분야
docxOverview of Project
Introduction of Organization
• History of Sony and its Current Challenges
• History of Sony TV
• Specific Issue Focus
Industry Analysis
• TV Manufacturing Industry
• Five Forces Model
Strategic Analysis of the Firm
• SWOT analysis
• Competitors Analysis
• First Mover Advantage
• Sony’s Strategic Environment and Evaluation
Recommendations for the Future
• Future of 3D TV
• Diamond Mode
• Home Entertainment Network
Conclusion
The Sony group recorded revenues of $77.3 billion during the financial year ended March 2009, a decrease of 12.9% compared to FY2008. The operating loss of the group was $2.3 billion during FY2009, as compared to an operating profit of $4.8 billion. The net loss of the company was $1 billion in FY2009. From 2009, the crisis of Sony has begun.
The reason of Sony’s deficit came from failure of its TV business and the cellular phone business after the mergers and acquisition (M&A) of Ericsson, and Sony’s laptop computer VAIO was not supported by extensive R&D. Furthermore, Sony’s Walkman, which was considered high end disruption that has changed in the whole music industry was forced to leave the market by the development of iPod from Apple.
History of Sony’s TV industry (Exhibit2)
In 1960, Sony invented the first transistor Television. Sony’s invention was against the common sense related with TV. In 1968, Sony invented its first colored-Television, which means technology priority of Sony. Sony continued to launch new TV products, and in 1977, Sony invented the popular personal TV named Sightation.
Sony’s inventions and growth at 1960’s were great. However, the recent products are not as popular as in the previous years. In 2005, Sony launched BRAVIA(Best Resolution Audio Visual Integrated Architecture). This product was Sony’s new style of TV b
Books
Mason A. Carpenter and Wm. Gerard Sanders, Strategic Management a Dynamic Perspective(New Jersey: Pearson Education), pp 138~141
김경준, 소니는왜삼성전자와손을잡았나, 원앤원북스
미야자키타쿠미, 소니침몰, B&S
장세진,삼성과소니, 살림Biz
Journals
Technological regimes and the persistence of first mover advantage, Junghokim and Changyang Lee, Industrial and corporate change, volume20
Half truth of first mover advantage – Harvard Business Review
Articles
The Japanese company in Japan’s culture, venture Japan
김종현, "소니 TV 부진에 삼성과 LCD 합작중단 협상", 연합뉴스, October 30, 2011
Cliff Edwards, “Sony’s TV Business Keeps Fading to Red”, Bloomberg business week, August 03, 2011
Cliff Edwards, “Sony's Move into Web TV”, Bloomberg business week, June 17, 2010
Kenji Hall, “TV Giants Are Outsourcing More Manufacturing”, Bloomberg business week, July 9, 2009
Others
Datamonitor, Sony Corporation Company Profile, 2010, pp 5~8
Sony Annual Report 2009, Sony
Datamonitor, Consumer Electronics 2009
http://en.wikipedia.org/wiki/Sony
