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    Is Sony Turning Around - Case Study

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    Giedre Aleknonyte
    Presentation summarizing the HBS case study on Sony. Presented at a university level class on Japanese economics.

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    Is Sony Turning Around - Case Study

    Uploaded by

    Giedre Aleknonyte
    716 views29 pages
    Presentation summarizing the HBS case study on Sony. Presented at a university level class on Japanese economics.

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    Presentation summarizing the HBS case study on Sony. Presented at a university level class on Japanese economics.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    716 views29 pages

    Is Sony Turning Around - Case Study

    Uploaded by

    Giedre Aleknonyte
    Presentation summarizing the HBS case study on Sony. Presented at a university level class on Japanese economics.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 29

    Is Sony Turning Around?

    Case Study 1995 - 2009

    Agenda

    Sonys Firmengeschichte / Produkte


    Kontext 1989-1995
    Entwicklung und Strategien 1995 2009
    Ausblick

    Grnder Akio Morita und Masaru Ibuka

    http://topwar.ru/uploads/images/2014/742/o
    ams692.jpg
    http://cfile25.uf.tistory.com/image/1434563D4
    DC2C1363AA0ED

    Was verbindet ihr mit SONY?


    Frage an die Gruppe

    1955: TR 55, JPs 1.


    transistor radio

    1968: Trinitron
    Farbfernseher

    Betamax (JP Mai


    1975
    VHS (JP Okt 1976)

    JP Juli 1979: Walkman, the headphone stereo


    (USA Juni 1980)
    Discman 1982
    MD 1992
    In 1986, the word 'Walkman' appeared in the
    Oxford English Dictionary and officially became a
    new English word.
    http://goodlogo.com/images/logos/sony_walkman_logo_3428.gif
    http://www.sony.net/SonyInfo/News/Press_Archive/199907/99-059/

    PlayStation, 1994

    http://upload.wikimedia.org/wikipedia/commons/3/39/PSX-ConsolewController.jpg

    1. HD Camcorder, 1997

    http://en.wikipedia.org/wiki/Sony_HDR-HC1#mediaviewer/File:Sony_HDRHC1E_Camera_Side.JPG

    ATRAC3 vs MP3

    Sony PRS-500:
    1. Kindle: November
    Verkaufsstart in den USA 2007 ($399)
    Sept 2006 ($350)
    http://mikecanex.files.wordpress.com/2011/06/sonyread
    ermarkone001.jpg

    http://upload.wikimedia.org/wikipedia/commons/thumb/1/14/Amazon_Kin
    dle_-_Wikipedia.jpg/170px-Amazon_Kindle_-_Wikipedia.jpg

    4 core values
    Unique, Quality, Speed, Cost
    Keine big budgetary restrictions
    I believe one of the reasons we went through
    such a remarkable growth period was that we
    had this atmosphere of free discussion. A
    company will get nowhere if all of the thinking
    is left to management. Morita

    Kontext: 1989-1995
    Econ bubble burst 1989 Nachfrage in JP sinkt
    Wirtschaftskrise in Asien
    Sony musste Kosten sparen & sich international
    ausrichten
    Exchange rates Produkte im Ausland wurden
    teuer (less competitive)
    Commercialization of Internet
    US music industry growth

    1995
    FY1994 1st net loss since 1961 3 Mlrd von 3.3 Musikindustrie
    graph showing losses
    COO / CEO

    Ideis turnaround vision


    Semiconductor development
    Merging entertainment & CE branches
    Zitat s3 preserve original founding spirit by
    renewing ourselves and aiming for even
    greater height
    So-Net launch
    Sonys R&D structure zentralisiert
    Grafik Exhibit 5

    1997
    PlayStation Launch
    Meistverkaufte Spielkonsole weltweit

    1999

    CEO-Wechsel: Norio Ohga, CEO seit 1989, geht. Nobuyuki Idei wird CEO
    Zahlen OK
    Restructuring / cost cutting
    >> strategy

    http://www.tribuneindia.com/2003/20030616/login/it4.jpg

    http://www.eluniversal.com.co/sites/default/files/norio_ohga_0.jpg

    2000
    PlayStation
    Wachstum 2000

    2001

    1. Umstrukturierung
    FY2001: Fokus auf making Sony Produkte Internetfhig
    Ipod besiegt walkman
    Sony HQ splits in 3 areas
    -> grafik
    Nachfrage sinkt in den USA nach 911
    Trinitron CRT TVs down due to Samsung
    Preisfrage?
    Hardware: beat by nintendo und microsoft
    Alles schlecht

    2003

    April 2003 SONY SHOCK


    Grafik Aktienpreis
    Schlechte FY2002 Zahlen
    CEO gibt Transformation
    60 bekannt
    Convergence of business
    http://worldonline.media.clients.ellingtoncms.com/img/pho
    tos/2003/10/29/biz3_t440.jpg?9e2a24ba44807f8f9b96aad7
    c4082bf6ded075dc

    2003

    20000 jobs weg


    Sony connect
    BMG joint venture
    Acquisition of MGM: verzgert Erholung von
    Sony
    Partnership w comcast

    Internal conflicts

    Hardware in Japan vs entertainment in den USA


    Kein Fokus / Identittskrise
    Silo mentality / internal rivalry
    Copyright issues music business: Musikplayer;
    CD; MP3 Format; LCD Fernseher

    Innovation <> Gewinn


    Interne Kostenstrukturen
    Garapagosu-ka

    Sonys Probleme
    Konkurrenz: Sony konnte nicht mithalten
    Kunden: Sony hat sich nicht angepasst /
    Produkte zu frh entwickelt?
    Entertainment Branche: Marktpotenzial nicht
    erkannt

    JP Management Style

    Ein guter Engineer <> guter Manager


    Reducing board size
    Konflikt zw Ohga und Idei
    Ideis quote s8

    http://img3.wikia.nocookie.net/__cb20070308040534/ega
    mia/images/8/8b/Ken_kutaragi.jpg

    2005

    Significant loss
    Kutaragi und Idei gehen
    Samsung berholt Sony: grafik?
    Stringer kommt; intro of whos
    who
    Challenges lead to Sept 2005:
    Projekt Nippon
    From DE- to highly centralized
    again!
    Projekt Nippon: focus changes to
    software & content
    development; enrich consumer
    entertainment experience
    Bottom up mgmt approach

    http://www.sonyinsider.com/wp-content/uploads/2010/01/005.png

    2006-2009
    Stabile Lage
    Schlechte FY 2008 Zahlen
    Brand value:
    2009 Japans Best Global Brands (Interbrand):
    Sony #3, nach Toyota & Honda
    2009 Most Innovative Companies (BCG): #14

    http://www.rankingthebrands.com/

    USA vs Japan / engineers Konflikte


    Stringers Probleme

    Innovation
    Sony wird zum global player in Consumer
    Electronics in den 1970er und 80er Jahren
    By 1994 global corp
    GRAPH: sales by region

    Profit / loss / revenues 1995-2009


    Blend in exchange rates graph
    Employee # graph / layoffs
    # of product lines?

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