Sony Strategic Analysis

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THE NATIONAL RESEARCH UNIVERSITY “HIGHER SCHOOL OF ECONOMICS” CAMPUS IN SAINT PETERSBURG Strategic Analysis of Sony Corporation Done by: 1st year students of 162 group Bachelor 's programme “Management” Ananyev Danil Aprelkina Marina Kruglova Marina Maximovskikh Dmitry Stavitsky Vladislav Khotulev Ivan Fedorov Maxim Academic advisor: PhD in Economics, assoc. prof. Elena G. Serova St. Petersburg 2017 Executive Summary Introduction Sony Corporation is one of the most famous and influential manufacturers of electronics and providers of entertainment services. In the past, it has developed such best-seller products as Walkman players, PlayStation videogame console and U-Matic video cassette…show more content…
Choosing the first name for the company leaders decided to use their initials «TTK». The second name for corporation was chosen for the brand as a mix of two words. One was the Latin word "sonus", which is the root of sonic and sound, and the other was "sonny", a common slang term used in 1950-s America to call a boy. In the 1950s Japan "sonny boys", was a loan word into Japanese which connoted smart and presentable young men, which Sony founders Akio Morita and Masaru Ibuka considered themselves to be. As a result, leaders presented to the world new company – SONY. For many years, Akio Morita managed the company and it was succeed. There were many new inventions, which additionally were well designed, and it is one one of the reasons why customers were attracted to SONY’s products. In the beginning of 1950th, the company launched the first radio receiver, which was rather small and inventors were proud of the fact that it can go in any pockets of the shirt. Actually, it was not the truth. However, resourceful managers solved this problem. For the sales agents of these devices has been sewed special clothes with wide pockets. Such advertisement was beneficial to SONY’s interests and the company received more revenue. Over time, the company had extended worldwide and releaseв a large number of devices: in 1960 there was presented new TV; in 1962 was founded subsidiary company «SONY Chemicals»,…show more content…
For example, it allows looking at position of the company, goods or service in branch and therefore is the most popular tool in risk management and adoption of administrative decisions. Strengths and Weaknesses are the factors of internal environment of SONY, Opportunities and Threats – external environment. This analysis identifies key challenges that potentially limit the company’s global growth and expansion. The detailed analysis is given below. SONY’s Strengths Firstly, SONY Corporation has strong brand. This company stays in the market from 1946 and this one of the reasons why it takes the 29th place in name recognition according to InterBrands 2009 ranking, which evaluated Sony’s brand at $11 million. Secondly, the electronics market is growing and SONY’s products are popular there. For example, in 2011 SONY’S product P800 which became the most popular mobile phone in many regional markets. Nowadays Sony Xperia Z7 is one of the most anticipated smartphones of year. Customers are attracted by proper correlation of the price and quality SONY’s products. Thirdly, SONY has a diversified business. For example, the company has electronics and gaming products, as well as financial services and entertainment products. This diversification limits market-based risks and improves the stability of Sony’s
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