Sony – A pioneer in technological development

A case study is a part of an academic curriculum. It involves intensive study about a particular person or company. Many students seek case study help to achieve better grades in exams. We learn from Sony case study how it grew over the years and what makes it still a popular brand.

 

How did it start?

Two legendary men, physicist Masaru Ibuka and Akio Morita created Sony, the technological corporation. It started as a small company to repair and produce electrical equipment. The company’s name was Tokyi Tsushin Kogyo K.K which is a Tokyo Telecommunication Engineering Corporation also known as Totsuko. Initially, it had only 20 employees in comparison to other giant corporations like Toshiba, Hitachi, Matsushita. The big giants had more capital, facilities, and labor.In 1955, it started with the logo- Sony.

 

Sony Corporation has been number one in technological development. It had a good reputation for being innovative. Sony has several businesses under its banner. It caters to the electronics, game, entertainment, mobile phone, and financial sectors.

 

Unique selling points of Sony

Sony is known for being innovative, it has created its in-house technology for product development. It does not rely on market technology. In 1971, Sony introduced the world's iconic music device the Walkman. Sony has a great product quality. The customers always get their best cutting-edge technology. Sony is known for presenting premium products in the market.

 

Huge brand awareness

Sony has strong brand equity. The businesses of the company have been extended to different sectors like PCs and network products, TVs, and digital imaging. Sony also took part in the entertainment sector with Sony Music Entertainment and Sony Pictures Entertainment.

 

Decoding the challenges and problems 

Sony follows a steady work environment and deals in a dynamic industry. The engineers work without restraints and are focused on the development of dynamic technology. In 2012, Sony Corporation reported losses. The company’s operations slowed down because of the empire-building strategy.

There were internal problems and external challenges. Due to the recession in the 2000s, there was a decline in consumer spending. The overall demand for the product declined. There was a decrease in technological innovation and Sony started losing its competitive edge.

Strategies and implication 

Sony is known to have well-built core competencies. Due to its huge network in Japan and the United States, it has a wide scope of production and research development. Sony has a competitive advantage in the market due to its unique quality, technology, and differentiated products.

 

Restructuring business operations 

In the last two decades, the business operations have been restructured. During the early 1990s, the company experienced loss due to a dearth of innovation. In the digital era, products can be easily produced by assembling the different parts.

 

Further, in the year 1994, the company formulated an eight-company structure. It wanted to create a market-responsive company. However, the losses prevailed.

 

A ten-company structure was designed in 1996 to make some profits. But the losses could not be reduced due to unrelated diversifications, heavy decentralization, and minimal involvement of board room in major decisions.

 

According to the sony case study, there was a major shift in business due to the introduction of internet-based products. There were losses due to a lack of consolidation.

 

‘One Sony’ Strategy 

There were macroeconomic risks and high competition in the industry. Sony re-developed its competitive advantage to regain focus and ensure quality. It followed a revival plan elucidating a major shift. It started focusing on three domains –mobile devices, tablets, camcorders, and games.

 

Summary: Sony could optimally maximize its resources after restructuring. Sony has an edge over other competitors. This article aims to delve deep into more of such elemental insights.

 

Author bio: Smith John is a marketing professional. He hails from California and is very popular in establishing business strategies across different verticals. Smith provides excellent case study help to students, on behalf of Assignmenthelp.us.