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    Group Members

    SIDDHARTH SAHOTA 12SMBA07

    MANSI TAWARE 12SMBA08

    NIKHIL SHETTY 12SMBA11

    ATUL JAIN 12SMBA32

    MAITREYEE BANAIT 12SMBA37

    DARSHAN KANKARIA 12SMBA52

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    SONY CORPORATION

    Japanese multinational conglomerate corporationheadquartered in Knan Minato, Tokyo.

    Its diversified business is primarily focused on the

    electronics, game, entertainment and financialservices sectors.

    The company is one of the leading manufacturers

    of electronic products for the consumer andprofessional markets.

    Sony is ranked 87th on the 2012 list of FortuneGlobal 500..

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    PRODUCTS

    PlayStation

    Pocket Station

    PlayStation 2

    PSX PlayStation 3

    PlayStation 4

    PlayStation Move

    PlayStation Portable Z PlayStation Vit

    PlayStation Portable Go

    http://en.wikipedia.org/wiki/Sony
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    SONY COMPUTER ENTERTAINMENT Video game company specializing in a variety

    of areas in the video game industry.

    The company was established on November16, 1993 in Tokyo, Japan, prior to the launch ofthe original PlayStation video game system.

    Sony Computer Entertainment handles ther&d, production, and sales of both hardwareand software for the PlayStation line ofhandheld and home console video game

    systems. It is also a developer and publisher of video

    game titles and is composed of severalsubsidiaries covering the company's biggest

    markets: North America, Europe and Asia.

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    CASE STUDY

    Since 1993 in the gaming industries.

    Atari, sega & nintendo to begin and later nintendo &microsoft.

    Sonys playstation by 2005 had more than 60% of consolemarket with sales of 90 million units.

    Microsofts Xbox had 22 million units.

    Nintendos Gamecube, 19 million units.

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    Sony has strong market position (brand loyalty & distributortie-in for example).

    Did right in the past, look beyond if it has the resources to

    be equally successful in the future.

    All three competitors (Microsoft, Nintendo & Sony) hadnew version of their consoles out in 2006.

    Nintendo- Cheaper machine, less sophisticated graphicsbut innovative way of interacting with the user ($250).

    Microsoft- Full network connectivity but without anexpensive HD disc ($400).

    Sony- Highly sophisticated graphics functionality &additional features but more expensive ($499-$599)

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    Comparative Study

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    Microsoft and Sony both have a huge setup and areinvolved in various markets

    Eg: Mobiles, software's, consumer durables etc.

    Whereas Nintendo is restricted more or less to gaming.

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    Physical Assets In physical assets, one cannot ignore that Sony is

    involved in electronics, entertainment, andinsurance and financing. Consider its broadcontribution to digital cameras and camcorders,

    computers and peripherals, handhelds and PDAs,televisions, portable audio, home audio and video,games, movies and DVDs, musical artists, live andrecorded music, and it myriad of online and offline

    services.

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    Intellectual Assets

    Many of Sonys products are designed under thelicense of patents and other intellectual propertyrights owned by third parties. Based upon past

    experience and industry practice, Sony believesthat it will be able to obtain or renew licensesrelating to various intellectual properties useful in itsbusiness that it needs in the future; however, suchlicenses may not be available at all or on

    acceptable terms, and Sony may need to redesignor discontinue marketing or selling such products asa result.

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    ReputationalSince early days, few companies have equaled Sony'sreputation for invention, imagination and reliability.Over the years, there have been manygroundbreaking innovations.

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    Human Worksmart culture means that every one of our

    employees has the chance to make a realdifference to our business.

    Sony culture emphasizes "a spirit of freedom andopen-mindedness," and a fighting spirit to innovate.Founder Masaru Ibuka crafted this vision in Sony'sFounding Prospectus, and the philosophy isembedded in our company DNA, embodied in our

    employees, and seen throughout our history.

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    Human So far, Sony is able to provide comprehensive

    training programmes worldwide to train itsemployees to equip them with superior knowledgeand skills. In addition, the company provide

    curriculums that are tailored to local needs forengineers and managers. Sony also possesses theability to identify high calibre managers to take overtop management positions so that the companywould continue to be well managed and the

    innovation culture proliferated. The past andpresent CEOs all possessed the necessary psycheand managerial capabilities to infuse innovationand creativity.

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    Value Sony Corporation is considered one of the worlds

    most successful companies, operating in theelectronics, games, music, films and financialservices industry . Sony is known for creating

    products that stimulate the senses and refresh thespirit . Effectively managing a combination of itsresources, capabilities and core competencies, hasallowed Sony to create a strong sustainable

    competitive advantage.

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    Rarity Sony was first in many areas such as the Trinitron, the

    Walkman, the Betamax, the Camcorder, theCompact Disc, the MiniDisc, the PlayStation (PS)and the robot dog Aibo. Some of these Sonys

    technological creations have created new marketsof their own. Sony also patents its revolutionaryinnovations that include the trademarkWalkmanand video tape betavideo format

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    Rarity.. Technologically, Sony is more advanced in producing

    consumer-electronics products than its competitors. Forinstance, its PS2 offers a substantial jump in performanceand versatility, with new features like Emotion Energy

    and Graphics Synthesizer making possible morecomplex effects such as facial expressions and clothesfluttering in the wind. Sony also set industry standards forTV design and picture quality.

    In short, Sonys strength is also about the ability to

    leverage on technologies well and ahead of itscompetitors to create innovative and high qualityproducts for its customers so as to increase sales andrevenues

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    Non Imitable The ability to continuously innovate and come up wi

    th revolutionary innovations that boost sales andhelps widen profit margins shows thatSony possesses substantial quality innovation

    resources (including scientific capabilities) that arehard to imitate and valuable.

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    OrganizationalWith continuing growth and success, Sony adopted thestrategic business unit(SBU) form of the multidivisional structureto implement its related linked diversification strategy.

    Sonys corporate-level strategythe SBU form consists of 3levelscomprises the corporate headquarters, strategic business unitsand SBU divisions. Sony is broadly divided into 6 SBUs(electronics, game, music, pictures, finance services andcommunication network), each further divided into smallerbusiness units, and commonly named as divisions. The divisions

    within each SBU are related in terms of shared products ormarkets or both, but the divisions of each SBU have little incommon with the divisions of the other SBUs. Atypically, Sonysheadquarters exercises financial and strategic controls over itsSBU.

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    References http://www.sony.lv

    http://gamerinvestments.com

    http://www.notenoughshaders.com

    http://www.studymode.com http://sonygroup.wordpress.com

    http://www.sony.lv/http://gamerinvestments.com/http://www.notenoughshaders.com/http://www.studymode.com/http://sonygroup.wordpress.com/http://sonygroup.wordpress.com/http://www.studymode.com/http://www.studymode.com/http://www.notenoughshaders.com/http://www.notenoughshaders.com/http://gamerinvestments.com/http://gamerinvestments.com/http://www.sony.lv/http://www.sony.lv/
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    Thank You!!