sony Professional Services offers you complete project management for the installation of Sony displays. As the
manufacturer of the #1 brand in professional video displays, we have extensive experience and expertise in helping
customers make the transition to flat panel displays.

3. Whether you are a large resort or a smaller hotel chain, Sony can develop a scalable solution to fit your needs. Let
our award-winning Sony service engineering team take care of the logistics, distribution, and installation of your
displays so you can focus on more important things… like your guests.
House of Worship
Sony Professional Services understands the importance of keeping your worship facility running smoothly. We offer a
range of service solutions for all your Sony professional products, including VTRs, switchers and camcorders, to help
you get the most from your assets and enable your staff to concentrate on other prioritie.
RESPONSIVENESS AND CUSTOMER SERVICE:
In addition to continuously improving product quality, Sony is taking various steps to improve its
responsiveness and its customer service capabilities, in line with its commitment—set forth in the Sony
Pledge of Quality—to "respect our customers' viewpoints in striving to deliver product quality and
customer service that exceed their expectations." In customer service, this includes responding to
changing customer needs, and in repair services, building a structure for providing the best possible
repair service quality.
Sony Service Locations (Fiscal Year 2012)
Region
Service Network
(Number of Service Locations)
Japan 348
North America 964
Europe 1,365
China (mainland) and Hong Kong 652
Pan-Asia* 1,530
Latin America
523

4. 1. Nature of operations
Sony Corporation and its consolidated subsidiaries (hereinafter collectively referred to as “Sony”) are
engaged in the development, design, manufacture, and sale of various kinds of electronic equipment,
instruments, and devices for consumer and industrial markets. Sony also develops, produces,
manufactures, and markets home-use game consoles and software. Sony’s manufacturing facilities are
located in Japan, the United States of America, Europe, and Asia. Its electronic products are marketed
throughout the world and game products are marketed mainly in Japan, the United States of America and
Europe by sales subsidiaries and unaffiliated local distributors as well as direct sales via the Internet.
Sony is engaged in the development, production, manufacture, marketing, distribution and broadcasting
of image-based software, including film, video and television products. Sony is also engaged in various
financial service businesses, including insurance operations through a Japanese life insurance subsidiary
and a non-life insurance subsidiary, banking operations through a Japanese internet-based banking
subsidiary and leasing and credit financing operations in Japan. In addition to the above, Sony is
engaged in the development, production, manufacture, and distribution of recorded music, a network
service business, an animation production and marketing business, and an advertising agency business
in Japan.
Manufacturer Sony Corporation
Type mainly LCD & Organic light-emitting
diode HDTV
Retail
availability
2005 to present
Menu interface XrossMediaBar
Predecessor Sony WEGA
Related articles HDTV
Sony
Production Saitama, Kantō, Japan
Tijuana, Baja California, Mexico
Nitra, Nitriansky kraj, Slovakia
Manaus, Amazonas, Brazil
Barcelona, Catalonia, Spain
Wuxi, Jiangsu, China
Kuala Lampur, Malaysia
Durán, Ecuador

5. AccessorieS
In April 2007, Sony launched the BRAVIA TDM-IP1,
[2]
a docking cradle to permit playback of audio and
video hosted on an Apple iPod on a BRAVIA model television.
Current accessories available include a Skype camera (CMUBR100) and Wi-Fi adapter (UWABR100).
[3]
Transforming Our Electronics Business
We are taking the following important steps in response to the many challenges our
electronics business faces. In the rapidly changing and highly competitive global electronics market, we
must develop groundbreaking products, services and technologies
that maximize Sony’s distinctive technologies and restore our television business to
profitability. We must also accelerate management decision making and make focused
and selective investments based on our long-term strategies. In implementing these
changes, I strongly believe that our electronics business will be rebuilt.
● Strengthen core businesses: Digital Imaging, Game, Mobile
● Turn around the Television business
● Expand business in emerging markets
● Create new businesses and accelerate innovation
● Realign our business portfolio and optimize resources
Turning Around the Television Business
Sony is accelerating its efforts to turn around the television business, for which it is
targeting a return to profitability in fiscal year 2013. Sony has already initiated cost
reductions in LCD panel manufacturing in addition to pursuing further production
efficiencies by reducing model count by 40% in fiscal year 2012 compared with fiscal
year 2011. Comparing fiscal year 2013 to fiscal year 2011, Sony is also targeting a 60%
reduction in fixed business costs and a 30% reduction in operating costs as it executes
a thorough overhaul of the television business.
In parallel with cost reductions, Sony will continue to bolster the competitiveness
of its product lineup. The television business will seek to achieve further advances in
image and audio quality in the high-sales-volume LCD television segment in
collaboration with the home audio and visual business and the personal

6. entertainment business, and by tailoring its product lineup to meet the specific needs
of different geographic markets. Sony is also making strides in the development and
commercialization of next-generation display technologies, including OLED—in which
Sony is considering strategic alliances—and Sony’s proprietary Crystal LED Display. The
television business is also enhancing integration with Sony’s mobile products and
network services, as it aims to offer unique user experiences, drive hardware
differentiation and enhance the attractiveness of Sony’s television lineup
Target market
The company has different customers who have common needs. Sony expects to serve these customers
by availing the products that suit their needs. The upper and middle class families form one of the target
markets for Sony. The company expects to increase revenue from the market segment by the recently
launched Sony Bravia. This product is tailored for upper and middle class families to watch TV, world
sports and movies.
Marketing mix
Product
Through environmental analysis Sony found out that the significance of its product mix is appealing to
customers. The company’s customers are looking for an enhanced product mix. This is due to the
influence of fashion trends that require new designs to be developed to fit customer specifications. To
attract customers Sony has offered attractive bundles and enhanced products entertainment capabilities
for customer satisfaction.
Price
After undertaking a SWOT analysis, Sony realized its big weakness as being its price. Hence the
company has adjusted its price to be competitive against direct competitors. This will ensure that the
company’s sales are increased relative to the sales in previous years.
Place
The name and location of a company is vital to enhance its strength among competitors (Pham-gia 17).
Sony shall maintain good relationships with its subsidiaries to ensure that they are strategically located.
Promotion
The major element of Sony’s promotion marketing mix is personal selling, advertising, publicity and direct
marketing (Akpolat 28). The company advertises it products like Bravia and Sony Wega through the
media. The company has advertised its product through sports like the English premier league.

7. Furthermore, the company uses direct response adverting. In this approach a consumer is encouraged to
provide feed back to the advertiser or place an order directly, online or through a phone call.