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Sony’s Rise and Fall

Sony’s Rise and Fall. Doyoung Park, Osaka Gakuin University. Established in 1946 Masaru Ibuta, Akio Morita Representative electronics company of Japan One of the world's largest media conglomerates Revenue $78.88 billion U.S. (FY2008) Employees: 17,555 Related employees: 180,500

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Sony’s Rise and Fall

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  1. Sony’s Rise and Fall Doyoung Park, Osaka Gakuin University

  2. Established in 1946 • Masaru Ibuta, Akio Morita • Representative electronics company of Japan • One of the world's largest media conglomerates • Revenue $78.88 billion U.S. (FY2008) • Employees: 17,555 • Related employees: 180,500 • World’s ranking of the brand value: #25 • Business Week 2008

  3. Models as Sub Brands

  4. History of Sony • Tokyo Telecommunications Engineering Conpany ,1946 • Tape recorder market share 91%, 1950 • Developed a transistor radio, 1955 • Pocket size radio, 1957 • Change the name of the company to SONY, 1957

  5. Sony Rolly in Motion, 2007

  6. The Rise and Fall of Sony

  7. Sony • Sonus (sound, sonic) + Sonny (baby) • Identity of the maker of small sound device • Easily pronounced in every country • Successful naming

  8. Morita’s Choice • Sony attempted to export radios to USA, 1956 • US buyer offered OEM order 100,000 • Using their brand instead of Sony • Headquarter wanted to accept the order • Morita decided to decline the order to keep Sony brand • When Morita retired, • “My decision in 1956 which sacrificed short-term interests but pursued a long-term goal was the best choice that I have ever made for Sony.”

  9. Globalization • Sony USA 1960s • Factories in USA and UK 1970s • First Japanese company in NASDAQ • Went globalization • Sony as the global company • Avoid the competition with Hitachi, Matsushita in Japan

  10. Trinitron • Sony’s advanced color TV, 1968

  11. Walkman • 1979 • Compact tape player • Popular in America • Created a new life style • Meism

  12. Handycam • First personal video camera 1985

  13. Sony Style • Technology + New life style

  14. Into the Entertainment Business • Expanded the territory to Entertainment business • CBS Record 1988 • Columbia Picture 1989 • Japanese company conquered American show business!

  15. Beta, Sony’s Lost • VHS VS Beta max 1974-1988 • Sony developed Beta video format • Tried to be an industrial standard • Matsushita developed VHS • Beta was superior to VHS • VHS occupied rental video market • Contents suppliers chose VHS • Sony released VHS VCR 1988

  16. Return of Sony • Play Station, 1994 • Competed with Sega Saturn and Nintendo 64 • CD-Rom • 3D graphics • 100,000,000 sold by 2004

  17. Final Fantasy 7 • Killer title of PS • Open to game companies

  18. PS2, 2000 • Conquered the game console market • Compatible with PS1 • DVD, Enhanced 3D • Defeated Xbox and Nintendo Cube • 140,000,000 sold

  19. Obsession with Sony Format • Memory Stick • Compete with SD card • ATRAC • Sound compression technology for Mini Disk • Compete with MP3

  20. Lost in Music Device • Stuck to MD players and ATRAC format • Late entering the digital music device market • MP3 Walkman defeated by Ipod

  21. Lost in Flat Screen • Stuck to Trinitron • Late entering LCD TV market • Samsung has #1 market share in LCD TV • S-LCD • LCD manufacturing company – Samsung + Sony • Bravia

  22. Lost in Game Console • PS3 • Full package of high technology • Delayed release • Defeated by Nintendo Wii and Xbox360

  23. Sony in Troubles • Deficit 99 billion yen, 2008 • 120 billion yen deficit projected, 2009 • Laid off 16,000 employees to save 100 billion yen • 6 factories closed among 57 • Questionable Market reading ability • Late decision process

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