Manage Change

History Sony Corporation is a leading world consumer and professional audio-visual products, game, communications and information technology products, such as the core components of the field. With its music, film, television, computer entertainment, and online business has to be the leading electronics and entertainment company. At the same time, Sony also is one of the world’s largest electronics manufacturers, one of the three giants in the world of electronic gaming industry, one of the six major Hollywood studios.

Sony bile phone is born in 2001, and it is by Sony and Ericson, each holding 50% of the joint venture. In 2007, it is a big change for Sony Ericson, mobile phone are going to change to smart phone. Sony Ericson behind, it was glory in their photograph and music, but in the era of smart phones leading phone, which have become standard, Sony Ericson lost its unique charm. In October 27, 2011, Sony announced that it will acquire 50% of the 1. 05 billion Euros of shares held by Ericson; Sony Ericson will become a wholly owned subsidiary of Sony.

This transaction has been completed in early 2012, Sony Ericson as renamed Sony Mobile. 1. 2 Vision/Mission Statement Their Vision Statement is across the world, in all the entertainment and communication sectors in which we operate, every Sony employee is united through a common set of beliefs, ideals and aspirations. This is our Vision. Sonny’s mission statement is to stimulate the curiosity of the customer, and provide different technologies and services. Creating unique new cultures and experiences 1. 3 Summary of operations Sony released the fiscal 2014 second quarter earnings.

Reported that Sony first quarter 85. 6 billion yen ($ 785 million) loss, compared to the same period creased 99. 5 billion yen last year. Operating profit was mainly due to the loss of 1 76 billion yen impairment of goodwill ($ 1. 615 billion) recorded in the mobile service. At the same time, games and online services business, imaging products and solutions for business, home entertainment and audio services, as well as significantly improved business component video business profit margin, partially offset by losses of mobile services. Reported a second-quarter sales of Sony rose to 1. 9015 trillion yen ($ 17. 45 billion), mainly due to significant growth brought about significant growth ASS a mess and network services business, business image sensor components and other products, as well as the positive impact of the exchange rate. Meanwhile, the exit PC business, partly to reduce the impact on operating Income. Among them, mobile products and communications services revenue grew 1. 2% to 3,084 billion yen ($ 2. 829 billion), the exchange rate favorable factors for the growth of the main reasons. The game and network services (G & NSA) on sales of 3,095 billion yen ($ 2. 839 billion), an increase of 83. %, operating profit of 21. 8 billion yen ($ 200 million). Significant growth of the business thanks to ASS brought substantial growth and network hardware sales service revenue. Imaging products and solutions business sales grew 1. 8 percent to reach 1,786 billion yen ($ 1. 639 billion), operating profit of 20. 1 billion yen ($ 184 million). Product structure brought sales growth and profit transfer to the high-end models. In addition, home entertainment and audio services sales of 2,824 billion yen ($ 2. 59 billion), an increase of 7. 0%, operating profit of 80 billion yen ($ 73 million).

To achieve this growth, mainly due to the positive impact of exchange rate increase and the number of units of LCD TV sales in Europe, North America and Asia Pacific. Specific to the TV business, sales reached 1,997 billion yen (S 1. 832 billion), an increase of 14. 7%, operating profit of 4. 9 billion yen (S 45 million), reversing a loss of 9. 3 billion yen a year earlier. 1. 4 purpose of report This report is to analyze the operation of Sony 2014 case, for analysis out of operation, and make appropriate adjustments to Sonny’s business can be promoted. 2. 0 Company Analysis 2. Operations Sony has many products, such as smart phones, TV’s, stereos, video games, USIA, Blue-ray video players, computers and photography products. Sony also has many products in other markets, such as medical equipment, finance, film and personal necessities. 2. 2 Strategies Sony Group was held in Tokyo, Japan, headquarters of the 2014 fiscal year corporate strategy briefings, and CEO Kazoo Hiram, president of Sony Corporation, said Sony will complete electronic business structure reforms in fiscal year 2014, and exit the PC business spin-off television business, by Sony to cut costs to a stop.

Hoping to revive the electronics business losses by Son in the last fiscal year failed. May 14, Sony announced the results of its 201 3 fiscal year. Reported operating profit, Sony, compared with the previous fiscal year, a decrease of 200 billion yen for 26. 5 billion yen (about $ 257 million), its operating profit decline was mainly due to lower profits through the sale of assets acquired, computer business-related loss widened from the previous fiscal year to 38. 6 billion yen 91. Billion yen, in addition to the battery business and assets wrongdoers disc manufacturing business. In terms of net profit, with the last fiscal year compared to 41. 5 billion yen profit, loss of 128. Billion yen, Sony (about 1. 25 billion US dollars). In other Japanese electronics companies such as Panasonic have original new areas transformation, gradually swung the moment, still bogged down in the quagmire of a loss for the first time Sony began scalpel Gaining electronics business.

February 6, the Sony AVIVA brand announced its withdrawal from the personal computer business and spin-off TV business, while sales and headquarters functions to implement reforms, these reforms will be completed within the 2014 fiscal year. 2. 3 Structure Sony is mainly to comply with “structure follows the strategy of” principle. By he end of 1 993, Sony began to break the business headquarters system to the branch system, giving greater powers to the Prime Minister branches, more ample funds, of course, greater responsibility. 003 began to adjust, and gradually developed into a matrix structure or transnational structure of globalization, the markets ability to adapt to the host country to enhance global business efficiency. 2. 4 Reputation Sonny’s marketing strategy is to “create” an unknown market. In other words, the development of overseas markets in line with the characteristics of typical products. Sony has established extensive sales service system at the same mime, the use of advertising to attract the attention of consumers, and thus generate a senior product credibility.

Following in the United States, but also in Switzerland, Hong Kong, Canada, Panama, Germany, Puerco Rice, the Netherlands, Brazil, Spain, France, Australia and other countries and regions have established sales outlets, thus further consolidating the “World of Sony” basis. The second feature is the first new product to sell in the US market, with the results after then introduced to the Japanese market up sales. Sonny’s reputation, senior commodity advantage as the background.