Sony Corporation

Topics: Akio Morita, Sony, Masaru Ibuka Pages: 2 (556 words) Published: January 31, 2009

Generally, Totsuko was started by 2 talented Engineer, Masaru Ibuka and Marketing Innovator, Akio Morita in 1946 in Japan. The company name was later changed to SONY in 1958. From 1950 to 1999, SONY introduced many innovative products; many of the world’s first technology and even created a robotic dog named Aibo.

SONY’s vision is to create something new, to create more dreams and to make things fun.

SONY’s mission is to create things for every kind of imagination and involve them in people’s daily life. In addition, interconnected multimedia technology is always SONY’s promise to the people.

The important roles supporting SONY’s visions and dreams through these years include Norio Ohga (President 1982-1995), Nobuyuki Idei (President 1995-2002), Kunitake Ando (President & Chief Operating Officer 2002).

SWOT Analysis

Human talents (Employees) in SONY are creative; loyal and hold the same SONY’s dream •Vast and strong financial capabilities that enables SONY to expand their offices into US in 1960s with capital investment of US$500,000. •Geographical opportunities. SONY has their headquarters in Japan which capable of serving the Asia Pacific market; whereas the US office is taking care of the US/European continents. In 1972, SONY has started its own SONY Technology Centre in San Diego. •Vast pool of talented engineers in SONY

Expanded their nature of business from electronics to entertainment (Sony Music/Sony Pictures), and even a bank for middle-class Japanese. •Strong innovation culture within the company and among the employees •Great and successful marketing efforts for their products •Worldwide recognized brand (Rated number 1 brand in US by 2000 Harris poll and World’s 21st most valuable brand in 2002.

The dream that SONY envisioned has yet to be realized. It may be a negative public image for SONY as stakeholders see that SONY is unable to fulfill their promises.

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