SONY CORPORATION

By-Yash, Jillam & Bibhu IMI-Bhubaneswar

Introduction

Sony Corporation commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Tokyo, Japan. Its diversified business is primarily focused on the electronics, game, entertainment and financial services sectors

Vision & Mission

Vision

To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services. Mission
Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organization, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products.

Sony: Global Presence

SONY Head quarter at Tokyo Globally present nearly above 100 countries. Mainly manufactured in countries like USA,UK, China ,Thailand ,Malaysia & Japan. Currently employing 180,500 people worldwide

SONY Presence In India

Across all major towns and cities in the country distribution network comprising of over 7000 dealers and distributors, 210 Sony World & Sony Exclusive outlets and 22 direct branch locations. Sony India also has a strong service presence across the country with 21 company owned and 160 authorized service centers

More About Sony

A leading global audio-visual electronics and information technology company The second largest music company in the world A leading motion picture and television production company The co-developer of the CD, DVD, and Super Audio CD The developer, manufacturer and marketer of PlayStation and PlayStation2 game consoles A publicly held company, with shares listed on 16 stock exchanges worldwide, including Tokyo, New York, and London

PESTL Analysis - Macro Environment

Political Government policies --In the late 1990s, there was increase privatisation and deregulation of the consumer-electronics as well as media and technology industries globally. Many Countries lowered the entry of foreign direct investments. Being a Japanese company, Sony was not allowed to set up broadcast networks in the United States due to the policies established by the government. In countries such as Russia, China, Brazil and Ukraine, the government also failed to take effective interventions to address the piracy matter and thus caused movie and music companies to lose billions of dollars a year.

 The early 2000s recession affected peoples buying power. Globally, Sony was severely affected by the slowdown in the IT industry during 2000-01, which led to a decline in the demand for its computer-related products. Economic conditions affect interest rate and exchange rate.

Economic

SOCIAL
People had trends which Sony learned and created products which can relate towards them. For example, many young adults tend to listen to music; therefore Sony created products which allow people to listen to music any whereat any time.. Peoples taste, preference and trend towards different things

Technological
New services such as Internet Telephony and the increase in the use of telecommunications services (such as online shopping) provide Sony with the opportunity to leverage on new technologies to increase their sales. In addition, e-commence and internet-based activities also have scope. Sony should use upgraded and new technology to increase its productivity level and to stay ahead of its competitors. Sony need to use new technology to conduct its research and development which would help the business create new products using customer information and also by conducting market research

Legal

Intellectual property and intellectual property rights and protection have given Sony a significant source of comparative advantage of enterprises

Porters five forces Analysis

Threat of Substitute Products (LOW) Bargaining Power of Buyers (HIGH) Bargaining Power of Suppliers (LOW) Threat of New Entrants (LOW) Intensity of Rivalry (HIGH)

Competitor Analysis
Competition not only from a stable set of rivals (such as Philips, Matsushita, Toshiba, Sharp, LG and Samsung) but also new Companies. asCategory follows Business Company
Computer Makers Network Equipment's Software HP,DELL,APPLE CISCO,3Com Microsoft, Sun Microsystems

Media Companies
Game Makers Photographic equipment Mobile Phone

AOL-Time warner, Universal

Nintendo, Microsoft, Sega Canon, Nikon Nokia, Samsung, Apple

A Frame work of competitor analysis

Samsung LG, Toshiba, Philips

Time Warner, Universal

Motorola, Canon, Cisco, Nintendo

Apple ,Microsoft, Nokia, Dell