[Analysis & synthesis] presentation on sony (slideshare)

Hello

Hello

Sony’s Sales by Segment(2011)

Sony’s Sales by Segment(2011)

Sony’s Sales and OperatingIncome by Segment(2011-2012)

Sony’s Sales by Segment(2011)

Sony’s Sales and OperatingIncome by Segment(2011-2012)

Sony’s Sales by Segment(2011)

Sony’s Sales and OperatingIncome by Segment(2011-2012)

1. Television

1. Television

1. Television2. Games

1. Television2. Games

1. Television2. Games3. Financial Services

1. Television2. Games3. Financial Services

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

6. Pictures

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

6. Pictures

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

6. Pictures7. Music

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

6. Pictures7. Music

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

6. Pictures7. Music8. Audio and Video

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

6. Pictures7. Music8. Audio and Video

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

6. Pictures7. Music8. Audio and Video

9. Semiconductors

1. Television2. Games3. Financial Services

4. PC and Other Networked Businesses

5. Digital Imaging

6. Pictures7. Music8. Audio and Video

9. Semiconductors

SymptomWhat’s going on inside?

SymptomWhat’s going on inside?

SymptomWhat’s going on inside?

Lostits Identity

SymptomWhat’s going on inside?

Lostits Identity

Too Many

Product Lines

SymptomWhat’s going on inside?

Lostits Identity

Too Many

Product Lines

Lack of R&D

SymptomWhat’s going on inside?

Lostits Identity

Too Many

Product Lines

Lack of R&D

Decentralised Admin. &

Infighting

SymptomWhat’s going on inside?

Lostits Identity

Too Many

Product Lines

Lack of R&D

Decentralised Admin. &

Infighting

Inflexible &

Conservative Management

SymptomWhat’s going on inside?

Lostits Identity

Too Many

Product Lines

Lack of R&D

Decentralised Admin. &

Infighting

Inflexible &

Conservative Management

Solvency Risks

SymptomWhat’s going on inside?

Lostits Identity

Too Many

Product Lines

Lack of R&D

Decentralised Admin. &

Infighting

Inflexible &

Conservative Management

Solvency RisksDecrease in Stock

Price

What’s happening out there?Context

What’s happening out there?Context

What’s happening out there?Context

Unstable Economic Situation

What’s happening out there?Context

Unstable Economic Situation

Fukushima Effect

What’s happening out there?Context

Unstable Economic Situation

Fukushima Effect

Paradigm Shift of

Technology

What’s happening out there?Context

Unstable Economic Situation

Fukushima Effect

Paradigm Shift of

Technology

Competitors: Apple,

Samsung, MS

What’s happening out there?Context

Unstable Economic Situation

Fukushima Effect

Paradigm Shift of

Technology

Competitors: Apple,

Samsung, MS

Spread of Piracy

What’s happening out there?Context

Unstable Economic Situation

Fukushima Effect

Abenomics:Depreciation

of Yen

Paradigm Shift of

Technology

Competitors: Apple,

Samsung, MS

Spread of Piracy

Avoid Bankrupt Crisis

Now Standing at a Crossroads Between ‘Sonus’ and ‘Sonny’…

IssueHey, Let’s Go …

Avoid Bankrupt Crisis

Now Standing at a Crossroads Between ‘Sonus’ and ‘Sonny’…

IssueHey, Let’s Go …

Avoid Bankrupt Crisis

Now Standing at a Crossroads Between ‘Sonus’ and ‘Sonny’…

IssueHey, Let’s Go …

• Strategy

Avoid Bankrupt Crisis

Now Standing at a Crossroads Between ‘Sonus’ and ‘Sonny’…

IssueHey, Let’s Go …

• Strategy

Back tothe Roots!

Avoid Bankrupt Crisis

Now Standing at a Crossroads Between ‘Sonus’ and ‘Sonny’…

IssueHey, Let’s Go …

• Strategy

Back tothe Roots!

Now Standing at a Crossroads Between ‘Sonus’ and ‘Sonny’…

IssueHey, Let’s Go …

• Strategy

Back tothe Roots!

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

‘Make. Believe’Present Slogan

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

‘Make. Believe’Present Slogan

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

‘Make. Believe’Present Slogan

‘Make your Sony life’ New Slogan

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

‘Make. Believe’Present Slogan

‘Make your Sony life’ New Slogan

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

‘Make. Believe’Present Slogan

‘Make your Sony life’ New Slogan

Cristiano RonaldoWorld-Class Football Player

The Sexiest Man on Earth by glamour.com

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

‘Make. Believe’Present Slogan

‘Make your Sony life’ New Slogan

Cristiano RonaldoWorld-Class Football Player

The Sexiest Man on Earth by glamour.com

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

‘Make. Believe’Present Slogan

‘Make your Sony life’ New Slogan

Cristiano RonaldoWorld-Class Football Player

The Sexiest Man on Earth by glamour.com

New Powerful Brand Image Build-up

Pursue Younger &

Cooler Image

Sony Brand Advertise-

ment

Aggressive Advertising & Marketing

<Back to the Roots> Tactic #1. New Powerful Brand Image Build-up

‘Make. Believe’Present Slogan

‘Make your Sony life’ New Slogan

Cristiano RonaldoWorld-Class Football Player

The Sexiest Man on Earth by glamour.com

BPL = Brand PlacementNew Advertising Strategy. Advertising exposure by Cultural Products

such as Films, Dramas… ex) FEDEX - <Cast Away>(2000)

Differentiated Innovation

Make More Creative

Company Atmosphere

Develop Pathbreaking ‘Hit’ Products

Introduce Pioneering Innovate Designs

<Back to the Roots> Tactic #2. Differentiated Innovation

Differentiated Innovation

Make More Creative

Company Atmosphere

Develop Pathbreaking ‘Hit’ Products

Introduce Pioneering Innovate Designs

<Back to the Roots> Tactic #2. Differentiated Innovation

Differentiated Innovation

Make More Creative

Company Atmosphere

Develop Pathbreaking ‘Hit’ Products

Introduce Pioneering Innovate Designs

<Back to the Roots> Tactic #2. Differentiated Innovation

Stefano GiovannoniIndstrial DesignerEttore Sottsass, Méndiz

Wise Specialization

Focus on High

Profitable Segments

Lop off Twigs of

Electronics

Invest on Future

Steady-selling & Rising

Markets

<Back to the Roots> Tactic #3. Wise Specialization

Wise Specialization

Focus on High

Profitable Segments

Lop off Twigs of

Electronics

Invest on Future

Steady-selling & Rising

Markets

<Back to the Roots> Tactic #3. Wise Specialization

UHD TV = Ultra High Definition Television Sony has the Biggest Market Share now.

Decisive Restructing

Achieve Independence

from Japan

Optimize Management

Process

Re-centralise

Admin.

<Back to the Roots> Tactic #4. Decisive Restructing

Decisive Restructing

Achieve Independence

from Japan

Optimize Management

Process

Re-centralise

Admin.

<Back to the Roots> Tactic #4. Decisive Restructing

Decisive Restructing

Achieve Independence

from Japan

Optimize Management

Process

Re-centralise

Admin.

<Back to the Roots> Tactic #4. Decisive Restructing

Carlos GhosnFormer CEO of Michelin

CEO of the Renault-Nissan

‘If you want to know further about our work…

1. Introduction 2. Main part 3. Conclusion 4. Wrap-up 5. Q&A

1. Introduction 2. Main part 3. Conclusion 4. Wrap-up 5. Q&A

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Thank you.

Q&A