Sony::History,SWOT,Industry Analysis(소니 기업 분석 발표자료)

Sony Corporation

Agenda

¨  Sony Commercial

¨  History

¨  Global Expansion

¨  SWOT Analysis

¨  Competitors

¨  Industry Analysis

¨  Recommendations

¨  Conclusion

History of Sony

¨  Started in 1946 by Masaru Ibuka and Akio Morita in Japan

¨  In December 1955 released Sony TR-72, a transistor radio

¤ First step into the global market

¨  Sony’s outstanding technology revolution in TV industry

¤ 1960 Sony introduced the first direct television in world, the TV8-301

¤ Introduced the smallest and lightest television in 1962

¨  From 2008 – to March 31, 2009 decline in demand

¨  Current CEO, Howard Stringer was promoted in 2005

 

History of Sony cont

¨  Television introduced in each country.

History of Sony cont.

¨  2009 Sony bought BRAVIA LCD television

¨  2009 Sony’s LCD market increased

¤  From 12% in 2007 to 14% in 2009

¤ Sold 107 million units in 2009

¤ In 2009 the increase of sales were 43% higher than 2008

SWOT Analysis

¨  Strengths

¤ Strong corporate brand identity

n Ranked 29^th in top 100

n Soy’s brand value in 2009 at 11,953 million

n Umbrella brand strategy had the most success

¤ Sony’s Corporation diversified geographic base

¤ Sony’s Research and Development abilities

SWOT Analysis cont.

¨  Weakness

¤ Sony’s plants located in inconvenient locations

¤ Too expensive and far away from consumers

¤ High shipping and long deliver process

n This all effects Sony’s operating performance

SWOT Analysis cont.

¨  Opportunities

¤ Applied acquisition and alliances strategy

n Joint venture with Sharp and Hon Hai Precision Industry

n In order to provide LCD TV’s to American Region

¤ Focus on emerging market’s economies

n Sony has gained success in India Market

n Sony’s growth depends on performance in emerging markets

SWOT Analysis cont.

¨  Threats

¤ Unfavorable foreign exchange rate

n Sony’s international market sales value 75.8%

n Japan’s currency appreciated against US dollar and Euro

n Sony’s products more expensive; sales to drop

¤ Worsening economic situation

n Sony’s main markets are US, Japan, and Europe; all suffered economic downturn

¤ Laws and regulations

n Protect environment, human health, and safety

Global Expansion

¨  First attempt of expansion in Hong Kong in 1959

¤ Plant was shut down in 1961

¨  1970—Expanded into Cologne, Germany

¤ Started with 25 employees

¤ Sold through distributors, but sales were low

¤ Sales rose once employees started selling televisions

¨  Expansion into the US

¤ 1972—TV manufacturing plant opened

¤ Created plant because of high shipping costs

¤ Plant was used to produce Trinitron color TV

¤ Hired TV salesmen to sell TV’s rather than distributors

Global Expansion

¨  Anti-dumping lawsuit

¤ Started in 1968 in the United States

¤ Against all Japanese TV manufacturers for selling TV’s cheaper in US than Japan

¤ 1975—Sony received official notice they weren’t under investigation

¨  California’s Unitary tax system

¤ Tax system was based on entire corporation’s income

¤ Governments officials became involved

¤ Ronald Reagan asked states to change tax system

¤ International companies forced to close plants

n In 1986 California approved to change the tax system

Competitors

¨  Royal Philips Electronics Inc.

¤ Established in Netherland in 1891

¤ Target high-end markets and high-technology

¤ Philips TV experiments began in 1925

¤ Withdrawal of LCD TVs in North America in 2008

n Continue to sell, but rights owned by a Japanese company until 2013

Competitors cont.

q  Sharp Corporation

q Sharp manufactures both LCD panels and LCD TVs

q Sharps AQUOS TV is it’s most significant product

q Comes from “aqua” and “quality”, meaning image caused by liquid crystal material flow

q Taiwan’s Screen

q Discriminatory sales

Stock market Comparison 

¨  Chart compares Sony(blue), Philips (green), and Sharp(red) over the last 5 years. It Represents the stock value of each company

 

Competitors cont.

¨  Skyworth Group Co., Ltd

¤ Established in 1988 in China

¤ Largest TV brand in china

¤ From small to the top 10 TV brands

¤  Skyworth emphasizes LCD Black Light and Internet TV

Industry Analysis

¨  History

¤ First TV invented in 1924

¤ RCA launched worlds first black and white TV in 1939 and first color TV in 1953

¨  Future Trends

¤ Energy-conserving and environment–protective

¤ Flat-panel TV: LCD TV (LCD backlight)

¤ Special technologies: Google TV, 3D LED

¤ “China Times”

Industry Analysis cont.

¨  Global Issues

¤ Quality problems: black screen, “vertical line”, “black belt”

¤ High completion and low margin

Short Term Recommendations

¨  Advertising

¤ Advertise more heavily

¨  Wireless Technology

¤ Invest in wireless technology

n Receiver box all cord plug into

¨  Lower Cost production

¤ Consumers cant afford expensive electronics

n Inexpensive TVs

¤ Produce a TV at lower costs

Long Term Recommendations

¨  Out of big box store

¤ Don’t sell in Best buy, or Wal-Mart

¤ Sells at lower prices

¨  Sony specialty stores

¤ Create more specialty stores

n Sell only Sony products

¨  Incorporate aspect of Microsoft

¤ Team up with Microsoft aspects and incorporate into TV designs

Conclusion

¨  Sony Commercial

¨  History

¨  Global Expansion

¨  SWOT Analysis

¨  Competitors

¨  Industry Analysis

¨  Recommendations