Sony Report

Introduction (Executive summary)

Sony is one of the most world recognized Japan-based consumer electronics, media and technologic company. It has cross-different business segments: electronics, game, music, pictures, financial services and broadband network services.

Company needs to implement the board differentiation strategy, in order to differentiate from other companies with its strength. It aims at leading the industry and establishes a trendy, outstanding and energetic brand image. In order to extend competitive advantage, Sony will keep on elaborating research and development, improving resources and capacity utilization. Sony will emphasize cost efficiency through restructuring and outsourcing. Forming soft alliances with experienced companies will enhance core competence.

At functional level, the policies directions are: innovating new products, allying with the collaborators, improving database system, flattening the structure, reducing the distribution and administrative costs, utilizing the capacity fully. Different departments will carry out these policies independently or collaboratively.

Company Direction

a. Mission Statement

We work in a fast-moving marketplace that covers the world, so we need dynamic, trendy and innovative ideas which can keep up. That's where SONY stands on …...

b. Vision

Promoting "Sony-style" future fantasy digital world to everywhere all over the world.

c. Objectives

The short-term strategic objective (1-3 years) is to concentrate on its key electronics business. To increase the efficient of Sony operation, it has to restructure the organization of Sony in order to maintain the constant growth rate in term of market shares.

The short-term financial objective is achieving a three percentage growth profit margin within three years. It should implement tight cost and expenses control to lower the operating cost and expenditure.

The long-term objective is to be the industry leader and provide the best quality broadband services.

External Environment

a. Macro-environment

The political environment atmosphere has been being nervous since the terror attacks. The uncertainty causes the contract the global purchasing power in the world.

The economic environment of the United States is the largest in the world, and tends to be a predictor for the "global" economy. The economic recession makes many companies run particularly difficult in recent years. The weakening of purchasing power and the rise of unemployment rate depresses people