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Sony presentation and market analysis

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Romain Piccitto

on 16 June 2015

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Transcript of Sony presentation and market analysis

Growth strategy of SONY

Focus on image sensors, video games and entertainment
Segments and turnover (03/2014)

Do what has never been done before...
2000: Playstation 2 (150 million units)
2001: Sony Ericsson Mobile Communications
2003: Blu-Ray released
2005: Sales launchBRAVIA
2006: Playstation 3 (85 million units)
2007: First OLED TV
2010: Sony introduces Cyber-shot (HD progressive video)
2010-2012: Decrease of sales and restructuring plans
2013: Playstation 4 ( 20 million units)
2014: Closure of Sony Vaio
First appearance of Morpheus

Notoriety : 2nd most famous brand in High-tech (1st Google)
The 6 most knowed brand in the world (Forbes)
4th best Japan's Brand (3rd Canon and 5th Nissan

Brand value: 52th best global brand in 2014 with 8.133m$
(51th Danone and 53rd Axa)
Apple : 1st, Google 2nd, Microsoft 5th, Samsung 7th

Security: Two massive hacking (Playstation network and Sony

USA: Sony would be the 2nd most hated brand in the
country regarding employee impressions and return to shareholders (24/7 Wall St)
1955: Japan's first transistor radio (TR-55)
1958: TTK become SONY
1960: Sony corporation of America
1968: Trinitron color TV (explosive growth)/Sony
Music Entertainment
1971: First cassette player (VP-1100)
1973: Sony France SA
1979: Sony Walkman (TPS-L2)
1982: First CD player (CDP-101)
1989: Columbia pictures is acquired for $3.4 billion
1994: Sony Playstation debuts (102 million units)
1997: Home-use PC VAIO

Experience: Sony is the 2nd brand to give a good experience to
customers (1st Amazon, 3rd Samsung, 4th Microsoft and 5th Apple) (Forrester Research)
*http://www.commentcamarche.net/news/5866211 smartphones-apple-devant-samsung-au-q4
Operating profit of $3.7 billion in 2018 for investment in growth sectors
Reduction in the workforce of Sony mobile in 2015 (30%)
Sony distributes its products throught 3 models
1. Zero-level channel (ex: Boutique Paris + website)

2. One-level channel

3. Two-level channel (wholesaler and retailer)

+ Online stores like Ebay, Amazon or Flipkart

Some of stores are "approved stores"
salesmen trained by Sony + exclusive products

Founded 1946 by M. Ibuka/A.Morita (Tokyo Tsushin Kogyo)
Capital of 530$ and 8 employees

Headquarter Tokyo, Japan
CEO: Kazuo Hirai

Activities Music, electronics, video games, mobile,
computing, audiovisual

Employees 140,900 (03/2014)

Turnover 75,4 billions $ (03/14)/ 72,1 billions $ (03/13)

Slogan Make.Believe
New sectors of "wearables" : health or sport
Sony pro
Video surveillance system

Broadcast system

Video projector

Optical Disc Archive

Medical devices


Political instability, no democracy for several countries (-)
Only South Africa is westernising (+)
War risks (-)
1st african country in capita income is Equatorial Guinea (40th) (-)
The 15 latest of the rank are African (-)
The poorest area in the world = Low demand (-)
2.62% of the global GDP (-)
No infrastrucutres (-)
Strong Chinese presence (+)
According to the Coface = Only 10/45 countries are rated B or better for business environment (-)
Fragile banking system and high payment defaults rate (-)
WDI < 0.5 for almost all countries (-)
Religion influence people (-)
Uncontrolled areas ( Mali, Somalia,...) (-)
Terrorism organization (Boko Haram, Daech) (-)
Sony realize many project in Africa for the development (++)
Different languages and cultures (-)
Difficult Internet access fo 75% of the population (-)
No research center for NICT (-/+)
Sony is leader for audio in Africa (Market share of 40%) (++)
7.7% of the global ecological print (+)
Standards for raw materials extraction (+)
Lack of laws for business (-)
Lot of corruption (-)

Stable countries, tensions in few countries in the East. (+)
Some countries wants to develop NICT's in every day life (++)

70% of the global wealth for 14% of the global population. (++)
5 of the first 10 countries for capita income are European
= High purchasing power (++)
Most rich area in the world (+)
Small improvement since the global crisis (-)
Low payment defaults rate (+)

High level of education (+)
Attraction for entertainment and leisure's products (++)

All countries have Internet access (+)
Europe is at the forefront of the technological development
= attraction for electronics (+)

Consumers have respect and give attention to
responsible companies (++)
Taxes on polluting firms
Some people are afraid by electronic's waves (-)

Business is very supervised by laws (+)
Consumers can easily prosecute firms

Paternalistic policies but development of democracy (+)
Establishing of Anti-Counterfeiting Trade Agreement (+)
Price of labor force is growing (+)
Proximity with Japan and Sony (++)

Several countries were not affected by crisis (+)
Japan is the only country with a good wealth per capita (-)
Low wage for the majority of Asian people (-)
Increase of the middle class (+)
Most important region for potential consumers (+)
Decrease payment defaults rate (+)

Attractiveness for prestigious products (+)
Influence of religion
People don't buy electronics with high prices because there is a lot of brands with low prices and good quality (-)
Attactiveness for technologies and more particulary for
Sony : innovation and quality (+)
Leader companies in NICT (ex: Samsung for mobile) (-)
Protection of environment is secondary (-)
Problems of pollution and health (-)
Laws against freedom of expression (-)
Video games were forbidden for 14 years (-)
Middle East
Main products on consumer electronics market and competitors
Video games
: Wii U = 9.3 million units
Sony Xperia
= 12 million units Q4 2014
+ -
Picture quality Autonomy
Many software Fragile

Sony KD65X9005 UHD
+ -
Highest image quality Price
Best sound Only 165cm
: Xbox One = 11.5 million units
Sony : PS4
= 20.2 million units
Panasonic Lumix TZ60
+ -
compact device Quality
easy to use
Canon SX700HS
+ -
Price Autonomy
Picture Quality No sweep Panorama
Nikon Coolpix S9700
+ -
Picture quality Flash
Reactivity MOV format
Sony RX 100 Mark III
+ -
Autonomy Weight
Picture quality Complexe menu
Apple Iphone
= 74.3 million units Q4 2014
+ -
Delicacy Price
IOS system Size
Picture quality
Samsung Galaxy
= 73.3 million units Q4 2014
+ -
Price Autonomy
Sound Picture/Video

Samsung UE60F7000 LED 3D
+ -
High image quality Sound
Many software
(face recognition)
Philips 46PDL8908S
+ -
Esthetic Only 116cm
Virtual reality
: Morpheus

: Oculus Rift

: Cardboard

: Vive

Carl Zeiss
: VR One
Video games :
Leader on this market = Successful strategy
Virtual Reality :
Morpheus afraid competitors because adaptable on PS4, specialisation on this use ?
Picture :
Sony's picture quality is one of the highest on the market (leader on image sensors "Exmor")
Good autonomy is something important for users
Have to develop these points and make products for professionnal (people use smartphones)
Mobile (market share of 14% in France in 2014) :
More autonomy can be very useful for people
Concentrate on picture and connectivity between other Sony's products
Television :
One of the bests brands on the market but high prices and maybe oversized for people

(TV, print ads,...)

Sales promotions

Free gifts on purchase

Marketing Strategy
New campaign for Xperia Z3:
Based on
and the new global strategy which is focus on image quality, music and video games !
Social network in Marketing Strategy
New products: Image, vidéos, consumer's question,...

Survey: Consumer's opinion, consumer's expectations

Games: Products to win, Photo/video contests,...

Gifts: Tricks, discounts, previews
Get closer to consummers !
*Made by a agency Adam&EveDDB like other advertising (Sony 4k)
Pop-up Stores
Stable countries. Free trade area: NAFTA (+)
Strong International presence

Low unemployment rates (+)
High standard of living : North-America is the second region in wealth per capita
=> High purchasing power (++)
Good infrastructures for doing business (+)
Regarding Coface, only 4 of the N-A countries have a bad business environment (+)
Big competitors in the region (-)
Low payment defaults rate (+)
High level of education for several countries (+)
Attraction for entertainment and leisure'sproducts for several countries (++)

High level of equipment for some countries (+)
but other are lagging (Mexico) (-)

Attractiveness for responsible companies (+)
Facilities for trade, free access to technology (+)
Continent under dictatorship for a longtime.
Free trade area : MERCOSUR (+)
The trend has been stable in the last few years (+)
(maybe not Brazil)
Increase of the GDP but wealth per capita is still low (-)
Low purchasing power for majority of Latin american (-)
Trade balance in deficit (+)
Low R&D expenses (except Brazil) (+)
604 million consumers (300 million for the middle class) (+)
Decrease of the payment defaults rate (+)
A lot of people are not able to pay high prices (--)
Low level of qualification except rich people (-)
Religion can influence people in some countries
Two languages (+)

People become connected (235 million people) (++)
People are looking after products with good value for
its prices (-)
Mobile are most popular in some South-American countries that in some North American countries (+)
(Argentine 1.45/p and in the USA 0.98/p)
South American countries have the greatest biodiversity
in the world (Brazil n°1 in the world)
Fight against deforestation in Amazonian forest
Weather instability can cause earthquake (-)
Corrumption is still present in South-America (-)
No laws which obstacle the business since last reforms (+)

Political instability in several countries (-)
The majority of territories are at war (-)
United Arab Emirates, Saudi Arabia, Koweït, Oman, Bahrein, Egyptia, Israel, Qatar are solvent (+)
High payment defaults rate in the region (-)
High wages for UAE, SA, Qatar, Israel (+)
Goog banking system (+)
Purchasing power increase in the region (+)
Religion influence people
Uncontrolled areas (Syria, Lybia, Palestine,...) (-)
Terrorism organization (Daech) (-)
Rich people are interested in new technologies and prestigious products (UAE for example) (++)
Westernisation of the consumption habits (+)
Different languages and culture (-)

Attractiveness for High range products (+)
Sales of mobile and Playstation 4 increase (like in Africa) (+)
UAE is the most connected country in the world (+)

Good infrastructures (+)
Interest in responsible companies (+)

Laws to digitize some sectors (e-commerce) (+)
Islamic laws can decrease buying power of womens (-)
Market trends
Sales forceast of 406 billion $ in 2015 on smartphones market

Overall prices decrease for tablets and smartphones

Increase of wearables market : 45 million units in 2015

Slowdown in emerging markets

Interaction between all electronics
Reduction in the number of suppliers
Interaction between all Sony's products with smartphone as control tower
Market trends and growth strategy for Sony
Marketing strategy by competitors
: Fundamental values = design and secrecy
The firm search to develop the curiosity of the consumer for each new product. Desire creates loyalty.
The refinement of Apple's products corresponds with the high-end brand's positioning. Apple use standards of Luxury industry

: Agressive marketing and comparative advertising
In 2013 = 14 billions $ for marketing and advertising
Aim of Samsung : To be present as many times as they can and of the largest number of consumers.
Samsung is leader on Mobile's market thanks to its wide range for each user of electronic goods
Exemple of comparative advert by Samsung for the Galaxy S5
Marketing strategy by competitors
: Local marketing. Adaptation in each market
(Sponsoring of the criket league in India, use the local distribution's model,...)
Targets of LG are adults with a high purchasing power.
Use of hidden camera and street marketing operations
: bring image into real life. Promotion on all media. Canon wants to learn to consumers the concept of photography through its own academy.
The firm realizes photo contest with professional and amateurs. Canon creates a show-room in every countries to show products.
Sponsoring of sport events + special gifts on purchase

Commercial analysis by SONY
Each subsidiary and each department has its own salesforce
Each customer has his contact person
Sony provides its customers ad banner or page footer

Sony provides guide to help its customer to sell products
Survey of german and french potential consumers
100% those questioned know the firm Sony
Sony vehicle quality and top range products
People whose are Sony's consumer have buy products in specialized store
They are satisfied by products
Sony's products are more expensive than competitors
Playstation, music's products and mobile are the best-known products for the majority of questioned people
Our recommendations in the form of Marketing mix

Product: Wearables have the most important
growth prevision for 2015 (133%)
Bracelet or watch which interact with other Sony's products
A product which merge the best of Sony
Price: Affordable price which could democratize
wearables and make that Sony become leader on this market in the future
Promo The promotion could be done like Sony is
currently doing. Tv ads, demonstration video on social networks and maybe with a pop-up store in a influent city.
Place Regarding PESTEL analysis, emerging countries are
more interested in mobiles.
That's why a innovation on wearables would be test firstly in Western Europe or North America.
The disadvantage of North-America is the presence of Google and Apple which are very influent.
All distribution channels would be use. The aim is to reach as many consumers as possible..
To work on the analysis of the multinational Sony

We decide to divise all the tasks, each student was responsible of a part of the study
We realized the majority of the market analysis thanks to secondary source but the survey through our interview guide allowed us to create a primary source
To realize this study we decided some dates and we met us on free time to take stock of the situation
We use specialised press, informatic tool and the phone to try to call Sony France but without success
Marketing strategy
Full transcript