Report on Sony’s

presentation

Released by:
Anass Semmar Hajar Zanbout Ayoub Rguiby Houssam Zakaria
Ismail Oubah Yasmine Slasli Hamza Ouali Ilyass Souktan Malak Tahiri

 Supervised by: Mme Fatine Ouhtita

 SUMMARY :

I.Introduction.
II.History of Sony.
III.Corporate identity.
IV. S.W.O.T Analysis
V. Marketing mix.
VI. Statistics.
VII. Competitors.
VIII.Advertising
stratigies.
IX. Sony in Morocco.
X. Conclusion
 I. Introduction :
In 1946, Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications Engineering
Corporation, The predecessor of Sony Group Corporation) started as a small
company with capital of just 190,000 yen and approximately 20 employees.
Founder Masaru Ibuka said the purpose of setting up the company was to
"establish an ideal factory that stresses a spirit of freedom and open mindedness
that will, through technology, contribute to Japanese culture."

II. The History of Sony :

 1946: Tokyo telecommunications engineering corporation  :

In 1946, it was a radio repair shop in a bombed-out department store. Originally

known as Tokyo Tsushin Kogyo KK (the Tokyo Telecommunications
Engineering Corporation), the company was founded by physicists Masaru
Ibuka and Akio Morita. The
company got its first break in the early 1950s when it received a license from
Bell Labs to build transistors.  While other companies in the US focused on
using the transistor for computers and military applications, the Japanese
company decided to build something for the mass consumer: a pocket radio. 
Since they planned to market this radio internationally, they also needed an
international name.  They changed to "Sony" which was a play on "sonus," the
Latin word for "sound," and the nickname for the hip young men of the day:
"sonny."

 1958: SONY Corporation:

The company name of Sony was created by combining two words of “sonus”
and “sonny”. The word “sonus” in Latin represents words like sound and sonic.
The other word “sonny” means little son. Used in combination, Sony is
supposed to represent a very small group of young people who have the energy
and passion towards unlimited creations and innovative ideas. With the far-sight
of expanding worldwide, it was in 1958 that the company formally adopted
“Sony Corporation” as its corporate name. Easy to pronounce and read in any
language, the name Sony, which has a lively ring to it, fits comfortably with the
spirit of freedom and open-mindedness.

 1960: Sony Corporation of America:

Established in the early 60’s, Sony Corporation of America manufactures and

markets electronic equipment’s. The Company retails audio, video,
communications, and information technology products, including game
consoles, digital cameras, televisions, camcorders, personal stereos, reader
digital books, memory flash media, and personal computers.

 1968: “Trinton” color tv, launched:

The Trinitron, unveiled by Sony in 1968, was the first major technological
advance in color television sets since they were first commercialized in the early
1950s. Like so many innovations, it evolved out of multiple failures.
Color in TVs was achieved by exciting phosphor dots on the internal side of TV
screens. The main elements in original color TV sets included, from the back of
the cabinet to the front: three electron emitters, or “guns,” arranged in a triangle;
these pointed at a barrier, called a shadow mask, that was perforated with holes;
beyond that was the screen with its phosphors.

 1970: Shares in New York stock exchange:

Sony becomes first Japanese company to have shares listed on the New York
Stock Exchange.

 1979: Walkman:

A device as astonishing on first encounter as the cellular phone or digital

camera would later be, the Sony Walkman went on sale for the very first
time on July 1, 1979. The Sony Walkman did not represent a
breakthrough in technology so much as it did a breakthrough in
imagination. Every element of the Walkman was already in production
or testing as part of some other device when Sony’s legendary chairman,
Masaru Ibuka, made a special request in early 1979.

 1988: CBS records Inc. acquired:

CBS Records Inc. acquired. It was renamed Sony Music Entertainment Inc. in
1991.
  1994: PlayStation launched for the first time:

The PlayStation was released in Japan in December 1994, and it made its
American debut in September 1995; both releases elicited critical acclaim and
impressive sales. Titles such as Twisted Metal and Ridge Racer were very
popular. By 2005, the PlayStation had become the first console ever to ship 100
million units.

 2021: Name change and relaunch as Sony Group Corporation:

The name “Sony Corporation” is inherited by the electronics business company,

the origin of Sony’s business.

III. Corporate Identity :

Logo History:

 The Sony logo is one of the most recognizable. It depicts the name of the
company, formed from the Latin “Sonus” (“sound”). There is also a
connection with the word “son,” which is used in Japanese culture to refer
to young people with an innovative outlook on things.

 In 1955, the Sony brand appeared. His brand name was different from the
main logo. It was the italic inscription “Sony,” placed in a rectangular
frame. Elongated “S” and “y” gave it a special touch.

 In 1973, the designer created an emblem that suited the picky Norio Ohga.
The head considered that it perfectly reflects the corporate image of the
company. The use of black on a white background symbolizes integrity
and elegance. The font resembles Clarendon with minor modifications.
The company tried several times to change the trademark, even organized
a contest in honor of its 35th anniversary. She received about 30,000
applications, but not one of the works was honored to become the Sony
logo.
 Slogan of SONY:

 The company adopted separate strategies in its promotion of

entertainment and electronics products.

 The "make.believe" campaign marked the first time any message has
served to represent the company's entire range of products. The use of
black on a white background symbolizes integrity and elegance.

 Sony announced a brand strategy at IFA 2009 to replace the

"like.no.other" moniker.The words "make.believe" form the "Sony
Group Brand Message."

IV. S.W.O.T ANALYSIS OF

SONY CORPORATION :

Being the multinational, multi-billion dollar behemoth, Sony Corporation is an

extremely complicated organisation that requires us to conduct a full-scale
SWOT analysis of the company to get a better understanding of it. The
following segments will explore each aspect of the SWOT analysis of Sony
Corporation.

1. Strengths of Sony
Strengths refer to the internal strategic factors that support business growth and
profitability. The following strengths contribute to profitability in Sony’s case:
 Broad Range: Meeting the demands of the whole market ensures significant
profitability and long-term viability. Sony offers a diverse range of consumer
products and services, ranging from mobile devices to home appliances and
entertainment.
 Highly Innovative: Sony has made significant contributions to the consumer
electronics sector, from the Crystal LED TV to the Blu-Ray disc, VCR, compact
disc, Walkman, and a lot more. Sony is one of the most inventive businesses in
 the world, having developed or assisted in the development of several
breakthrough consumer items. 
 Quality Assurance: Delivering promising quality products that meet the needs
of the customers is taxing to achieve. Sony has been able to consistently deliver
high-quality goods to its customers with the support of its significant R&D
spending. 
 Value Brand Reputation: Sony has been obsessively focused on meeting the
demands of consumers from its inception, allowing the firm to cultivate a highly
valued brand. Sony was placed #39 on the Top Regarded Companies list and
#47 on the World’s Most Valuable Brands list in 2020.

2. Weaknesses of Sony   :

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’s weaknesses are as follows:
 Weak Marketing Game: Sony’s marketing efforts and promotional activities
are lacklustre and significantly lower when compared to competitors such as
Apple and Xbox. Regardless of quality or reputation, consumer items require
significant marketing and promotion to sell.
 Lack of Affordability: The pricing of the brand is a major flaw since it is costly
and not always promising. Countless individuals throughout the world are
unable to buy Sony’s products due to their exorbitant cost. Customers are more
likely to move to a less expensive brand or to a brand with a high resale value,
such as Apple.
 Tardy Product Launches: The sector in which Sony operates is extremely
competitive and demanding. In comparison to its competitors, Sony takes a long
time to release new products. As a result, an unfavourable perception is formed,
and purchase rates are reduced.
.
3. Opportunities for Sony   :  

 Gamers Market: Sony’s PlayStation product line has established a dedicated

and loyal gaming customer base. It even had a monopoly on the market for a
while with its products. Despite the entry of new competitors, Sony claims the
 top spot with innovative and demanding technologies and features that every
gamer seeks out for. 
 Promising Innovations: While Sony is recognised for its innovation, it
has fallen short in one important area: recognising changing customer
demands and preferences. The firm has been developing novel items, but
it cannot sell them purely on the basis of their quality. Focusing on
innovation that meets the requirements of customers is the key to
increasing sales and increasing customer loyalty. As a result, Sony must
seize the chance.
 Acquisitions: The firm must concentrate on developing new growth
channels and expanding its market. Acquisitions can aid in the company’s
diversification into new markets. They may also be able to assist the firm
in bolstering its position in current markets.

4. Threats to Sony :  

Sony must overcome and solve threats to its electronics, gaming, entertainment,
and financial services businesses. Threats are external strategic factors that
potentially bring down business performance. Sony faces the following threats
in its external environment:
 Cyber-attacks: These are a major threat against Sony. Hackers represent a
threat to any firm that works in the film, electronics, or gaming industries, which
can result in millions of dollars in damages and litigation.
 Competitive rivalry: Sony faces tough competition from other firms that are
equally aggressive worldwide, in all areas of concentration, from LG in
televisions to Samsung and Apple in cell phones and Nintendo in games. The
company’s sales in India have been falling for three years in a row as
competitors take market share. As new and established competitors step up their
game, Sony may lose revenue in the future. 
 Software Piracy: Imitation of software can decrease revenues from Sony’s
gaming and related products. Thus, it is essential for the company to develop
solutions to protect its software products and profitability rate
 Technology Advances: Technological advancements over the previous decade
have enabled entrants like Techno and TCL to provide high-quality devices that
can compete with Sony’s but at a lower cost.
 V. Sony’s Marketing Mix :
Based on the conditions of the global consumer electronics, gaming,
entertainment and financial services markets. The company’s diverse business
operations require complex considerations in developing the marketing mix.
Nonetheless, Sony maintains a marketing mix that comprehensively satisfies the
organization’s needs in reaching its target customers. Sony’s marketing mix
(4Ps) is based on the varying conditions of the consumer electronics, gaming,
entertainment and financial services markets. The company effectively
implements strategies and tactics to maintain a satisfactory share of target
markets around the world.

Sony’s Products (Product Mix)

Sony has products in the consumer electronics, gaming, entertainment and

financial services markets. However, the company uses a different
categorization to properly group its various products. This element of the
marketing mix is called the product mix, which identifies the firm’s products or
organizational outputs. The following are the main product lines in Sony product
mix:

1. Mobile communications

2. Game and network services

3. Imaging products and solutions

4. Home entertainment and sound

5. Devices

6. Pictures

7. Music

8. Financial services

9. Others
Sony’s Pictures products include motion pictures, television productions, and
media networks. PlayStation units and related content are grouped under Game
and Network Services. The company’s batteries, semiconductors and recording
media are included in Devices. Disc manufacturing is included in others. This
element of Sony’s marketing mix shows considerable diversification of the
business, in line with the business-type divisions in the company’s corporate
structure. Such diversification limits the effects of market-based risks.

Place/Distribution in Sony’s Marketing Mix

Sony employs a variety of places for delivering its products to target customers.
This element of the marketing mix identifies the places or venues that the firm
uses to transact with customers, to distribute and deliver products, or to allow
customers to access the products. Sony uses the following places or venues:

1. Sony Stores

2. Authorized sellers

3. Cinemas and media networks

4. Official websites

Sony Stores sell genuine products and accessories, including Cyber-Shot digital
cameras, batteries and television units. These stores are also significant in
promoting the brand, considering their name. The company also earns through
authorized sellers, such as computer stores and smartphone stores. Motion
picture products (movies) are delivered to target customers through cinemas and
media networks. Sony also has official websites for devices, PlayStation content
and other products. In this element of the marketing mix, Sony maintains a
variety of places to distribute its products effectively and to have a wider market
reach.

Sony’s Promotion (Promotional Mix)

Sony promotes its products in a variety of ways and forms. This element of the
marketing mix identifies the promotional mix or the methods that the firm uses
to communicate with its target customers. The following promotion methods are
used in Sony’s business:
 1. Advertising (most significant)

2. Public relations

3. Direct marketing

4. Sales promotion

5. Personal selling

Advertising is the most significant promotion method in Sony’s business. For

example, the company advertises its products through online media and print
media. In addition, public relations are used as a way to build brand awareness
and enhance corporate image. For example, the company sponsors sports events,
music festivals, and other events. Direct marketing is applied to establish deals
with organizations that use Sony products. On the other hand, sales promotions
are used to attract customers based on discounts. For instance, the company
implements discounts for its PlayStation gaming products for Black Friday.
Employees use personal selling at Sony Stores to persuade target customers to
purchase the company’s products. This element of the marketing mix highlights
activities that support the company’s market penetration efforts

Sony Corporation’s Prices and Pricing Strategy

Sony is known for high quality products. However, these products are typically
sold at relatively high prices. This element of the marketing mix determines how
the company sets its prices. Sony applies the following pricing strategies:

1-premium pricing strategy .

2-market oriented pricing.

3-value bases pricing.

VI. Statistics :
The VGChartz sales comparison series of articles are updated monthly and each
one focuses on a different sales comparison using our estimated video game
hardware figures. The charts include comparisons between the PlayStation 5,
Xbox Series X|S, and Nintendo Switch, as well as with older platforms. There
are articles based on our worldwide estimates, as well as the US, Europe, and
Japan.
This monthly series compares the aligned worldwide sales of the PlayStation 5
and PlayStation 4.
The PlayStation 5 launched in November 2020, while the PlayStation 4
launched in November 2013. This does mean the holiday periods for the two
consoles do lineup.
July 2022 is the 21st month the PlayStation 5 has been available for. In the latest
month, the gap grew in favor of the PlayStation 5 when compared to the aligned
launch of the PlayStation 4 by 346,801 units.
In the last 12 months, the PS4 has outsold the PS5 by 3.70 million units. The
PS4 is currently ahead of the PS5 by 2.74 million units.
The PS5 has sold 21.83 million units in 21 months, while the PS4 sold 24.56
million units. Month 21 for the PS5 is July 2022 and for the PS4 is July 2015.
The PS4 crossed 30 million units in month 25, 40 million units in month 31, and
50 million in month 38. The PS4 has sold 116.98 million units to date.
 VII. Competitors :
Sony Corporation Is one of the Most competitive companies ever due to her
massive products diversity , which leads Sony to face more competitors in
different fields. Mainly there are two fields where sony compete : Electronics
and technology, and Art and entertainment.
Concerning the main field Electronics and technology sony competitors are :
- In the tv production industry, Samsung and LG are Sony Competitors ,
Samsung is a SouthKorean company that was founded in 1938 and has its
headquarters in Seoul, South Korea. By the end of the year 2016, its revenue
was around 175 billion dollars, the total number of employees approximately
490,000 and a market capitalization of 311 billion dollars. With its high revenue
turnover, Samsung has a very strong influence in the economic development or
GDP of South Korea. Samsung, like Sony, does not have a specific product
niche but has diversified in the manufacture of durable electronic products.
Some of its TV Models include; QLED, 4K UHD, Full HD, and HD. Samsung
has presence in most of the products where Sony is present and hence it is the
topmost amongst all Sony Competitors.
LG which is also a southkorean corporation is concerned also a brutal
competitor with over 100 billion dollars in terms of revenue. Worldwide, its
employees are over 210,000 across 80 countries in all its major subsidiaries i.e.
LG Electronics, LG Solar Energy, LG Chem and LG life sciences among others.
In the Television Industry, LG TV sets are energy efficient and advanced in
terms of technology and style. Some of its Models are; OLED TV 4K, ‘UHD
TV 4K’ FHD and Super UHD TV 4K’ among others. Like Samsung, LG has a
wide range of products and most of them are Sony Competitors.
- In the laptop and devices industry, Apple and dell are the main competitors
to Sony. Apple Inc. was founded in 1976 and has its headquarters in California,
USA. It specializes in computer hardware and software, semiconductors and
digital electronics among others. As a multinational, Apple Inc. had 230 billion
dollars revenue in the last financial year, a market Capitalization of 900 million
dollars and an operating income of approximately 62 billion dollars.
Apple has retail stores in more than 500 major cities in the world and it employs
over 115,000 staff globally. As a Sony Corporations’ competitor, its products
include Macintosh, iPad, MacOS, iOS, iLife and iWork among other products.
Apple Inc. Enjoys customer loyalty and is regarded as the most valuable
electronics brand.
On the other hand Dell which is also from USA manufactures and sells
computers, Data storage devices, computer peripherals, computer software, HD
televisions, network switches and servers among others.
- Quite clearly the leader of Sony competitors when it comes to digital
photography – Canon Inc. is a Japanese company with headquarters in Tokyo,
Japan. It was founded in the Year 1995 and it specializes in the Manufacture of
optical products e.g. Camcorders and Digital Cameras, printers, scanners, flash
units, projectors and medical equipment. It employees around 200,000 people
around the globe and by the end of 2016, its operating profit was more than 145
billion yen. Trading in the Tokyo share market, Canon was ranked among ten
largest companies in Japan in terms of market capitalization. It also forms part
of the TOPIX index in the New York Stock Exchange. CanonInc. also has
subsidiaries in Axis Communications and Océ
From the same country the other Sony competitor in this field is Nikon . It was
founded in 1917 and specializes in imaging products and Optics with its
headquarters in Tokyo, Japan. Its annual revenue exceeds 3 trillion yen and had
an operating income of around 230 billion yen by the end of 2016. Being a
multinational, Nikon Inc. has around 198,000 employees. It also has subsidiaries
in Nikon UK and Optos Plc. Some of its products include; binoculars, digital
SLR cameras, underwater film cameras, spotting scopes and Camera Lenses
among others. In the year 2006, Nikon ceased production of almost all its film
camera models to commit to the digital camera market.
- In the gaming industry X-box the American brand and Nintendo the Japanese
one are Sony Competitors.
XBOX is owned by Microsoft and was first introduced in the market in 2001. It
represents online streaming services and application games. By the end of 2006,
more than 23 million XBOX units had been sold. Its second Console i.e. XBOX
360 was introduced in the market in 2005 and has so far made more than 150
million sales worldwide. So far, the latest brand XBOX ONE has been
introduced in more than 30 markets and most of its features are internet based.
I.e. with Xbox one, a player can not only stream but can also record gameplay.
A slimmer version of Xbox One referred to us Xbox one S is also available.
Nintendo Company Ltd is a video game and electronics company that was
founded in 1889 with headquarters in Kyoto, Japan. As one of the largest
company in the world in terms of video games production, Nintendo has risen to
be among the most valuable companies in Japan with a market value of more
than 82 billion dollars and revenue of over 490 billion Yen. Until the year 2016,
it was a majority shareholder of Seattle Mariners and Major League Baseball.
Some of its developed games include; Metroid, Mario, smart glass, Kinect,
Zelda and Pokem just to name a few.
For the music production :
Universal Music Group is a dutsh-american brand, founded in September 1934
by Reinhard Mohn, and it's the world's leading music company. own and
operate a broad array of businesses in more than 60 countries.
Then, we have Colombia records is an American record label owned by Sony
Music Entertainment, a subsidiary of Sony Corporation of America, the North
American division of Japanese conglomerate Sony. It was founded on January
15, 1889,by Edward D. Easton.artists who have recorded for Columbia include :
Beyoncé, Harry Styles, James Taylor…

For the movies production:

Warner Bros. Discovery, an American brand founded by Harry, Albert, Sam,
jack Warners in 1923. a premier global media and entertainment company,
offers audiences the world's most differentiated and complete portfolio of
content, brands and franchises across television, film, streaming and gaming.
Finally, the famous Walt Disney it is an American brand too founded in 1923 by
Walter Elias Disney. one of the largest entertainment companies in the world
with a huge film division, a massive presence in television, an incredibly
successful theme park business, a recently launched and thriving streaming
service, plus fingers in the pies of music, video games, web portals, and more.