ACKNOWLEDGEMENT

To complete this assignment, we got help and guidance from a lot of people. There are one of
the type of sources that we can find. The aim of this assignment is to give insight on successful company
that have existed. We would like to give thousands of thanks and our highest gratitude to our ENT 300
lecturer, Madam Hajah Safiah Binti Mohamad for guiding and teaching us through our assignment
process. She gave a big impact on us on how to settle the assignment and inspired us to be a great
entrepreneur.

Even though this is a group project, other groups help each other in completing this assignment
that gave a lot of benefit to all of us and save some time. About the company that we were researching,
we gain a lot of information from the Google Search engine and the companies official web. The social
media plays an important role on how the companies admin handle the customer complaint or question
on their page.

The most important thing is that we settled this assignment on time and we are grateful for that.
Of course, this could not happen without the time and dedication of our team members, Mohamad Azizi
Bin Anas, Mohd Haniff Bin Ramli, Muhammad Irfan Bin Mohamed Riaz, Muhamad Firdaus Bin Abdur
Rahim. They all worked very hard and co-operate maturely to settle the assignment although they have
plenty of other task at hand.
 EXCECUTIVE SUMMARY
One of the most recognized brand names in the world today, Sony Corporation, Japan,
established its operation in India in November 1994, focusing on the sales and marketing of
Sony products in the country. In a span of 12 years Sony India has exemplified the quest for
excellence in the world of digital lifestyle becoming the country’s foremost consumer
electronics brand. With relentless commitment to quality, consistent dedication to customer
satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for
new age technology, superior quality, digital concepts and personalized service that has
ensured loyal customers and nationwide acclaim in the industry.
In India, Sony has its footprint across all major towns and cities through a distribution
network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets
and 21 direct branch locations. Manned by customers friendly and informed sales persons,
Sony’s exclusives stores ‘Sony World’ are fast becoming the most visible face of company in
India.
 INTRODUCTION
1.1 Background of the Study

Sony Corporation has become the most well-known electronic company in the world.
The electronics industry is one of the most dynamic market today. Now in 2018, new
technologies are daily launched into the market and the life cycle of electronic products is
extremely short. In order to survive, companies and countries have to be in constant search
for improvement and innovation. Two of major companies in the market, Sony and
Samsung Electronics, have adopted different strategies to survive and thrive in this industry.
In past decades Sony has developed new products and thus has not focused its energies in
competing in the highly commoditized segments of the market. Samsung, on the other
hand, has developed strong operations capacity and, with a constant and aggressive push
for innovation, has succeeded in the highly competitive market.
The project is an extensive report on how Sony and Samsung company markets its
strategies and how the company has been able in tackling the present tough competition
and how it is scooping up by the allegations of the quality of its product. The report begins
with the history of the product and the introduction of the company. This report also
contains production and services, business, marketing, operational strategy, financial
achievement as well as SWOT analysis.
1.2 Purpose of the Study

The purpose of this study to learn how the Sony Corporation could be leading the
electronic industries globally. Furthermore, the study should be able to know about all
aspect in the company that makes one of the most successful electronic company from a
humble beginning.
Besides, we will know how the management department works to control and monitor
all the company activities, how they manage their financial and marketing plan on their
upcoming and existing product to be recognized in the in international market. Not
forgetting that we will learn about their operational strategy and the product that made the
number one choice of electric company among the community.
 COMPANY INFORMATION

2.1 Background

Sony Corporation, commonly referred to as Sony, is a Japanese multinational

conglomerate corporation headquartered in Konan Minato, Tokyo, Japan. Its diversified
business is primarily focused on the electronics game, entertainment and financial services
sectors. The company is one of the leading manufacturers of electronic products for the
consumer and the professional markets. Sony is ranked 87th on the 2012 list of Fortune
Global 500.
Sony Corporation is the electronics business unit and the parent company of the Sony
Group, which is engaged in business through its five operating segments -Electronics,
Gaming, Motion pictures, Music and Financial Services. These makes Sony one of the most
comprehensive entertainment companies in the world. Sony’s principal business operations
include Sony Corporations. Sony is among the worldwide Top 20 Semiconductor Sales
Leaders and third-largest television manufacturer in the world, after Samsung Electronics
and LG Electronics.
The company’s current slogan is BE MOVED. Their former slogans were The One and
Only (1980-1982), It’s a Sony (1982-2002), like.no.other (2005-2009) and make.believe
(2009-2014).
Sony has a weak tie to the Sumitomo Mitsui Financial Group (SMFG) keiretsu, the
successor to the Mitsui keiretsu.
2.2 Product and Services

Under the Sony Corporation, there a few subsidiaries that have strong reputation in the
electronic industries and they do lead in each of their perspective.

Xperia™ (Mobile)

Through its Xperia™ smartphone and tablet portfolio, Sony Mobile delivers the best of
Sony technology, premium content and services, and easy connectivity to Sony’s world of
networked entertainment experiences.
Xperia™ products combine stand-out design and superior entertainment technology
with the powerful performance consumers would expect from a Sony smartphone. and
tablet. They let consumers play, watch, listen and create all within the world of Sony: via the
Sony Entertainment Network, Xperia users can watch Hollywood blockbusters on Video
Unlimited, stream music from a catalogue of millions of songs on Music Unlimited. And with
simple connectivity consumers can share their entertainment across device and screens.

BRAVIA™ (Televisons)

BRAVIA™ is a brand of Sony Visual Products Inc, a wholly owned subsidiary of Sony
Corporation, and used for its television products. Its backronym is “Best Resolution Audio
Visual Integrated Architecture”. All Sony high definition flat-panel LCD televisions in North
America have carried the logo BRAVIA since 2005. Bravia televisions and their components
are manufactured in Sony’s plant in Japan, Mexico and Slovakia for their respective regions
and are also assembled from imported parts in Brazil, Spain, China, Malaysia and Ecuador.
Principal design work for Bravia product is performed at Sony’s research facilities in Japan,
at the research and development department at the Sony de Mexico facility in Baja
California, Mexico and at the Sony Europe facility in Nitra, Slovakia.
 Playstation (Gaming)
Playstation is a gaming brand that consist of four home video game consoles, as well as a
media center, an online service, a line of controllers, two handhelds and a phone, as well as
multiple magazines. It is created and owned by Sony Interactive Entertainment since December
3, 1994, with the launch of the original Playstation in Japan.
The Playstation Network is an online service with over 110 million users worldwide (as
of July 2013). It comprises an online virtual market, the Playstation Store, which allows the
purchase and download of games and various forms of multimedia, a subscription based
online service known as Playstation Plus.

Sony Pictures (Entertainment)

Sony Pictures Entertainment Inc. (known simply as Sony Pictures and abbreviated as SPE) is
an American entertainment company that produces, acquires and distributes filmed
entertainment (theatrical motion pictures, television programs and recorded videos) through
multiple platform. Through an intermediate holding company called Sony Film Holding Inc., it is
operated as a subsidiary of Sony Entertainment Inc., which is itself a subsidiary of Sony
Corporation America, a wholly owned subsidiary and the US headquarters of the Tokyo-based
multinational technology and media conglomerate Sony Corporation.
2.3 Business, Marketing, Operational Strategy

Operational planning is the procedure of planning strategic goals and objectives to

tactical goals and objectives. It describes milestone, conditions for success and explains how, or
what portion of, a strategic plan will be put into operation during a given operational period, in
the case of commercial applications, a fiscal year or another given budgetary term. An
operational plan is the basis for, and justification of an annual operating budget request.
Therefore, a five-year strategic plan would typically require five operational plants.
Thus, operation plan in Sony is made to ensure the process of manufacturing electronic
devices will be described directly such as the activities involved and its duration and the
equipment used.
Next, operation plan can lower the cost of production with high quality of output (PS4).
This plan also helps in fulfilling the high demands of customer.
2.4 Financial Achievement

1. Sony transformed the way we listen to music with the invention of the Walkman in
1979. The original prototype was created by an audio engineer for Sony co-founder
Masaru Ibuka so that he could listen to operas during the longhaul plane trips from
Japan to US. While it started as a portable tape player. Sony has kept the Walkman
brand for CDs, MiniDiscs and MP3 players.
2. In 1961, Sony was the first Japanese company to offer shares in the US.
3. In 1973, Sony received the first Emmy awarded to a Japanese company, for developing
the Trinitron colour TV.
4. It launched the first CD player-the CDP-101-in 1982
5. Sony moved into Hollywood in 1989 with the $3.4 billion (£2.2 billion) purchase of
Columbia Pictures, renamed Sony Pictures Entertainment in 1991.
6. AIBO, the company’s robotic toy dog was born on 11 May 1999. It was added to
Carnegie Mellon University’s Robot Hall of Fame as “the most sophisticated product
ever offered in the consumer robot marketplace”. The last edition was launched in
2005.
7. Until 2013 the company was run by Sir Howard Stringer, a Welshman, and Emmy award
winning documentary film producer until he became Sony’s first foreign chief executive
in 2005. He was replaced by Kazuo “Kaz” Hirai in 2010.
8. Sony quits laptop and PCs in 2013, selling its Vaio business. It also spun out Bravia TV,
with losses of £4.6 billion in nine years.
9. The company has been hacked before. In 2013, Sony was fined £250,000 after a “serious
breach” of customer data after Playstation network was hacked in 2011.
10. Came up on top of its competitor in the console war. Sony and Microsoft has been neck
and neck in the gaming industry for almost two decades. Microsoft won the last
generation console wars with its console, Xbox 360 beats PS3. Sony learnt from its
mistake and listen to the customer. PS4 has triumph over Xbox One for this generation
over 60 percent while the Xbox One with only 30 percent in the marketshare.
11. Sony is making a VR Tech more accessible to average consumer. Although VR hasn’t
taken the world by storm yet, don’t blame the PLaystation VR. Right now, it is still early
stages of the Playstation VR, and hopefully people will get used to this new style of
gaming. Sony is going for it by offering up an affordable, high quality headset propped
by an accessible and popular platform.
12. Consoles exclusives is one of the major factor that the PS4 triumph over Xbox One.
What used to be a commonplace, at least feels a little more rare and special now, and
Sony has done an excellent job of holding onto as many exclusives as it can. Franchises
such as, God of War and Uncharted have carried the Sony standard throughout the
House era.
13. The Playstation which is a subsidiary of Sony has launched The Playsation Network in
2006 and has gaming community has evolved ever since. PSN transformed Sony’s
consoles to a modern, always-connected devices that would facilitate the company to
issue firmware updates to improve performance for the first time ever.
3.0 Company SWOT Analysis

Strengths

Sony’s business strengths are outlined in this aspect of the SWOT analysis. Strengths are
internal strategic factors that support business growth and profitability. The following
strengths contribute to profitability in Sony’s case:
1. Strong brand
2. Diversified business
3. Popular profitable products
Weakness
This aspect of the SWOT analysis identifies Sony’s weaknesses or the internal strategic
factors that limit or reduce the company’s performance. Weaknesses create barriers to
business growth. Sony weaknesses are as follows:
1. Lack of dominant mobile devices
2. Vulnerability of databases and networks
3. Imitability of some products

Opportunities
Sony has opportunities to further grow its business, as shown in this aspect of the SWOT
analysis. Opportunities are external strategic factors that can boost business growth and
profits. In this case, Sony has the following opportunities in the electronics, gaming,
entertainment, and financial services markets:
1. Further business diversification
2. New product development
3. Rapid innovation
Threats
Sony must overcome and solve threats to its electronics, gaming, entertainment, and
financial services business. Threats are external strategic factors that potentially bring
down business performance. Sony faces the following threats in its external
environment:
1. Cyber attacks
2. Competition
3. Software piracy
4.0 Findings and Discussion

After a few research through and through, we found Sony is one of the leading
manufacturer in the electronic industries. Sony’s total revenue from 2008 to 2017 is 100
billion Japanese yen. In 2016, Sony recorded revenue of around 72.87 billion U.S dollar.
That amount of revenue is enough to claim that Sony has its way around the marketing
strategy as well as its care for their customer and product.
Sony’s product and services cater to a lot of type of customer from the young
and the old and the prices range from the most expensive to economical. They are
adaptive to the rapid and ever changing trend of the electronic industry makes them the
company they are today. Sony started manufacturing audio/visual products in Malaysia
since the 1980s. Cumulatively we have invested more than RM 2 billion in this country.
This is due to The Malaysia government has shown exemplary support through excellent
infrastructure development and a good education system that allow Sony to employ a
high-quality workforce.
5.0 Conclusion
The impact of technological change on a firm is usually considered an external influence.
By taking such an essential role, driving the markets forward through its innovative research
and development, Sony has been able to become a proactive force, rather than having to react
to changes. By internalising much of the technological advances, Sony put itself in a strong
position to fulfil its goals and objectives. However, Sony has only been able to achieve this by
being prepared to change and adapt from within.
For every breakthrough and achievement that Sony has Corporation made, we are sure
that the company is a significant sample for us to start and develop our own company. Sony
held on its five core principles and the team engages in a daily quest for perfection and
outstanding creativity to provide enduring value through design. Those five core principles are
curiosity, empathy, integrity, ambition and visionary.
6.0 Recommendation and Improvement

1. Apply aggressive marketing and further enhancement of these product to help grow
the business.
2. Must address the vulnerability of its databases and networks, whose security is a
determinant of customer satisfaction.
3. Implement rapid innovation alongside new product development to expand the
business.
4. Must apply continuous improvement to keep such security abreast of current
technologies.
5. Keep their eyes peels on what the customer needs and preferences as it can be
beneficial for their product and services.
 REFERENCES

1. www.sony.net/SonyInfo/design/philosophy/
2. www.businesscasestudies.co.uk/sony/leading-the-digital-revolution-through-
innovation
3. www.panmore.com/sony-corporation-swot-analysis-recoomendation

4. www.nasdaq.com/symbol/sne/sec-filings
5. www.linkedin.com/recommendations-improving-competition-position-sony-
davendra-narayan
6. www.twinfinite.net/2017/10/5-great-achievements-and-1-big-failure-by-sony-
under-the-andrew-house-era/4/
 APPENDICES

The Official logo of Sony Corporation

 Playstation 4 which is a gaming console from Sony

The location of Sony Research and Development North Plant in KL-Tec

CASE STUDY(ENT300)

COMPANY ANALYSIS
SONY CORPORATION (MALAYSIA)

FUNDAMENTALS OF ENTREPRENEURSHIP (ENT300): CASE STUDY

FACULTY & PROGRAMME: FACULTY OF MECHANICAL ENGINEERING (EM110)
SEMESTER: 5
PROJECT TITLE: BUSINESS MENTOR ANALYSIS
GROUP MEMBERS:

NO NAME STUDENTS ID
1. MOHAMAD AZIZI BIN ANAS 2015974411
2. MOHD HANIFF BIN RAMELI 2015919125
3. MUHAMMAD FIRDAUS BIN ABDUR RAHIM 2015308401
4. MUHAMMAD IRFAN BIN MOHAMED RIAZ 2015982563

LECTURER: MADAM HAJAH SAFIAH BINTI MOHAMED

 TABLE OF CONTENT
PAGE
TITLE PAGE 1
ACKNOWLEDGEMENT 2
TABLE OF CONTENT 3
LIST OF TABLE 4
EXECUTIVE SUMMARY 5

1.0 INTRODUCTION
1.1 Background of the Study
1.2 Purpose of the Study

2.0 COMPANY INFORMATION

2.1 Background
2.2 Product/Services
2.3 Business, marketing, operational stratergy
2.4 Financial achievements

3.0 COMPANY ANALYSIS

3.1 SWOT

4.0 FINDINGS AND DISCUSSION

5.0 CONCLUSION

6.0 RECOMMENDATION AND IMROVEMENT

7.0 REFERENCES

8.0 APPENDICES