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Sony corporation f10 s2

Sony was founded in 1946 in Japan and released their first transistor radio in 1955, beginning their expansion into global markets. They have since become a leader in television and other consumer electronics. A SWOT analysis found strengths in their brand identity and R&D, but weaknesses in high production and shipping costs. Opportunities lie in emerging markets, while threats include unfavorable exchange rates and economic downturns. Short term recommendations include more advertising, investing in wireless technology, and lowering costs. Long term, Sony should sell directly through specialty stores and partner with other companies.

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SONY CORPORATION Yuki, Sylvia, Caitlin & Casey
Agenda  Sony Commercial  History  Global Expansion  SWOT Analysis  Competitors  Industry Analysis  Recommendations  Conclusion
History of Sony  Started in 1946 by Masaru Ibuka and Akio Morita in Japan  In December 1955 released Sony TR-72, a transistor radio  First step into the global market  Sony’s outstanding technology revolution in TV industry  1960 Sony introduced the first direct television in world, the TV8-301  Introduced the smallest and lightest television in 1962  From 2008 – to March 31, 2009 decline in demand  Current CEO, Howard Stringer was promoted in 2005
History of Sony cont  Television introduced in each country.
History of Sony cont.  2009 Sony bought BRAVIA LCD television  2009 Sony’s LCD market increased  From 12% in 2007 to 14% in 2009  Sold 107 million units in 2009  In 2009 the increase of sales were 43% higher than 2008
SWOT Analysis  Strengths  Strong corporate brand identity  Ranked 29th in top 100  Soy’s brand value in 2009 at 11,953 million  Umbrella brand strategy had the most success  Sony’s Corporation diversified geographic base  Sony’s Research and Development abilities
SWOT Analysis cont.  Weakness  Sony’s plants located in inconvenient locations  Too expensive and far away from consumers  High shipping and long deliver process  This all effects Sony’s operating performance
SWOT Analysis cont.  Opportunities  Applied acquisition and alliances strategy  Joint venture with Sharp and Hon Hai Precision Industry  In order to provide LCD TV’s to American Region  Focus on emerging market’s economies  Sony has gained success in India Market  Sony’s growth depends on performance in emerging markets
SWOT Analysis cont.  Threats  Unfavorable foreign exchange rate  Sony’s international market sales value 75.8%  Japan’s currency appreciated against US dollar and Euro  Sony’s products more expensive; sales to drop  Worsening economic situation  Sony’s main markets are US, Japan, and Europe; all suffered economic downturn  Laws and regulations  Protect environment, human health, and safety
Global Expansion  First attempt of expansion in Hong Kong in 1959  Plant was shut down in 1961  1970—Expanded into Cologne, Germany  Started with 25 employees  Sold through distributors, but sales were low  Sales rose once employees started selling televisions  Expansion into the US  1972—TV manufacturing plant opened  Created plant because of high shipping costs  Plant was used to produce Trinitron color TV  Hired TV salesmen to sell TV’s rather than distributors
Global Expansion  Anti-dumping lawsuit  Started in 1968 in the United States  Against all Japanese TV manufacturers for selling TV’s cheaper in US than Japan  1975—Sony received official notice they weren’t under investigation  California’s Unitary tax system  Tax system was based on entire corporation’s income  Governments officials became involved  Ronald Reagan asked states to change tax system  International companies forced to close plants  In 1986 California approved to change the tax system
Competitors  Royal Philips Electronics Inc.  Established in Netherland in 1891  Target high-end markets and high-technology  Philips TV experiments began in 1925  Withdrawal of LCD TVs in North America in 2008  Continue to sell, but rights owned by a Japanese company until 2013
Competitors cont.  Sharp Corporation  Sharp manufactures both LCD panels and LCD TVs  Sharps AQUOS TV is it’s most significant product  Comes from ―aqua‖ and ―quality‖, meaning image caused by liquid crystal material flow  Taiwan’s Screen  Discriminatory sales
Stock market Comparison  Chart compares Sony(blue), Philips (green), and Sharp(red) over the last 5 years. It Represents the stock value of each company
Competitors cont.  Skyworth Group Co., Ltd  Established in 1988 in China  Largest TV brand in china  From small to the top 10 TV brands  Skyworth emphasizes LCD Black Light and Internet TV
Industry Analysis  History  First TV invented in 1924  RCA launched worlds first black and white TV in 1939 and first color TV in 1953  Future Trends  Energy-conserving and environment–protective  Flat-panel TV: LCD TV (LCD backlight)  Special technologies: Google TV, 3D LED  ―China Times‖
Industry Analysis cont.  Global Issues  Quality problems: black screen, ―vertical line‖, ―black belt‖  High completion and low margin
Short Term Recommendations  Advertising  Advertise more heavily  Wireless Technology  Invest in wireless technology  Receiver box all cord plug into  Lower Cost production  Consumers cant afford expensive electronics  Inexpensive TVs  Produce a TV at lower costs
Long Term Recommendations  Out of big box store  Don’t sell in Best buy, or Wal-Mart  Sells at lower prices  Sony specialty stores  Create more specialty stores  Sell only Sony products  Incorporate aspect of Microsoft  Team up with Microsoft aspects and incorporate into TV designs
Conclusion  Sony Commercial  History  Global Expansion  SWOT Analysis  Competitors  Industry Analysis  Recommendations