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Home , Akio Morita, Animax, AXN, Bravia (brand), Masaru Ibuka, Sony Financial Holdings

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Corporation In

By Akshay Sharma No: 12BSPHH010081 TABLE OF CCONTENTS

1 Introduction 2 Origin of name

3 History; Timeline 4 India; Products

5 Awards Awards 6 PP SWOT SWOT Analysis Analysis

7 Porter Porter s s Five Five Forces Forces 8 Strategies Strategies Followed Followed By By Sony Sony

9 Facts Facts And And Figures Figures Introduction

•Multinational corporation headquartered in Mintao ();

•One of leading manufacturers of electronics, video, communications, video game consoles and information technology products for the consumer and proffesional market Introduction

•Sony is among the Worldwide Top 20 Semiconductor Sales Leaders;

•The company's slogan is Sony. Like no other;and recent is make.believe;

•Sony is the electronics business unit and the parent company of the Sony Group which is engaged in business through its five operating segments, these make Sony one of the most comprehensive entertainment companies in the world;

•Sony’s principal business operations include: Sony Corporation  Entertainment Sony Computer Entertainment Sony BMG Music Entertainment  Communications  Origin of name

•The name "Sony" 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 familiar term used in 1950s America to call a boy.

•Morita pushed for a word that does not exist in any language so that they could claim the word "Sony" as their own.

Sony Corporation ソソソソソソソ History

•Started in 1946 by and in – Japan.

•Sony found its beginning in the wake of World War II. in 1946

•The company had $530 in capital and a total of eight employees

•Sony first branded product was a radio launched in 1955 and started to sell under Sony from 1958.

•In 1945, after World War II, Masaru Ibuka started a radio rapair shop in Tokyo.

•The next year, he was joined by his collegue Akio Morita and they found a companny which translates in English to Tokyo Telecommunications Engineering Corporation. History

•The company built Japan's first called the Type-G.

•In the early 1960s, Ibuka traveled in the and heard about ’ invention of the transistor.

•He convinced Bell to license the transistor technology to his Japanese company.

•In August 1955, Tokyo Telecommunications Engineering released the Sony TR-55, Japan's first commercially produced . History

•In May 1956, the company released the TR-6, which featured an innovative slim design and sound quality capable of rivaling portable tube radios.

•It was for the TR-6 that Sony first contracted "Atchan", a cartoon character created by Fuyuhiko Okabe, to become its character.

• known as "Sony Boy", the character first appeared in a cartoon which is holding a TR-6 to his ear.

•In 1957, Tokyo Telecommunications Engineering came out with the TR-63 model, the smallest (112 × 71 × 32 mm) transistor radio in commercial production. It was a worldwide commercial success.

Timeline 1946 - Tokyo Telecom Engineering 2000 - Formed PlayStation.com – games/software online 1950 - First Japanese tape recorder 2000 - Restructured all entertainment units under Sony 1955 - First transistor radios Broadband Entertainment 1957 - First pocket-sized radio 2001 - JV Sakura Bank and JP Morgan Chase for online bank. 1958 - Name change to Sony 2007 - announces Record Growth Performance (from "sonus," Latin for "sound," and for Q1 2007 "sonny," meaning “little man”) 2007 – Sony India wins Avaya Global connect 1968 - Intro of color TV – Customer Responsiveness Awards explosive growth 1979 - personal stereo September 2012 - EISA Rewards Sony with 5 ‘Best Products’ 1980’s - Major Producer of computer disks/ floppies of the Year Awards 1988 - Bought CBS Records for $2 billion. June 2012 - Mr. Kenichiro Hibi appointed as Managing 1989 - Bought for $4.5 billion. Director, Sony India 1994 - Sony Playstation released to great success. Sony India aims to sell 6.5 lakh units FY12 1997 - JV with (inventors of the CD) to make Super Audio CD May 2012 - Sony India achieves sales of Rs. 6,313 cr inFY11 1998 - Launched Wega flat-screen TV 1999 - JV with Philips, Sun Microsystems to April 2012 Sony India dominates Digital Still Camera market develop networked entertainment products with aim to capture 45% share in FY12-13

Sony India

• Started its operation in India from 1994

• They started its operation with highly concentrating on Marketing Strategies in order to make familiar about the product and company.

• Sony is the first mover in India in every electronic segment.

• Strong Distribution network in India - 4000 dealers and distributors, 240 exclusive Sony World and 19 direct branch location

•Also well known for quality service in India with 190 authorized service centers

•Sony classifies the Indian market into three categories, ranging from small cities to large metropolitan areas. 19 sales branches cover a total of 450 cities. A network of 250 centers across the country, also established 30 warehouses nationwide ensuring that their supply chain is effective. Brands & Products Sony India

•India—A vibrant mix of different ethnic groups and cultures overflowing with its own unique energy. Sony has built a highly favorable brand image in India, which continues to see remarkable economic growth, and is working to enhance its presence.

•Sony’s market share increased in a number of high-growth product categories. Despite a slight slowdown in growth during the recent global recession, India’s electronics market picked up speed again post 2010. Sony’s sales in the period grew faster than the market.

•™ captured the top share of the market for LCD , a high-growth product category, in terms of value, while Cyber-shot™ was number one in the digital camera market in both value and volume sold and VAIO® PCs rose to number three in the PC market in value terms. The expansion of the company in such key markets is attributable to their operations in India. Cricket in India and Sony •Cricket is by far the most popular sport in India. In advance of the ICC Cricket World Cup 2011, which was staged in India in March 2011, Sony launched a major advertising campaign for BRAVIA LCD televisions featuring India’s national team captain, Mahendra Singh Dhoni, as Sony Brand Ambassador.

• The highly effective multi-media campaign, which coincided with the Cricket World Cup, included approximately 3,000 spots and more than 150 outdoor billboards.

•Carefully tailored channel strategy Sony recognized the importance of having an effective channel strategy that takes into account regional differences.

• In addition to national chain stores that cover many areas in India, Sony has regional chain stores in specific areas, and both types of stores continue to see sales growth. In India, there is not a single chain store network of identical stores in every city and town in the country; rather, store configurations differ from region to region.

•Established a network of approximately 270 Sony Center and other branded shops nationwide. Branded shops sell not only electronics products, but also PlayStation® products and Sony mobile phones, among other products. Sony India •Branded shops thus contribute to an enhanced brand image, as well as to greater recognition of the Sony name.

•Sony Pictures Entertainment’s television operations in India, India has one of the largest and most dynamic television audiences in the world reaching more than 124 million households in the country and generating nearly U.S. $6 billion in revenue a year

•Sony Pictures Entertainment entered the Indian television market in 1995 with the launch of Television (SET). The general entertainment Hindi-language channel quickly became a success and has remained one of the top rated channels for more than 15 years with hit shows like Who Wants to Be a Millionaire (Kaun Banega Crorepati) and Indian Idol.

• The company added to its portfolio of channel brands with the launch of AXN (1998), SET MAX (MAX) (1999), (2004), SAB (2005) and SET PIX (2006).

•As the official home in India for the Indian Premier League’s (IPL) renowned Twenty20 cricket competition, over 154 million viewers tuned in to MAX. Sony India

•To encourage the proliferation of HD and 3D film production, in March 2011 Sony inaugurated Sony Media Technology Centre in Mumbai

•Sony India Software Centre (SISC), located in Bangalore—India’s Silicon Valley—has expanded notably in recent years. SISC serves as a development base for software used in a wide range of products manufactured by Sony Group companies around the world and as the Group’s global offshore IT centre.

• SISC has we had approximately 1,000 engineers on staff. With an eye to further personnel expansion

•In fiscal year 2010, ended March 31, 2011, SISC contributed to efforts of the entire Sony Group as well as to the development of new products, including Sony Internet TV, and Android™*-based mobile phones and other devices.

• Having an R&D base in the burgeoning Indian market will most certainly be a major advantage for the Sony Group.

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