[국제기업관리론] 소니 Sony 전략제안(영문)

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레포트 > 경제경영계열
2010.06.30
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[국제기업관리론] 소니 Sony 전략제안(영문)에 대한 자료입니다.

Ⅰ. Introduction to Sony Corp.
Introduction
What we're 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. Sony's Internal Analysis
4. Sony Electronics' SWOT analysis.
1) Strengths
2) Weaknesses
3) Opportunities
4) Threatens
1) OLED Technology
2) Blu-ray™ Disc
Ⅳ. Sony's Strategic Formulation
Ⅴ. Our Strategic Recommendation
Ⅵ. Sources
Ⅶ. Appendix

본문내용

However, the networkization didn't 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 market's 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 Sony's "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, MP3's storage was too small and the battery wasn't 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 didn't seek to prosper digital music player. After all, Apple's IPod became the best digital music player in the world.
During that time, Sony was in trouble about management and Sony's subsidiaries were too independent even both of Sony's subsidiaries which are Audio division and VAIO division made digital music player. Users also got confused about the devices, as it couldn't 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 Apple's IPod made Sony's 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 world's 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

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

#the #Sony #to #and #of #is #in #that #OLED #it

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