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Sony Full Year Results (Forecasts) 2016

- Gaming is the fastest growing segment

- Most other segements are contracting

Sony to terminate development of high functionality camera modules for external sale; Hardware Zone Singapore (2016):

http://www.hardwarezone.com.sg/tech-news-sony-terminate-development-high-functionality-camera-modules-external-sale

Sony Corporation’s Mission & Vision – Analysis & Recommendations

Sony’s vision statement only partly satisfies conventions and standards of good practice. For instance, the corporate vision specifies how to deliver kando, but does not provide information on a desired future condition of the business. An ideal vision statement must contain details that describe the company’s target future situation. Thus, a recommendation for Sony to improve its corporate vision statement is to add information on a future business state achievable by delivering kando, such as leadership in the electronics, gaming, entertainment, and financial services markets.

The Mission of Sony is to be a company that provides customers with Kando.

Sony Corporation’s Vision Statement & Mission Statement; Panmore Institute (2017):

Kando

Move emotionally, inspire and fulfill curiosity.

http://panmore.com/sony-corporation-vision-statement-mission-statement

Threats

Strengths

- Shifting geopolitics

- PS4 fastest selling console

Sony Corporation’s SWOT Analysis & Recommendations

- Brand recognition

- Changing societal expectations

Strengths, Weaknesses, Opportunities and Threats

- Microsoft Xbox

- Technology

(Imaging/content/entertainment/communication)

- Cyber attacks/software piracy

Looking forward:

- Products resonate with customers

- Nintendo/portable gaming

- Large PS4 user base

There are a number of key issues shown in this SWOT analysis of Sony Corporation. The lack of dominant mobile devices is a significant weakness. While the company already offers mobile devices, a recommendation is to apply aggressive marketing and further enhancement of these products to help grow the business. These actions are significant, especially when considering high profit potential in the global mobile devices market.

Opportunities

Weaknesses

- Innovative business models

- Recent restructuring

- Portable gaming

- PS Vue: Cloud based services

- Expanding line-up

- Sales/profits of other divisions contracting

Sony Corporation’s SWOT Analysis & Recommendations; Panmore Institute (2017):

- VR, AR and AI technology

- Gaming market growing fast in Asia

http://panmore.com/sony-corporation-swot-analysis-recommendations

- China: lifted 14 year ban on consoles

The Future of Gaming within Sony International

- Pooling of resources from other divisions

- Focus on gaming

- Focus on portable/mobile gaming

- Expansion of new, exclusive, big titles

- AR, VR and AI development:

Long term game changer

Supply Chain

Value Chain

Sony Near To Profit On PS4 Hardware

- Breakdown of Sony's value chain of the gaming division

Sony Near To Profit On PS4 Hardware; Forbes (2013):

$18

https://newzoo.com/insights/articles/the-global-games-market-will-reach-108-9-billion-in-2017-with-mobile-taking-42/

Globalization

- Anti-globalization movements in Europe, USA

ASEAN

Globalization in Southeast Asia

ASEAN

- Integration of market and labour force

- Member of five FTA's ( China, Korea, Japan, Australia & NZ, and India)

- Increasing competition can lead to new trade/labour market barriers

- Member of five FTA's ( China, Korea, Japan, Australia & NZ, and India)

- Overall an increase in integration to be expected

- Facilitation and liberalization of customs procedures, rules of origin, and investments.

- Overall an increase in integration to be expected

Integration into the Global Economy; Invest in Asean:

http://investasean.asean.org/index.php/page/view/asean-economic-community/view/670/newsid/761/integration-into-the-global-economy.html

Globalization in Southeast Asia; UK Essays (2015):

https://www.ukessays.com/essays/politics/globalization-and-economic-integration-in-southeast-asia-politics-essay.php

Trade Barriers / Incentives

Sony in the ASEAN

- Chonburi & Pathum Thani

- Three factories in Thailand

Sony in the ASEAN

- Semiconductors, camera and lenses (imaging), smart phones

- Three factories in Thailand

- Production shift from China to Thailand

http://igtf.customs.go.th/igtf/en/main_frame.jsp

Tariffs: Thailand

- BOI Thailand: Tax incentives for Electronic industry and electrical appliances (E&E)

- No import duties on imported machinery, raw and essential materials for export manufacturing, CIT (corporate income tax) 3-15yrs depending on activity.

- Access to ASEAN

Corporate - Tax credits and incentives; PCW (2017):

Tariff:

http://taxsummaries.pwc.com/ID/Thailand-Corporate-Tax-credits-and-incentives

- No tax if for export

More Thai-built Sony phones; Bangkok Post (2017):

- Electronic components: 35% ad valorem

http://www.bangkokpost.com/tech/local-news/1235598/more-thai-built-sony-phones

Gaming Market: Asia Growing at 10.7%

Portable vs Home Consoles

- Global gaming markets

Asia-Pacific accounts for 47% of the market, with China just opening up recently to consoles.

- Fastest growing markets

Asia-Pacific grows fastest at 10.7%, above the global average

The Global Games Market Will Reach $108.9 Billion in 2017 With Mobile Taking 42%; Newzoo Global Gaming Market Research (2017):

https://newzoo.com/insights/articles/the-global-games-market-will-reach-108-9-billion-in-2017-with-mobile-taking-42/

Establish an ethical reputation from the outset

Many countries in Asia have a huge corruption problem but no matter how corrupt a market you are doing business in is, it is invaluable to establish a good reputation for your business. If you are viewed as an ethical company it will pay dividends in the long-run.

While people may think that joining in on the corruption for a specific country would be ideal since "everybody does it", it is still best to impose strict controls and make it clear to our company that we would rather walk away from business than pay bribes.

While it may sound like a losing battle to do that, it actually turns our company into a premium company and being a clean company even in countries where corruption is widespread is still a good business model simply because it's out of the norm for a heavily corrupted country and it's sure that there's still people or other companies who still have that sense of pride of being clean in a corrupted country.

The Benefits of Anti-Corruption and Corporate Trasnparency; Transparency International (2016):

Sony Compliance Network: Policies, training and monitoring

https://www.sustainabilityxchange.info/filesagri/2016_WP1_CorporateTransparency_EN.pdf

Sony Corporate Organization

Management structures of Sony & HMR

- splitting of business units in subsidiaries

- 5 group headquarters

Even after the restructuring the management is heavily Ethnocentric, apart from the US based divisions there are no non-japanese senior executives in top positions.

(Strategy, R&D, New Business, Brand Design, Services)

Sony Organization Chart, Sony Corporate Info (2017)

https://www.sony.net/SonyInfo/CorporateInfo/Data/organization.html

Sony Names PlayStation Growth Driver, Plans “Aggressive Investment"; Dualshockers Gamin News (2017):

http://www.dualshockers.com/sony-corporate-strategy/

CSR Management Message

Sony's corporate social responsibility (CSR) activities reflect our ongoing commitment to innovation and sound business practices and to creating products, services and content that excite and inspire audiences worldwide

CSR / Environment, including CSR Report 2017; Sony Corporate Info (2017):

https://www.sony.net/SonyInfo/csr/

Corporate Social Responsibility

Sony Corporation announces changes to organizational and management structure; Sony Press Release (2016):

https://www.sony.net/SonyInfo/News/Press/201603/16-028E/index.html

HRM

- Mainly Ethnocentric

(except USA)

- Move to Geocentric hiring

Future Outlook

- Become the global leader in gaming

- Expand into portable/mobile market

- Asia-Pacific market as main target

- Hire Geocentric to be truly global

- Invest in future technologies (AR, VR, AI)

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