The document provides information about Sony Corporation, including its business sectors, founders, headquarters, board members, corporate executive officers, culture, and products launched. Specifically: Sony Corporation is primarily focused on electronics, games, entertainment, and financial services. It aims to leverage its uniqueness through convergence strategy. The company represents a wide range of businesses and remains globally unique. Some key products launched by Sony include 10 new LED TV models in India, HD cameras, a laptop with new Transfer Jet technology, a new e-reader in Japan, an online store to compete with iTunes, televisions including Bravia and Internet TV, PlayStation games with PlayStation Move and 3D gaming support.

1. SONY
The SONY Group is primarily focused on the Electronics (such as AV/IT products
& components), Game (such as PlayStation), Entertainment (such as motion
pictures and music), and Financial Services (such as insurance and banking)
sectors. Not only do SONY represent a wide range of businesses, but SONY
remain globally unique. Its aim is to fully leverage this uniqueness in aggressively
carrying out their convergence strategy so that it can continue to emotionally touch
and excite its customers.
Company Name - Sony Corporation
Founded - May 7, 1946
Founders: Akio Morita and Masaru Ibuka.
Headquarters 1-7-1 Konan, Minato-ku, Tokyo 108-0075, Japan
Members of the Board
• Howard Stringer
• Ryoji Chubachi
• Yotaro Kobayashi
• Yoshiaki Yamauch
• Peter Bonfield
• Fujio Cho
• Ryuji Yasuda
• Yukako Uchinaga
• Mitsuaki Yahagi
• Tsun-Yan Hsieh
• Roland A. Hernandez
• Kanemitsu Anraku
• Yorihiko Kojima

2. • Osamu Nagayama
Representative Corporate Executive Officer
• Howard StringerChairman, CEO and President Ryoji Chubachi Vice
Chairman Officer in charge of Product Quality & Safety and Environmental
Affairs.
Corporate Executive Officers
• Yutaka NakagawaExecutive Deputy President
Officer in charge of Manufacturing, Logistics, Procurement and CS Platform
• Hiroshi YoshiokaExecutive Deputy President
Officer in charge of the Consumer Products, Professional Solutions, and
Device businesses
• Keiji KimuraEVP
Officer in charge of Intellectual Property and the Disc Manufacturing business
• Nicole SeligmanEVP and General Counsel
• Kazuo HiraiEVP
Officer in charge of the Networked Products and Services businesses
• Masaru KatoEVP and CFO

3. Life at sony
Sony aims to create a workplace that inspires employees to pursue new challenges
and grow by realizing their creative and innovative potential. Sony also strives to
further enhance motivation and encourage personal growth through on-the-job
learning, as well as access to a variety of programs tailored to different regional
needs, including education for next-generation business leaders, management skill
improvement training, and training aimed at enhancing the abilities and skills of
individual employees.
Culture
Sony culture emphasizes "a spirit of freedom and open-mindedness," and a fighting
spirit to innovate. Founder Masaru Ibuka crafted this vision in Sony's Founding
Prospectus, and the philosophy is embedded in our company DNA, embodied in
our employees, and seen throughout our history. Learn more about our spirit,
people, and history by following the links.
Issues:
» Examine the adverse implications of frequent restructuring at Sony
Corporation.
» Analyzing the impact of competition in global consumer electronics industry
on Sony.
» Evaluate the strategies being adopted by Sony to regain lost market share.
» Appreciate the importance of innovation and introducing new technologies
in the consumer electronics industry.
» Critically study the latest restructuring plan proposed by Stringer in
February 2009 and evaluate its efficacy.

4. Cultural Challenges faced by Sony
o Sony has developed a website which is available in the different languages
which has been further categorized on the basis of Regions the countries
belong to. For example it is dived Continent wise.
o Then country wise also they have made the websites.
o They also use different languages to script their sites. Infact they have used
National language of every country.
o They have also made microsites. Eg : www.sony.jp , www.sony.cn etc.
o Its all done to provide more ease and convenience for the customers.
o They also give assistance to particularly translate a particular site.
o Thus to sum up Sony is facing problem by diversification as they have to
study different cultures , languages and even they have to make separate
websites for different countries.
o All the products of Sony are available online and company is capable to
cater a mass market through its online marketing.
o Workforce Diversity is one of the challenges faced by the company. Even
Marketing and catering the product to different markets and after sales
service are the challenges the company needs to work upon.
Products launched by sony
1. Sony India to launch 10 new LED TV models
Consumer electronics major Sony has lined up a string of launches in the LED
television segment in India this year, even as it is preparing a new marketing
initiative that aims at capturing a 30 per cent market share in the LCD segment by
2010-end.company will be launching 10 new products in the LED segment from
June this year. Sony is betting big on the 3D enabled TV that will be launched

5. across all its markets, including India, from June. It will simultaneously launch
some software products to support the 3D TVs.As part of its plans to strengthen its
brand image, the company will be investing Rs 140 crore in 2010 for a new
marketing campaign that will cover the print and electronic media, online and
outdoor platforms. It also plans to double its outlets from the present 2,500 this
year.
2. HD camera
The SNC-CH240 Full HD Fixed camera was launched at Sony's Power of Images
(POI) event in Germany, completing its HD range. IFSEC heralded the European
launch of two new HD cameras. The SNC-DH180 and SNC-DH240 were unveiled
for the first time at ISC West in the US in March and will be on show for the first
time in Europe at IFSEC 2010. Focused on image quality, the SNC-DH180 boasts
a built-in infrared (IR) illuminator to deliver excellent images even in absolute
darkness, while the SNC-DH240 is equipped with various different image
enhancers including View-DR.
3. Laptop with new Transfer Jet
Sony will launch the first laptop containing the new Transfer Jet short-range
wireless system on Saturday. Sony hopes Transfer Jet will replace cables for
shifting data between gadgets, but the technology's success will depend on its use
in products from the big-name consumer electronics companies that have pledged
to support it.
4. Sony to launch new e-reader in Japan
Sony has partnered with three local companies including mobile phone carrier
KDDI Corp, Toppan Printing Co. and Asahi Shimbun, a major newspaper in
Japan, to establish an e-book distribution company.
5. Sony Unveils Its Answer to Apple's iTunes
Sony (SNE) is taking a page from Apple's playbook .On Nov. 19, Sony said it
plans to launch an online store selling music, movies, and books as well as other
downloadable applications for mobile products. Sony's top executives didn't
specify when the Internet store, tentatively called Sony Online Service would go
live or what it would look like. But the online storefront announced at a
management strategy meeting in Tokyo, is likely to bear some similarities to

6. Apple's iTunes store and would be Sony's most ambitious attempt to link its
products to its own vast library of digital content.
• Completely new lineup of BRAVIA™ LCD televisions with LED backlight
technology and our new Monolithic Design is a clear example of how Sony
will continue to own the living room by creating products that deliver on
Sony’s promise of exceptional TV quality and performance-a promise that
continues with the upcoming launch of 3D televisions.
• VAIO PCs continue to impress with their strong combination of innovation,
entertainment and elegant design. One particularly exciting model in the
lineup is the Z series. Weighing in at just three pounds and featuring cutting-
edge graphics, it is a wonderful example of our ultra-mobile engineering
expertise.
• Sony Ericsson introduced the Xperia™ X10-a feature-rich Smartphone built
on a new open platform-and is currently rolling it out globally. In addition to
rich graphics and a large touchscreen display, the Xperia™ X10 also
features applications to intelligently manage both communications and
media from multiple sources.
• Cinemas around the world are starting to deploy digital projectors, which
allow content to be projected at substantially higher image quality than
existing projectors. The 4K digital cinema projector system already
commercialized by Sony is designed for easy conversion to 3D projection,
and the two largest theater chains in the United States have signed on to
deploy our systems across their circuits of more than 11,000 screens,
representing an important step for this growth business.
• Sony/ATV Music Publishing, for the first time in the Company’s history,
was named ASCAP Pop Publisher of the Year-the industry’s highest honor.
Sony/ATV continues to be tremendously innovative in licensing the songs in
its catalog, and with the year’s biggest international country and pop
sensations-Taylor Swift and Lady Gaga-signed to Sony/ATV, there is a lot
to be excited about.
6. Televisions
The Company is targeting profitability in LCD TVs in fiscal year 2010. In
addition, this autumn we will launch the Sony Internet TV. Developed in
collaboration with Google, Sony Internet TV is an exciting new generation of
television that not only offers new forms of enjoyment through unprecedented
Internet integration, but is also able to “evolve” through the download of
applications. We are also developing the next generation of TV display, and over

7. the medium term are targeting a 20% market share.
7. Game
The PlayStation®3 platform has been gaining momentum since the launch of the
slimmer, lighter and attractively priced PS3™ last year. PlayStation®Move
features a new motion controller that, when combined with the PlayStation®Eye
camera, can very precisely track users’ movements to add a new dimension to
PS3™ games. Additionally, as a core aspect of Sony’s Groupwide launch of 3D
products, we have commenced the era of 3D gaming by enabling all existing
PS3™s to be upgraded to 3D-compatibility with a free firmware download, and
will release our own 3D game titles and continue to actively support the
development of 3D games by third-party software developers.