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Yuki, Sylvia, Caitlin & Casey

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Presentation on theme: "Yuki, Sylvia, Caitlin & Casey"— Presentation transcript:

1 Yuki, Sylvia, Caitlin & Casey
Sony Corporation Yuki, Sylvia, Caitlin & Casey

2 Agenda Sony Commercial History Global Expansion SWOT Analysis
Competitors Industry Analysis Recommendations Conclusion

3 History of Sony Started in 1946 by Masaru Ibuka and Akio Morita in Japan In December 1955 released Sony TR-72, a transistor radio First step into the global market Sony’s outstanding technology revolution in TV industry 1960 Sony introduced the first direct television in world, the TV8- 301 Introduced the smallest and lightest television in 1962 From 2008 – to March 31, 2009 decline in demand Current CEO, Howard Stringer was promoted in 2005

4 History of Sony cont Television introduced in each country.

5 History of Sony cont. 2009 Sony bought BRAVIA LCD television
2009 Sony’s LCD market increased From 12% in 2007 to 14% in 2009 Sold 107 million units in 2009 In 2009 the increase of sales were 43% higher than 2008

6 SWOT Analysis Strengths Strong corporate brand identity
Ranked 29th in top 100 Soy’s brand value in 2009 at 11,953 million Umbrella brand strategy had the most success Sony’s Corporation diversified geographic base Sony’s Research and Development abilities

7 SWOT Analysis cont. Weakness
Sony’s plants located in inconvenient locations Too expensive and far away from consumers High shipping and long deliver process This all effects Sony’s operating performance

8 SWOT Analysis cont. Opportunities
Applied acquisition and alliances strategy Joint venture with Sharp and Hon Hai Precision Industry In order to provide LCD TV’s to American Region Focus on emerging market’s economies Sony has gained success in India Market Sony’s growth depends on performance in emerging markets

9 SWOT Analysis cont. Threats Unfavorable foreign exchange rate
Sony’s international market sales value 75.8% Japan’s currency appreciated against US dollar and Euro Sony’s products more expensive; sales to drop Worsening economic situation Sony’s main markets are US, Japan, and Europe; all suffered economic downturn Laws and regulations Protect environment, human health, and safety

10 Global Expansion First attempt of expansion in Hong Kong in 1959
Plant was shut down in 1961 1970—Expanded into Cologne, Germany Started with 25 employees Sold through distributors, but sales were low Sales rose once employees started selling televisions Expansion into the US 1972—TV manufacturing plant opened Created plant because of high shipping costs Plant was used to produce Trinitron color TV Hired TV salesmen to sell TV’s rather than distributors

11 Global Expansion Anti-dumping lawsuit California’s Unitary tax system
Started in 1968 in the United States Against all Japanese TV manufacturers for selling TV’s cheaper in US than Japan 1975—Sony received official notice they weren’t under investigation California’s Unitary tax system Tax system was based on entire corporation’s income Governments officials became involved Ronald Reagan asked states to change tax system International companies forced to close plants In 1986 California approved to change the tax system

12 Competitors Royal Philips Electronics Inc.
Established in Netherland in 1891 Target high-end markets and high-technology Philips TV experiments began in 1925 Withdrawal of LCD TVs in North America in 2008 Continue to sell, but rights owned by a Japanese company until 2013

13 Competitors cont. Sharp Corporation
Sharp manufactures both LCD panels and LCD TVs Sharps AQUOS TV is it’s most significant product Comes from “aqua” and “quality”, meaning image caused by liquid crystal material flow Taiwan’s Screen Discriminatory sales

14 Stock market Comparison
Chart compares Sony(blue), Philips (green), and Sharp(red) over the last 5 years. It Represents the stock value of each company

15 Competitors cont. Skyworth Group Co., Ltd Established in 1988 in China
Largest TV brand in china From small to the top 10 TV brands Skyworth emphasizes LCD Black Light and Internet TV

16 Industry Analysis History Future Trends First TV invented in 1924
RCA launched worlds first black and white TV in and first color TV in 1953 Future Trends Energy-conserving and environment–protective Flat-panel TV: LCD TV (LCD backlight) Special technologies: Google TV, 3D LED “China Times”

17 Industry Analysis cont.
Global Issues Quality problems: black screen, “vertical line”, “black belt” High completion and low margin

18 Short Term Recommendations
Advertising Advertise more heavily Wireless Technology Invest in wireless technology Receiver box all cord plug into Lower Cost production Consumers cant afford expensive electronics Inexpensive TVs Produce a TV at lower costs

19 Long Term Recommendations
Out of big box store Don’t sell in Best buy, or Wal-Mart Sells at lower prices Sony specialty stores Create more specialty stores Sell only Sony products Incorporate aspect of Microsoft Team up with Microsoft aspects and incorporate into TV designs

20 Conclusion Sony Commercial History Global Expansion SWOT Analysis
Competitors Industry Analysis Recommendations

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