ABOUT SONY
The Sony Group is primarily focused on the Electronics (such as AV/IT products &
components), Game (such as Pla...
Company Name - Sony Corporation
Founded - May 7, 1946
Founders: Akio Morita and Masaru Ibuka.
Headquarters 1-7-1 Konan, Mi...
DIVERSITY AT SONY:
With the dizzying pace of change in the operating environment, including the rise of global
competition...
philosophy is embedded in our company DNA, embodied in our employees, and seen throughout
our history. Learn more about ou...
CULTURAL CHALLENGES FACED BY SONY:
 Sony has developed a website which is available in the different languages which has ...
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SONY

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SONY

  1. 1. ABOUT SONY The Sony Group is primarily focused on the Electronics (such as AV/IT products & components), Game (such as PlayStation), Entertainment (such as motion pictures and music), and Financial Services (such as insurance and banking) sectors. Not only do they represent a wide range of businesses, but they remain globally unique. Their aim is to fully leverage this uniqueness in aggressively carrying out their convergence strategy so that they can continue to emotionally touch and excite their customers. Sony was founded in 1946 by Masaru Ibuka and Akio Morita. The two complemented each other with a unique blend of product innovation and marketing savvy, and formed a company that would eventually grow into a more than $60 billion global organization. Sony innovations have become part of mainstream culture, including: the first magnetic tape and tape recorder in 1950; the transistor radio in 1955; the world’s first all-transistor TV set in 1960; the world’s first color video cassette recorder in 1971; the Walkman personal stereo in 1979; the Compact Disc (CD) in 1982; the first 8mm camcorder in 1985; the MiniDisc (MD) player in 1992; the PlayStation game system in 1995; Digital Mavica camera in 1997; Digital Versatile Disc (DVD) player in 1998; and the Network Walkman digital music player in 1999. Today, Sony continues to fuel industry growth with the sales of innovative Sony products, as well as with the company’s convergence strategy. Examples include: VAIO notebooks that raise the bar in both form and function; digital cameras that capture pictures on a floppy disk, CD-R or Memory Stick; a handheld device that lets you store and view photos as well as moving photo; MiniDisc recorders with a digital PC Link to marry high quality digital audio with downloadable music; DVD/CD multi-disc changers that playback both audio and video; digital network recorders that pause, rewind and fast-forward "live" television using a hard-disc drive; and Hi- Scan flat screen TVs that deliver near HDTV picture quality through Digital Reality Creation (DRC) circuitry. Sony’s future brand success will be determined by how the company meets the challenges of change. Sony has always led the market in terms of innovation. But in a digital networked world, products will no longer be developed with just hardware in mind. The convergence of technologies – consumer electronics, computing and telecommunications – is a reality, with new competitors forming and consumer mindshare up for grabs.
  2. 2. Company Name - Sony Corporation Founded - May 7, 1946 Founders: Akio Morita and Masaru Ibuka. Headquarters 1-7-1 Konan, Minato-ku, Tokyo 108-0075, Japan LIFE AT SONY: Sony aims to create a workplace that inspires employees to pursue new challenges and grow by realizing their creative and innovative potential. Sony also strives to further enhance motivation and encourage personal growth through on-the-job learning, as well as access to a variety of programs tailored to different regional needs, including education for next-generation business leaders, management skill improvement training, and training aimed at enhancing the abilities and skills of individual employees.
  3. 3. DIVERSITY AT SONY: With the dizzying pace of change in the operating environment, including the rise of global competition and the diversification of customer needs, companies are under increasing pressure to provide products and services that accurately reflect the customer's viewpoint, offer innovative ideas and create new value. Sony recognizes that nurturing the diverse characteristics and ideas of its employees-irrespective of nationality, culture, race, gender and the presence or absence of physical limitations-is crucial to the evolution and growth of its businesses and is actively promoting the creation of a diverse workforce worldwide, as well as to create work environments conducive to mobility. In addition to efforts to encourage diversity tailored to regional and local needs, Sony has established a dedicated section, the Diversity Development Department. Guided by the concepts of diversity and inclusion, the department not only promotes diversity but also seeks to create working environments in which diversity is embraced, respected and accepted. This department promotes activities at Sony Corporation and assists and coordinates activities at Sony Group companies. CULTURE AT SONY: Sony culture emphasizes "a spirit of freedom and open-mindedness," and a fighting spirit to innovate. Founder Masaru Ibuka crafted this vision in Sony's Founding Prospectus, and the
  4. 4. philosophy is embedded in our company DNA, embodied in our employees, and seen throughout our history. Learn more about our spirit, people, and history by following the links. CAREER PATH: Global horizons for business call for global career paths. Sony emphasizes business and engineering tracks that broaden employee experience by taking advantage of our numerous functional roles and geographies. To find out what career roles and company locations match your interest, please follow the links. ISSUES:  Examine the adverse implications of frequent restructuring at Sony Corporation.  Analyzing the impact of competition in global consumer electronics industry on Sony.  Evaluate the strategies being adopted by Sony to regain lost market share.  Appreciate the importance of innovation and introducing new technologies in the consumer electronics industry.  Critically study the latest restructuring plan proposed by Stringer in February 2009 and evaluates its efficacy.
  5. 5. CULTURAL CHALLENGES FACED BY SONY:  Sony has developed a website which is available in the different languages which has been further categorized on the basis of Regions the countries belong to. For example it is dived Continent wise.  Then country wise also they have made the websites.  They also use different languages to script their sites. In fact they have used National language of every country.  They have also made micro sites. Eg : www.sony.jp , www.sony.cn etc.  It’s all done to provide more ease and convenience for the customers.  They also give assistance to particularly translate a particular site.  Thus to sum up Sony is facing problem by diversification as they have to study different cultures , languages and even they have to make separate websites for different countries.  All the products of Sony are available online and company is capable to cater a mass market through its online marketing.  Workforce Diversity is one of the challenges faced by the company. Even Marketing and catering the product to different markets and after sales service are the challenges the company needs to work upon.

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