1. TEAM 2 : Alex Antounian Isabel Menendez Sonia Read Houachua Vue

2. COMPANY OVERVIEW:  Focus on entertainment  Leading manufacturers and sellers of audio, video, communications and information technology products. Company's Motto:  “Believe that anything you can imagine you can make real”

3. PRODUCT:

4. MISSION:  Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organization, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products.  E-reader’s mission: To provide the most natural reading experience.

5. VISION:  To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services.

6. SONG:

7. LOGO:

8. WHAT IT MEANS TO WIN  Sony is committed to maintaining a leadership position in consumer electronics, broadcast and professional systems and information technology products.  Selling the most e-readers globally  Sony will partner up with publishers to provide customers with a wide variety of electronic books at a cost-effective price  Focus on the e-readers sensitive price and good quality

9. MEASURE HOW WE’RE WINNING  Notoriety of the brand  Value of stock/ shares  Commercial branding  Annual gross revenue

10. KNOW HOW WE’RE WINNING  Despite economy, organization is still innovative and developing new products.  High competitor in eBook market  Dedicated consumers

11. External Environment:  Economy (Direct)  -depending on how much consumers are spending  -gas price are increasing  International Conflicts (Indirect)  - war (gov’t spends money on the war therefore increasing other resources)  -natural disaster (ie. Tsunami)  Holidays (Direct)  -savings for vacation  -budgeting

12. Internal Environment:  Strengths  Strong brand name  Been in industry for a long time  Top of the line technology  Diverse Company (Music movies etc)  Weaknesses  Competitors (Apple)  Capabilities  R&D  Relationships  Global

13. VRINE

14. PESTEL: Political  The government holds the power to change any policies and regulations which may affect Sony at the time.  The credit crunch and the recession may become reduced, therefore resulting in better trades for Sony Corporation.  Sony must develop ideas on how to stay ahead of competitors.  The laws which can affect Sony Corporation would consist of new international policies.  Internationally the Government may change or increase trading restrictions which would definitely change the way Sony works, because it needs to trade.  Government also has the power to change minimum wage, tax

15. Economic Factors  Currently the state of our economy is not in a good position  The economic growth has shrunk.  Sony must be aware of any trading restrictions the Government has made.  Sony is an international company the exchange rates can be different to whichever country they trade with. If the exchange rates in different countries have changed, Sony would need to work out what prices their products are being sold at and whether it would be worth it.  Sony is keeping up with the demand in creating new technology with the best quality.

16. Socio-cultural Factors:  Sony has already gained a lot of reputation because of the quality products and services they provide.  Technology has been improved by a mass majority. Sony must ensure that they stay ahead of technology.  Electronic reading devices are transforming the concept of a book. (Sony e-Reader)  Demands for this types of devices are increasing rapidly. They are convenient and efficient.

17. Technological Factors  Sony depends on technology so that it may provide efficient productivity of work internationally.  Sony uses upgraded and new technology to increase its productivity level and to stay ahead of its competitors.  We can see how technology has changed every few years.  Simple tasks such as going to a bookstore to pick out a book are decreasing.  Now readers order their books online, use electronic books (e- books) and reading devices which allow readers to download many books into one device.  Technology is growing every day and is a major part of our world.

18. Environmental Factors:  Society has taken an interest in recycling. - “going green”  Sony is one of the few companies that offer service to properly dispose the vacuum tube televisions that consumers are now replacing with a LCD or Plasma. LCD and Plasma TVs are energy efficient.  Being environmentally friendly is a big deal for the technology industry and Sony has done a great job satisfying the consumers in the “going green” movement.  Sony E reader allows readers to reduce the usage of paper by being able to upload a wide variety of e-books to your device

19. Legal Factors  New ideas and technologies are being invented, Sony needs to be aware of patents and the patent law Sony has a direct relation with the government in their legal department making sure all of their ideas are safe and secure.  Sony also has to understand different country or state laws because they are not only selling products within the US.  They also need to be aware of the copyright laws when they are dealing with E-Readers.

20. Five Forces & Complements: RIVALRY Booming market, major players in the market of e-readers. Such as: Amazon, Apple, Barnes & Noble. These firms have been competing not only in prices, but also in what their tablets offer (apps, internet, etc). The market is an oligopoly: a few companies trying to fill the same market niche, with minor differences in abilities. (some differences are considered crucial to some potential costumers) THREAT OF ENTRY Threat of new entry is relatively high, augmenting the degree of rivalry. Barriers for new companies: e-ink technology, and gaining acknowledgement of the public that already recognizes the brand for some other specialty. SUPPLIER POWER The supplier power is low to moderate. They are very dependable on the companies and are replaceable. Some suppliers: e-book sellers (same consumers, other services), hardware providers, etc. BUYER POWER The buyer power is low to moderate, since all the companies have a strong brand identity in the market, giving consumers less power to set industry prices. Buyers are price sensitive but have very little buyer power. THREAT OF SUBSTITUTES Threat of substitutes is moderate to high. Depending on the differentiation of the brand and the differences in abilities of the e-readers the level of substitution arises.

21. Charting & Value Curve: eReaderPriceScreen SizeAdj Font Size3G or Wi-Fi Book Capacity and SourcesAudio Books Amazon Kindle Wi-Fi$1396"8Wi-Fi3500 AmazonYes Amazon Kindle$1896"83G Wi-Fi1500 AmazonYes Amazon Kindle DX$3599.7"63G3500 AmazonYes Barnes & Noble Nook$1496"6Wi-Fi1500 BNNo Barnes & Noble Nook 3G$1496"63G Wi-Fi1500 BNNo Border Kobo$1496"5None1000 BordersNo Sony Reader Touch$1696"5None 350 Reader StoreYes Sony Reader Daily$2497.1"63G 2000 Reader StoreYes Sony Reader Pocket$1495"3None 500 Reader StoreNo Apple iPad$4999.7"AdjustsWi-Fi 1500 Apple iBooksYes

22. Profit Pools:

23. Balanced Scorecard: