This document analyzes Sony using a TOWS matrix. It provides background on Sony's founding, mission, vision, headquarters and key people. A SWOT analysis identifies Sony's strengths as innovation, quality and brand strength, and weaknesses as maintaining multiple functions and product pricing. Opportunities include expanding into new markets and segments, while threats include competition and economic instability. The TOWS matrix formulates strategies using Sony's strengths to pursue opportunities and overcome weaknesses and threats. In conclusion, Sony needs to integrate its talent to maintain success against growing competition.

1. TOWS ANALYSIS OF
BY
SHIVANGI JANI (24)
VAISHALI SOLANKI (25)

2.  Type
INTRODUCTION
 Founded
 Founder
 Name Created
 Headquarter
:
:
:
:
 KEY People
:
:
:
 Industry
:
 Website
:
 Area Served
Public
1946
Masaru Ibuka Akio Morita
By combining “Sonus”(Sound
and Sonic) and “Sonny”(Little
Son)
Japan
Worldwide
Kazuo Hirai(CEO), Sir Howard
Stringer(Chairman of Board)
Consumer Electronics
Entertainment
sony.net

3. MISSION
“To experience the joy of advancing and applying technology for the
benefit of the public.”
vision
“To create exiting new digital entertainment experiences for
consumer by bringing together cutting – edge product with latest
generation content and services.”

4. The SWOT Matrix

5.  Strength’s:
 Weakness:
 Innovation
 Maintaining
 Quality
 Brand
strength
 Product differentiation
 Wide cover spectrum over
multiple market
multiple function
 International expansion
 Product pricing
 Picture industry
 Corporate Governance
 Opportunities:
 Threats:
 “Asset Light”
 Competitors competition
strategy
 T.V. category & gaming segment
investing
 T.V. Business expansion
 Network initiative
 International market
penetration
 Global economic recession
 Electronic network security
 Greening Standard Compliance

7. SWOT / TOWS Matrix
 To develop strategies that take into account the
SWOT profile, a matrix of these factors can be
constructed.
 The SWOT matrix, can be changed into what is
known as the TOWS Matrix that is shown on the
next slide:

8. SWOT / TOWS Matrix
Strengths
TOWS
Analysis
Opportunities S-O
Weaknesses
W-O
Strategies Strategies
Threats
S-T
W-T
Strategies Strategies

9. 











Strength’s:
Innovation
Quality
Brand strength
Product differentiation
Wide cover spectrum
over multiple market
Opportunities:
“Asset Light” strategy
T.V. category & gaming segment
investing
T.V. Business expansion
Network initiative
International market penetration
 Threats:
 Competitors competition
 Global economic recession
 Electronic network
security
 Greening Standard
Compliance






Weakness:
Maintaining multiple
function
International expansion
Product pricing
Picture industry
Corporate Governance

10. SWOT / TOWS Matrix
 S-O strategies pursue opportunities that fit well
the company's strengths.
 W-O strategies overcome weaknesses to pursue
opportunities.
 S-T strategies identify ways that the firm can use
its strengths to reduce its vulnerability to external
threats.
 W-T strategies make a defensive plan to prevent
the firm's weaknesses from making it susceptible to
external threats.

11. SWOT Interactions

12. CONCLUSION
 Although other electronics firms are taking market shares
and profits, the innovative spirit and quest of excellence
and perfection cannot be copied.
 Sony’s main task is to integrate its talent by placing
common goals and priority for this increasing competitive
market.
 With strategy and luck, Sony could become a great firm as
it was and will be.

13. SOURCES
 www.sony.co.in (15-07-2012)
 www.awardmarketingservices.com (15-07-2012)
 www.sonynet.com (15-07-2012)
 www.wikipedia.org/wiki/Sony (14-07-2012)