7/30/2019 sony-101128045325-phpapp01

1/7

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

7/30/2019 sony-101128045325-phpapp01

2/7

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 PresidentOfficer 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 HiraiEVPOfficer in charge of the Networked Products and Services businesses

Masaru KatoEVP and CFO

7/30/2019 sony-101128045325-phpapp01

3/7

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-joblearning, 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 FoundingProspectus, 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.

7/30/2019 sony-101128045325-phpapp01

4/7

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

http://www.sony.jp/http://www.sony.cn/http://www.sony.jp/http://www.sony.cn/

7/30/2019 sony-101128045325-phpapp01

5/7

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 absolutedarkness, 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 itplans 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

http://www.sourcesecurity.com/new-products/listing/1/technical-details/cctv/image-capture/domes/sony-snc-dh180.htmlhttp://www.sourcesecurity.com/technical-details/cctv/image-capture/domes/sony-snc-dh240.htmlhttp://www.sourcesecurity.com/events/enhanced-event-listing/ifsec-2010.htmlhttp://www.geek.com/articles/news/sony-to-launch-new-e-reader-in-japan-20100531/http://investing.businessweek.com/research/stocks/snapshot/snapshot.asp?symbol=SNEhttp://www.sourcesecurity.com/new-products/listing/1/technical-details/cctv/image-capture/domes/sony-snc-dh180.htmlhttp://www.sourcesecurity.com/technical-details/cctv/image-capture/domes/sony-snc-dh240.htmlhttp://www.sourcesecurity.com/events/enhanced-event-listing/ifsec-2010.htmlhttp://www.geek.com/articles/news/sony-to-launch-new-e-reader-in-japan-20100531/http://investing.businessweek.com/research/stocks/snapshot/snapshot.asp?symbol=SNE

7/30/2019 sony-101128045325-phpapp01

6/7

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

Sonys 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 builton 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 Companys history,

was named ASCAP Pop Publisher of the Year-the industrys highest honor.

Sony/ATV continues to be tremendously innovative in licensing the songs in

its catalog, and with the years biggest international country and pop

sensations-Taylor Swift and Lady Gaga-signed to Sony/ATV, there is a lot

to be excited about.

6. TelevisionsThe 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

7/30/2019 sony-101128045325-phpapp01

7/7

the medium term are targeting a 20% market share.

7. Game

The PlayStation3 platform has been gaining momentum since the launch of the

slimmer, lighter and attractively priced PS3 last year. PlayStationMove

features a new motion controller that, when combined with the PlayStationEye

camera, can very precisely track users movements to add a new dimension to

PS3 games. Additionally, as a core aspect of Sonys Groupwide launch of 3D

products, we have commenced the era of 3D gaming by enabling all existing

PS3s 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.