Send the link below via email or IMCopy
Present to your audienceStart remote presentation
- Invited audience members will follow you as you navigate and present
- People invited to a presentation do not need a Prezi account
- This link expires 10 minutes after you close the presentation
- A maximum of 30 users can follow your presentation
- Learn more about this feature in our knowledge base article
Transcript of Sony Presentation
World’s first PlayStation Certified Android smartphonem
Emily Bardell, Carson Cushing, Brianna Gatto, Katie Guthrie, Lynne Kubik, David Sama, Justin Wills, and Hannah Zhang
Sony Corporation’s businesses:
•Electric vehicles and batteries
•Organization Industry Analysis
◦Porter’s Five Forces
◦Resources and Capabilities
◦Value Chain Activities
Porter’s Five Forces
The Risk of New Entrants
Risk rate: Low
Barriers to entry:
Economies of scale
High capital requirement
Risk rate: High
Samsung, Apple, Sony
Must stay ahead of the competition
The Bargaining Power of Buyers
Risk rate: Medium
Consumers have huge impacts on the products
High switching costs
The Bargaining Power of Suppliers
Risk rate: Low
Global supply chain
Second edition of the Sony Supplier Code of Conduct
The Threats of Substitution
Risk rate: Low
Mobile devices have become an important part
No real substitutes
Value Chain Activities
Research and development
Resources and Capabilities
Time to market
Supply chain management
Operated internally or by a third party
Occurs across multiple contents
Well connected to international delivery networks
Marketing and Sales:
Publicly committed to social responsibility
Warranties, guarantees, repair centers, online help desks, and call centers
Secondary (support) Activities:
Encourage high productivity
More advanced in creating innovative high quality products than competitors
"Fair Procurement "
Research and Development:
Created a R&D center in China
- May 1946- Tokyo Tsushin Kogyo (Totsuko)
established in Nihonbashi, Tokyo
May: Tokyo Tsushin Kogyo (Totsuko)
established in Tokyo
Company name officially changed to Sony Corporation
Listed on the TSE (Tokyo Stock Exchange)
Established a reputation for technical innovation and revolutionary consumer electronic products over next three decades
Sony and Swedish telecommunications equipment company, Ericsson, created a 50-50 joint venture named Sony Ericsson
First Walkman Phone
Phones are enhanced with Sony’s Cyber Shot technology
Focus on research and development
Android powered phone
February 16: Sony acquired Ericsson’s share of Sony Ericsson for 1.5 billion dollars
Renamed subsidiary to Sony Mobile Communications AB
March: Xperia S released
Decrease in sales and operating
Sony restructures as “One Sony”
Revamp Sony Mobile
1. Working on global structure
2. Changing headquarters location
3. Same development platform for all phones
4. Marketing smart phones to emerging markets
Xperia Z released
Sony Mobile lost 1.8 billion dollars last year and has caused the company to post operating losses in 5 of the last 6 years.
Sold 40 million units the last fiscal year, an increase of about 2 million units from the previous year.
Mobile division has already cut more than 10,000 jobs to date.
Market share only sits at about 4% compared to Samsung (30%) and Apple (15%).
Average consumer is not fully aware of the capabilities of the Xperia Z3, as the marketing campaign for the device is not successful.
Lack of availability
Products only available on T-Mobile.
Missing out on millions of potential customers.
Sony refused to harness its power in other product lines to develop a top-of-the-line phone when the market was up for grabs in the mid 2000’s.
Sony has been playing catch up with competitors ever since.
Sony has spent over 1 billion dollars developing the Xperia product line and selling it to consumers while taking huge losses.
Sony does not have the money to buy itself out of this problem like it did in previous situations.
Chinese manufacturers producing smartphones that match quality of other devices while undercutting them on price by hundreds of dollars.
What will the future of Sony Mobile entail with an already low market share and now having to deal with more competition?
Recommendation 1: Get Out
Sales have been decreasing for six years
"Sony will no longer pursue sales in areas, such as smart phones, and will be focusing on areas of business that are generating profit..." - CEO
Recommendation 2: All In
Seek the crown of Android
Advertise, advertise, advertise
Stay premium and pricey
Time to market change
Fix relationships with carriers
Collaborate with existing product lines
World’s first PlayStation Certified Android smartphone