Sony Corp Final

Sony Corporation “make.believe”.

Dawn HallidayPaulinea Knight Danny Sayad Stephanie Thompson

Table of Contents

Overview History Products TQM Philosophy Pledge of Quality Commitment to TQM Responsibility of Implementation Communication thru Employees Communication thru Customers Effect on Company Culture Effect on Organization Effect on People Effect on Process Effect on Systems Effect on Customers Effect on Suppliers Financial Data Benefits that have come from TQM

Overview

Founded May 7, 1946 Name: meaning behind it

Sony name was created by combining "SONUS," the original Latin for "SONIC,“ meaning sound, with "SONNY," denoting small size, or a youthful boy. It was chosen for its simple pronunciation that is the same in any language.

Headquarters: 1-7-1 Konan, Minato-ku, Tokyo 108-0075, Japan

Key Players: Chairman, CEO and President

▪ Howard Stringer Vice Chairman▪ Ryoji Chubachi

Executive Deputy President and CFO▪ Nobuyuki Oneda

History

Sony Corporation commonly referred to as Sony, Sonī Kabushiki Gaisha is a multinational conglomerate corporation headquartered in Minato, Tokyo, Japan

One of the world's largest media conglomerates with revenue exceeding $78.88 billion U.S.

Sony Is one of the leading manufacturers of electronics, video, communications, video game consoles, and information technology products for the consumer and professional markets

Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its five operating segments : electronics, games, entertainment (motion pictures and music), financial services and other.

Sony is one of the most comprehensive entertainment companies in the world. Sony's principal business operations include

Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment Sony Computer Entertainment Sony Music Entertainment Sony Ericsson, and Sony Financial.

As a semiconductor maker Sony is among the Worldwide Top 20 Semiconductor Sales Leaders.

The company's current slogan is “make.believe”.

Products

• Audio• Home audio, portable audio, etc.

• Video• Video cameras, digital still cameras, and DVD-Video

players/recorders, and Digital-broadcasting receiving systems• Televisions

• LCD televisions, projection televisions, CRT-based televisions, etc.• Information and communications

• PC, printer system, broadcast and professional use audio/video/monitors and other professional-use equipment

• Semiconductors• LCD, CCD and other semiconductors

• Electronic components• Optical pickups, batteries, audio/video/data recording media, and

data recording systems

Sony’ s TQM Philosophy

“Do what has never been done before." "Always stay one step ahead." These expressions have underscored the corporate philosophy since the very beginning, and have always represented the backbone of Sony's design philosophy of "building high-performance, easy-to-use and beautiful products with a distinctive Sony flair." This is the philosophy behind the long line of Sony

Since the start of its operations, Sony has given top priority to providing customer oriented, high-quality products and services as an operating foundation.

This philosophy is set forth in the Founding Prospectus drafted in 1946 by Sony's co-founder, Masaru Ibuka.  

The Sony Group Code of Conduct, established in May 2003, compels Sony to continuously seek ways to comply with or exceed legally mandated standards in all aspects of its business activities to ensure the safety and satisfaction of customers who use its products and/or services.  

To instill this philosophy more firmly, in January 2007 Sony formulated the Sony Pledge of Quality, which lays out Sony's basic policy on product and service quality in the Electronics business.

Pledge of Quality

Commitment to TQM

Quality Sony’s customers demand and warrant quality products and support. The

objective of our quality policy is to furnish state of the art products quality products, and at the right value.

Attaining these objectives leads to customer satisfaction and enhanced business opportunities. To reach our objectives, we maintain a constant focus on quality with full support from top management and employees

Quality Mission We, the employees and management of Sony Corp, are dedicated to

customer satisfaction through our commitment to Total Quality Management and continuous improvement in our supply chain, products, and customer service.

Quality Policy When establishing the Quality Policy, top management considers the

expected levels of customer satisfaction, the needs of other interested parties, opportunities for continual improvement, and resources required. The Quality Policy provides a framework for establishing and reviewing quality objectives. The Quality Policy is communicated to all levels of the organization. It is periodically reviewed by management and revised for continuing suitability.

Responsibility to Implement TQM

•Sony Implements TQM first to senior level executives in order for proper implementation. Senior management oversight and attention to improving product service quality and safety, also having a timely responses to problem is what Sony strives for.

•Sony enlists TQM consultants. They audit the company in its current state, suggest areas of improvement and provide training to key employees who can then pass along.

•Sony also empower the employees to identify needed changes, with the knowledge that management values their ideas.

•Appointing personnel within each product and business group who are ultimately responsible for quality, to spearhead initiatives in the areas for which they are responsible.

•Sony's president and top management from each business group, including manufacturing and marketing executives from the Electronics business, to discuss and set policies, strategies and key measures relating to product quality.

Quality Communication thru Employees

Gather product quality-related information Reports of problems Opinions from Sony Group employees.

Send messages to the Product Quality Information Channel website. Can be done during the course of their work.

Product Quality Information Channel investigates the information received it proposes and introduces measures to avoid potential problems and prevent previous problems from recurring.

As of March 2009, Sony had received more than 1,200 reports since the establishment of the Channel. The diverse range of information received has included proposals to

make products and manuals more user-friendly, and has also led to more than 790 improvements.

Quality Communication thru Customers

Sony makes active use of customer feedback to improve our products. Complaints, suggestions, ideas and reports of

malfunctions received from customers at the Customer Information Center after purchase are promptly and accurately evaluated and disseminated to the planning and design groups so that improvements in product quality can be made in a timely fashion.

TQM and its Effect on the Company Culture

Sony culture emphasizes “a spirit of freedom and open-mindedness “ and a fighting spirit to innovate.

Believing its employees to be the most important aspect of its corporate foundation.

Sony values communication between management and employees Essential in conveying management policies to

employees a Encouraging employees to voice their opinions.

Acknowledges that providing its customers around the world with dream-inspiring products depends on its ability to maximize the potential of its employees everywhere.

TQM and its Effect on the Organization

Sony achieves environment award Sony Corporation of America achieved the ISO 14001 Environment award with the assistance of TQM. The certification covers all 73 of Sony Corporations in North America. Sony’s commitment to environmental causes is impressive.

Sony’s Quality Management Control System

Business managers in Sony has maintained the company’s position as a leading manufacturer of video and audio equipment.- Not sure how this ties in

Sony introduces new product quality improvement measures into all processes, from development, planning design and manufacturing to sales and service activities.

When Sony Electronics wanted to further improve the quality of their monitors and laptop computers they trained internal staff to implement a Six Sigma TQM program

TQM and its Effect on People

As a result of the TQM philosophy, many programs have came into place, affecting thecustomer and employees of Sony

Customer Focus Higher customer satisfaction Identify and meet customer needs Stay tuned to changing needs, e.g. fashion styles Sony focuses on it’s customers, acknowledging that they would not be in business if not for

customers

Employee Empowerment Ensure senior management oversight and attention to improving product and service

quality and safety Appoint personnel within each product and business group who are ultimately responsible

for quality, to spearhead initiatives in the areas for which they are responsible Part of Sony’s TQM philosophy is to empower all employees to seek out quality problems

and correct them Workers are empowered to make decisions relative to quality in the production process.

Team Approach TQM stresses that quality is an organizational effort Facilitate the analyze and solve of quality problems

TQM and its Effect on Processes

TQM focuses on identifying root causes of quality problems and correcting them at the source.

Continuous Improvement Continuous learning and problem solving Hold regular Quality Strategy Meetings to discuss and set policies, strategies and key

measures relating to product quality Formulate corporate quality standards applicable to Sony's electronics products,

focusing on such criteria as product safety and performance, labeling and service Sony responds swiftly when a problem arises by investigating the facts and taking

appropriate action Sony recognizes that ensuring our customers' trust, confidence and satisfaction is the

most important crucial management task and strives to prevent quality-related problems through the systems and efforts described previously

To ensure its ability to provide high-level services worldwide, Sony conducts extensive, global training programs for all Sony employees who serve customers, as well as the staff of partner companies

The plan–do–study–act (PDSA) Benchmarking Cause-and-Effect Diagrams Checklist

TQM Process Charts

TQM and its Effect on Systems

To ensure that the TQM Philosophy stays true and up to date, system have been put in place.

Control Systems Sony has established and advanced a project management system for the group-wide

quality enhancement initiative Strengthened rules worldwide from September 2006 to ensure prompt reporting to the

Product Safety and Quality Officer Sony has established an in-house product safety assurance capability for examining

product safety from a medical perspective, to help ensure that Sony products have no adverse effects on human health

From 2009 forward, Sony has established a new quality reliability laboratory which focuses on further enhancing the safety and long-term reliability of its products

Sony has created an internal information security team comprised of individuals assigned to each business group

The Customer Information Centers provide prompt responses to customer needs every day of the year

Sony also uses the Internet to communicate with customers. Sony uses customer feedback in enhancing its Internet-based customer services

Sony makes active use of customer feedback to improve our products

TQM Affects Customers

TQM has made the employees feel that they are responsible for customer satisfaction.

• With reliable products that the customers can use with confidence “and heartfelt customer service with a personal touch.

• Sony has recognized that ensuring customer’s trust and confidence is the most important and crucial management task TQM has implemented.

• Sony responds swiftly when a problem arises by investigating the facts and taking the appropriate action.

TQM Affects Suppliers

TQM consultants can help implement lean for the company’s selected suppliers, who will be benefited with a lower cost of production and be able to offer you goods at a much lower price.

Shared with TQM’s supplier management experts, Sony learned from their experiences of working with them helped Sony to manage their suppliers effectively, and turn customer’s wish list into reality.

SONY’S BELIEF IN MANAGEMENT:

Suppliers are production extension Supplier management is one of the cores of strategic planning Aligned business goals and objective are basis of successful relationships

with suppliers Lean Manufacturing is the key to cost reduction for the corporation and

their suppliers

Financial Data

Sony: The Leader in Product Innovation

The company has been at the cutting edge of technology for more than 50 years

Sony innovations have become part of mainstream culture First magnetic tape and tape recorder in 1950 Transistor radio in 1955 World’s first all-transistor TV set in 1960 World’s first color video cassette recorder in 1971 Walkman personal stereo in 1979 Compact Disc (CD) in 1982 First 8mm camcorder in 1985 MiniDisc (MD) player in 1992 PlayStation game system in 1995 Digital Versatile Disc (DVD) player in 1998 HDTV number 1 in the LCD market The Blu-ray Disc the leading developers and remains one of the

strongest proponents of the Blu-ray Disc optical disc format

Commitment to the Environment

Sony is the first company to sign the “Manufacturers’ Commitment to Responsible E-Waste Recycling”

As a leader in the consumer electronics industry, Sony has made environmental responsibility a top priority Launched the “Take Back Recycling Program” on Sept. 15, 2007 with

Waste Management Inc. (WM) The first recycling initiative in the U.S. that connects a major consumer

electronics manufacturer to a national waste management company and its physical network of recycling centers around the country. 

Goal is to encourage consumers to recycle and dispose of electronic devices in an environmentally sound manner

Sony's Green Rollout Since September 2009, Sony's green efforts have resulted in 1,000

tons of its products being recycled due to a program with Waste Management.

Goal is to get recycling centers within 20 miles of 95 percent of the U.S. population

There are 95 to 100 recycling centers currently in operation

Conclusion

As a leader in product innovation Sony’s commitment to TQM is Strong

Quality communication comes from both employees and customers

As a result of the TQM philosophy, many programs have came into place

TQM has had a positive effect on their process & systems as well customers and suppliers

TQM has helped achieved the ISO 14001 as well as the Environment award with the assistance of TQM

TQM has helped Sony and their commitment to the environment by establishing the “Take Back Recycling Program” as well as their “Sony Green Rollout”

The basis of TQM is to reduce the errors produced during the manufacturing or service process, increase customer satisfaction, streamline supply chain management , aim for modernization of equipment and ensure workers have the highest level of training.

References

Sony Electronics- News and Information http://news.sel.sony.com/en/corporate_information/

environmental Sales Force”One Source”, 2010

https://emea.salesforce.com/servlet Sony Corp, 2010

http://www.sony.net/SonyInfo/csr/quality/management/index.html

Total Quality Management http://www.wiley.com/college/sc/reid/chap5.pdfWikipedia 2010 http://en.wikipedia.org/wiki/Sony