Sony Corporation was founded in 1946 in Tokyo, Japan. It produces consumer and professional electronic equipment, communication and information equipment, semiconductors, and financial services. Sony has a variety of product lines including electronics, mobile phones, music, pictures, and its popular PlayStation video game consoles. It uses strategies like new product development, competitive pricing, and extensive promotion to maintain its strong brand image and global market leadership in consumer electronics.

2. SONY
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3. Sony Corporation
∫ Founded by Masaru Ibuka and Akio Morita in 1946.
∫ Headquarter- Minato, Tokyo, Japan Products-
Consumer & professional electronic equipment
Communication & information-related equipment
Semiconductor
Electronic devices & components
Battery
Chemicals
PlayStation
Blu-ray

4. About Sony
∫ 1946- MayTokyo Tsushin Kogyo K.K.
(Tokyo Tele-communications
Engineering Corporation),
also known as Totsuko,
established in Nihonbashi.
∫ 1947- Company head office and factory relocated to
Shinagawa, Tokyo

5. About Sony
∫ 1950- Japan's first
magnetic tape recorder,
the G-Type, order launched.
∫ 1954-Announcement of Japan's first PNP
alloy-type transistor and germanium diode

6. About Sony
∫ 1955-Decision made to
use SONY logo
on Totsuko products.
∫ Japan's first transistor
radio, the TR-55
launched.

7. About Sony
∫ 1958- Company name
changed to Sony
Corporation.
∫ 1960-Sony Corporation of
America (SONAM)
established in the United
States.
 World's first direct-view
portable TV, the
TV8-301, launched
Sony Overseas
S.A.established near
Zurich, Switzerland

8. About Sony
∫ 1962- The world's
smallest and lightest all-
transistor TV, TV5-303,
launched.
∫ 1963-World's first
compact transistor VTR,
the PV-100, launched

9. About Sony
∫ 1994-New company structure introduced at
Sony Corporation
∫ 1997-Home-use PC “VAIO” series launched
Jul Flat CRT “WEGA” series launched
Oct Sales launch of the world's first broadcast-use
HD camcorder, HDW-700

10. About Sony
∫ 2005- Sales launch of new “BRAVIA” brand HDTV-
compatible flat-screen TVs
∫ 2007-World's first OLED TV released.
∫ 2010-Sony introduces Sony Internet TV, powered by
Google TV —he world's first television with Google
TV platform
∫ Sony introduces e-book reader.
∫ Sony launches new digital music service---"Music
Unlimited powered by Priority

11. Brand Logo
1969
1973
Present Logo

12. Product Logo
Sony Picture Entertainment
Sony BMG Logo

13. Products Logo
∫ Laptop Logo
∫ Play Station
∫ Walkman

14. Mission & Vision
∫ Mission
 Our mission is to be a company that inspires and fulfills
your curiosity.
 Our unlimited passion for technology, content and
services, and relentless pursuit of innovation, drives us to
deliver ground-breaking new excitement and
entertainment in ways that only Sony can.
 Creating unique new cultures and experiences.
 Everything we do, is to move you emotionally.

15. Mission & Vision
∫ Vision
 Across the world, in all the entertainment and
communication sectors in which we operate, every
Sony employee is united through a common set of
beliefs, ideals and aspirations.
 This is our Vision.

16. Goals & Objective
∫ Goals
 The Sony Corporation has a goal to provide people
with technology and services.
 Sony creates technology for cell phones, tablets, and
accessories for cell phones.
∫ Objectives
 to sell

17. Strategic Business Unit(SBU)
∫ Sony offers a number of products in a variety of
product lines around the world. Sony has developed a
music playing robot called Rolly, dog-shaped robots
called AIBO and a humanoid robot called QRIO.
∫ As of 1 April 2012, Sony is organized into the
following business segments: Imaging Products &
Solutions (IP&S), Game, Mobile Products &
Communications (MP&C), Home Entertainment &
Sound (HE&S), Devices, Pictures, Music, Financial
Services and All Other.

18. Strategic Business Unit(SBU)
∫ The network and medical businesses are included in the
All Other.
∫ Sony Corporation is the electronics business unit and
the parent company of the Sony Group.
∫ It primarily conducts strategic business planning of
the group, research and development (R&D),
planning, designing and marketing for electronics
products.
∫ Its subsidiaries such as Sony EMCS Corporation (6
plants in Japan)

19. Strategic Business Unit(SBU)
∫ Sony Semiconductor Corporation (7 plants in
Japan) and its subsidiaries outside Japan (Brazil,
China, England, India, Malaysia, Singapore,
South Korea, Thailand, Ireland and United
States) are responsible for manufacturing as
well as product engineering (Sony EMCS is also
responsible for customer service operations).
∫ In 2012, Sony incorporated rolled most of its
consumer content services (including video, music,
and gaming) into the Sony Entertainment Network.

20. Strategic Business Unit(SBU)
∫ Audio The 1979 Sony Walkman ushered in a new era
of portability for music listening.
∫ Sony produced the world's first portable music player,
the Walkman in 1979.
∫ This line fostered a fundamental change in music
listening habits by allowing people to carry music
with them and listen to music through lightweight
headphones.

21. Strategic Business Unit(SBU)
∫ Walkman originally referred to portable audio
cassette players.
∫ The company now uses the Walkman brand to market
its portable audio and video players as well as a line
of former Sony Ericsson mobile phones.
∫ Sony utilized a related brand, Discman, to refer to its
CD players.
∫ It dropped this name in the late 1990s.

22. Strategic Business Unit(SBU)
∫ All Sony high-definition flat-panel LCD televisions
in North America have carried the logo for BRAVIA
since 2005. Sony is the third-largest maker of
televisions in the world.
∫ As of 2012, Sony's television business has been
unprofitable for eight years.
∫ In December 2011, Sony agreed to sell all stake in an
LCD joint venture with Samsung Electronics for
about $940 million.

23. SWOT Analysis
∫ Strengths:
 Sony has got a strong brand
image which is known globally
by most people in the world.
 The company produced the
Walkman where people could play audio cassettes while
on the move which was a strong product when it
released. The company has been able to monopolies
their brand loyalty by having repeat customers which
would purchase different products such as a TV with a
home audio system etc.

24. SWOT Analysis
∫ Weakness
 Sony has seen its TV division lose a lot momentum in
the past 2 decades. The TV division used to be a key
area for Sony where they made high quality, long
lasting products, but their market was eroded by LG,
Samsung and others.
 This was mainly due to the fact that the prices for the
competition was lower than that of Sony and the
products also had more features.
 The decline in its sales has led to Sony reporting
losses for the past 5 years.

25. SWOT Analysis
∫ Weakness
 The senior management have
made major structural changes
in order to save money from various departments and this
involved staff layoffs as well as closure of offices in different
countries.
 Sony has made its first annual profit in May 2013 for over 5
years due to the changes they made. The CEO had changed
to Kazuo Hirai, who was the head of the gaming division,
and he is changing the strategy of the company to allow
features to work on multiple devices.

26. SWOT Analysis
∫ Opportunities:
 Sony has been making strides
in the mobile and tablet
market with its Xperia
range of devices where
some products are waterproof and shockproof.
 These gadgets would help Sony to generate sales and
profits in the long term if they are able to gain
customers who will purchase next iterations of future
phones and tablets.

27. SWOT Analysis
∫ Threats
 The Xbox One console is a threat for Sony.
 The main reason this is because Sony generates most
of its profits from its gaming division, and if
Microsoft were to become the market leader in
gaming, this would impact Sony tremendously.

28. Strategies of 4P
∫ Products:
 The first market mix element is Product.
 A product is anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a need or want.
Product decision normally base on brand name, Functionality,
Styling, Quality, Safety, Packaging, Repairs and Support, Warranty,
accessories and Services.
 These product attributes can be manipulated depending on what the
target market wants.
 Also, customers always look for new and improved things, which is
why marketers should improve existing products, develop new ones,
and discontinue old ones that are no longer needed or wanted by the
customer. Sony has a variety of products ranging from electronic
devices, game sand entertainment.

29. Strategies of 4P
∫ PRODUCT STRATEGY
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.

30. Strategies of 4P
∫ MARKETING STRATEGY
• MARKETING OBJECTIVE :
 STYLISH & INNOVATIVE
 CORPORATE CUSTOMER VALUE
• FINANCIAL OBJECTIVE :
 DECREASE PER UNIT COST
 MORE ADVERTISEMENT AT LOW EXPENSE
• DIVERSE MARKET :
VARIOUS PRODUCT & WIDE VARITY

31. Strategies of 4P
∫ MARKETING MIX
 4P’S
 PRODUCT
 PRICE
 PROMOTION
 PLACE

32. Strategies of 4P
∫ PRODUCT
• 4 PRODUCT LINES:
ELECTRONICS(CAMERA,TV,MP3)
MOBILES (SONY ERICSSON)
SONY MUSIC & PICTURES
DIGITAL ENTERTAINMENT (PLAY STATION)

33. Strategies of 4P
∫ Price
 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.

34. Strategies of 4P
∫ Promotion
 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
sales promotion
direct marketing and publicity

35. Strategies of 4P
∫ Place
• 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

36. PEST Analysis
 Political/legal environmental:
 It is roles and regulation, which has been imposed by a stable
government on the business.
 On the other hand, these changes may expected from the
government in the future by business.
 Political factors of Sony can be changed at any time, which
could affect business of the Sony at time of change. As well as
instability in political situation of country will affect the
business
 Reduction in recession and credit crunch could cause Sony to
speed up its trade; meanwhile same situation could happen for
the competitors of Sony, which may affect Sony negatively.
Therefore, Sony needs to be very careful to its innovation and
idea generation.

37. PEST Analysis
 Economical factors:
 The essential factor by which growth of the economy
could be assessed is economical factor.
 It could cover around the major aspects such as
unemployment, wages, rising in spending of
consumers and which sectors of economy is growing
which sectors are not. J Morrison(2002).
 However the economic situation of Sony was
reported not in good condition , cause of the
economic shrunk.

38. PEST Analysis
 Social factors:
 Even though Sony has gained reputation, cause of it
is quality services and products they provided.
 Still needs to be well aware of the customer demand,
good communication with the people, Changes in
lifestyle of people, the increase on woman leaving
work.
 Generally educational level of population, the extent
of educational facilities for women, and taking part in
business life.

39. PEST Analysis
 Technological factor:
 One of the four important factors, which is essential for
the company to assess its external environment is
technological factor.
 And Sony works around the technology every day.
 Sony should use new and upgraded technology in
productivity which could may give sony competitive
advantages and leading market.
 By using the new technology sony can do research by
which Sony can respond to the demand of its
customers.

40. Porter’s Five Forces
Model of Competition

41. Threat of New Entrants (Low)
• Economies of Scale
• Product Differentiation
• Capital Requirements
• Switching Costs
• Technology, Know-how and
Innovation
• Government Policy
Barriers to
Entry

42. Bargaining Power of Suppliers (Low)
• Big global supply chain
management
(Suppliers are not
concentrated)
• Suppliers are forced to cut
their prices or go out of
business.
• Many OEMs start to produce
their own components in-
house
Suppliers exert
power in the
industry by:
* Threatening to raise
prices or to reduce
quality
Powerful suppliers
can squeeze
industry
profitability if
firms are unable to
recover cost
increases

43. Bargaining Power of Buyers
(Rather High)
• Products are fairly
undifferentiated
• Buyers face few
switching costs
• Online shopping has
increased the bargaining
power of buyers
• Buyers are price sensitive
and demand high quality

44. Threat of Substitute Products (Low)
 There are few substitutes from
other industries, if any.
 Most of them seem to be
obsolete or have one foot out
of door.
 For example:
 Digital Camera in the place of
Film Camera
 Fax machines in place of
overnight mail delivery

45. Porter’s Five Forces : Model of
Competition
Threat of
New
Entrants
Bargaining
Power of
Buyers
Bargaining
Power of
Suppliers
Threat
of
Substitute
Products

46. COMPETITOR ANALYSIS
∫ 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.

47. Customer Analysis
 Sony is a diverse brand that provides products and services for a wide
variety of people.
 Sony will focus on expanding their segments in the women’s market.
Women make up over half the sales in consumer electronics and
influence over 80% of purchases.
 Quality
 Sony strives on innovative products that are easy for consumers to use.
 Market Leader
 Sony is the market leader in electronics.
In particular Sony is the number one leader in television market
share.