Sony Company Case Study

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  • Topic: Sony, Sony BMG, Sony Financial
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  • Published : April 24, 2013
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Strategy and Leadership (LB 5215)Course : Master of Business Administration(SP 51-‘12)
Case Study Report on Sony Corporation

TABLE OF CONTENTS
I.EXECUTIVE SUMMARY3
II.INTRODUCTION4
Objectives4
Relationship between Mission & Vision Statement and Performance of Sony4
Report Usability6
Methodology6
III.COMPANY PROFILE6
Ownership6
Overview and History8
Product-Market Strategy10
Products10
Market Segmentation11
IV.ANALYSIS ON THE COMPETITIVE FORCES OF SONY12
Five Poster Analysis12
1.Bargaining power of Suppliers12
2.Bargaining power of Customers13
3.Threat of new Entrants13
4.Threat of substitutes13
5.Competitive rivalry within an industry14
V.SWOT ANALYSIS14
Strengths14
Weaknesses15
Opportunities15
Threats16
VI.ANALYSIS ON PERFORMANCE OF SONY16
Measurement of Performance16
Reasons for increasing and decreasing Sony’s financial index18
VII.CONCLUSION23
VIII.REFERENCE24

“Sony’s inspirational cutting-edge to next generation” I. EXECUTIVE SUMMARY
Sony Corporation, which is founded by Akio Morita has been struggling in developing innovative and multimedia products for more than 60 years since it was established in 1946. Since it was established, Sony creates its vision and mission statement that they keep on producing products based on those statement and it somehow brings a competitive advantage to Sony Corporation itself. Multimedia products such as television, tablet, video cameras, and even PlayStation have successes its customers. They spread those products in some market segments based on the region. Japan is the country that has the biggest portion in one of those market segments. Meanwhile, the use of the report will explain the purpose of this report has been created. For example, this report aims to know the background, the competitors, and how they are competing in the market share until now. Furthermore, some analysis of Sony Corporation has been conducted through Five Potter Analysis and SWOT analysis. Porter’s five analyses will measure who are the competitors of Sony Corporation which are Sony and Samsung, the power of customers, power of suppliers, etc. SWOT analysis that will describe the Strength, Weaknesses, Opportunities, and Threats will be mentioned in the report.

Moreover, financial analysis is also done in these 5 years period between 2007 and 2011. The progress of Sony is not in a good shape in those 5 years and Sony believes that they will make a great significant change with its future product named 'Four Screen Strategy'. Nevertheless, some explanation of growth rate, the reason of decreasing or increasing in the report based on ROS, R&D expenses, working capital and capital turnover will be described including the competitive analysis of Sony and it will end with a conclusion based on Sony Corporation's company condition. II. INTRODUCTION

Objectives
The most vital characteristics of successful organization are clarification of purpose, adherence to core values, and definition mission and vision of organization. This report presents the development and strategy of Sony as well as analyzes its financial report in 5 years. At the same time, it identifies mission and vision of Sony to understand the impact of them on the development orientation of company. According to the study informed that 90% of 500 companies surveyed which establish mission and vision statements. In addition, companies communicate effectively and share mission and vision communally which have perform better than other companies without them. Porter’s five forces analysis helps to identify competitive advantages, to evaluate structural attractiveness in market and determine strengths and weaknesses in a firm. Additionally, when the five forces model combines with the SWOT analysis will help to identify opportunities and risks when a company tends to enter unexploited market in...
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