Vision:To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services.
| 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 organisation, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products. Values:A key focus for Sony is to strengthen its all-important electronics business and maintain market leadership in high profile areas such as televisions, digital imaging, home video equipment and portable audio. To achieve this, Sony is pursuing three corporate initiatives: * The Customer Viewpoint Initiative emphasises the importance to staff of viewing Sony, its products and services from a customer perspective. * The Technology Nr. 1 Initiative focuses on reinforcing Sony’s cutting-edge technologies in the areas targeted for maximum investment of resources, including televisions, home video equipment, digital imaging equipment and Walkman®. * The 'Genba' Initiative aims at strengthening frontline operations (‘genba’ in Japanese) such as design locations, manufacturing facilities and sales offices.PEST analysis:PEST analysis stands for "Political, Economic, Social, and Technologicalanalysis" and describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. We added an L for legal issues, because in the gaming industry there are additional restrictions especially referring to the content.Political: * Different taxes and currencies → have impact on revenue * USK, PEGI (age restrictions)[ Unterhaltungssoftware Selbstkontrolle and Pan European Game Information] * provide easier software development kits (it was hard to program for the PlayStation 3) * Video games have a tendency to play with the emotions of people which in turn can threaten peace and law, a country being multicultural.Economical:• growing market in industrial countries * small market in lower developed countries * Places such as U.S and Japan are largely dominated by the video game business. Therefore contributing towards the GDP of their countries .Specifically many of the games manufactured in Japan they are generally bought by mostly the people of Japan and they have comparatively few non-Japanese users.Social:• TV set as requirement to use PlayStation 4• growing group of “Digital Natives“ → more acceptance regarding videogames• GreenIT → using environmental friendly raw materials, less powerconsumption• new innovations in video games, more interactive gameplay regardinggame controllingTechnological:• new upcoming disk formats (BluRay3D), computing units (CPU, GPU)• adapt to several video standards (e.g. NTSC/PAL) * Wireless technology –wireless controllers, LAN etc. * -Motion sensor technologyLegal:• different regulations referring to content and age restrictions:USK (Germany) ↔ PEGI (Rest of Europe + North America)Porters Five forces Model:Porter's five forces is a framework for the industry analysis and businessstrategy. It uses concepts developing, Industrial Organization economics toderive five forces that determine the competitive intensity and thereforeattractiveness of a market. Attractiveness in this context refers to the overallindustry profitability. An "unattractive" industry is one where the combinationof forces acts to drive down overall profitability.Consumer:Since the PlayStation 4 is a consumer product, we highly depend on sales.Therefore the consumer has a high bargaining power on our product. Themarket for casual gamers has increased heavily due to Nintendo's sport andfun games. Also, sales increased after reducing the price of the PlayStation 3.New entrants:The risk of new entrants is very low due...
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