Sony Corporation International Report

Table of Contents

1. Executive Summary 1

2. Introduction 2

3. Literature Review 3

4. Methodology 4

5. Environmental Factors 6

5.1 Political Economy 6

5.2 Financial Considerations 10

5.3 Legal and Technical 15

5.4 Social and Ethical 21

5.4.1 The Social and Ethical Differences in the Home country and Host country 21

5.4.2 Other Social Issues 22

5.5 Cultureand Languages 23

6. Internal Structure and Strategy 28

6.1 Company Information and Internal Structure 28

6.2 Customer Services Management 29

6.3 Marketing Strategy 31

6.3.1 Marketing strategy 32

6.3.2 Market Size 34

6.3.3 Entry Mode and Distribution strategy 34

6.4 Human Resource Aspect 35

7. Material Issues 39

7.1 Natural Disasters 39

7.2 Counterfeit Products 40

7.3 Law Issues 41

7.4 Competitors 42

7.5 Innovations 44

7.6 Social Responsibilities 46

7.6.1 Society and community 46

7.6.2 The environment 47

7.6.3 Supply chain management 48

8. Conclusion 49

9. Bibliography 50

Table of Figures

Figure 1 Prime Minister of Australia, Julia Gillard and Australian Parliament House 7

Figure 2 Prime Minister of Japan, Yoshihiko Noda, and Japanese Parliament 7

Figure 3 Australia interest rate 12

Figure 4 Issues on Sony’s customer feedback 19

Figure 5 METI award for “The Best Contributors to Product Safety” by Japanese Government 21

Figure 6 Service support page on Sony’s website 30

Figure 7 Total numbers of employees in Sony Group 36

Figure 8 Board of Management 38

Figure