BCG matrix analysis of SONY corporation, 2015. BCG matrix meaning, SOny products and product line

1. PRESENTED To:
Prof. Raj Mahari
PRESENTED BY
Abhishek Shandilya 14MBA1358
Nancy Sindhwani 14MBA1366
Vikas Chandel 14MBA1376

2. Background
SONY Corporation
Founded: May 7, 1946
Founder : Akio Morita
Present CEO: Kazuo Hirai
Head quarter: Tokyo, Japan
The name ‘SONY’ is based on the Latin word Sonus,
which means ‘sound’.

3. Creativity is our essence.
We take chances.
We exceed expectations.
We help dreamers’ dream.
VISION

4. At Sony, our mission is to be a company that inspires and fulfillsyour
curiosity.
Creating unique new cultures and experiences.
Everything we do, is to move you emotionally.
BE MOVED
MISSION

5.  Digit camera
 LED TVs
 DVD Player
 PlayStations
 Smart Phones
 Projectors
 Memory Media
 Music Player
 VAIO Computer
 Walkman
 CD players
 Portable media
 Tablets
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7.  BCG Growth share matrix developed
by Boston consulting group of USA
and popularly known as BCG Matrix
takes a two dimensional views.
I. Industry growth rate.
II.Relative market share.

8. 8

9.  Stars are the unit with a high market
share in a fast growing industry.
 Star represent the best profits and
growth opportunities in the
organizations.
 Generates high revenues and also
requires huge cash for sustaining
the STAR position.
 Product is in growth stage.

10.  They are the business with low growth
rate and high market share.
 Generating cash more than its
requirement which can be used by
other units.
 Product in maturity Stage.

11.  Question Marks are the units with low
market share in a fast growing industry.
 They required large amount of cash to
grow their market share. for e.g.:
Promotional expenses.
 These can be Stars or Dogs

12.  Dogs often have little future and are big
cash drainer on the company.
 Generating cash just to BREAK-EVEN. It is a
self sustaining unit.
 They do not generate any profit for the
overall business and hence can be sold off
and hired off.
 Product is in decline stage, with no chance
of revival.
 Product may be Repositioned or killed.

14.  Playstations
 LED TVs
 Vaio Laptops
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15.  Smart Phones (XPERIA)
 Projectors
 Memory Media
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16.  Smart watches
 Smart tennis sensor
 Rolly
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?????

17.  Walkman
 CD players
 Robots
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18. BE MOVED