Maithili D. Jani
Table of contents 1
Introduction
2 3
History; Timeline
4 5
Sony India; Products
Awards Award s
6P 7
SWOT Analysis
Porter s Five Forces
8 9
origin of name ; Mission & vision
Facts And Figures
Strategies Followed By Sony
Introduction
Multinational conglomerate corporation corporation headquartered headquartered in Mintao (Japan); (Japan);
One of leading manufacturers of electronics, elec tronics, video, communications, video game consoles and information technology products for the consumer and proffesional market
Introduction
Sony is among the Worldwide Top 20 Semiconductor Sales Leaders;
The company's slogan is Sony. Like no other;and recent is make believe;
Sony is the electronics elect ronics business unit and the parent company of the t he Sony Group which is engaged in business through its five operating segments, these make Sony one of the most comprehensive entertainment companies in the world;
Sony‟s principal business operations include:
Sony Corporation,
Sony Pictures Entertainment,
Sony Computer Entertainment,
Sony BMG Music Entertainment,
Sonny Ericsson,
Sony Financial Holdings.
Origin of 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 familiar term used in 1950s America to call a boy.
Morita pushed for a word that does not exist in any language so that they could claim the word "Sony" as their own.
Sony Corporation
Sony Corporation http://www.sony-europe.com/article/id/1178278971500
Mission & Vision
Mission - Sony is working to create value for our stake holders, and
improve the quality of life for the next generation through our innovations.
Vision - we must seek new approaches to transform our ability to
achieve both profitable and sustainable growth. Sony Corporation http://www.sony-europe.com/artic http://www.sony-euro pe.com/article/id/117827897115 le/id/1178278971157 7
Affiliated Companies (Japan) Sony Bank Inc.
Sony Energy Device Corporation.
Sony Broadband Solutions Corporation
Sony Engineering Corporation
Sony Broadcast Media Co., Ltd
Sony Enterprise Co., Ltd.
Sony Chemical & Information Device Corporation
Sony Facility Management Corporation
Sony Computer Entertainment Inc.
Sony Finance International, Inc.
Sony Computer Science Laboratories, Inc.,
Sony Financial Holdings, Inc.
Sony Digital Network Applications Inc.
Sony Global Solutions Inc.
Sony Disc & Digital Solutions Inc.
Sony Human Capital Corporation.
Sony EMCS Corporation.
Sony Institute of Higher Education Shohoku College
Sonny Asurance Sony Manufacturing Systems Corporation Sony Marketing (Japan) Inc. Sony Music Communications Inc. Sony Music Distribution (Japan) Inc. Sony Music Entertainment (Japan) Inc.
Sony Life Insurance Co., Ltd. Sony LSI Design Inc.
Affiliated Companies (Outside Japan) Sony Americas Holding,Inc
Sony de Mexico S.A. de C.V.
Sony Australia Ltd.
Sony Deutschland G.m.b.H.
Sony Benelux B.V.
Sony Device Technology (Thailand) Co., Ltd.
Sony Berlin G.m.b.H. SONY BMG MANAGEMENT CO., LLC
Sony Electronics Asia Pacific Pte Ltd. Sony Electronics Inc. Sony Electronics (Singapore) Pte. Ltd.
Sony BMG Music Entertainment Sony Korea Corporation SONY BMG MUSIC ENTERTAINMENT BV Sony Latin America Inc. Sony Brasil Ltda. Sony Broadband Entertainment Inc.
Sony Magnetic Products Inc. of America Sony Malaysia Sdn. Bhd.
Sony Capital Corporation
Sony Corporation of Hong Kong Ltd.
Sony Computer Entertainment America Inc.
Sony Corporation of Panama, S. A. Sony (China) Limited
Sony Computer Entertainment Europe Limited.
Sony Corporation of Hong Kong Ltd. Sony Corporation of Panama, S. A. Sony (China) Limited
History
Started in 1946 by Masaru Ibuka and Akio Morita in Tokyo – Japan.
Sony found its beginning in the wake of World War II. in 1946
The company had $530 in capital and a total of eight employees
Sony first branded product was a transistor t ransistor radio launched in 1955 and started to to sell under Sony from 1958.
In 1945, after World War II, Masaru Ibuka started a radio rapair rapai r shop in Tokyo.
The next year, he was joined by his collegue Akio Morita and they found found a companny which translates in English to Tokyo Telecommunications Engineering Corporation.
http://www.sony.co.in/section/aboutsony
History The
company built Japan's first tape recorder called the Type-G. In
the early 1960s, Ibuka traveled in the United States and heard about Bell Labs‟ invention of the transistor. He
convinced Bell to license technology to his Japanese company. In
the
transistor
August 1955, Tokyo Telecommunications Engineering released the Sony TR-55, Japan's first commercially produced transistor radio.
History
In May 1956, the company released the TR-6, which featured an innovative slim design and sound quality capable of rivaling portable tube radios.
It was for the TR-6 that Sony first contracted "Atchan", a cartoon character created by Fuyuhiko Okabe, to become its advertising character.
Now known as "Sony Boy", the character first appeared in a cartoon which is holding a TR-6 to his ear.
In 1957, Tokyo Telecommunications Engineering came out with the TR-63 model, the smallest (112 × 71 × 32 mm) transistor radio in commercial production. It was a worldwide commercial success.
Timeline
1946 - Tokyo Telecom Engineering
1950 - First Japanese Japanese tape recorder
1955 - First transistor radios
1957 - First pocket-sized radio
1958 - Name change change to Sony (from "sonus," Latin for "sound," and "sonny," meaning “little “litt le man”)
1968 - Intro of of Trinitron color TV – explosive growth
1979 - Walkman personal stereo
http://www.sony.co.in/section/corporatepressreleases
Timeline Contd….
1980‟s - Major Producer of computer computer disks/ floppies
1988 - Bought CBS Records for $2 billion.
1989 - Bought Columbia Columbia Pictures for $4.5 billion.
1994 - Sony Playstation Playstation released released to great success.
1997 - JV with Philips Philips (inventors of the CD) to to make Super Audio CD
1998 - Launched Wega flat-screen TV 1999 - JV with Philips, Sun Microsystems to develop networked entertainment products 1999 - Walkman with MP3 capabilities
Timeline contd…..
2000 - Formed PlayStation.com – games/software online
2000 - Restructured all entertainment entertainment units units under Sony Broadband Entertainment
2001 - JV Sakura Bank Bank and JP Morgan Morgan Chase for online bank.
2007 - Sony India announces Record Growth Performance for Q1 2007
2007 – Sony India wins Avaya Global connect Customer Responsiveness Awards
Latest Update
October 2012
Sony introduces new and innovative products this festive season
September 2012 EISA Rewards Rewards Sony Sony with 5 „Best „Best Products‟ Products‟ of the Year
Awards
June 2012
Mr. Kenichiro Hibi appointed as Managing Director, Sony India Sony India aims to sell 6.5 lakh VAIO units in FY12
May 2012
Sony India achieves sales of Rs. 6,313 crore in FY11
April 2012 Sony India India dominates dominates Digital Still Camera Camera market market with aim to capture 45% share in FY12
http://www.sony.co.in/section/corporatepressreleases
Sony India
Started its operation in India from 1994
They started its operation with highly concentrating on Marketing Strategies in order to make familiar about the product and company.
Sony is the first mover in India in every electronic segment. segment.
Strong Distribution network in India - 4000 dealers and distributors, 240 exclusive Sony World and 19 direct branch location
Also well known for quality service in India with 190 authorized service centers
Brands & Products
Hot Tip
AWARDS
Sony‟s Contactless IC Card Chip Acquires World‟s First *1 EAL6+ Certification of Common Common Criteria (ISO/IEC 15408), the International Standard Standard for IT Security
21 Sony products were recognized with an iF Product Design Award,
Sony won Good Good Design Awards Awards continuously from last 11 years for that that different products
third consecutive Gold Award for BRAVIA televisions and the second for a (alpha) E-mount series DSLRs.
The red dot Design Award is a worldwide design award given in recognition of superior product design and commun communication ication design. Design Zentrum Nordrheim Westfalen sponsors the red dot Design Award. Sony has won 16 "red dot" awards including 1 "best of the best".
http://www.sony.net/Fun/design/awards/good_design.html http://www.sony.net/Fun/design/awards/if_design2 http://www.sony.net/F un/design/awards/if_design2012_gw.html 012_gw.html http://www.sony.net/SonyInfo/csr/news/awar http://www.sony.net/So nyInfo/csr/news/awards/index.html ds/index.html
http://www.sony.net/SonyInfo/IR/financial/fr/highlight.html
Generic Business Level Strategies
Alliances
-
Philips (to develop and lunch CD players & CDs-1980)
Acquisitions Colombia Pictures was acquired
Competitors Analyses Audio
Visual
VHS Vs Betamax HD Vs BlueRay Games Nintendo, Microsoft, Xbox 360 Mp3
Players
Apple Mobile
Phones
Samsung, Nokia, Apple
Camera Canon, Nikon
Entertainment Star, Zee TV
STRENGTH
known for innovation and creativity
Caters Quality products
Highly reputed brand image
Economies of scale and high variety in products such as gaming
diversified client which reduces business risk
Ability to produce quality product
Innovation
First Mover Advantage
Differentiation Concept
Several Market
Everything for everyone
WEAKNESS
Lack of innovation in PS3 as Sony focused on digital technology which can share videos just on HD which is not common with consumers. Thus, Sony suffered a loss.
Not able to manage certain products which faced loss due to high cost of products such as play station 3. Sony recently decreased price by $100 to pocket some sale
PS 3 also lack in range of video games as majorly video games are first-person shooter games, which is liked by particular market. Sony has to increase the range of video games to entertain more markets.
Products are not able to attain sales as expected.
The strategic direction is not properly directed
Opportunities
They can reduce their products prices and attract customers.
Global expansion in BRIC companies with other growing countries. Sony can expand in all segments as its products cater what consumer demands.
Alliance with FIFA to increase corporate value
By strength (Mobile Market)
New Product as per Market Need
3D Market
Opportunity to reduce price
Global expansion
Alliance with FIFA to increase corporate value
Threats
Powerful competitors
Fake products launched in market
Sony could not formulate and manage their growth strategy
Sony losing customers due to diversifying products in varied markets types for instance
Sony not able to maintain high profit margin due to unfavourable foreign exchange rate.
Major impact of global downfall In the economies
PowerfulCompetition PowerfulComp etition as Microsoft, Apple, Toshiba, LG
Slowdown in economy
Chinese Market
Constant change in Technology
COMPETITIVE ANALYSIS PORTER’S FIVE FORCES ANALYSIS CHART
INTERNAL RIVALRY
Sony operates in several industries, and thus faces intense competition across sectors. Sony‟s main market segments include Electronics, Game, Pictures, Financial Services and Joint Ventures. 17While no other business deals with all five segments, the most prevalent competitors competitors in these industries are Apple, Samsung, Canon, Microsoft and LG Electronics.
SUPPLIER POWER
Supplier power is relatively low. Sony manufacture manufacturess their products in myriad places around the world; this global supply chain means suppliers are not concentrated, and Sony can move around to the supplier who will offer the best deal; suppliers are forced to cut prices or find a new buyer
BUYER POWER
Buyers in these industries have substantial power. A potential buyer‟s ability to gain information is very easy with online reviews of products. With this information, a buyer can switch from one brand to another without high switching or transaction costs.
ENTRY
Entry divides the market demand amongst more sellers and decreases each company‟s share.
Fortunately for Sony, the threat of new entrants is relatively low.
Economies of scale, product differentiation, capital requirements, technology knowledge and government policy all play a role in protecting Sony from new entrants.
Sony, on the other hand, has already gained this advantage. Capital requirements to enter are high, as these products are high-end, expensive luxury goods.
BCG MATRIX
Cont…
STAR:Play Station
COW:-
Walkman
LCD T.V
QUESTION MARK:Mobile Phones Camera
:-
DOG
Video Cassettes
SONY’S STOCK PRICES AGAINST NIKKEI 225 (2007 -2011
)
INTERPRETATION :
In 2011, 2011, Sony‟s stock price declined by 54%. A Beta statistic stati stic of 1.47 against the US stock market is consistent with the expectation that tech companies are more volatile than average.
SONY’S PRICE/BOOK VALUE (1997 -2011)
INTERPRETATION : The price/book ratio of Sony peaked in the late 90s. The ratio decreased almost constantly in the 2000s, and went below 1 in 2002. This shows that the market has not been willing to pay a high price for each unit of book value. In other words, the market does not have confidence in the future growth of the company‟s equity value. The most recent return on equity ratio is 13.67%, which echoes the pessimism by investors
WHAT SONY’S FINANCIALS TELL US ABOUT THEIR STRATEGIES
Sony must immediately focus on increasing sales in order to meet their short-term liabilities. While we recommend restructurings among Sony‟s product lines, the company must first ensure stable cash flows to avoid more severe s evere liquidity problems.
Sony has effectively reduced its COGS as a percentage of sales in the past few years. They should continue to make efforts to increase gross margins in the coming years by reducing manufacturing manufacturing costs and generating synergies among their product lines.
Sony must find ways to utilize their increased leverage and other asset items more efficiently to generate sales.
Sony‟s stock prices demonstrate low investor confidence. Although this is causing frustration among the current shareholders, Sony should regard this as an opportunity. When expectations are low, it would be easier for the company to
Facts and figures
Sony-FIFA Partnership
Sony has signed a global partnership program contract with FIFA, making it a FIFA Partner. During the eight-year period of the contract ( 2007-2014), Sony will exercise a broad array of rights in the “Digital the “Digital Life” category – which covers a wide range of businesses, from electronics to entertainment – at the FIFA World Cup in 2010 (South Africa) and in 2014 (Brazil), as well as more than 50 other FIFA competitions.
Sony recognizes that it is increasingly i ncreasingly important to enhance the corporate value of the Sony Group. Accordingly, Sony is strengthening its technologies and product appeal, enabling it to offer competitive products as well as conducting effective marketing activities that enhance brand affinity and customer trust.
Sources
http://www.11points.com/WebTech/11_Famous_Sony_Products,_Ranked_From_Worst_Failure_to_ Biggest_Success
http://wiki.answers.com/Q/Why_is_Sony_so_successful
http://www.ehow.com/about_5176244_sony-corporation-history-background.html
http://www.sony.net/SonyInfo/CorporateInfo/History/SonyHistory/index.html
http://www.sony.co.uk/hub/careers/3/1
http://www.sony-europe.com/article/id/1178278971500
http://www.sony-europe.com/article/id/1178278971157
http://www.sony.co.in/section/aboutsony
http://www.sony.co.in/section/corporatepressreleases
http://www.sony.net/Fun/design/awards/good_design.html
http://www.sony.net/Fun/design/awards/if_design2012_gw.html
http://www.sony.net/SonyInfo/csr/news/awards/index.html
http://www.sony.net/SonyInfo/IR/financial/fr/highlight.html
