SONY ESPAÑASONY ESPAÑA“Make believe”

Malin Sweden

Benjamin Germany

Paco Spain-shit

Marco Spain-shit

TEAM VODOPADTEAM VODOPAD

IntroductionIntroductionSony España S.A

was founded by the Sony Corp.

The headquarter is located in Barcelona

Profit: 23,200 mil €Benefits: 734,410

mil €Employees: 2,787

Sony Corp. is a major Japanese manufacturer of consumer electronics

Founded by Ibuka Masaru and Morita Akio in 1946

(Tokyo TelecommunicationsEngineering Corp.)

It adopted its present name in 1958.

History of Sony Corp.History of Sony Corp.

It began by making voltmeters, sound generators, and similar devices.

History of Sony Corp.History of Sony Corp.

1965: Sony have presence in Spain ◦Marketing products through the company Kosmos

Electric SA.

1982: Sony acquired the majority of the company ◦Renamed to Sony Spain S. A.

Nowadays: Sony España imports, exports and distributes products ◦like photografics material, electronics, radioelectrics

and informatics with support.

History of Sony EspañaHistory of Sony España

TVVideo consoleLaptopsDiscs (MP3 Players)MediaCell phones

Products - OverviewProducts - Overview

TV & Home Cinema:◦ Blue-ray Disc & DVD◦ DVD & USB players◦ Bravia TVs◦ Home cinema

projectors & systems Cameras &

Camcorders:◦ Cyber-shot◦ DSLR and

exchangeable lens cameras

◦ Mobile HD snap cameras

Flash memory and HDD camcorders

VAIO and Computing Reader eBook Home Audio Hi-Fi systems &

components

ProductsProducts

Memory, discs & batteries Headphones Car Audio

◦ In-Car CD/ Radio tuners (with MP3 CD)◦ In-car CD changers◦ In-Car USB and Made for iPod

Accessories◦ lens◦ lights◦ microphones◦ batteries◦ cases◦ tripods◦ sports packs◦ gps◦ Cables

Portable Audio Playstation

◦ Playstation I-III◦ PSP

ProductsProducts

CompetitorsCompetitorsSome of biggest competitors for each

sectors are:

◦Nokia on mobile phones

◦Philips on general electronics

◦Canon on photograpics

◦Apple and HP on laptops

Organizational Chart Organizational Chart

QFDQFD

Quality function deployment of

Play Station 3 3

QFD – How to make itQFD – How to make itIdentify customer wantsIdentify how the good/service will satisfy

customer wantsRelate customer wants to product howsIdentify relationships between the firm’s

howsDevelop importance ratingsEvaluate competing productsCompare performance to desirable technical

attributes

So what is the key to So what is the key to Sony´s success?Sony´s success?

The Key to Sony´s successThe Key to Sony´s success

New, challeging innovations

Wide variety of products

React rapidly with the desires of the costumers

Mixing inside technology knowledge with outside experts

The Key to Sony´s successThe Key to Sony´s success

Impact on environment

Recycling program for the users

Information on website and conferences

Sony and the Sony and the Operation TechnologyOperation Technology

OPERATIONS TECHNOLOGYOPERATIONS TECHNOLOGY

Computer Aided Design First usage in 1980Helps out in the process of their digital

productsHelps out in the process of developing

embedded software

OPERATIONS TECHNOLOGYOPERATIONS TECHNOLOGY

Using the Intranet People in general does not like changesWanted to encourage people to use CAD

3DNeeded a good comunication system

giving access to all departments

OPERATIONS TECHNOLOGYOPERATIONS TECHNOLOGY

Internet usage - websiteComunication tool to costumersFeedbackEfficient support service Using the website as a represantiv image

of the company itself

The official website of SonyThe official website of Sony

Quality Costs AnalysisQuality Costs Analysis

Quality Costs AnalysisQuality Costs AnalysisHigh Quality StandardsReliability, Safety & PerformanceAvoiding external failure costs

Warranties Liability Costs Lost of Benefits Bad image

Prevention costs

Reports of problems and opinions of employees (as use PS3 while working)

Active Customer FeedbackInvest amount of money in quality assurance.

Quality Costs AnalysisQuality Costs Analysis

Thanks for listeningThanks for listening

Any Questions?