Changes in Sony's Management to Regain a Competitive Advantage

Changes in Sony’s Management to Regain a Competitive Advantage

Sony Corporation is a unique company that has made a name for itself in the electronics industry. Since they are based out of Japan they follow “the business culture of Japan, thereby juxtaposing the traditional strategies with the modern concepts” (Das 3). Being an innovative company with a strong Japanese culture and constantly producing new, never before seen products gave this company a sustainable competitive advantage. Sony’s mission is to be a company that inspires and fulfill your curiosity. The main philosophy they live by is “everything we do, is to move you emotionally”. They strive to increase the overall quality of life through new products and volunteer work. When people thing about the Sony brand they see a successful company on the edge of innovation. Over the past few years Sony has suffered major losses in the PC and TV business and now they are in the process of trying to heal their wounds and regain a competitive advantage.

To start researching if the company can sustain a competitive advantage it has to start with analyzing the external environment and how it affects an industry. Conducting a macro-environment analysis of an industry involves six different segments and how they affect Sony and their industry.

The Demographic segment is based on physical traits and is the easiest segment to analyze. Sony can benefit or suffer because of the demographic segment. Their main business is geared younger adults who have a good understanding of technology. This is a good market to target, but currently it’s not the largest age segment in the United States. The generation of Baby Boomers controls the largest part of the economy ranging from ages 50...

... middle of paper ...

...t the PC and TV division and invest more resources into developing tablets because more people are starting to use tablets. With more resources in the tablet division Sony could be able to make a tablet that has the same components of laptops and gain a sustainable competitive advantage.

Works Cited

Das, Bharati. Sony and the Japanese Culture. Rochester: Social Science Research Network, 2013. ProQuest. Web. 29 Mar. 2014

Schlesinger, Jacob M. "Loss at Sony, Drop in Matsushita Profit Reflect Japan Economy and Rising Yen." Wall Street Journal, Eastern edition ed.: 0. May 22 1992. ProQuest. Web. 28 Mar. 2014.

Sony. Communications. Sony Announces Plans to Address Reform of PC and TV Businesses. Sony. N.p., 06 Feb. 2014. Web. 26 Feb. 2014.

Sony Corporation. Human Resources. Promoting Greater Opportunities for Women.Sony.net. Sony, 12 Aug. 2013. Web. 28 Mar. 2014.