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Xu,Xiaoxuan (Connie) Zhang,Yao (Stephanie) Liu,Zhenzi (Christina). Nov.10 th ,2008. Industry Analysis. Company Analysis (History, Current, Future). International Expansion. Competitor Analysis. SWOT Analysis. Recommendations. Industry Analysis.

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Presentation Transcript
slide1

Xu,Xiaoxuan (Connie)

Zhang,Yao (Stephanie)

Liu,Zhenzi (Christina)

Nov.10th ,2008

slide2

Industry Analysis

  • Company Analysis (History, Current, Future)
  • International Expansion
  • Competitor Analysis
  • SWOT Analysis
  • Recommendations
slide3

Industry Analysis

  • The beginning of consumer digital camera era

1995, Casio QV-10

slide4

Industry Analysis

  • The becoming of mainstream product
  • Pocket-size and fashionable
  • Matured digital camera industry
slide5

Industry Analysis

  • SLR digital camera & Ultrathin digital camera

2005,SonyT7

2003, Nikon D70

slide6

Industry Analysis

  • Fierce competition between camera makers
slide7

Industry Analysis

The Tendency of Digital Camera Industry:

  • The designs of the digital cameras become more classic and stylish.
  • A higher level of face detection technology and intelligent scene recognition technology make shooting easier.
slide8

Industry Analysis

The Tendency of Digital Camera Industry:

  • Third, the use of touch-screen

Sony T300

company analysis
Company Analysis

History

  • In 1945, Masaru Ibuka and Akio Morita, Tokyo Telecommunications Engineering Corporation
  • In 1958, New Name
  • First electronic camera, Mavica, in 1981

magnetic recording, embryonic form

current
Current

Company Analysis

  • Leader
  • Digital cameras, recorded music, PC
  • The headquartered is in Tokyo
  • 2007, Revenue increased 10.5%
  • Increasing sales in the electronics and games
  • Cyber-Shot
  • NO.2 digital camera
future
Future

Company Analysis

  • 1.8 million Japanese Yen
  • Facilitate the customization service
international expansion
International Expansion

Expansion in electronic field

  • 1960 - America
  • 1980 - Sony Euro Switzerland

UK

Germany

France

  • 1996 - China

- most important

- large potential

horizontal global expansion

International Expansion

Horizontal Global Expansion

Entertainment

  • Sony Music Entertainment

- founded by Sony and CBS in 1968

  • Sony Pictures Entertainment

- took over Columbia TriStar Motion Picture Group in 1989

- subsidiaries in Hong Kong, Madrid

- merged with MGM in 2004

- the largest film company

global expansion strategy

International Expansion

Global Expansion Strategy

Globalization

All the branches in the world share the same technology and company culture.

slide15

International Expansion

Localization

  • In operation: localized R&D, procurement, production,

distribution and sale

  • In talent: invests the local talents

Make overseas R&D center

  • The importance
  • Advantages:

- the cycle of R&D shortened

- make better use the talents and capital all of the world

- cross-border collaboration

digital camera

International Expansion

Digital Camera
  • Manufactory:

- produced not only in Japan but other Asian countries

(Premier Image Technology &Abco)

- cooperation with Carl Zeiss AG,

(a German manufacturer)

international expansion1
International Expansion
  • Marketing:

the market share of Sony

In China, Sony is the leader in this market

challenges

International Expansion

Challenges
  • The continuous price reduction

- the brand image

- lead to a shortage of capital

  • The image of Sony is too complicated

- In India, SPE

- In Japan, an electronic company

- In U.S., an Entertainment company

slide19

Competitor Analysis

Sony’smain competitors include Canon, Nikon, Kodak, Samsung, and Panasonic.

slide20

Competitor Analysis

Canon

  • The number one company in the digital camera industry
  • Strong technical strength and marketing ability
  • Produces the best cameras for shooting portraits
  • Not as fashionable as Sony’s
  • Relies on its brand recognition
slide21

Competitor Analysis

Nikon

  • Top-ranking SLR digital cameras
  • High-end consumer digital camera market
  • Not well accepted by low-end market users
  • No self-produced CCD
  • (Charge-coupled device, an electronic light sensor used in digital cameras )
slide22

Competitor Analysis

Kodak

  • Wrong decision in 2006
  • Boring color
  • Appearances are less prominent
  • Quit the digital camera industry on August 1, 2006
slide23

Competitor Analysis

Samsung

  • Slim appearance and colorful design
  • Strong capability in electronic technology
  • Shortage of core technologies
slide24

Competitor Analysis

Panasonic

  • The leader of electronic products
  • Develops its own CCD sensor device
  • Weak fundamental of optical technology
  • Higher prices
swot analysis
SWOT Analysis

Strengths

  • Brand image: new and high quality, CCDs
  • Global operations: 204 countries. Sales(2007): US(26.9%), Japan(25.6%),Europe(26.6%). Global producing ability: Japan(50%).
  • Professional design and R&D team. Survey: 30% customers; Technology
weaknesses

SWOT Analysis

Weaknesses
  • SG&A expenses. Operating profits 69.3% (2007)
  • Legal proceedings. In 2004, Eastman Kodak VS Sony for 10 patents.
  • Not easy to operate. Survey: 24% customers.
opportunities

SWOT Analysis

Opportunities
  • Business reorganization: $1.2 billion and $0.3 billion in 2006 and 2007.
  • Partnership with FIFA (Federation International de Football Association), 2007,8,40,2
threats

SWOT Analysis

Threats
  • Integration of alliances and joint ventures. S-LCD(Samsung) 2004. SONY BMG (Bertelsmann)

Cultures and Interest Conflicts.

  • Raw material prices. $350 (2008).
  • Intense competition.
recommendations
Recommendations

Short term

  • Do not make use of Memory Stick
  • To expand in the luxury business
recommendations1
Recommendations

Long term

  • To contribute to the environment protection
  • Value-added activities on value chain.

- market research

- sourcing

- production

- marketing

- after-sales service

  • Intellectual property rights & high-tech talent, Suit
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