Current Situation of Sony Entertainment

Japan is the home to of the top companies in the world. One of the companies, which has helped Japan’s economy to be one of the top, is Sony. Modern day Sony is a high profit high output company, which is manly due to its marketing strategies and decision to its customers.

Sony Corporation is a Japanese owned company, created in 1946 based in Tokyo, Japan. The company competes in the technology market with diversity. This includes video games, computers and computer hardware, television, media players, etc. With that being said, Sony has had their ups and downs over the past few years, just like everyone else in this industry. Things such as the U.S. economy can really affect the future of this company. Now that the economy is on the downfall, things such as entertainment are not as important as paying for food, gas, and other bills. It is important to realize these things as you analyze the company due to the fact that the company

Sony has built a strong brand for themselves and is known as a quality, dependable brand of goods and services. Depending solely on their brand reputation isn’t something that Sony can do, they must constantly be well informed of the consumers wants, by analyzing the lifestyles of their target market and ensuring the products will fit the consumer’s wants.

Sony can also differentiate themselves in the market by employing a consumer-focused positioning strategy. A consumer-focused positioning strategy revolves around consumers. This strategy can be tailor made to the audience by using social media, apps, and other online platforms to engage, access, and directly communicate with consumers (Positioning(marketing), n.d.). Being consumer focused is in line with Sony’s new planning

Therefore, marketing is all about identify as well as being committed to consumers needs. I have the pleasure of stating that this organization have successfully built a market that is loyal to their customers. Sony has alway created dissimilar products that allows them to build capital and become a leader within their respective industry. By working internally dealing with each divisional labor department to ensure correct research training as well as planning their marketing mix to serve the global community.

Sony Corporation was founded in 1946 and was originally named Tokyo Telecommunications Engineering Corporation. That name was later changed to what we now know as Sony in 1958. Ever since Sony became a corporation they always envisioned themselves as a company who “creates new markets with communication technology” (McPhail, 2014, p. 159). Little did they know when Sony started out how popular the brand would become. In 1988, as Sony was expanding, they acquired the company Columbia Pictures for a whopping $4.9 billion. They wanted to grow their US media empire and they did just that with Columbia Pictures. This sort of deal was the first of its kind in the 1980’s with it being between a Japanese company and a Hollywood studio (Richter, 1989).

Sony has a broad offering in consumer electronics segment that it can leverage to provide a comprehensive

Sony’s innovative approach and successful brand name, being associated with numerous motion pictures, computer entertainment, music, television, and online businesses, makes Sony one of the most successful, extensive entertainment and technology companies in the world.

Back in 2002, Sony geared themselves toward a vertical strategy as reported by Rob Weisenthal, VP and CFO of Sony Corp. of America, “Under the USA umbrella, we undertook a number of vertical initiatives for each operating division. These have already produced significant operational streamlining and financial performance improvements.” As discussed in his release, Weisenthal talked about Sony Pictures Entertainment and their strategy to restructure television operations, where core programming competencies were focused on. Film and television digitalization efforts have been expanded and have engineered a significant reduction in their corporate overhead. In addition, he mentionted that Sony Music has made long

Sony has many products and started to branch out. Sony has mostly started to manufacture appliances and electronics. Even thou many new different products may arise, Sony can manage and maintain their quality.

As a global brand, Sony is very successfull in expanding its business network and already covers more than 200 countries.

They boast on their Hi-Fi which delivers rich music, made richer with preset equalizer settings. Among other features which Sony boast to offer are like, multiple disc changers which for putting many discs at a go. Also, some even house additional features such as the ability to handle multiple formats, track programming and repeat and random play. The home audio products categorized by Sony are: • Hi-Fi Systems. Home audio accessories. E.g. Digital media port. • D. Home Theatre System Sony has tried to combine the latest video and audio technologies. Sony has developed a series of Home Theatre Systems that provides customers with an enhanced home theatre experience, e.g. Surround sound environment and dedicated audio input for connecting portable digital music players. In this category, Sony has categorized the products as: • • • DVD Home Theatre System Home Theatre Component System Home Theatre System Accessories E. Digital Photography In terms of digital photography, Sony has produced a variety of imaging devices depending on the users and their professions. For example for a casual user or girls there are slim cameras which can be easy to carry or put on the purse. For real photograph enthusiast and professionals there are more sophisticated cameras with advanced features like digital SLR camera. And also they have produced photo printers and frames. The

“…But Sony’s culture is a mix of very Japanese thinking and not very Japanese thinking.  In a sense we are very free.  We are not forced to do anything as long as we are doing a good job.  You really have freedom in Sony.  If you’re innovative, you are given new opportunities.  Some people who may not really be suited for anything in other companies can still survive in Sony.  They will be given an opportunity to try to realize their dream. … (Beamish 2000)”

Sony Company is a Japanese multinational corporation. Masaru Ibuka and Akio Morita are the founders of the company, in late 1945. The corporation is headquartered in Tokyo, Japan. It is among the leading electronic products manufacturers for consumer products. The company manufactures varied consumer electronics, equipment for video communications, innovative cameras and information technology equipment. It is one of the leading digital entertainment brands globally. It offers customers a range of exciting multimedia content. In the next one and

Sony has a strong reputation on the domain of digital and audio technology. However, Sony was a marginal player in the handset industry with 2% of market share. Previous attempts to enter the US and European markets both failed due to poor knowledge on mobile technology. Sony was too slow to move away from its traditional businesses such as music stereos, televisions, VCR and DVD, hence a partner who could provide expertise knowledge was needed.