Sony Strategy
INTRODUCTION Success in any company that operates for marketing and profit acquisition lies on the ability of the management in positioning and establishing the products/services being offered. Furthermore, the ability of the company and its management to compete and maintain a competitive edge among its competitor is another basis to say that it is successful. The constant development and innovation on the product line and the growing number of clientele also define the corporate standing of a company.
This paper analyses the strategic capability of a company in an electronic industry, SONY Corporation. In analysing how SONY Corporation is competitive, the study utilised SWOT, resource audit, core competencies and value chain analyses for the industry attractiveness. Practical and strategic recommendations are elicited in relation to some pitfalls observed in the case study. Furthermore, analysis on the possible steps taken by SONY are also discussed. SWOT ANALYSIS Strengths. One of SONY’s most potent strength is that they are one of the world’s best known brands. As they have been in the business for 62 years now, the experience that they have in manufacturing cannot be overemphasised. They already have built a solid reputation for being a dependable electronics brand. Additionally, they have the strength of being diverse with respect to their product lines, having taken in many companies in the different aspects on electronics production. These subsidiaries are: Sony Electronics, Sony Computer, Entertainment, Sony Ericsson (50%), Sony Pictures Entertainment, Sony BMG (50%), Sony Marketing, Sony Life, Sony Assurance, Sony Bank. The wide range of subsidiaries give the clients a wide range of choices within the SONY corporation. Furthermore, the company is not limited to electronic products, though this is their major product line, they also venture to other fields such as the entertainment industry, and the insurance and banking industry.
This paper analyses the strategic capability of a company in an electronic industry, SONY Corporation. In analysing how SONY Corporation is competitive, the study utilised SWOT, resource audit, core competencies and value chain analyses for the industry attractiveness. Practical and strategic recommendations are elicited in relation to some pitfalls observed in the case study. Furthermore, analysis on the possible steps taken by SONY are also discussed. SWOT ANALYSIS Strengths. One of SONY’s most potent strength is that they are one of the world’s best known brands. As they have been in the business for 62 years now, the experience that they have in manufacturing cannot be overemphasised. They already have built a solid reputation for being a dependable electronics brand. Additionally, they have the strength of being diverse with respect to their product lines, having taken in many companies in the different aspects on electronics production. These subsidiaries are: Sony Electronics, Sony Computer, Entertainment, Sony Ericsson (50%), Sony Pictures Entertainment, Sony BMG (50%), Sony Marketing, Sony Life, Sony Assurance, Sony Bank. The wide range of subsidiaries give the clients a wide range of choices within the SONY corporation. Furthermore, the company is not limited to electronic products, though this is their major product line, they also venture to other fields such as the entertainment industry, and the insurance and banking industry.