Sony corporation f10 s2
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Transcript of Sony corporation f10 s2
SONY CORPORATION
Yuki, Sylvia, Caitlin & Casey
Agenda
Sony Commercial History Global Expansion SWOT Analysis Competitors Industry Analysis Recommendations Conclusion
History of Sony
Started in 1946 by Masaru Ibuka and Akio Morita in Japan
In December 1955 released Sony TR-72, a transistor radio First step into the global market
Sony’s outstanding technology revolution in TV industry 1960 Sony introduced the first direct television in world,
the TV8-301 Introduced the smallest and lightest television in 1962
From 2008 – to March 31, 2009 decline in demand Current CEO, Howard Stringer was promoted in 2005
History of Sony cont
Television introduced in each country.
History of Sony cont.
2009 Sony bought BRAVIA LCD television 2009 Sony’s LCD market increased
From 12% in 2007 to 14% in 2009 Sold 107 million units in 2009 In 2009 the increase of sales were 43%
higher than 2008
SWOT Analysis
Strengths Strong corporate brand identity
Ranked 29th in top 100 Soy’s brand value in 2009 at 11,953 million Umbrella brand strategy had the most success
Sony’s Corporation diversified geographic base
Sony’s Research and Development abilities
SWOT Analysis cont.
Weakness Sony’s plants located in inconvenient
locations Too expensive and far away from
consumers High shipping and long deliver process
This all effects Sony’s operating performance
SWOT Analysis cont.
Opportunities Applied acquisition and alliances strategy
Joint venture with Sharp and Hon Hai Precision Industry
In order to provide LCD TV’s to American Region
Focus on emerging market’s economies Sony has gained success in India Market Sony’s growth depends on performance in
emerging markets
SWOT Analysis cont.
Threats Unfavorable foreign exchange rate
Sony’s international market sales value 75.8% Japan’s currency appreciated against US dollar
and Euro Sony’s products more expensive; sales to drop
Worsening economic situation Sony’s main markets are US, Japan, and Europe;
all suffered economic downturn Laws and regulations
Protect environment, human health, and safety
Global Expansion
First attempt of expansion in Hong Kong in 1959 Plant was shut down in 1961
1970—Expanded into Cologne, Germany Started with 25 employees Sold through distributors, but sales were low Sales rose once employees started selling televisions
Expansion into the US 1972—TV manufacturing plant opened Created plant because of high shipping costs Plant was used to produce Trinitron color TV Hired TV salesmen to sell TV’s rather than distributors
Global Expansion
Anti-dumping lawsuit Started in 1968 in the United States Against all Japanese TV manufacturers for selling TV’s
cheaper in US than Japan 1975—Sony received official notice they weren’t under
investigation California’s Unitary tax system
Tax system was based on entire corporation’s income Governments officials became involved Ronald Reagan asked states to change tax system International companies forced to close plants
In 1986 California approved to change the tax system
Competitors
Royal Philips Electronics Inc. Established in Netherland in 1891 Target high-end markets and high-
technology Philips TV experiments began in 1925 Withdrawal of LCD TVs in North America in
2008 Continue to sell, but rights owned by a
Japanese company until 2013
Competitors cont.
Sharp Corporation Sharp manufactures both LCD panels and
LCD TVs Sharps AQUOS TV is it’s most significant
productComes from “aqua” and “quality”, meaning
image caused by liquid crystal material flow Taiwan’s Screen Discriminatory sales
Stock market Comparison
Chart compares Sony(blue), Philips (green), and Sharp(red) over the last 5 years. It Represents the stock value of each company
Competitors cont.
Skyworth Group Co., Ltd Established in 1988 in China Largest TV brand in china From small to the top 10 TV brands Skyworth emphasizes LCD Black Light and
Internet TV
Industry Analysis
History First TV invented in 1924 RCA launched worlds first black and white
TV in 1939 and first color TV in 1953 Future Trends
Energy-conserving and environment–protective
Flat-panel TV: LCD TV (LCD backlight) Special technologies: Google TV, 3D LED “China Times”
Industry Analysis cont.
Global Issues Quality problems: black screen, “vertical
line”, “black belt” High completion and low margin
Short Term Recommendations Advertising
Advertise more heavily Wireless Technology
Invest in wireless technology Receiver box all cord plug into
Lower Cost production Consumers cant afford expensive
electronics Inexpensive TVs
Produce a TV at lower costs
Long Term Recommendations Out of big box store
Don’t sell in Best buy, or Wal-Mart Sells at lower prices
Sony specialty stores Create more specialty stores
Sell only Sony products Incorporate aspect of Microsoft
Team up with Microsoft aspects and incorporate into TV designs
Conclusion
Sony Commercial History Global Expansion SWOT Analysis Competitors Industry Analysis Recommendations