SONY CORPORATION Yuki Sylvia Caitlin Casey Agenda  Sony Commercial  History  Global Expansion  SWOT Analysis  Competitors  Industry Analysis  Recommendations  by xaq14439

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   Yuki, Sylvia, Caitlin & Casey
   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-
       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
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’smain 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
   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
   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
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
          TV invented in 1924
     First

     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
     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
   Sony Commercial
   History
   Global Expansion
   SWOT Analysis
   Competitors
   Industry Analysis
   Recommendations

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