Sony Corporation is one of the best-known names in consumer electronics andranks second worldwide in electronics behind Matsushita Electric Corporation. Since itwas established shortly after World War II, Sony has introduced a stream of revolutionary products, including the transistor radio, the Trinitron television, theBetamax VCR, the CD player, the Walkman portable cassette player, and thePlayStation game console. The company's electronics segment--which includes audioand video products, televisions, personal computers, monitors, computer peripherals,telecommunications devices, and electronic components (such as semiconductors).When Dr. Toshi T. Doi took charge of the project to develop a new computer in 1984, herecruited 11 top-flight engineers to form the team.
Doi established three basicguidelines for the development: •
(1) the computer should be 32 bit;
(2) it should be multipurpose; and
(3) the project should be completed as soon as possible.The engineers, however, decided that they wanted to design a machine (an engineeringworkstation) that would help them in their own engineering work rather than amultipurpose machine. Doi approved their plan, but he required that it be finished in sixmonths. SAPADAPA ANALYSIS:I.Situational Analysis
Dr. Toshi T. Doi was the general manager of Sony's workstation division(WD) and was not keen on changing Sony's product development process,which was efficient and successful. The WD's workstation "NEWS" launchedin October 1986 at the Tokyo Data Show had generated over 1000 inquiries;they recovered investments in few months and saw a double in salesannually.Its new product development (NPD) process for the 1550 series workstationhad three stages:
basic architecture specification
first lot production
One side effect of Sony’s preoccupation with the video business was that itscomputer business. Although Sony had some success in the computer gamemarket, its first entrants...
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