Marketing Case #10

Overview of IndustryThere is no doubt, numerous stories came into global market and over. Some winners on the war, been able to be survival, present the products to public for flourish. We can see quite so many Internet enterprise from US, but it consist of histories that built the fundamental for all of them.

Sony 6th StoryDo the diversification, one of the way to manage the resource, but it’s easier said than done. It’s not familiar among the world, that Sony’s profit point is financial business these days, it started by going collaboration with US enterprise, and recreated the strategy into Japanese style.

Import businessAs a business professional in Japan, it founded agency project for overseas. Through the management, some inquiries came beyond the seas, and it enabled them to open the community for innovation.

Sony OverseasJapan

Found Joint venture

Knowledge, business style

Learning from Professional In 1982, Sony was started to learn the technology from HP for developing 3.5 inch drive for MFD. After that, some Japanese enterprises started into this industry, but their advantage was superior to other’s, they could win this game.

HP

Sony Sony Sony

win

lose

lose

lose

Global LocalizationOn opening the local branch or factory, local relationship is far indispensable, and it needed coherent strategy for localization, sales network, customer support, management system.

Customer Supoort

Sales network

Knowledge for market

LawSystem

Managing all resources for going through the new market

Localize systemNaturally, on growing up, being accustomed with each culture, it requires to adjust for respective system when launching new project in distinct area. It consist of, salary, motivated, term for working. Their management style is to combine American’s way and Japanese to create the new one.

S

work A

Work B

Work C

Work D

Salary System

high

S

Salary System

high

work A

Work B

Work C

Work D

Develop the skill

ResponsibilityAs a responsibility of the leader, contributing to develop the local community, is required. A foundation for education, medical, local activity, and financial support ,their role is to get into the local community.

SonyFoundatio

n

Education

Medical

University

Culture

LobbyingFor opening the market, lobbying activity is required, persuade the government to enhance mind for beneficial mutually. The Morita, president of Sony USA, inspire the people with martial spirit to negotiate as a leader.

Government