This report provides an analysis of Sony Corporation as a leading multinational company in the global business landscape. It explores Sony’s international business strategies, including its market expansion, global supply chain management, product diversification, and adaptation to different cultural and economic environments. The report also examines how Sony leverages innovation, technology, and strategic partnerships to maintain its competitive edge in various international markets. Additionally, it highlights the challenges Sony faces in the dynamic global marketplace and the opportunities for future growth.

1. Institute of Business Administration
University of Rajshahi
Report no-02
Course Title: International Business
Course Code: C-628
Submitted To:
Dr. Md. Shariful Islam
Professor,
IBA, Rajshahi University
Submitted By:
Group-03
Sintiak Haque
Namrota Paula
Sabiha Tabassoom
Afifa Hoda
ID: 2210085114
ID: 2210085116
ID: 2210085117
ID: 2210085120
Semester: 4th , Batch: 21st
Program : MBA (Evening), IBA, Rajshahi University
Date of Submission:22-01-2024

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CONTEX
Topics ID Page Marks
Historical
Background of
Sony
2210085117 03-07
Products & Services
of Sony
2210085120 08-15
Competitors of
Sony
2210085114 16-23
Competitive
Strategy of Sony
2210085116 24-29

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Historical Background of Sony
Sony's first product was an electric rice cooker in the late 1940s.Sony began in the
wake of World War II. In 1946, Masaru Ibuka started an electronics shop in
Shirokiya, a department store building in the Nihonbashi area of Tokyo. The
company started with a capital of ¥190,000 and a total of eight employees. On 7
May 1946, Ibuka was joined by Akio Morita to establish a company called Tokyo
Tsushin Kogyo The company built Japan's first tape recorder, called the Type-G.
In 1958, the company changed its name to "Sony".
 Name
Tokyo Tsushin Kogyo founders Morita and Ibuka realized that to achieve success
and grow, their business had to expand to the global market, which required
labeling their products with a short and easy brand name.While looking for a
romanized name, they at first strongly considered using their initials, TTK. The
primary reason they did not is that the railway company Tokyo Kyuko was known
as TTK.The company occasionally used the acronym "Totsuko" in Japan, but
during his visit to the United States, Morita discovered that Americans had trouble
pronouncing that name. Another early name that was tried out for a while was
"Tokyo Teletech" until Akio Morita discovered that there was an American
Name: Sabiha Tabassoom
ID: 2210085117

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company already using Teletech as a brand name. The name "Sony" was chosen
for the brand as a mix of two words: one was the Latin word "sonus", which is the
root of sonic and sound, and the other was "sonny", a common slang term used in
1950s America to call a young boy. In 1950s Japan, "sonny boys" was a loan word
in Japanese, which connoted smart and presentable young men, which Akio Morita
and Masaru Ibuka considered themselves to be. The first Sony-branded product,
the TR-55 transistor radio, appeared in 1955, but the company name did not
change to Sony until January 1958.
 Globalization
According to Schiffer, Sony's TR-63 radio "cracked open the U.S. market and
launched the new industry of consumer microele ctronics. By the mid-1950s,
American teens had begun buying portable transistor radios in huge numbers,
helping to propel the fledgling industry from an estimated 100,000 units in 1955 to
5 million units by the end of 1968.Sony co-founder Akio Morita founded Sony
Corporation of America in 1960.In the process, he was struck by the mobility of
employees between American companies, which was unheard of in Japan at that
time. When he returned to Japan, he encouraged experienced, middle-aged
employees of other companies to reevaluate their careers and consider joining
Sony. The company filled many positions in this manner, and inspired other
Japanese companies to do the same. Moreover, Sony played a major role in the
development of Japan as a powerful exporter during the 1960s, 1970s and
1980s,supplying the U.S. Military with bomb parts used in the Vietnam War. It
also helped to significantly improve American perceptions of "made in Japan"
products. Known for its production quality, Sony was able to charge above-market
prices for its consumer electronics and resisted lowering prices.In 1971, Masaru
Ibuka handed the position of president over to his co-founder Akio Morita. Sony
began a life insurance company in 1979, one of its many peripheral businesses.
Amid a global recession in the early 1980s, electronics sales dropped and the
company was forced to cut prices. Sony's profits fell sharply. "It's over for
Sony",one analyst concluded.

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It was reported in December 2016 by multiple news outlets that Sony was
considering restructuring its U.S. operations by merging its TV & film business,
Sony Pictures Entertainment, with its gaming business, Sony Interactive
Entertainment. According to the reports, such a restructuring would have placed
Sony Pictures under Sony Interactive's CEO, Andrew House, though House would
not have taken over day-to-day operations of the film studio. According to one
report, Sony was set to make a final decision on the possibility of the merger of the
TV, film, & gaming businesses by the end of its fiscal year in March of the
following year. In 2017, Sony sold its lithium-ion battery business to Murata
Manufacturing. In 2019, Sony merged its mobile, TV and camera businesses. On 1
April 2020, Sony Electronics Corporation was established as an intermediate
holding company to own and oversee its electronics and IT solutions businesses.
On 19 May 2020, the company announced that it would rename Sony Group
Corporation as of 1 April 2021. Subsequently, Sony Electronics Corporation would
be renamed to Sony Corporation. On the same day the company announced that it
would turn Sony Financial Holdings (currently Sony Financial Group), of which
Sony already owns 65.06% of shares, to a wholly owned subsidiary through a
takeover bid. On 1 April 2021, Sony Corporation was renamed Sony Group
Corporation. On the same day, Sony Mobile Communications Inc. absorbed Sony
Electronics Corporation, Sony Imaging Products & Solutions Inc., and Sony Home
Entertainment & Sound Products Inc. and changed its trade name to Sony
Corporation.

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Around that time, Norio Ohga took up the role of president. He encouraged the
development of the compact disc in the 1970s and 1980s, and of the PlayStation in
the early 1990s. Ohga went on to purchase CBS Records in 1988 and Columbia
Pictures in 1989, greatly expanding Sony's media presence. Ohga would succeed
Morita as chief executive officer in 1989.Under the vision of co-founder Akio
Morita and his successors, the company had aggressively expanded into new
businesses. Part of its motivation for doing so was the pursuit of "convergence",
linking film, music and digital electronics via the Internet. This expansion proved
unrewarding and unprofitable, threatening Sony's ability to charge a premium on
its products as well as its brand name. In 2005, Howard Stringer replaced
Nobuyuki Idei as chief executive officer, marking the first time that a foreigner had
run a major Japanese electronics firm. Stringer helped to reinvigorate the
company's struggling media businesses, encouraging blockbusters such as Spider-
Man while cutting 9,000 jobs. He hoped to sell off peripheral business and focus
the company again on electronics. Furthermore, he aimed to increase cooperation
between business units, which he described as "silos" operating in isolation from
one another. In a bid to provide a unified brand for its global operations, Sony
introduced a slogan known as "make. believe" in 2009.A Sony TR730 transistor
radio made in Japan, c. 1960.Despite some successes, the company faced continued
struggles in the mid- to late-2000s. In 2012, Kazuo Hirai was promoted to
president and CEO, replacing Stringer. Shortly thereafter, Hirai outlined his

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company-wide initiative, named "One Sony" to revive Sony from years of financial
losses and bureaucratic management structure, which proved difficult for former
CEO Stringer to accomplish, partly due to differences in business culture and
native languages between Stringer and some of Sony's Japanese divisions and
subsidiaries. Hirai outlined three major areas of focus for Sony's electronics
business, which include imaging technology, gaming and mobile technology, as
well as a focus on reducing the major losses from the television business.In
February 2014, Sony announced the sale of its Vaio PC division to a new
corporation owned by investment fund Japan Industrial Partners and spinning its
TV division into its own corporation as to make it more nimble to turn the unit
around from past losses totaling $7.8 billion over a decade. Later that month, they
announced that they would be closing 20 stores. In April, the company announced
that they would be selling 9.5 million shares in Square Enix (roughly 8.2 percent of
the game company's total shares) in a deal worth approximately $48 million. In
May 2014 the company announced it was forming two joint ventures with
Shanghai Oriental Pearl Group to manufacture and market Sony's PlayStation
game consoles and associated software in China. Today, tourism is a major
contributor to the Mexican economy. People flock to Mexico from all over the
world to sample the country’s cultural diversity, bask in the lush tropical settings
and take advantage of relatively low prices.U.S. tourists constitute the majority of
visitors to the country, especially to Mexico City and the world-famous resorts in
Acapulco, Puerto Vallarta, Ixtapa-Zihuatanejo, Mazatlán, Cancún and Puerto
Escondido.

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Products & Services of Sony
 Electricrice Cooker
Its first product was an electricrice cooker.
Service:
Rice cooker is a piece of kitchen equipment that cooks many varieties of rice and
grains. They work by boiling water, which is the absorbed into the rice until it
becomes tender.
 Pocket Radio
A pocket sized radio the TR-63. Its first worldwide hit was in 1957.
Service:
Small portable radios work by using a combination of techniques to receive and
process radio waves, even when the conductors and antennas are smaller than the
wavelength of the radio waves.
Name: Afifa Hoda
ID: 2210085120

9. 9
 Sony Televisions
Sony then focused on televisions. It launched a portable TV in 1960.And it raised
the bar in color TV with its Trinitron televisions. The Sony TV8-301 was the
world's first truly portable television. There had been earlier 'portable' TV sets, but
very strong to carry.
Service:
This groundbreaking device featured a 5-inch screen and ran on rechargeable
batteries. It was a notable innovation at the time, providing users with the
flexibility to watch television on the go, marking a significant advancement in
portable entertainment technology.
 Smart Television
Service:
Sony smart televisions provide a range of uses and benefits. With built-in smart
features, users can access streaming services, apps, and online content. High-
resolution displays, advanced picture technologies, and audio enhancements

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contribute to an immersive viewing experience. Connectivity options and smart
home integration further enhance convenience, making Sony smart TVs versatile
entertainment hubs.
 Video Recorder
The video recording wars were next. Sony’s Betamax technology was seen as
better than VHS.
Service:
Betamax is a consumer-level analog recording and cassette format of magnetic
tape for video commonly known as a video cassette recorder. It was developed by
Sony and was released in Japan on May 10, 1975.
 Walkman
In 1979, the Walkman was released.3,000 units sold in the first month.2 million
sold in the first 1.5 years.400 million Walkman devices were sold over the next 30
years.

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Service:
The Sony Walkman cassette player revolutionized portable music when introduced
in 1979.It enabled people to create soundtracks to their lives in ways that hadn't
been possible before. It played compact cassettes, offering a portable way to listen
to music on the go. Users could insert a cassette into the Walkman, connect
headphones, and enjoy their favorite tunes. The Walkman became an iconic
symbol of personal, portable audio. The fact that you could use your Walkman
anywhere changed that music had never been so personal.
 Watchman pocket TV
Sony would keep innovating. Both in TV, with the launch of the Watchman pocket
TV in 1982.
Service:
It featured a small screen and allowed users to tune into TV broadcasts on the go.
The device was popular for its convenience, providing a portable solution for
watching television outside the home.
 CD player
The first CD was released, based on technology Sony helped develop. Sony also
had a CD player to launch alongside that Billy Joel album. Here’s a commercial
from 1982.

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Service:
A CD (Compact Disc) is a digital optical storage medium with a 120mm diameter,
capable of holding audio, video, or data. A CD player is a device that reads and
plays CDs, using a laser to interpret the digital information. Popular in the 1980s
and 1990s CDs were a primary music format before digital alternatives emerged.
 Sony PlayStation
The sony playstation, released in 1994.
Service:
A PlayStation is a series of video game consoles created and developed by Sony
Interactive Entertainment. It is a popular gaming platform that allows users to play
a wide variety of video games, watch movies, listen to music, and access other
entertainment content. To use a PlayStation, you would typically connect it to your
TV and power it on. You can then use the included controller to navigate the
system's interface, select games or other media, and start playing or watching.

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 Computers & Laptops
Service:
Sony VAIO computers and laptops are designed for various computing needs.
VAIO laptops are suitable for everyday tasks such as word processing, web
browsing, and email with high-quality displays and audio features. VAIO laptops
are often equipped with powerful processors and ample memory, making them
suitable for professionals who need computing power for tasks like graphic design,
video editing, and programming. VAIO computers are well-suited for multimedia
consumption, including streaming videos, music, and gaming.
 Sony Ericsson phone
Arguably the biggest battle would be coming in the phone market. There were the
early Sony Ericsson phones in 2002even a Walkman phone in 2005and later,
phones that would be seen as potential iPhone killers.

14. 14
Service:
It offered a built-in Walkman player for music enthusiasts, a 2-megapixel camera
for its time, and expandable storage via Memory Stick. The phone's sleek design,
dedicated music features, and camera capabilities made it popular, emphasizing
entertainment and functionality in a compact device.
 Sony Xperia Smartphones
Service:
Sony's Xperia line of smartphones includes some of the most popular Android
devices on the market, known for their sleek design, high-quality cameras, and
advanced features. They are a popular choice for tech enthusiasts and mobile
gamers.
 Sony Camera & Handycams

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Service:
Sony cameras and Handy cams are versatile devices for capturing photos and
videos. Sony cameras, including the Alpha series, are popular for professional and
enthusiast photography. Handy cams, designed for video recording, offer features
like optical image stabilization and high-quality lenses, making them suitable for
various video grapy needs, from home videos to professional filmmaking.
 Sony Pictures Entertainment
Service:
Sony Pictures Entertainment utilizes advanced technologies for film and television
production, enhancing creative processes. Through its diverse content, Sony
Pictures entertains and educates audiences globally, contributing to cultural
enrichment. The company's success leads to economic benefits, employment
opportunities, and collaborations, fostering innovation and growth within the
entertainment sector.

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Competitors of Sony
Several companies compete with
Sony in various segments of the
consumer electronics and
technology industry. The top Sony
Competitors are Samsung, Life’s
Good (LG), Panasonic, Philips,
Canon, Nikon, Xbox and others.
Sony Corporations is one of the
largest electronics manufacturers
in the world with revenue of
around $4.957B as of June 2023,
Here are some of Sony's notable
competitors across different
product categories.
 Sony Competitors in Smart TV Company
Historically, Samsung and LG have been major players in the global TV market.
They are known for offering a wide range of TV models across various price
points and sizes. Sony is also a significant competitor, often positioned in the
premium segment with high-quality displays and advanced technologies.
Panasonic and Philips, while reputable brands, might not have the same market
share as Samsung, LG, and Sony in the TV sector. Their presence in the market
could vary by region, and their market values may not be as high compared to the
leading brands.
Name: Sintiak Haque
ID: 2210085114

17. Global Smart TV Market Share
According to research, Samsung
shoulders all over the year. Looking in more detail at the figures compiled by the
market research organization
followed by LG with 18.5%, which achieved the best performance.
third with a 9.5% market share,
4.5%. In 2023, the volume market share for Samsung was 19.8%, again a
remarkable figure. Nearly one television set sold in the wor
logo.
 Samsung
Samsung is a South Korean company. It is the world’s largest manufacturer of
mobile phones and smart phones. In 2022, its annual revenue was 234.08 billion
USD. With its high revenue turnover, Samsung has a very strong influence in the
economic development or GDP of South Korea. Samsung, like Sony, does not
have a specific product niche but has diversified in the manufacture of durable
electronic products. Some of its TV Models incl
and HD. Sony's Bravia line of high
for its picture quality and innovative technologies. The Bravia series has evolved
over the years, incorporating features like 4K resolution, HDR, and sm
capabilities. Samsung's QLED TVs have emerged as strong competitors, offering
vibrant colors, high contrast ratios, and advanced technologies. Samsung and Sony
9.50%
Global Smart TV Market Share
Samsung dominated the global TV market head and
. Looking in more detail at the figures compiled by the
rket research organization, Samsung has a value market share of
followed by LG with 18.5%, which achieved the best performance.
third with a 9.5% market share, Panasonic fourth with 7.0% and Philips
, the volume market share for Samsung was 19.8%, again a
Nearly one television set sold in the world bears the Samsung
Samsung is a South Korean company. It is the world’s largest manufacturer of
mobile phones and smart phones. In 2022, its annual revenue was 234.08 billion
ue turnover, Samsung has a very strong influence in the
economic development or GDP of South Korea. Samsung, like Sony, does not
have a specific product niche but has diversified in the manufacture of durable
electronic products. Some of its TV Models include; QLED, 4K UHD, Full HD,
and HD. Sony's Bravia line of high-definition LCD and OLED TVs is renowned
for its picture quality and innovative technologies. The Bravia series has evolved
over the years, incorporating features like 4K resolution, HDR, and sm
capabilities. Samsung's QLED TVs have emerged as strong competitors, offering
vibrant colors, high contrast ratios, and advanced technologies. Samsung and Sony
29.50%
18.50%
7%
4.50%
17
dominated the global TV market head and
. Looking in more detail at the figures compiled by the
, Samsung has a value market share of 29.5%,
followed by LG with 18.5%, which achieved the best performance. Sony ranked
Philips fifth with
, the volume market share for Samsung was 19.8%, again a
ld bears the Samsung
Samsung is a South Korean company. It is the world’s largest manufacturer of
mobile phones and smart phones. In 2022, its annual revenue was 234.08 billion
ue turnover, Samsung has a very strong influence in the
economic development or GDP of South Korea. Samsung, like Sony, does not
have a specific product niche but has diversified in the manufacture of durable
ude; QLED, 4K UHD, Full HD,
definition LCD and OLED TVs is renowned
for its picture quality and innovative technologies. The Bravia series has evolved
over the years, incorporating features like 4K resolution, HDR, and smart TV
capabilities. Samsung's QLED TVs have emerged as strong competitors, offering
vibrant colors, high contrast ratios, and advanced technologies. Samsung and Sony

18. 18
continually push the boundaries of TV technology, introducing new display
technologies and smart features.
 Life’s Good (LG)
In 1947 LG was founded in Seoul, South Korea, and like Samsung, it is a South
Korean corporation with its headquarters. Every year, LG makes almost $100
billion in revenue. LG televisions are among the most environmentally friendly
and technologically advanced businesses. OLED TV 4K, ‘UHD TV 4K’ FHD and
Super UHD TV 4K’ are just a few options available. Most of LG’s products, like
Samsung’s, are direct competitors of Sony.
 Panasonic
Panasonic Corporation is a multinational that was founded in Japan in the year
1918. As an electronics and semiconductors manufacturer, it has since grown to be
a major competitor alongside Toshiba, Sony, LG and Hitachi in electronics
production. In the 2023, its revenue was $62.004B with a market Capitalization of
$26.45B .
 Philips
This is a Dutch technology company that was founded in the year 1891 and has its
headquarters in Amsterdam. Being one of the largest electronics company in the
world, Philips is divided into three sections Consumer Lifestyle (responsible for
consumer electronics), Healthcare (for medical equipment) and lighting (for
lighting accessories).
Currently, its revenue is $4.874B. PHILIPS 4K HDR, 901F OLED, and 9002
OLED are some of its television models. Philips has presence in many small
appliances. But one of the reasons it is one of the top Sony competitors is Speakers
and home systems where Philips gives tough competition to Sony.
 Sony Competitors in Camera Company
Sony has made significant strides in the digital camera market with its Alpha
series, particularly the mirror less cameras, known for their compact size and high
performance. Competitors - Canon and Nikon have long been industry leaders in

19. 19
traditional DSLR cameras. While both companies have also entered the mirrorless
market, they maintain a strong presence in the DSLR segment, catering to different
customer preferences. Sony's Alpha series, particularly the A7 and A9 lines,
revolutionized the camera market with compact, full-frame mirrorless cameras.
They are known for excellent low-light performance, high-resolution sensors, and
advanced autofocus systems. Competitor: Canon's EOS R series, introduced as a
response to the mirrorless trend, competes directly with Sony's Alpha series. Canon
has a long history in the camera industry and brings its optical expertise to the
mirrorless market, offering photographers a diverse range of options.
The camera market share is very narrow, with the top three leading manufacturers
are Canon, Sony, and Nikon. This market is dominated by five large camera
manufacturers: Canon, Sony, Nikon, FUJIFILM, and Panasonic. The market share
of these 5 players is calculated as 94.3% of the global camera market share in
2022, which includes all kinds of digital cameras from compact cameras to DSLRs
to mirrorless cameras. The rest 5.7% is owned by multiple small brands including
OM SYSTEM, Hasselblad, Pentax, and others.

Canon takes the top spot in the camera industry, holding a 46.5% share of the
global camera market, which is slightly greater than the combined shares of Sony,
Nikon, and Fujifilm (i.e., 43.6%). The fresh data reveals that Canon owns almost
half of the global camera market and Sony owns almost a quarter. Sony overtakes
Canon in the mirrorless camera market. Sony holds the most market shares for
mirrorless cameras than Canon in the Japanese market. Despite the fact that Sony
hasn’t released a new camera since the Sony A7 IV in October 2021 while Canon

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has made some recent releases, still failed to crack the top position in market share.
Short describes below:
 Canon: Quite clearly the leader of Sony competitors when it comes to digital
photography – Canon Inc. is a Japanese company with headquarters in Tokyo,
Japan. It was founded in the Year 1995 and it specializes in the Manufacture of
optical products. Camcorders and Digital Cameras, printers, scanners, flash
units, projectors and medical equipment. As at 2023, Canon’s revenue was
$7.452B, its profit was $3.539B. Canon net income for the quarter ending June
30, 2023 was $0.477B.
 Nikon: Nikon is Japanese Company that was founded in 1917 and specializes
in imaging products and Optics with its headquarters in Tokyo, Japan. Its
annual revenue $4,648 million and had an operating income of around $406
million by 2023. Being a multinational, Nikon Inc. has around 18,790
employees. As at 2023, Nikon had a net income of $333 million . Nikon Annual
Gross Profit as of 2023 is $2,140 million. It had more than 18,790 employees as
at 2023.It also has subsidiaries in Nikon UK and Optos Plc. Some of its
products include; binoculars, digital SLR cameras, underwater film cameras,
spotting scopes and Camera Lenses among others. In the year 2006, Nikon
ceased production of almost all its film camera models to commit to the digital
camera market.
 Fujifilm: Fujifilm has gained popularity with its X-series mirrorless cameras
and medium-format offerings. Fujifilm cameras are known for their film
simulation models and unique design elements.
 Panasonic: Panasonic is a key player, particularly in the mirrorless camera
market. The Lumix series includes both Micro Four Thirds and full-frame
mirrorless cameras, providing competition to Sony's Alpha series.
 Sony Competitors in Gaming Console Company
Sony's primary competitor in the gaming console market is Microsoft with its
Xbox series. The main rivalry is between Sony's PlayStation consoles and
Microsoft's Xbox consoles. Both companies have been dominant players in the
gaming industry, with each releasing successive generations of gaming consoles.
Key competitors in the gaming console market include: Microsoft Xbox Series X

21. 21
and Xbox Series S: Microsoft's Xbox Series X and the more affordable Xbox
Series S compete directly with Sony's PlayStation consoles. Both companies aim to
provide powerful gaming experiences, exclusive titles, and various multimedia
features. Nintendo Switch: While not directly competing in terms of raw hardware
power, Nintendo's Switch console offers a unique gaming experience with its
hybrid design, allowing users to play games both on a TV and in handheld mode.
Nintendo tends to target a slightly different market segment with a focus on
family-friendly and exclusive titles. These three companies represent the major
players in the console gaming industry. Sony, Microsoft, and Nintendo continually
strive to attract gamers with exclusive titles, innovative features, and enhanced
hardware capabilities.
Gaming Console Market
In Q2 2023, Sony’s financial results showed an 8% increase in sales to $18.5
billion, with gaming and network services sales up 32% to $6.31 billion. Nintendo,
despite a 15% year-on-year shipment drop, maintains a 27% market share.
Microsoft’s Xbox Series X/S also faced challenges, witnessing a 6% decline in
shipments and totaling around 1.8 million units. Despite this, the Xbox Series X
remains popular, holding a 72% product share in the Xbox lineup.
 XBOX
XBOX is owned by Microsoft and was first introduced in the market in 2001. It
represents online streaming services and application games. . Its second Console
XBOX 360 was introduced in the market in 2005. As of September 2023, the Xbox

22. 22
360 has sold 85.7 million units worldwide, with over 47 million units sold in North
America. Using quarterly sales growth of 1% for Xbox, Microsoft’s gaming
division saw $15.465B in revenue during the year ending June 2023. It was
$16.23B in FY 22. Still, FY23 was its 2nd best fiscal ever. So far, the latest brand
XBOX ONE has been introduced in more than 30 markets and most of its features
are internet based with Xbox one, a player can not only stream but can also record
game play. A slimmer version of Xbox One referred to us Xbox one S is also
available.
 Nintendo
Nintendo Company Ltd is a video game and electronics company that was founded
in 1889 with headquarters in Kyoto, Japan. As one of the largest company in the
world in terms of video games production, Nintendo has risen to be among the
most valuable companies in Japan with a market value of more than 82 billion
dollars and revenue of over 490 billion Yen. Some of its developed games include;
Metroid, Mario, smart glass, Kinect, Zelda and Pokem just to name a few.
 Sony Pictures Entertainment
Sony Pictures Entertainment is a renowned global entertainment company that
operates in the film, television, and digital content industry. However, it operates
in a highly competitive landscape where several other companies vie for market
share. Warner Bros. Entertainment Inc., Universal Pictures, The Walt Disney
Studios, etc are among its key competitors.

23. 23
 Warner Bros. Entertainment Inc.
Warner Bros. Entertainment Inc. is an American film and entertainment studio
headquartered at the Warner Bros. Studios complex in Burbank, California, and a
subsidiary of Warner Bros. Warner Bros. Entertainment Inc., a subsidiary of
Warner Media, is a major competitor of Sony Pictures Entertainment. Known for
its diverse range of films, television shows, and gaming franchises, Warner Bros.
boasts an extensive catalog of popular titles. With blockbuster franchises such as
Harry Potter, DC Comics adaptations, and successful television series like Friends,
Warner Bros. poses a significant challenge to Sony Pictures Entertainment's market
dominance.
 Universal Pictures
Universal City Studios LLC, doing business as Universal Pictures is an American
film production and distribution company owned by NBC Universal, a division of
Comcast. Universal Pictures, a division of NBC Universal, is another formidable
competitor of Sony Pictures Entertainment. With a rich history and a wide range of
successful films, Universal Pictures has established itself as a major player in the
industry. The studio has produced numerous critically acclaimed movies, including
the Fast & Furious franchise, Jurassic Park series, and Despicable Me films. Its
strong lineup of titles and global distribution network directly compete with Sony
Pictures Entertainment's offerings.
 The Walt Disney Studios
The Walt Disney Studios is a major division of the Disney Entertainment business
segment of The Walt Disney Company best known for housing its multifaceted
film studio divisions. The Walt Disney Studios, a subsidiary of The Walt Disney
Company, is a global entertainment powerhouse and a significant competitor for
Sony Pictures Entertainment. Known for its iconic animated films. Disney has
expanded its portfolio to include live-action movies, Marvel Studios productions,
and Star Wars franchises. With the acquisition of 20th Century Fox, Disney further
consolidated its position in the industry, intensifying competition for Sony Pictures
Entertainment.
In terms of competition, Sony Pictures Entertainment faces stiff competition from
major film studios such as Warner Bros., Universal Pictures, and Paramount
Pictures. Streaming platforms like Netflix, Amazon Prime Video, and Disney+ also
compete for viewership and content acquisition, adding to the competitive
landscape.

24. Competitive Strategy of Sony
The company’s generic competitive strategy (Porter’s model) establishes how the
business competes with the consumer electronics, video games, and entertainment
products of other firms, such as Google (Alphabet), Samsung, Apple,
and Nintendo, as well as Disney and Netflix. Sony’s generic competitive strategy
focuses on product uniqueness. The generic competitive strategy corresponds to
the business strengths shown in the SWOT analysis of Sony, and these strengths
provide support for the success of the company’s intensive growth strategies.
Sony’s Generic Competitive Strategy
 SWOT Analysis
The analysis is used at the beginning of strategic decision
provides the basic framework (Hamel & Prahalad 1994).
strengths, weaknesses, opportunities and threats where an organizations use these
to generate strategies that fit their particular projected situation, objectives and
their capabilities by conducting SWOT analysis on SONY it will be v
company’s strategy fits projected situation
Name: Namrota Paula
ID: 2210085116
Competitive Strategy of Sony
The company’s generic competitive strategy (Porter’s model) establishes how the
business competes with the consumer electronics, video games, and entertainment
products of other firms, such as Google (Alphabet), Samsung, Apple,
and Nintendo, as well as Disney and Netflix. Sony’s generic competitive strategy
focuses on product uniqueness. The generic competitive strategy corresponds to
the business strengths shown in the SWOT analysis of Sony, and these strengths
ide support for the success of the company’s intensive growth strategies.
Sony’s Generic Competitive Strategy
The analysis is used at the beginning of strategic decision-making where it
provides the basic framework (Hamel & Prahalad 1994). SWOT creates lists of
strengths, weaknesses, opportunities and threats where an organizations use these
to generate strategies that fit their particular projected situation, objectives and
by conducting SWOT analysis on SONY it will be v
company’s strategy fits projected situation.
24
The company’s generic competitive strategy (Porter’s model) establishes how the
business competes with the consumer electronics, video games, and entertainment
products of other firms, such as Google (Alphabet), Samsung, Apple, Microsoft,
and Nintendo, as well as Disney and Netflix. Sony’s generic competitive strategy
focuses on product uniqueness. The generic competitive strategy corresponds to
the business strengths shown in the SWOT analysis of Sony, and these strengths
ide support for the success of the company’s intensive growth strategies.
making where it
SWOT creates lists of
strengths, weaknesses, opportunities and threats where an organizations use these
to generate strategies that fit their particular projected situation, objectives and
by conducting SWOT analysis on SONY it will be visible if the

25. 25
 Porter’s Model
Michael Porter’s Five Forces analysis is a management tool for determining the
intensities or strengths of the forces influencing the business, based on the external
factors in the industry environment. The intensities of the five forces relative to
Sony are as follows:
1. Competitive rivalry or competition: Strong force
2. Bargaining power of buyers or customers: Strong force
3. Bargaining power of suppliers: Moderate force
4. Threat of substitutes or substitution: Moderate force
5. Threat of new entrants or new entry: Weak force.
 PEST Analysis
PEST analysis is a framework that categorizes environmental influences as
political, economic, social and technological forces .In view of the fact it is
important to identify those factors as they might have affect on Sony’s supply and
demand levels and its costs especially in emerging markets. Furthermore, PEST
gives the greatest insight into Sony’s strategy since it will show the market growth
(emerging markets) and decline (developed markets), potential and direction for

26. 26
Sony’s operations. What is more, PEST analysis will show whether it was worth to
enter Sony’s business operations into new markets and new countries.
 Strategic Group Analysis
This tool would give insight into determining different competitive positions of
companies in the industry. This tool is useful in assessing Sony’s position among
its rivals and provides insight into its strategy. For example Sony could lower its
prices and LG could change the perception of the brand to the higher value.
However, this opportunity might be a threat as Sony could lose profits and
customers by lowering prices and its perceived value. In LG case, the company
would have to spend a lot of money on the marketing campaign to change the
perception of the products and invest in R&D to actually change the product to a
higher standard.
 Differentiation Strategy”—What We Must Cultivate Is Not
Knowledge but Wisdom
Sony uses differentiation as its generic strategy for competitive advantage.
Differentiation involves products that are unique in comparison to other products
in the market. In applying this generic competitive strategy, Sony integrates
features that make its products attractive and profitable. For example, novelty and
uniqueness are among the success factors of the PlayStation. In using the
differentiation generic strategy, Sony must continue innovating novel product
features to maintain its competitive advantage against competitors, like Nintendo.
 Success of Sony Walkman
Sony employees possess the shared value “to do what others do not do. A
successful case of this is Walkman. The first Walkman model was developed in
1979 and the second model, which also became a huge hit overseas, was developed
in 1981. While competitors launched similar products to the market one after
another, the brand name “Walkman” was already overwhelmingly strong and could
not be surpassed by others. While Sony won out in the “differentiation strategy”,
which aims to create something unique, through the development of the Walkman,
it created a new value with a “preposterous” attempt to remove the built-in speaker
and recording feature, which was “common” with the cassette audio players at the
time. It even changed people’s lifestyles. and recording feature, which was
“common” with the cassette audio players at the time. It even changed people’s
lifestyles.

27. 27
 Transformation from Data → Information → Knowledge →
Wisdom
While the importance of “data” has long been called for in the business world,
Sony analyze data and transfer them to information. and make them usable as
criteria for making decisions, this will be called “knowledge. “Wisdom” is
cultivated by undergoing creative work such as rearranging “knowledge,”
discarding some “knowledge” and sometimes adding new “knowledge” based on
our experiences and learning in life.
 PlayStation Success
Sony mastered technological innovation and was able to distribute internationally
its products. It also replaced a proprietary system by another, much cheaper, yet
also very much controlled. Basically, Sony had full control on the value/content
chain and changed the entire business. The success of the PlayStation is also about
timing. Timing about seizing the right moment, when the industry or the market is
shifting to a new age; it was then 2D to 3D and cartridge to CD. Exclusive Games,
High-quality Graphics and Performance, Strategic Partnerships make PlayStation
more popular.
 Advantages of PlayStation over others-
 The Exclusive Games
 Better Overall Performance.
 PS Vie(opportunity of streaming live TV, movies, and sports without needing a
cable or satellite subscription.)
 Simpler User Interface.
 VR(the cheapest way to experience quality virtual reality).
 More Storage Options.
 Better Default Controller.
 Larger Install Base(when it comes to multiplayer games, there is an increased
chance of there being more people playing a specific game online).

28. Both Xbox Series X and the PS5 priced at $499.Sony took a unique approach with
the PS5 by releasing two different models of the same console.The Digital Edition
is $399, and for someone who doesn’t own any physical copies of old PlayStation
games, or doesn’t mind buying only digital versions of games
makes the most sense.For the Series X, one only have one option: a $499 model
with a disk drive.
Both Xbox Series X and the PS5 priced at $499.Sony took a unique approach with
the PS5 by releasing two different models of the same console.The Digital Edition
is $399, and for someone who doesn’t own any physical copies of old PlayStation
games, or doesn’t mind buying only digital versions of games-
se.For the Series X, one only have one option: a $499 model
28
Both Xbox Series X and the PS5 priced at $499.Sony took a unique approach with
the PS5 by releasing two different models of the same console.The Digital Edition
is $399, and for someone who doesn’t own any physical copies of old PlayStation
then PS5 that
se.For the Series X, one only have one option: a $499 model

29. 29
 WHAT SETS SONY APART?
Sony's advertisements often highlight the latest technological advancements in
their products, showcasing how they can transform the way people live, work, and
play. Sony's marketing campaigns are designed to evoke emotions and create a
connection with their target audience. They focus on highlighting the unique
features and benefits of their products. The company actively engages with its
customers through various channels, such as social media platforms and customer
support services. Sony's commitment to sustainability, this company strives to
minimize its environmental impact by implementing eco-friendly practices in its
manufacturing processes and product designs. Sony's marketing efforts often
emphasize its dedication to sustainability, resonating with environmentally
conscious consumers.

30. 30
References
Historical Background of Sony
1. https://www.sony.com/en/SonyInfo/CorporateInfo/History/company/
2. https://en.wikipedia.org/wiki/Sony#:~:text=Sony%20began%20in%20the%20wake,a%20total%20of%20ei
ght%20employees
Products & Services of Sony
1. https://en.wikipedia.org/wiki/List_of_Sony_products
2. https://en.wikipedia.org/wiki/Category:Sony_products
Competitors of Sony
1. https://www.marketing91.com/top-sony-competitors/
2. https://themktgboy.com/sony-competitors/
3. https://www.businessinsider.com/samsung-dominates-the-global-smart-tv-market-2014-2
4. https://www.gizmochina.com/2023/12/04/sony-leads-global-console-market-54-share-q3-2023/
5. https://cameraprism.com/camera-brands-market-share/
6. https://pitchgrade.com/companies/sony-pictures-entertainment
Competitive Strategy of Sony
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