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Sony Corporation

Sony Corporation

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Sony Corporation

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  1. Sony Corporation Yuki, Sylvia, Caitlin & Casey

  2. Agenda • Sony Commercial • History • Global Expansion • SWOT Analysis • Competitors • Industry Analysis • Recommendations • Conclusion

  3. 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

  4. History of Sony cont • Television introduced in each country.

  5. History of Sony cont. • 2009 Sony bought BRAVIA LCD television • 2009 Sony’s LCD market increased • From12% in 2007 to 14% in 2009 • Sold 107 million units in 2009 • In 2009 the increase of sales were 43% higher than 2008

  6. 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

  7. 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

  8. 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

  9. 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

  10. Global Expansion • First attempt of expansionin 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

  11. 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

  12. 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

  13. Competitors cont. • Sharp Corporation • Sharp manufactures both LCD panels and LCD TVs • Sharps AQUOS TV is it’s most significant product • Comes from “aqua” and “quality”, meaning image caused by liquid crystal material flow • Taiwan’s Screen • Discriminatory sales

  14. 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

  15. 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

  16. 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”

  17. Industry Analysis cont. • Global Issues • Quality problems: black screen, “vertical line”, “black belt” • High completion and low margin

  18. 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

  19. 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

  20. Conclusion • Sony Commercial • History • Global Expansion • SWOT Analysis • Competitors • Industry Analysis • Recommendations