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corporate strategy-sony Essay

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Content 1. Executive Summary 2. Introduction 2.1. Overall Company Background 2.2. Brief proportion of business 3. From Core Competency to Diversification 3.1. Core Competency 3.2. Joint Venture and Diversification 3.3. Restructuring 4. Today’s Sony 5. Recommendation 6. Conclusion 7. Reference 1. Executive Summary Sony started the business as a small electronics shop and after 67 years hard works, Sony has became one of leading entertainment company in the world now. Keep innovate on new technology is one of the core element to make continue success of Sony. Moreover, Sony has became a global conglomerate corporate group, so to keep organization growth and sustain in a long run, corporate …show more content…

Semi-conductor Semi-conductor technology was another major competency, which supported Sony’s core products business. Sony developed its own transistor, which are the critical component for the radio, television and digital camera. It was the roots of Sony’s competitive advantages and supporting Sony’s core business. Indeed, even the camera company with a leading position like Nikon and Sigma are using the “CMOS” the sensor chip of the camera, which are producing by Sony. 3.2 Key Joint Venture & Diversification Corporate strategy is means a way to “create value through the configuration and coordination of its multi-market activities” (Collis & Montgomery, 1995).Sony use its unique capabilities and resource for maximize value through joint venture with business partner for formulating competitive advantage. Tektronix, TI is the key partner who had enhanced Sony’s semi-conductor technology. Tektronix’s oscilloscope technology is critical and helped Sony’s made a breakthrough in the semiconductor. Masaru Ibuka and Akio Morita did not position Sony as a Technology brand, they wanted to "be pioneers, to take on new fields, and build a corporate group recognized around the world." This philosophy was the foundation of Sony’s diversification business. Later, Sony started the insurance business by the joint venture with life insurance company Prudential in earlier of 1975. Furthermore, Sony started the development of

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