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    Sony

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    Iqra Bilal
    This document analyzes Sony Corporation's digital camera industry, company, international expansion, competitors, and provides recommendations. It summarizes that: Sony is a global leader in digital cameras but faces intense competition; the company has a long history and is expanding globally through localizing R&D and production; and recommendations include not using Memory Stick and expanding into luxury products long-term.

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    Sony

    Uploaded by

    Iqra Bilal
    407 views32 pages
    This document analyzes Sony Corporation's digital camera industry, company, international expansion, competitors, and provides recommendations. It summarizes that: Sony is a global leader in digital cameras but faces intense competition; the company has a long history and is expanding globally through localizing R&D and production; and recommendations include not using Memory Stick and expanding into luxury products long-term.

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    This document analyzes Sony Corporation's digital camera industry, company, international expansion, competitors, and provides recommendations. It summarizes that: Sony is a global leader in digital cameras but faces intense competition; the company has a long history and is expanding globally through localizing R&D and production; and recommendations include not using Memory Stick and expanding into luxury products long-term.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    407 views32 pages

    Sony

    Uploaded by

    Iqra Bilal
    This document analyzes Sony Corporation's digital camera industry, company, international expansion, competitors, and provides recommendations. It summarizes that: Sony is a global leader in digital cameras but faces intense competition; the company has a long history and is expanding globally through localizing R&D and production; and recommendations include not using Memory Stick and expanding into luxury products long-term.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 32

    Xu,Xiaoxuan (Connie) Zhang,Yao (Stephanie) Liu,Zhenzi (Christina)

    Nov.10th ,2008

    Industry Analysis

    Company Analysis

    (History, Current, Future)

    International Expansion Competitor Analysis SWOT Analysis Recommendations

    Industry Analysis The beginning of consumer digital camera era

    1995, Casio QV-10

    Industry Analysis

    The becoming of mainstream product Pocket-size and fashionable Matured digital camera industry

    Industry Analysis SLR digital camera & Ultrathin digital camera

    2003, Nikon D70

    Industry Analysis Fierce competition between camera makers


    Market Share in the Digital Camera Industry, 2006
    Canon
    18.70% 31.50% 15.80% 7.60%

    Sony Kodak Olympas Samsung Nikon

    7.80%
    8.60%

    10%

    Other

    Industry Analysis The Tendency of Digital Camera Industry:

    The designs of the digital cameras become more classic and stylish. A higher level of face detection technology and intelligent scene recognition technology make shooting easier.

    Industry Analysis The Tendency of Digital Camera Industry: Third, the use of touch-screen

    Company Analysis History

    In 1945, Masaru Ibuka and Akio Morita, Tokyo Telecommunications Engineering Corporation
    In 1958, New Name First electronic camera, Mavica, in 1981 magnetic recording embryonic form

    Company Analysis Current

    Leader Digital cameras, recorded music, PC The headquartered is in Tokyo 2007, Revenue increased 10.5% Increasing sales in the electronics and games Cyber-Shot NO.2 digital camera

    Company Analysis Future

    1.8 million Japanese Yen Facilitate the customization service

    International Expansion Expansion in electronic field

    1960 - America 1980 - Sony Euro

    Switzerland UK Germany France

    1996 - China - most important - large potential

    International Expansion Horizontal Global Expansion Entertainment

    Sony Music Entertainment


    - founded by Sony and CBS in 1968

    Sony Pictures Entertainment


    - took over Columbia TriStar Motion Picture Group in 1989 - subsidiaries in Hong Kong, Madrid - merged with MGM in 2004 - the largest film company

    International Expansion Global Expansion Strategy

    core technology

    Globalization All the branches in the world share the

    company philosophy key strategic markets

    same technology and company culture.

    International Expansion

    Localization

    In operation: localized R&D, procurement, production, distribution and sale In talent: invests the local talents The importance Advantages:
    - the cycle of R&D shortened
    - make better use the talents and capital all of the world - cross-border collaboration

    Make overseas R&D center

    International Expansion

    Digital Camera

    Manufactory: - produced not only in Japan but other Asian countries

    (Premier Image Technology &Abco)


    - cooperation with Carl Zeiss AG, (a German manufacturer)

    International Expansion

    Marketing: the market share of Sony area U.S. Europe Sony 37% 12% Other Brands 63% 78%

    In China, Sony is the leader in this market

    International Expansion

    Challenges

    The continuous price reduction


    - the brand image - lead to a shortage of capital

    The image of Sony is too complicated


    - In India, SPE - In Japan, an electronic company - In U.S., an Entertainment company

    Competitor Analysis

    Sonys main competitors include

    Canon, Nikon, Kodak, Samsung, and


    Panasonic.

    Competitor Analysis Canon The number one company in the digital camera industry Strong technical strength and marketing ability Produces the best cameras for shooting portraits Not as fashionable as Sonys Relies on its brand recognition

    Competitor Analysis

    Nikon
    Top-ranking SLR digital cameras

    High-end consumer digital camera market Not well accepted by low-end market users
    No self-produced CCD (Charge-coupled device, an electronic light sensor used in digital cameras )

    Competitor Analysis Kodak Wrong decision in 2006 Boring color Appearances are less prominent Quit the digital camera industry on August 1, 2006

    Competitor Analysis Samsung Slim appearance and colorful design Strong capability in electronic technology

    Shortage of core technologies

    Competitor Analysis Panasonic The leader of electronic products Develops its own CCD sensor device Weak fundamental of optical technology Higher prices

    SWOT Analysis Strengths

    Brand image: new and high quality, CCDs


    Global operations: 204 countries. Sales(2007): US(26.9%), Japan(25.6%),Europe(26.6%). Global producing ability: Japan(50%). Professional design and R&D team. Survey: 30% customers; Technology

    SWOT Analysis Weaknesses

    SG&A expenses. Operating profits 69.3% (2007)


    Legal proceedings. In 2004, Eastman Kodak VS Sony for 10 patents. Not easy to operate. Survey: 24% customers.

    SWOT Analysis

    Opportunities

    Business reorganization: $1.2 billion and $0.3 billion in 2006 and 2007.

    Partnership with FIFA (Federation International de Football Association), 2007,8,40,2

    SWOT Analysis

    Threats

    Integration of alliances and joint ventures. S-LCD(Samsung) 2004. SONY BMG (Bertelsmann) Cultures and Interest Conflicts.

    Raw material prices. $350 (2008). Intense competition.

    Recommendations Short term

    Do not make use of Memory Stick

    To expand in the luxury business

    Recommendations Long term

    To contribute to the environment protection Value-added activities on value chain. - market research - sourcing - production - marketing

    - after-sales service

    Intellectual property rights & high-tech talent, Suit

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