Sony must change its business strategies for 2010 and beyond to focus on consistent profitability in its core hardware businesses like TVs, games, and digital imaging. It reformed its organizational structure to accelerate innovation and optimize business processes. Sony launched competitive new products in 2010 and achieved cost reductions. It aims to strengthen profitability, provide new user experiences integrating hardware and services, develop new customers and markets, and target an annual 5% operating income margin and 10% return on equity by 2013.

1. How must SONY change its business
strategies for 2010 and beyond?
s1190124 Mitsunari Ishii

2. Outline
● Introduction
● History
● Problem
● Strategy
● Result
● Future
● Summary
● References

3. Introduction
Under the leadership of its new executive
management team established in April of this
year, Sony has reformed its organizational
structure in order to bolster profitability and
transform its operations, with the aim of
accelerating innovation and growth and
optimizing business processes, particularly
within its electronics and networked service
businesses.

4. History
● In 1946, Tokyo Tsushin Kogyo was
established by Masaru Ibuka and Akio
Morita.
● In 1958, Tokyo Tsushin Kogyo changed the
company name to Sony.
● In 1970, Sony become the first Japanese
company to listing the New York Stock
Exchange.

5. Problem
● By late 2008, Sony was in deep trouble that
they have the excessive loss.
● Sony undergo the adverse implications of
frequent restructuring.
● Sony was affected by competition in global
consumer electronics industry.

6. Strategy
● Sony has reformed the structure of
organization.
○ It is intended to accelerate innovation and optimize
business processes.
● Sony target on consistend profitability in core
hardware business.
○ TV, games and digital imaging.
● Sony develop the environmentally conscious
product.

7. Result
● Sony launched a succession of competitive
products by 2010.
● Sony achieved the group-wide cost
reductions for the current fiscal year endling
March 31, 2010 by no later than the half of
the current fiscal year.

8. Future
● Sony strengthen profitability of game
business.
● Sony provide new uer experiences
integrating futuristic hardware, software and
services.
● Sony develop to new customers and new
geographic markets.

9. Summary
● Sony focus on environmentally conscious
products and processes.
● Sony expand 3D related product business in
2011.
● Sony tarrgets on an annual 5% operating
income margin and a 10% return on equity
by the end of 2013.

10. References
● Wiki
http://en.wikipedia.org/wiki/Sony
● Sony Gets Real, Defines Business Strategy
For 2010 And beyond
http://www.sonyinsider.com/2009/11/19/sony-get
● Sony Corporation Restructuring Continues
Problems Rmain
http://www.icmrindia.org/casestudies/catalogue/Business%
20Strategy/BSTR361.htm