Sony faced losses in 2008 due to restructuring and increased competition. To address this, Sony reformed its organizational structure to accelerate innovation and streamline processes. It focused on consistent profitability in core hardware businesses like TVs, games, and digital imaging. Sony also aimed to develop environmentally conscious products. Its goals for 2010-2013 included annual operating income margins of 5% and a 10% return on equity.

1. How must SONY change its business
strategies for 2010 and beyond?

2. Outline
・Introduction
・History
・Problem
・Strategy
・Result
・Future
・Summary
・References

3. Introduction
・Sony is the leader electronic manufacturer and
the electronics company.
・Sony is involved in 6 businesses.
- electronics, games, finance, music, movie and
others.
・Sony established the new executive management
teams in April.

4. History
・In 1946, Tokyo Tsushin Kogyo was established
by Masaru Ibuka and Akio Morita.
・In 1958, Tokyo Tsushin Kogyo changed the
company name to Sony.
・In 1970, Sony become the first Japanese
company to listing the New York Stock
Exchange.

5. Problem
・By late 2008, Sony was in deep trouble that they
have the excessive loss.
・Sony undergo the adverse implications of
frequent restructuring.
・Sony was affected by competition in global
consumer electronics industry.

6. Strategy
・Sony has reformed the structure of organization.
- It is intended to accelerate innovation and
optimize business processes.
・Sony target on consistent profitability in core
hardware business.
- TV, games and digital imaging.
・Sony develop the environmentally conscious
product.

7. Result
・Sony launched a succession of competitive
products by 2010.
・Sony achieved the group-wide cost reductions
for the current fiscal year ending March 31, 2010
by no later than the half of the current fiscal year.

8. Future
・Sony strengthen profitability of game business.
・Sony provide new user experiences integrating
futuristic hardware, software and services.
・Sony develop to new customers and new
geographic markets.

9. Summary
・Sony focus on environmentally conscious
products and processes.
・Sony expand 3D related product business in
2011.
・Sony targets on an annual 5% operating income
margin and a 10% return on equity by the end of
2013.

10. References
・Wiki
http://en.wikipedia.org/wiki/Sony
・Sony Gets Real, Defines Business Strategy For
2010 And Beyond
http://www.sonyinsider.com/2009/11/19/sony-gets-rea
・Sony Corporation Restructuring Continues,
Problems Rmain
http://www.icmrindia.org/casestudies/catalogue/Busine