Business Analysis on Sony Corporation for the Years Between 2001 and 2011
Business Analysis on Sony Corporation for the years between 2001 and 2011
Overview
Looking back on the past decade of Sony Corporation, opportunities walked along with challenges. The “combination of giants” between Sony and Ericsson caught attention of the whole world. The invention of mini vertical mobile phone promptly captured the youth market. When Sony Ericsson was at its best, its sales figures were ranking Top Three in European and American markets. However, since 2008, Sony Ericsson almost has opted out of the top list in mobile phone industry. The revolution of iPhone and Android ruined Sony Ericsson’s confidence thoroughly. In addition, the political conflicts and historical factors, such as Diaoyu Island incident, to some extent, have affected the sales in recent years further.
Our business analysis emphasizes on the development of Sony Corporation during the period from 2001 to 2011, especially the overseas market expansion in mobile phone industry. We will introduce the development process of Sony and the challenges they faced or will face from three perspectives: business, political and socio-cultural factors. Besides, we, as well as Sony Corporation, concentrate most is how to turn these challenges to the opportunities.
Firstly, let us illustrate the organizational structure of Sony Ericsson, especially Sony Ericsson China. The market share of Ericsson has ever ranking no.3 in global mobile phone market in late 90s of 20 century. Their promoting strategy in Chinese regions made an excellent success because of selecting LIU Dehua and JIN Chengwu as spokesmen. However, Ericsson suffered a huge loss resulting from a mistake in generating strategy in 2000. Meanwhile, Sony mobile phone could scarcely capture the market share, for they were too late to get access to the GSM (Global System for Mobile Communications) market.
It was in this context that Sony and Ericsson reached a consensus that each of their mobile phone departments subscribed 50
Overview
Looking back on the past decade of Sony Corporation, opportunities walked along with challenges. The “combination of giants” between Sony and Ericsson caught attention of the whole world. The invention of mini vertical mobile phone promptly captured the youth market. When Sony Ericsson was at its best, its sales figures were ranking Top Three in European and American markets. However, since 2008, Sony Ericsson almost has opted out of the top list in mobile phone industry. The revolution of iPhone and Android ruined Sony Ericsson’s confidence thoroughly. In addition, the political conflicts and historical factors, such as Diaoyu Island incident, to some extent, have affected the sales in recent years further.
Our business analysis emphasizes on the development of Sony Corporation during the period from 2001 to 2011, especially the overseas market expansion in mobile phone industry. We will introduce the development process of Sony and the challenges they faced or will face from three perspectives: business, political and socio-cultural factors. Besides, we, as well as Sony Corporation, concentrate most is how to turn these challenges to the opportunities.
Firstly, let us illustrate the organizational structure of Sony Ericsson, especially Sony Ericsson China. The market share of Ericsson has ever ranking no.3 in global mobile phone market in late 90s of 20 century. Their promoting strategy in Chinese regions made an excellent success because of selecting LIU Dehua and JIN Chengwu as spokesmen. However, Ericsson suffered a huge loss resulting from a mistake in generating strategy in 2000. Meanwhile, Sony mobile phone could scarcely capture the market share, for they were too late to get access to the GSM (Global System for Mobile Communications) market.
It was in this context that Sony and Ericsson reached a consensus that each of their mobile phone departments subscribed 50