Sony Case Essay

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Sony Shock Presentation Group # 6 Made by: George-Edouard Duriez, Morten Henriksen, Emma Sjöblom, and Kristin Svenhed Table of content • • • • • – – – – – – History of Sony Facts about Sony Question 1: Micro and Macroenvironment Importance of Innovation Question 2: SWOT Question 3: Strategy options Strategy developments Recommended course of action 2 The History of Sony • Founded during the WWII by Akito Morita & Masaru Ibuka • Transistor radio first major success • Entrepreneurial & creative • Pioneers and market leader in the electronic industry Sony today • • • • • One of the world’s most valuable brands. Created products such as the Walkman & PlayStation. Employs 158.500 people worldwide. Annual sales exceed over 55 billion euro per year. Offer highly innovative and reliable products possessing high quality standards. Sony’s main divisions Sony Electronics Sony ATV Music Publishing Sony Computer Entertainment Sony BMG Music Entertainment SONY Sony DADC Sony Picture Sony Ericsson Sony Shock • Profit margin has dropped from 10% in the 90’s to 1,5% • • today. Failing to take advantage of strategic windows Lost focus on central business: Electronics Question # 1 • Discuss the importance of product innovation to the future success of Sony, with regard to the changing marketing environment? Microenvironment Competitors • Increasing numbers of competitors • Microsoft, Apple, Samsung etc. • Facing high quality competitors offering lower prices Customers • • • • High expectations Lost brand loyalty Higher consumer awareness Homepage, target groups Macroenvironment Social and cultural Technological Economic • High tech-lifestyle • Technology as an identity • A global phenomena • Importance of R&D • Globalization • Upward tendency in spending Importance of product innovation • Focus on

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