Sony Case Study

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.

I decided to do my research on Sony due to the advancement in technology and the competition between companies such as Microsoft, Apple, and Sony. I have been around long enough to know about Sony’s products but the real reason that attracted me to them for this essay is because I actually believe that they are having a negative trend. I am starting to see less Sony items in stores and I haven’t really heard much about them. Whereas companies such as Apple are constantly being talked about and you often see people walking around with some type of apple product in their hands. Today we are going to research Sony through a horizontal analysis and through different ratio analyses. Let’s see what we find!

* Identification of the strategic goals of both the SBU and the parent company, Sony, and reevaluating goals as the market or technologies shift, or as Sony adjusts its corporate strategies;

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

The electronics and media giant Sony was struggling through the late 1990s and early part of the 21st century. With each disappointment, it seemed that Sony’s management launched another restructuring of the company. By 2003, commentators were beginning to ask whether restructuring was part of the solution or part of the problem. How should Sony be managing its strategic renewal? Introduction For the first quarter ending 30 June 2003, Japan based Sony Corporation (Sony)2 stunned the corporate world by reporting a decline in net profit of 98 per cent. Sony reported a net profit of ¥9.3 million compared to ¥1.1 billion for the same quarter in 2002. Sony’s revenues fell by 6.9 per cent to ¥1.6 trillion for the

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

In 2005, Sony’s copy protection schemes resulted in one of the most notorious scandals to hit the music industry. Even though Sony settled charges, the scandal became a lightning rod for the growing movement against proprietary and protected media and caused irreparable harm to Sony’s reputation within the music industry. All the above events present the product innovation history of Sony and their approach to the market regard to the new product development. The organization seems like to create the products that they prefer to do first. Fortunately, if the consumers love the products, they do not have to worry about the sale and revenue. In the case of famous Sony Walkman and Trinitron, the company would for sure enjoy their great work since the consumers are in love with the products which takes the market share in the business field. But in the case of only supporting one format instead of supporting other formats as well and only preferring to produce higher definition rather than longer recording that consumers want, Sony seem to listen the feedback for the consumers and repair their creation for more sale and revenue. If the consumers do not feel comfortable to use the products, the sale and revenue of the company will not surely go up as well. Their strategy to approach the development of new product might not be concerning with the preference of the consumers sometimes. Sony seems to favor

“To become a leading global provider of networked consumer electronics, entertainment and services.” That’s the mission of Sony, producer of the Sony Playstation. Sony, information and

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.

According to the article, Sony 's semi biz to pivot from vertical to horizontal, Sony plans to keep its research and development teams running strong, but will outsource key manufacturing processes. Even if outsourced, game processors will continue to be one of Sony 's main semiconductor products. The company intends to boost all the investment on Cell processor from the game business. Sony has invested a total of 460 billion yen (about $3.8 billion) on semiconductors over a three-year period. Of this amount, 200 billion yen ($1.7 billion) was spent on the Cell processor.

key success factor today as well as in the past (See PS2 to PS1 and PS3 to PS2)

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.

Submitted By: Submitted To: M.Umair Sheikh Mam. Anushey Reg# NI-F7-BBA-212 3rd Semester Date: 21st October, 2008 Introduction: Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. Marketing mix is a model of crafting and implementing marketing strategy. There are four P’s in marketing mix which are: 1. 2. 3. 4. Product Price Place (Distribution) Promotion. SONY Corporation Sony Corporation is a multinational conglomerate corporation headquartered in Tokyo, Japan, and one of the world 's largest media conglomerate with revenue of

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.