Sony tv ppt

SONY

Presented by

DimpleRahulSaurabh

J1 Batch

Sony Corporation

∫ Founded by Masaru Ibuka and Akio Morita in 1946.∫ Headquarter- Minato, Tokyo, Japan Products-

Consumer & professional electronic equipmentCommunication & information-related equipmentSemiconductorElectronic devices & componentsBatteryChemicalsPlayStationBlu-ray

About Sony

∫ 1946- MayTokyo Tsushin Kogyo K.K.

(Tokyo Tele-communications

Engineering Corporation),

also known as Totsuko,

established in Nihonbashi.

∫ 1947- Company head office and factory relocated to Shinagawa, Tokyo

About Sony

∫ 1950- Japan's first

magnetic tape recorder,

the G-Type, order launched.

∫ 1954-Announcement of Japan's first PNP alloy-type transistor and germanium diode

About Sony

∫ 1955-Decision made to use SONY logo

on Totsuko products.

∫ Japan's first transistor radio, the TR-55 launched.

About Sony

∫ 1958- Company name changed to Sony Corporation.

∫ 1960-Sony Corporation of America (SONAM) established in the United States.

World's first direct-view portable TV, the TV8-301, launchedSony Overseas

S.A.established near Zurich, Switzerland

About Sony

∫ 1962- The world's smallest and lightest all-transistor TV, TV5-303, launched.

∫ 1963-World's first compact transistor VTR, the PV-100, launched

About Sony

∫ 1994-New company structure introduced at Sony Corporation

∫ 1997-Home-use PC “VAIO” series launchedJul Flat CRT “WEGA” series launchedOct Sales launch of the world's first broadcast-use

HD camcorder, HDW-700

About Sony

∫ 2005- Sales launch of new “BRAVIA” brand HDTV-compatible flat-screen TVs

∫ 2007-World's first OLED TV released.∫ 2010-Sony introduces Sony Internet TV, powered by

Google TV —he world's first television with Google TV platform∫ Sony introduces e-book reader.∫ Sony launches new digital music service---"Music

Unlimited powered by Priority

Brand Logo

19691973

Present Logo

Product Logo

Sony Picture Entertainment

Sony BMG Logo

Products Logo

∫ Laptop Logo

∫ Play Station

∫ Walkman

Mission & Vision

∫ Mission Our mission is to be a company that inspires and fulfills

your curiosity. Our unlimited passion for technology, content and

services, and relentless pursuit of innovation, drives us to deliver ground-breaking new excitement and entertainment in ways that only Sony can.

Creating unique new cultures and experiences. Everything we do, is to move you emotionally.

Mission & Vision

∫ Vision Across the world, in all the entertainment and

communication sectors in which we operate, every Sony employee is united through a common set of beliefs, ideals and aspirations.

This is our Vision.

Goals & Objective

∫ Goals The Sony Corporation has a goal to provide people

with technology and services. Sony creates technology for cell phones, tablets, and

accessories for cell phones.

∫ Objectives to sell

Strategic Business Unit(SBU)

∫ Sony offers a number of products in a variety of product lines around the world. Sony has developed a music playing robot called Rolly, dog-shaped robots called AIBO and a humanoid robot called QRIO.

∫ As of 1 April 2012, Sony is organized into the following business segments: Imaging Products & Solutions (IP&S), Game, Mobile Products & Communications (MP&C), Home Entertainment & Sound (HE&S), Devices, Pictures, Music, Financial Services and All Other.

Strategic Business Unit(SBU)

∫ The network and medical businesses are included in the All Other.

∫ 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.

∫ Its subsidiaries such as Sony EMCS Corporation (6 plants in Japan)

Strategic Business Unit(SBU)

∫ Sony Semiconductor Corporation (7 plants in Japan) and its subsidiaries outside Japan (Brazil, China, England, India, Malaysia, Singapore, South Korea, Thailand, Ireland and United States) are responsible for manufacturing as well as product engineering (Sony EMCS is also responsible for customer service operations).

∫ In 2012, Sony incorporated rolled most of its consumer content services (including video, music, and gaming) into the Sony Entertainment Network.

Strategic Business Unit(SBU)

∫ Audio The 1979 Sony Walkman ushered in a new era of portability for music listening.

∫ Sony produced the world's first portable music player, the Walkman in 1979.

∫ This line fostered a fundamental change in music listening habits by allowing people to carry music with them and listen to music through lightweight headphones.

Strategic Business Unit(SBU)

∫ Walkman originally referred to portable audio cassette players.

∫ 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.

∫ Sony utilized a related brand, Discman, to refer to its CD players.

∫ It dropped this name in the late 1990s.

Strategic Business Unit(SBU)

∫ All Sony high-definition flat-panel LCD televisions in North America have carried the logo for BRAVIA since 2005. Sony is the third-largest maker of televisions in the world.

∫ As of 2012, Sony's television business has been unprofitable for eight years.

∫ In December 2011, Sony agreed to sell all stake in an LCD joint venture with Samsung Electronics for about $940 million.

SWOT Analysis

∫ Strengths: Sony has got a strong brand

image which is known globally

by most people in the world. The company produced the

Walkman where people could play audio cassettes while on the move which was a strong product when it released. The company has been able to monopolies their brand loyalty by having repeat customers which would purchase different products such as a TV with a home audio system etc.

SWOT Analysis

∫ Weakness Sony has seen its TV division lose a lot momentum in the

past 2 decades. The TV division used to be a key area for Sony where they made high quality, long lasting products, but their market was eroded by LG, Samsung and others.

This was mainly due to the fact that the prices for the competition was lower than that of Sony and the products also had more features.

The decline in its sales has led to Sony reporting losses for the past 5 years.

SWOT Analysis

∫ Weakness The senior management have

made major structural changes

in order to save money from various departments and this involved staff layoffs as well as closure of offices in different countries. Sony has made its first annual profit in May 2013 for over 5

years due to the changes they made. The CEO had changed to Kazuo Hirai, who was the head of the gaming division, and he is changing the strategy of the company to allow features to work on multiple devices.

SWOT Analysis

∫ Opportunities: Sony has been making strides

in the mobile and tablet

market with its Xperia

range of devices where

some products are waterproof and shockproof. These gadgets would help Sony to generate sales and

profits in the long term if they are able to gain customers who will purchase next iterations of future phones and tablets.

SWOT Analysis

∫ Threats The Xbox One console is a threat for Sony. The main reason this is because Sony generates most

of its profits from its gaming division, and if Microsoft were to become the market leader in gaming, this would impact Sony tremendously.

Strategies of 4P

∫ Products: The first market mix element is Product. A product is anything that can be offered to a market for attention,

acquisition, use or consumption that might satisfy a need or want. Product decision normally base on brand name, Functionality, Styling, Quality, Safety, Packaging, Repairs and Support, Warranty, accessories and Services.

These product attributes can be manipulated depending on what the target market wants.

Also, customers always look for new and improved things, which is why marketers should improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customer. Sony has a variety of products ranging from electronic devices, game sand entertainment.

Strategies of 4P

∫ PRODUCT STRATEGYSony is strived to strengthen the core electronic

business. By applying information technologies to• PRODUCT DESIGN, PRODUCTION,

DISTRIBUTION,• AND SALES. Sony is releasing network-focused products in

four categories.

Strategies of 4P

∫ MARKETING STRATEGY

• MARKETING OBJECTIVE : STYLISH & INNOVATIVE CORPORATE CUSTOMER VALUE

• FINANCIAL OBJECTIVE : DECREASE PER UNIT COST MORE ADVERTISEMENT AT LOW EXPENSE

• DIVERSE MARKET : VARIOUS PRODUCT & WIDE VARITY

Strategies of 4P

∫ MARKETING MIX 4P’S

PRODUCT PRICE PROMOTION PLACE

Strategies of 4P

∫ PRODUCT• 4 PRODUCT LINES:

ELECTRONICS(CAMERA,TV,MP3)MOBILES (SONY ERICSSON)SONY MUSIC & PICTURESDIGITAL ENTERTAINMENT (PLAY STATION)

Strategies of 4P

∫ Price Sony decides price with consultation of

MARKETING MANAGER. SONY BRAVIA LCD TV is a skimming pricing

strategy.• EXAMPLE- lets consider Sony series of Vaio

laptops.• Sony has tried to categorize the laptops according to

style, user, purpose, mobility and performance, and each a corresponding price.

Strategies of 4P

∫ Promotion To create awareness among public about itself. Sony advertise its products through different ways in

media like TV, internet and e-mails. The major elements of promotion mix includes –

advertisingpersonal sellingsales promotiondirect marketing and publicity

Strategies of 4P

∫ Place

• SONY DISTRIBUTES ITS PRODUCTS THROUGH- ZERO-LEVEL CHANNEL ONE LEVEL CHANNEL TWO-LEVEL CHANNEL

• IN INDIA, SONY HAS USED THE METHOD OF ONE-LEVEL DISTRIBUTION CHANNEL

• MANUFACTURER• RETAILER• CUSTOMER

PEST Analysis

Political/legal environmental: It is roles and regulation, which has been imposed by a stable

government on the business. On the other hand, these changes may expected from the

government in the future by business. Political factors of Sony can be changed at any time, which could

affect business of the Sony at time of change. As well as instability in political situation of country will affect the business

Reduction in recession and credit crunch could cause Sony to speed up its trade; meanwhile same situation could happen for the competitors of Sony, which may affect Sony negatively. Therefore, Sony needs to be very careful to its innovation and idea generation.

PEST Analysis

Economical factors:The essential factor by which growth of the economy

could be assessed is economical factor. It could cover around the major aspects such as

unemployment, wages, rising in spending of consumers and which sectors of economy is growing which sectors are not. J Morrison(2002).

However the economic situation of Sony was reported not in good condition , cause of the economic shrunk.

PEST Analysis

Social factors:Even though Sony has gained reputation, cause of it

is quality services and products they provided. Still needs to be well aware of the customer demand,

good communication with the people, Changes in lifestyle of people, the increase on woman leaving work.

Generally educational level of population, the extent of educational facilities for women, and taking part in business life.

PEST Analysis

Technological factor: One of the four important factors, which is essential for

the company to assess its external environment is technological factor.

And Sony works around the technology every day. Sony should use new and upgraded technology in

productivity which could may give sony competitive advantages and leading market.

By using the new technology sony can do research by which Sony can respond to the demand of its customers.

Porter’s Five Forces Model of Competition

Threat of New Entrants (Low)

• Economies of Scale• Product Differentiation• Capital Requirements• Switching Costs• Technology, Know-how and

Innovation• Government Policy

Barriers to Entry

Barriers to Entry

Bargaining Power of Suppliers (Low)

• Big global supply chain management

(Suppliers are not concentrated)• Suppliers are forced to cut

their prices or go out of business.• Many OEMs start to produce

their own components in-house

Suppliers exert power in the industry by:

Suppliers exert power in the industry by:

* Threatening to raise* Threatening to raiseprices or to reduce qualityprices or to reduce quality

Powerful suppliers can squeeze industry profitability if firms are unable to recover cost increases

Powerful suppliers can squeeze industry profitability if firms are unable to recover cost increases

Bargaining Power of Buyers (Rather High)

• Products are fairly undifferentiated

• Buyers face few switching costs

• Online shopping has increased the bargaining power of buyers

• Buyers are price sensitive and demand high quality

Threat of Substitute Products (Low)

There are few substitutes from other industries, if any.

Most of them seem to be obsolete or have one foot out of door.

For example:

Digital Camera in the place of Film Camera

Fax machines in place of overnight mail delivery

Porter’s Five Forces : Model of Competition

Threat of New Entrants

Bargaining Power of Buyers

Bargaining Power of Buyers

Bargaining Power of Suppliers

Threat of Substitute Products

COMPETITOR ANALYSIS

∫ Huge Competitors In Every Business At Every Level.

∫ TOSHIBA AND SHARP are top competitors IN JAPAN.

∫ PANASONIC’S OPERATING INCOME INCREASE IN 2007-08 BUT SONY INCOME DOWN 57.2% FOR THE SAME PERIOD.

Customer Analysis

Sony is a diverse brand that provides products and services for a wide variety of people.

Sony will focus on expanding their segments in the women’s market.Women make up over half the sales in consumer electronics and

influence over 80% of purchases.

Quality Sony strives on innovative products that are easy for consumers to use.

Market Leader Sony is the market leader in electronics.

In particular Sony is the number one leader in television market share.