Analysis of Sony Corp.
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Analysis of Sony Corp.
To get a copy of this report, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
Innovation Audit, Porter's Generic Strategy, Innovative Processes, Blue ocean Strategy, Lock-in Strategy, Kolb's Learning Cycle on Sony Playstation models.
International Marketing
An international Marketing strategy analysis report based on the assumption of the Panasonic company case
Researched and Presented in UCI IBOM class
Innovation Audit, Porter's Generic Strategy, Innovative Processes, Blue ocean Strategy, Lock-in Strategy, Kolb's Learning Cycle on Sony Playstation models.
International Marketing
An international Marketing strategy analysis report based on the assumption of the Panasonic company case
Researched and Presented in UCI IBOM class
A TALE OF THREE COMPANIES THE SURVIVAL STRATEGIES OF SONY, HI.docxransayo
A TALE OF THREE COMPANIES: THE SURVIVAL STRATEGIES OF SONY, HITACHI ANO CANON
313-134-1
glorious histories, are now simply outdated. Indeed, a recent study conducted by
an electronic appliances analyst concluded that Japanese firms make more than
half of the components used in the iPhone 5. Sony, Toshiba, and Sharp provide
goods such as camera image sensors, memory devices, and display panels to
the world leader in technology, Apple.
Japanese Crisis Management
Nevertheless, we cannot deny that the Japanese electronics industry as a whole
is on a downward slope. Most firms in Japan share the features mentioned
above, and so have been exposed to the same problems in recent years.
However, they have not all reacted in the same way. The world economic crisis
has made Japanese business leaders think about new ways to adapt in a world
where the competition is increasingly global. Japanese firms all prefer Japanese
management styles, but many of them have realized that they need to change
and adapt faster to the rapidly evolving international business environment.
And they have not all chosen the same strategies. The next sections will
describe the cases of three major players in the Japanese electronics industry,
as well as their survival strategies: these are Sony, Hitachi, and Canon. Despite
similar roots, they are all attempting to adjust their businesses in different ways in
a global market full of challenges and opportunities.
Sony
History
On 7 May 1946, Masaru Ibuka (an engineer) and Akio Morita (a physicist)
invested the equivalent of ¥190,000 to start a company with just twenty
employees. It was called "Tokyo Tsushin Kogyo" and was established in
Nihonbashi in Tokyo. The company initially specialized in research and
manufacturing ot telecommunications and measuring equipment. The name
"SONY" came later and was created by combining sonus, which is Latin for
"sonic," with "sonny," meaning a youthful boy with a free and innovativespirit. It
as chosen for its simple pronunciation that could be easily articulated In any
:nguage. The new name perfectly suited the company, which wanted to project
the image of a group of young people with energy and passion for unlimited
creation.
Sony developed strongly after 1954, when the company obtained a license to
d t . t s a basic electronic component which had been Invented Inpro uce ransts or , .'
., before The following year it began seiling the first radioAmerica SIXyears . .
d t· Iy with transistors In 1960 Sony Amenca was created, andreceptor ma e en Ire ., . I d
th pany opened subsidiaries in Hong Kong and SWitzer an .shortly after, e com . . . h
. mbol of power the Sony bUilding was opened In t e
SIX years later, as a sy ,
5
271
"""'f'
274 International Business Strategy
the interconnectivity between the c
imaging, games, and mobile techno
I! the upcoming years. They are proje
operating income in 2015. As for th
abandon them or create partnershi
On 27 October 2011, Sony took fu.
3. Summary
� Sony focus on environmentally conscious
product sand processes.
� Sony expand 3D related product business
in 2011.
� Sony targets on anannual 5% operating in
come marginanda 10% return on equity by
theend of 2013.
4. Sony's history
� Business (1. Electronics, two businesses.
Gaming, finance business 3., Music
business 4., The movie business 5., Sony
has other businesses 6. Is a core
company of the Sony Group to form a
business area of six areas roughly ) .
5. Sony's history
� Have proven to be the predecessor to
"Tokyotsushinkogyo" was founded in 1946 by from Akio
Morita and Masaru Ibuka, the manufacture and sale of
transistor radios and tape recorders in Japan for the first
time, have been exported in large quantities overseas,
established after the war electronics manufacturers in
Japan as was the late start of the brand image of the
world's leading companies in the electronics system [9].
Sony's strengths is that it has a "sub-brand" strong also.
It does not come out of the region of mere product name
(trade name) in other companies, Sony is present as a
distinct brand. VAIO, Walkman, PlayStation, etc., each of
which has a high brand value alone.
6. Business Skill
� Often mentioned that as a brand image of
Sony in Japan, there is a particularly
technical capabilities. Because it was sent
to market fast, such as televisions and
Walkman transistor transistor radio and
television, the Trinitron system, unique
products, in ancient times called the
"Sony" technology.
7. Business Skill(1)
� Such as applied to radio and television what had been
thought transistor is what Bell Labs invented, Trinitron is
chromatography Ron was invented in the United States
but is a prototype, and there are no applications only
about the hearing aids, these attitude of keeping an eye
on the technology, can be said to be quickly incorporated
into the greatest strengths of Sony. From the viewpoint
of making improvements, such as shortening product
frivolous "and stamina so-called" existing products and
technologies, "" Technology is expensive in addition.
9. Network
� Expand Sony’s networked service
business by utilizing the rapidly growing
PlayStation®Network services.
� Streng then collaboration with Sony
Ericsson Mobile Communications.
� Accelerate roll out of e-book business
