Sony was once a prominent brand in consumer electronics but has struggled financially in recent years due to a lack of innovation and leadership. Akio Morita co-founded Sony in 1946 with Masaru Ibuka after the two met while working in the Japanese navy during World War II. Morita helped grow Sony into a global consumer brand through successful products like the Walkman but the company has struggled since 2008 to release major hit products and turn a consistent profit.

1. FUNDAMENTALS OF COMPUTER
PHM 1252
Persona: “ SONY ”
Name: Radizawati Karim
ID No: LNC/DPH/Jul11/14
Lecturer Name: Mrs. Nurfatihah

2. *
 Sony was once a prominent brand in
consumer electronics, but a lack of
innovative ideas and a disillusioned
understanding of its brand has seen the
company wither financially.
 It produced exquisitely crafted products
that influenced technological trends and
defended them with proprietary
technologies.
 However, the then-desirable company grew
complacent and suffered from a lack of
leadership.

3.  Nowadays Sony struggles to turn over a
profit, with New York Timescolumnist
Hiroko Tabuchi pointing out they have not
been able to do so since 2008.
 "The reason is plain that "Sony has not had
a hit product in years.“
 Sony once riveted consumers with the
Walkman and the Trinitron TV in the 80s
and 90s.
 It boggles the mind to think of a
contemporary Sony product that has
proved as influential.

4. *Akio
Morita

5. *
 Akio Morita was born January 26, 1921 in the industrial
city of Nagoya, Japan.
 He was born into a family of sake brewers who have been
in the business for 14 generations.
 Morita's family was involved in sake, miso and soy sauce
production in Chita Peninsula in Japan.
 His father, Kyuzaemon, groomed Akio from an early age
to take over the family business.
 His education took him from sitting in on his father's
business meetings during high school to graduating as
physicist from Osaka Imperial University.
 Morita graduated with a degree in physics from Osaka
Imperial University.

6.  At the time of his graduation, Japan was involved in the
Pacific war and Akio joined the Navy in 1944.
 During World War II, he was a lieutenant in the Japanese
Navy and met an electrical engineer named Masaru Ibuka.
 After the war, he was offered a teaching position at Tokyo
Institute of Technology.
 But he read an newspaper article about Ibuka opening a
research lab and went to visit him.
 The two men decided to form a partnership.
 He died of pneumonia in 1999, at the
age of 78. At the time of his death, Akio
Morita was the most famous Japanese citizen
in the world and Sony was the number one
consumer brand in the United States. Masaru Ibuka

7. *
 1946 (May)
• Akio Morita and Masaru Ibuka started
Tokyo Telecommunications Engineering
Corporation (Totsuko) in
Nihonbashi,Tokyo.
• They financed the business with a
190,000 yen ($530) loan
• and had approximately 20 employees
in their bombed out department store.

8. 1947 (Feb)
• Company head office
and factory relocated
to Shinagawa, Tokyo.
1947 (Oct)
• Successful
commercialization and
sales launch of Sony's
“power megaphone.”

9.  1958 (Jan)
• Company name changed to Sony Corporation.
 1960 (Feb)
• Sony Corporation of America (SONAM) established
in the United States.
 1960 (Nov)
• Sony Overseas S.A. established near
Zurich, Switzerland.
 1961 (Jun)
• Sony became the first Japanese company to offer
shares in the United States in the form of
American Depositary Receipts (ADRs) on the OTC
market of the New York Stock Exchange.

10.  1962 (Nov)
• Sony Corporation of Hong Kong Ltd.
established.
 1964 (Sept)
• Osaki plant established in
Shinagawa, Tokyo (renamed Osaki West
Technology Center in June 1995).

11.  1966 (Apr)
• Sony
Building in
Ginza,
Tokyo,
opened.

12.  1968 (May)
• Sony (U.K.) Ltd. Established in the
United Kingdom (reorganized as Sony
United Kingdom Ltd. In April 1993).
 1969 (Sept)
• Shibaura plant established in
Minato, Tokyo (renamed Shibaura
Technology Center in August 1989).

13.  1973 (May)
• Sony receives the
first Emmy ever
awarded to a
Japanese
company for
developing the
Trinitron color TV
system.

14. *
 The first product of Sony was a rice cooker.
 Sony establishes its first major overseas
operation in New York City (514 Broadway) in
1960 with a capital investment of $500,000.
 Sony becomes the first Japanese company in the
United States to make a public offering of 2
million shares of common stock in the form of
American Depository Receipts (ADRs) in 1961.
 In 1986, Walkman was included in the Oxford
English Dictionary.

15.  Before the Walkman personal stereo became a
worldwide brand name, it was introduced under a
variety of names, including the Soundabout in the
U.S., the Stowaway in the UK and the Freestyle in
Australia.
 Sony is a leading global manufacturer of
audio, video, communications and information
technology products. We believe the power of
technology can realise new ideas and stimulate
the senses, allowing us to create entirely new
experiences.
 Sony’s mission is to bring new
technologies, content and services together in
unprecedented ways that enable people to re-
shape their perception of the world and enhance
their lives.

16.  Share an attitude to constantly challenge
the rules and boundaries that surround us
to explore what is possible and create
what is new. Sony believe the purpose is
to enrich life through technology.

17. *
 The project, dubbed Being Sony, was necessitated
because of expansive company growth, an influx of
new employees, and converging business
opportunities.
 Sony the most valuable asset and make sure the
basis of your actions is increasing the value of SONY.

18. Albert Medal
Morita was awarded the Albert Medal from the
United Kingdom's Royal Society of Arts. He also
received the prestigious National Order of the
Legion of Honor and was awarded the First Class
Order of the Sacred Treasure from the Emperor of
Japan.

19. The Sony Corporation of America (1960)
After Sony Corporation was established in the
United States, The Sony Corporation would
later become the first Japanese company to be
listed on the New York Stock Exchange. In the
United States, the Sony Corporation technically
calls itself The Sony Corporation of America.

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