Global Strategy

2518 Words11 Pages
Global Strategy Introduction Over several decades, there are several forces and rapid change in worldwide businesses which have been driven companies around the world attempting to survive in this uncontrollable changing. Such factors are tariff reduction, non-tariff barrier, free trade agreement, maturity in domestic market, threat from worldwide competitors and the rise of newly industrializing counties (NICs) such as Thailand, Hong Kong, Taiwan and so on where able to back up for sophisticated manufacturing operations with low labor costs. These examples force worldwide companies to act more and more globally in order to be able to stay in the high competitive level in the rapidly change in global businesses and also to…show more content…
However, during 1950, Japanese products had suffered from a public perception of poor quality. So in order to enter international market, Tokyo Tsushin Kogyo was tried to learn from the success of American products. In 1953, Mr. Morita traveled to U.S.A with the intention to expand his business to U.S. market and other worldwide markets. Then, Tokyo Tsushin Kogyo acquired the licensing right to the transistor patent from AT&T so finally they can use this technology to develop TR-63 which was the new smallest pocket radio name “Sony” in 1958 and become the first model which can distribute both in Japan and US markets. After that in 1960, The Company can establish Sony Corporation of America and Sony showrooms in New York City. Picture: TR-63, pocket size radio Consequently, the name “Sony” became more familiar than the name “Tokyo Tsushin Kogyo” because it was difficult to understand and to recognize. Finally, in 1958 Tokyo Tsushin Kogyo’s managements have decided to register “Sony Corporation” as its official trademark by an intention to establish “SONY” as an international recognized brand. This can be considered as Sony first move in doing global strategy. Presently, Sony has become one of the most world recognized brand (Richard A, 2002). Moreover, while many Japanese companies failed to hold out against global
Get Access