This document provides an analysis of Sony Corporation's business strategies. It discusses Sony's company profile, product strategy, and marketing strategy. Sony was established in 1958 in Japan and is a leading manufacturer of electronics, video, and communication products. It strives to strengthen its core electronic business through applying information technologies. Sony uses a 4P marketing strategy of product, price, promotion and place. It faces competition from companies like Toshiba and Panasonic but maintains strengths in innovation and brand loyalty. The document examines Sony's SWOT analysis and provides recommendations for the company.

1. ARNAB DAS
11HM06
MBA 1ST SEM
NATIONAL INSTITUTE OF TECHNOLOGY
SURATHKAL,KARNATAKA

2.  COMPANY PROFILE
 PRODUCT STRATEGY
 MARKETING STRATEGY
 MARKETING MIX
 SWOT ANALYSIS
 COMPETITOR ANALYSIS
 MANAGERIAL IMPLICATION

3.  SONY – GREEK WORD ‘SONUS’– GODDESS OF
SOUND, LATIN WORD ‘SONNY’– YOUNG LAD.
 ESTABLISHED IN 1958 IN TOKYO, JAPAN -- MASARU
IBUKA, AKIO MORIT.
 WORKING IN 204 COUNTRIES WITH 180500
EMPLOYEES.
 LEADING MANUFACTURER OF
ELECTRONICS, VIDEO& COMMUNICATION.
 JAPAN’S FIRST TRANSISTOR RADIO (1955).

4.  SONY IS STRIVED TO STRENGTHEN THE CORE
ELECTRONIC BUSINESS.
 BY APPLYING INFORMATION TECHNOLOGIES TO
PRODUCT DESIGN, PRODUCTION, DISTRIBUTION,
AND SALES.
 SONY IS RELEASING NETWORK-FOCUSED PRODUCTS
IN FOUR CATEGORIES.

5. MARKETING OBJECTIVE :
 STYLISH & INNOVATIVE
 CORPORATE CUSTOMER VALUE
FINANCIAL OBJECTIVE :
 DECREASE PER UNIT COST
 MORE ADVERTISEMENT AT LOW EXPENSE
DIVERSE MARKET :
VARIOUS PRODUCT & WIDE VARITY

6.  4P’S
 PRODUCT
 PRICE
 PROMOTION
 PLACE

7. 4 PRODUCT LINES:
ELECTRONICS(CAMERA,TV,MP3)
MOBILES (SONY ERICSSON)
SONY MUSIC & PICTURES
DIGITAL ENTERTAINMENT (PLAY STATION)

8.  SONY DECIDES PRICE WITH CONSULTATION OF
MARKETING MANAGER.
SONY BRAVIA LCD TV IS A SKIMMING PRICING
STRATEGY.
EXAMPLE- LETS CONSIDER SONY SERIES OF VAIO
LAPTOPS.
SONY HAS TRIED TO CATEGORIZE THE LAPTOPS
ACCORDING TO STYLE, USER, PURPOSE, MOBILITY
AND PERFORMANCE, AND EACH A CORRESPONDING
PRICE.

9.  TO CREATE AWARENESS AMONG PUBLIC
ABOUT ITSELF.
 SONY ADVERTISE ITS PRODUCTS THROUGH
DIFFERENT WAYS IN MEDIA LIKE TV, INTERNET
AND E-MAILS.
 THE MAJOR ELEMENTS OF PROMOTION MIX
INCLUDES –
ADVERTISING
PERSONAL SELLING
SALESPROMOTION
DIRECT MARKETING AND PUBLICITY

10. SONY DISTRIBUTES ITS PRODUCTS THROUGH-
ZERO-LEVEL CHANNEL
ONE LEVEL CHANNEL
TWO-LEVEL CHANNEL
IN INDIA, SONY HAS USED THE METHOD OF
ONE-LEVEL DISTRIBUTION CHANNEL
MANUFACTURER
RETAILER
CUSTOMER

11.  STRENGTHS
 WEAKNESS
 OPPORTUNITY
 THREAT

12.  ONE OF THE WORLDS LARGEST MANUFACTURER
OF ELECTRONIC PRODUCTS
ITS BRAND LOYALTY IS VERY HUGE AMONG
CONSUMERS
INNOVATION HAS BECOME A PART OF
MAINSTREAM CULTURE.
THERE IS A LONG LIST OF PRODUCTS
INTRODUCED BY SONY 1ST TIME EVER THAT IS
I.POD, LCD TV & WALKMAN

13.  DECLINE IN PRODUCT COMPETIVENESS
INEFFICIENT MANUFACTURING STRUCTURE
HIGH PRICE PRODUCTS

14.  PARTNERSHIP WITH FIFA FOR WRLDCUPS 2010 & 2014
THAT’S WHY IT WILL INCREASE BRAND AWARENESS
ITS EXPECTED GROWTH $171 BILLION

15.  INCREASING PRICE OF RAW MATERIALS.
 UNSTABLE SUPPLY AND DEMAND CONDITIONS.
 INTENSE COMPETITION.
 ECONOMIC DOWN TURN IN WORLD.

16.  HUGE COMPETITORS IN EVERY BUSINESS AT EVERY
LEVEL.
TOSHIBA AND SHARP ARE TOP COMPETITORS IN
JAPAN.
 PANASONIC’S OPERATING INCOME INCREASE IN
2007-08 BUT SONY INCOME DOWN 57.2% FOR THE
SAME PERIOD.

17.  SONY’S R&D DEPARTMENT HAS 31% LABOUR FORCE
INVOLVE TO CREATE INNOVATIVE PRODUCTS.
SONY EVERY YEAR SPENT 25% OF ITS INCOME ON
R&D.

18.  LEGACY
 RECALL
 IMPACT
 POWERFACTOR

19.  WWW.SLIDESHARE.COM
 WWW.SCRIBD.COM
 WWW.WIKIPEDIA.COM
 MARKETING MANAGEMENT – PHILIP KOTLAR
 PRINCIPLES AND PRACTICES OF MANAGEMENT
– KOONZ

20. THANX FOR LISTENING