Vous êtes sur la page 1sur 6

NCRDS STERLING COLLEGE OF MANAGEMENT STUDIES NERUL, NAVI- MUMBAI

Sub MARKET APPLICATION AND PRACTICES

Assignment Topic

Submitted to: Dr. R. K. Srivastava

Submitted by: Neelam Shinde FYMMS (B-103)

Companys profile
Sony is a global manufacturer of audio, video, communications and information technology products for consumer and professional markets. With its music, pictures, game and online businesses, the company is uniquely positioned to be one of the worlds leading digital entertainment brands, offering an outstanding portfolio of exciting multimedia content. Sony Europe is a subsidiary of Sony Corporation with Corporate Headquarters located at the Sony Center am Potsdamer Platz in Berlin. Its role is to manage and develop the companys electronics business across Europe.

History
In late 1945, after the end of World War II, Masaru Ibuka started a radio repair shop in a bomb-damaged department store Shirokiya building in Nihonbashi of Tokyo. The next year, he was joined by his colleague, Akio Morita, and they founded a company called Tokyo Tsushin Kogyo K.K., (Tokyo Telecommunications Engineering Corporation). The company built Japan's first tape recorder, called the Type-G. In the early 1950s, Ibuka traveled in the United States and heard about Bell Labs' invention of the transistor. He convinced Bell to license the transistor technology to his Japanese company. While most American companies were researching the transistor for its military applications, Ibuka and Morita looked to apply it to communications. Although the American companies Regency Electronics and Texas Instruments built the first transistor radio as joint venture, it was Ibuka's company that made them commercially successful for the first time. In August 1955, Tokyo Tsushin Kogyo released the Sony MK-55, Japan's first commercially produced transistor radio. They followed up in December of the same year by releasing the Sony TR-72, a product that won favor both within Japan and in export markets, including Canada, Australia, the Netherlands and Germany. Featuring six transistors, push-pull output and greatly improved sound quality, the TR-72 continued to be a popular seller into the early sixties. In May 1956, the company released the TR-6, which featured an innovative slim design and sound quality capable of rivaling portable tube radios. It was for the

TR-6 that Sony first contracted Atchan, a cartoon character created by Fuyuhiko Okabe, to become its advertising character. Now known as "Sony Boy", the character first appeared in a cartoon ad holding a TR-6 to his ear, but went on to represent the company in ads for a variety of products well into the mid-sixties. The following year, 1957, Tokyo Tsushin Kogyo came out with the TR-63 model, then the smallest (112 71 32 mm) transistor radio in commercial production. It was a worldwide commercial success. University of Arizona professor Michael Brian Schiffer, PhD, says, "Sony was not first, but its transistor radio was the most successful. The TR-63 of 1957 cracked open the U.S. market and launched the new industry of consumer microelectronics." By the mid 1950s, American teens had begun buying portable transistor radios in huge numbers, helping to propel the fledgling industry from an estimated 100,000 units in 1955 to 5,000,000 units by the end of 1968.

Sony Group Headquarters at Sony City in Minato, Tokyo Sony's headquarters moved to Minato, Tokyo from Shinagawa, Tokyo around the end of 2006

Masaru Ibuka, the co-founder of Sony

Vision To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services. Mission Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organisation, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products. Boosting Sonys Electronics Business A key focus for Sony is to strengthen its all-important electronics business and maintain market leadership in high profile areas such as televisions, digital imaging, home video equipment and portable audio. To achieve this, Sony is pursuing three corporate initiatives:

The Customer Viewpoint Initiative emphasises the importance to staff of viewing Sony, its products and services from a customer perspective.

The Technology Nr. 1 Initiative focuses on reinforcing Sonys cutting-edge technologies in the areas targeted for maximum investment of resources, including televisions, home video equipment, digital imaging equipment and Walkman.

The 'Genba' Initiative aims at strengthening frontline operations (genba in Japanese) such as design locations, manufacturing facilities and sales offices.

Products
Products Information List Image Sensor CCD Camera System LCD/Peripheral IC TV/Display RF Device Optical Disc Digital Audio Magnetic Record(FDD/HDD/Other) Mobile Communication A/D, D/A Converter Optical Communication

Laser Diode

LCD needs aggressive pricing strategy to compete with PDP


http://www.scribd.com/doc/6037365/Sony-Marketing-Mix