목차
Ⅰ. Introduction to Sony Corp.
Introduction
What were
trying to get into
Conclusion
Ⅱ. Sony Electronics’ Current Situation
1.
Sony Electronics’ International Operations.
2. Industry Analysis of Sony
Electronics Products
1) Television
2) Compact Digital Camera
3) Video
Camera
4) Digital music player
3. Sonys Internal Analysis
4. Sony
Electronics SWOT analysis.
1) Strengths
2) Weaknesses
3)
Opportunities
4) Threatens
1) OLED Technology
2) Blu-ray™ Disc
Ⅳ.
Sonys Strategic Formulation
Ⅴ. Our Strategic Recommendation
Ⅵ.
Sources
Ⅶ. Appendix
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However, the networkization didnt come
at that time and they gave up the OLED because it was costly and defect rates
were very high. Furthermore, CRT market had gone so fast than they expected.
After all, Sony made joint venture with Saiguter to develop S-LCD. Sony uses
this S-LCD for their television Bravia™ but Sony has almost pushed out from the
LCD market already.
Sony then changed the CEO, and the company started to
reinvest the OLED again because it is display markets future technology and Sony
has already has first-mover advantages. However, economic crisis made Sony
difficult to invest OLED.
So, in fiscal year 2008 (March 31st, 2008 to 2009),
despite the economic slowdown, global market for LCD Televisions reached
approximately 107 million units, and increase of 24% from the previous year.
Sony BRAVIA™ for the fiscal year were about 15.2 million units, an increase of
43% from the preceding period. (Sony estimate, as of May 2009)
2) Compact
Digital Camera
Sales of Sony’s compact digital cameras decreased 6% of 22
million units in the year 2008. Nevertheless, Sony retained its position with
the market share of 21%. (2009)
Sony released a number of new models designed
to respond to a variety of customer needs. And Sony has α series which is
high-end SLR cameras. Sales of Sony digital α series amounted to 1.15million
units, approximately triple the result for the previous fiscal year giving Sony
a market share of more than 10%. (Sony estimate, as of May 2009)
3)
Video Camera
The global market for video cameras declined 17% to
approximately 15 million units in the fiscal year 2008. Sales of video cameras
slipped 19% to about 6.2 million units, resulting in a market share of 41% (Sony
estimate, as of May 2009), maintaining the lead position in the video camera
industry.
In February 2009, Sony launched a new model of digital
high-definition Handycam® video camera that is playing a crucial role in Sonys
"HD World" initiative. And Sony released two new versions of Webbie HD™, a
pocket-sized video camera, in the North American market.
4) Digital
music player
Sony got secondary big hits of Walkman and CD after the
Trinitron CRT Television. Sony likes to make new generation standard so they
made MD which is named from Mini Disk for the next generation disc after
CD.
When the MD became popular, MP3 came out in the market. However, MP3s
storage was too small and the battery wasnt good enough to play an hour. Thus,
Sony’s prospect CD and MD still has the priority and the company tried to make
High MD for next generation. Sony thought that if digital music players got
popular, Sony music and movie entertainment can get disadvantaged by illegal
downloads, so Sony didnt seek to prosper digital music player. After all, Apples
IPod became the best digital music player in the world.
During that time,
Sony was in trouble about management and Sonys subsidiaries were too independent
even both of Sonys subsidiaries which are Audio division and VAIO division made
digital music player. Users also got confused about the devices, as it couldnt
play MP3 format but could only play ATRAC, which is made by Sony. It was too
difficult and inconvenient for the consumers to use that devices and download
music. Consequently, Sony failed.
According to the statistic, Sony believes
they achieved a high market share the Walkman® S serie a major hit in the
Japanese market. So as X series which has a 3-inch OLED touch screen, Wi-Fi
connectivity, and so on. But the sensations of Apples IPod made Sonys digital
music player fall into bottomless fit,LED touch screen, Wi-Fi connectivity, and
so on. But the sensations of
Also, Sony has steady growth in the global
market for digital music players supported robust sales of Sony headphones,
which secured the top position in the North American and Japanese headphone
markets.(Sony estimate, as of May 2009)
5) VAIO™ PC
Sales of VAIO™
PCs rose 12% to approximately 5.8 million units. The global market for PCs
continued to expand during the period although sales price competition
intensified. In January 2009, Sony launched the "pocket style" VAIO P series
which is the worlds lightest 8-inch notebook PC, which has garnered acclaim for
its unique ultra-wide design, GPS and other functions. This new offering earned
high praise from the market.
6) Blu-ray™ Disc
Blu-ray Disc™ has
become the standard next-generation optical disc format because Toshiba declared
that they has given up HD-DVD which has been competed with Blu-ray for the next
generation disc after DVD in 16, February, 2008. Fujii Yhosihide, who is in
charge of Thosiba, said that Blu-ray could be superior to HD-DVD and then I will
apologize prone on ground as a degression.
Sony has steadily expanded its
Blu-ray Disc™ recorder and player. Sales of Blu-ray Disc player amounted to 2.2
million units with a market share of over 40%. (Sony estimate, as of May 2009)
Sales of Blu-ray Di
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Corp.
Introduction
In 1946, Masaru
Ibuka and Akio Morita founded a company called Tokyo Tsushin Kogyo K.K.,
translated as Tokyo Telecommunications Engineering Corporation in English. They
started the company with capital of 190,000 yen, with 20 employees.
Their
first product was transistor radio licensed by Bells transistor technology. As
the commercial transistor radio was a great hit in
America
참고문헌
www.sony.net.
http://en.wikipedia.org/wiki/Blu_ray
http://www.sony.net,
http://www.sony.co.kr
http://www.sony.com
미야자키 타쿠마 지음 김경철 옮김 소니 침몰 북쇼컴퍼니
2007년
삼성과 소니 장세진 저 살림 Biz 2008년 |
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