1. Sony
Nguyen Van Duc

2. 1. Introduction about SONY
● Japanese corporation headquartered in Tokyo,Japan
● Main business: Electronic, game, entertainment, Financial services sector.
● History:
○ Beginning in 1946 as an electronic shop by Masaru Ibuka
○ In 1958, accompanied with Akio Morita and changed the company
name to Sony
● Format and technology
○ In 1980, Betamax system: in-house standard for recording and storing
○ In 1979, launched walkman, the world's first portable music player
○ In 1993, launched a new audio compression named ATRAC against
to MP3
○ Today, the leading developer of the Blu Ray Disc optical disc format

3. Business Units
● Electronic:
○ Audio: Walkman
○ Computer: VAIO branch
○ Photography: The world's third largest camera manufacturer with
Alpha line.
○ Video:
■ Until 2005: LCD VEGA branch for LCD TV
■ Later: BRAVIA in house branch
● Sony Mobile Communications:
○ Xperia smartphone branch
● Sony Computer Entertainment:
○ Play Station branch

4. Finances
● One of Japan's largest corporation by revenue.
● 1990-2000s: immensely profitable with PlayStation line
● Early 2000s:The effect of global financial crisis, Japan earthquake ->
financial difficulty.
● In 2011, reducing revenue while Net worth is increasing condition.
● 2012, reducing workforce by 10000
● loss $6.36 billion in fiscal 2012

5. 2. Business condition
● The change of the company's next chief executive
● faced with fourth consecutive annual loss
● stock priced has dropped by more than 50% from 2005
● losing out to its key rivals: SamSung in LCD TV sector, Apple in Mobile
sector and Nikon, Canon on digital camera
● sold it's take to joint LCD panel manufacturing for Samsung
● Buying handset partner Ericsson
● The failure of the launched tablet: Tablet X and Table P.

6. 3. Business strategy
● Reformed it's organizational structure.
● Aim:
○ Accelerating innovation
○ Growth and optimizing business process
● Centering on four initiatives:
○ Target consistent profitability in core hardware business
○ Provide new user experience
○ Reach out to new customers and develop new geographic market
○ Increase Sony's focus on environmentally conscious products and
process

7. 3.1 Target consistent profitability in core hardware
business
● Regain the leading position in LCD TV business.
● Strengthen profitability of game businesses.
● Maintain leading position as the number on digital camera.

8. 3.2 Provide new user experience
● Further expand Sony's networked service business
● Strengthen and expand networked Mobile business
● Expand Sony's lineup of network-connected products

9. 3.3 Reach out to new
customer
● Strengthen direct marketing strategies
● Promote Sony Group's unified brand message
● Continue to invest in emerging markets.

10. Reference
[1] http://en.wikipedia.org/wiki/Sony
[2]http://www.sonyinsider.com/2009/11/19/sony-gets-real-defines-business-
strategy-for-2010-and-beyond/
[3]http://www.guardian.co.uk/technology/gamesblog/2012/feb/01/kaz-hirai-
named-as-sony-ceo