Presented by Yashank H.M Mouli Srikar Anusha R

SONY

SONY GroupContents:• Company Profile• History• Globalization• Joint Ventures• Sony Business Units• SWOT Analysis• Competitors• New Technologies

Company Profile• Sony Corporation is a Japanese

multinational conglomerate corporation.• Headquarters : Kōnan Minato, Tokyo, Japan• Founded : 7 May 1946• Founders : Masaru Ibuka & Akio Morita• Revenue : ¥ 8.105 trillion (2016)• Number of Employees: 125,300 (31 March 2016)

History• In 1947 Company name was TOKYO TSUSHIN KOGYO ( Tokyo

Telecommunications Engineering Corporation). • The company built Japan's first tape recorder, called the Type-G.• In 1958 the company changed its name to "Sony“.• The name "Sony" was chosen for the brand as a mix of two words. One

was the Latin word "Sonus", which is the root of sonic and sound, and the other was "Sonny", a common slang term used in 1950s America to call a boy.

• The first Sony-branded product, the TR-55 transistor radio, appeared in 1955 but the company name did not change to Sony until January 1958.

• By the mid-1950s, American teens had begun buying portable transistor radios in huge numbers, helping to propel the fledgling industry from an estimated 100,000 units in 1955 to 5 million units by the end of 1968.

Globalization• Sony co-founder Akio Morita founded Sony Corporation of America in 1960.• Sony began a life insurance company in 1979, one of its many peripheral

businesses. • Sony played a major role in the development of Japan as a powerful exporter

during the 1960s, 1970s and 1980s.• Amid a global recession in the early 1980s, electronics sales dropped and the

company was forced to cut prices.• Norio Ohga encouraged the development of the Compact Disc in the 1970s

and 1980s, and of the PlayStation in the early 1990s. Ohga went on to purchase CBS Records in 1988 and Columbia Pictures in 1989, greatly expanding Sony's media presence.

Globalization…• Stringer helped to reinvigorate the company's struggling media

businesses, encouraging blockbusters such as Spider-Man while cutting 9,000 jobs.• In a bid to provide a unified brand for its global operations, Sony

introduced a slogan known as "make.believe" in 2009.• Despite some successes, the company faced continued struggles in the

mid- to late-2000s.• Hirai outlined three major areas of focus for Sony's electronics business,

which include imaging technology, gaming and mobile technology, as well as a focus on reducing the major losses from the television business.

Globalization…• In February 2014, Sony announced the sale of its Vaio PC division to a

new corporation owned by investment fund Japan Industrial Partners.• They closed 20 stores in the same month. • In April, the company sold 9.5 million shares in Square Enix (roughly 8.2

percent of the game company's total shares) in a deal worth approximately $48 million.• On July 2, 2012, Sony announced it was buying Gaikai, a cloud service

to support its expansion into the cloud gaming realm. Sony paid a reported $380 million to acquire Gaikai.• In May 2014 the company announced it was forming two joint ventures

with Shanghai Oriental Pearl Group to manufacture and market Sony's PlayStation games consoles and associated software in China.

Joint Ventures• Sony Mobile Communications Inc. (formerly Sony Ericsson) is

a multinational mobile phone manufacturing company headquartered in Tokyo, Japan, and is a wholly owned subsidiary of Sony Corporation. • It was founded on October 1, 2001 as a joint venture between Sony and

the Swedish telecommunications equipment company Ericsson, under the name Sony Ericsson. • Sony acquired Ericsson's share in the venture on February 16, 2012.• Sony Mobile Communications has research and development facilities

in Kenya, Tokyo, Chennai, Sweden, Beijing and Silicon Valley.• Sony Mobile and ZMP to establish Joint Venture for Developing and Providing

Enterprise Solutions that Utilize Autonomous Unmanned Aerial Vehicles via Aerosense.inc

Joint Ventures…• Sony and Philips jointly developed the Sony-Philips digital interface format (S/PDIF)

and the high-fidelity audio system SACD. • Sony had a LCD joint venture with Samsung Electronics & sold it for about

$940 million.• Sony Corporation and Sharp Corporation have a joint venture to produce and sell

large-sized LCD panels and modules.• Olympus and Sony established a joint venture to develop new surgical endoscopes

with 4K resolution (or higher) and 3D capability. Sony Olympus Medical Solutions Inc. (Sony 51%, Olympus 49%) was established on 16 April 2013.

• On 28 February 2014, Sony, M3 and Illumina established a joint venture called P5 Inc. to provide a genome analysis service for research institutions and enterprises in Japan.

• In 2004, Sony entered into a joint venture with Bertelsmann AG, merging Sony Music Entertainment with Bertelsmann Music Group to create Sony BMG.

Business Units• Electronics• Semiconductors• Video Games• Media/Entertainment• Computer Hardware• Telecom equipment• Electric Vehicles and Batteries

Consumer Electronics• Sony Corporation is the electronics business unit and the

parent company of the Sony Group.

• It primarily conducts strategic business planning of the group, research and development (R&D), planning, designing and marketing for electronics products.

Audio:

• World's first portable music player, the Walkman in 1979.

• The company now uses the Walkman brand to market its portable audio and video players as well as a line of former Sony Ericsson mobile phones.

Computers:• Sony produced computers during the 1980s.• Withdrew from the computer business around 1990.• Sony re-entered into the global computer market under the new

“VAIO” brand, began in 1996.• First computer brand to highlight "Video Audio Integrated Operation“.• Sony faced controversy when some of its laptop batteries exploded

and caught fire in 2006.• launched its Sony Tablet line of Android tablets in 2011.

Photography & Videography:

• The first Cyber-shot was introduced in 1996.• Sony's market share of the digital camera market fell from a high of 20% to

9% by 2005.• Re-entry into the market with a new brand called “Alpha” in 2006.• World’s 3rd largest manufacturer in camera.• Started digital single-lens reflex cameras in 2006 and acquired the camera

business of Konica Minolta.• Rebranded Konica Minolta as Alpha.• There are also a variety of Camcorders which are manufactured by Sony.

Videos :

• Sony introduced the Trinitron brand name for its lines of aperture grille cathode tube ray televisions and computer monitors.• BRAVIA is an in house brand owned by Sony which produces high-definition

LCD televisions, projection TVs and front projectors, home cinemas and the BRAVIA home theatre range.• Sony also sells a range of DVD players. It has shifted its focus in recent years

to promoting the Blu-ray format, including discs and players.• In 2009 Sony corporation and Sharp corporation agreed to make join venture

together.

Semi conductors and components:

• Sony produces a wide range of semiconductors and electronic components including image sensors, image processor (BIONZ), laser diodes, mixed-signal, OLED panels, etc.

• Also manufactures image sensor which are widely used in digital cameras, tablet computers and smartphones.

Sony Mobile:

• Multinational mobile phone manufacturing company headquartered in Tokyo, Japan and a wholly owned subsidiary of Sony Corporation.• In 2001, Sony entered into a joint venture with Swedish

telecommunications company Ericsson forming Sony Ericsson.• In 2009, it was the fourth-largest mobile phone manufacturer in the world.• By 2010, its market share had fallen to sixth place.

• Sony Interactive Entertainment• Launched in 1994, the first

PlayStation.

Electric vehicle batteriesIn 2014 Sony is in the business of electric vehicle lithium-ion batteries.

EntertainmentSony Pictures EntertainmentSony entered the television and film production market when it acquired Columbia Pictures Entertainment in 1989 for $3.4 billion.

Sony Music Entertainment• Sony Music Entertainment is the second-largest global recorded music company

of the “big four” record companies and is controlled by Sony Corporation of America, the United States subsidiary of Japan's Sony.• The company owns full or partial rights to the catalogues of Michael Jackson,

The Beatles, Usher, Eminem, Akon and others.

SWOT ANALYSIS

Strengths

Strong brand image Innovative products Product differentiation Product designs

Weakness

• Lack in understanding the customer preferences• Less importance given to

promotional activities• Lack of brand awareness globally

Opportunities

• Strong customer demand for innovative product• High disposal incomes in

emerging markets• Untapped markets – such as

rural markets

Threats

• Bargaining power of consumers• Intense competition• New competitors entering the

market• Other brands providing the

products at lower prices

Major Competitors of Sony

Panasonic Philips

Samsung Canon

New Technologies X94D / X93D 4K HDR with Android TV Top features –

• 4K HDR• Slim backlight drive• Triluminos display• X-tended dynamic range

pro• 4K X-Reality PRO• 4K Processor X1™

α6300 E-mount camera with APS-C Sensor

Top features – • 4D focus • Incredible image quality

(BIONZX)• 4k – (3840*2160) Resolution

α6300 E-mount camera with APS-C Sensor

Extra image sensor perception - Raising resolution and efficiency

Dock and connectCD smartphone cradle receiver with Bluetooth®

Top features – App remote 2.0 NFC One-touch Dynamic Reality Amp Stay in touch Talk aloud Charge while you drive LCD screen CD player Front USB

Digital Voice Recorder with Built-in USB

Top features – High-quality audio with the

thin and light UX560F New user interface SDHC and SDXC

supported Quick charge via built-in

USB