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Xu,Xiaoxuan (Connie) Zhang,Yao (Stephanie) Liu,Zhenzi (Christina)

Xu,Xiaoxuan (Connie) Zhang,Yao (Stephanie) Liu,Zhenzi (Christina). Nov.10 th ,2008. Industry Analysis. Company Analysis (History, Current, Future). International Expansion. Competitor Analysis. SWOT Analysis. Recommendations. Industry Analysis.

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Xu,Xiaoxuan (Connie) Zhang,Yao (Stephanie) Liu,Zhenzi (Christina)

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  1. Xu,Xiaoxuan (Connie) Zhang,Yao (Stephanie) Liu,Zhenzi (Christina) Nov.10th ,2008

  2. Industry Analysis • Company Analysis (History, Current, Future) • International Expansion • Competitor Analysis • SWOT Analysis • Recommendations

  3. Industry Analysis • The beginning of consumer digital camera era 1995, Casio QV-10

  4. Industry Analysis • The becoming of mainstream product • Pocket-size and fashionable • Matured digital camera industry

  5. Industry Analysis • SLR digital camera & Ultrathin digital camera 2005,SonyT7 2003, Nikon D70

  6. Industry Analysis • Fierce competition between camera makers

  7. Industry Analysis The Tendency of Digital Camera Industry: • The designs of the digital cameras become more classic and stylish. • A higher level of face detection technology and intelligent scene recognition technology make shooting easier.

  8. Industry Analysis The Tendency of Digital Camera Industry: • Third, the use of touch-screen Sony T300

  9. Company Analysis History • In 1945, Masaru Ibuka and Akio Morita, Tokyo Telecommunications Engineering Corporation • In 1958, New Name • First electronic camera, Mavica, in 1981 magnetic recording, embryonic form

  10. Current Company Analysis • Leader • Digital cameras, recorded music, PC • The headquartered is in Tokyo • 2007, Revenue increased 10.5% • Increasing sales in the electronics and games • Cyber-Shot • NO.2 digital camera

  11. Future Company Analysis • 1.8 million Japanese Yen • Facilitate the customization service

  12. International Expansion Expansion in electronic field • 1960 - America • 1980 - Sony Euro Switzerland UK Germany France • 1996 - China - most important - large potential

  13. International Expansion Horizontal Global Expansion Entertainment • Sony Music Entertainment - founded by Sony and CBS in 1968 • Sony Pictures Entertainment - took over Columbia TriStar Motion Picture Group in 1989 - subsidiaries in Hong Kong, Madrid - merged with MGM in 2004 - the largest film company

  14. International Expansion Global Expansion Strategy Globalization All the branches in the world share the same technology and company culture.

  15. International Expansion Localization • In operation: localized R&D, procurement, production, distribution and sale • In talent: invests the local talents Make overseas R&D center • The importance • Advantages: - the cycle of R&D shortened - make better use the talents and capital all of the world - cross-border collaboration

  16. International Expansion Digital Camera • Manufactory: - produced not only in Japan but other Asian countries (Premier Image Technology &Abco) - cooperation with Carl Zeiss AG, (a German manufacturer)

  17. International Expansion • Marketing: the market share of Sony In China, Sony is the leader in this market

  18. International Expansion Challenges • The continuous price reduction - the brand image - lead to a shortage of capital • The image of Sony is too complicated - In India, SPE - In Japan, an electronic company - In U.S., an Entertainment company

  19. Competitor Analysis Sony’smain competitors include Canon, Nikon, Kodak, Samsung, and Panasonic.

  20. Competitor Analysis Canon • The number one company in the digital camera industry • Strong technical strength and marketing ability • Produces the best cameras for shooting portraits • Not as fashionable as Sony’s • Relies on its brand recognition

  21. Competitor Analysis Nikon • Top-ranking SLR digital cameras • High-end consumer digital camera market • Not well accepted by low-end market users • No self-produced CCD • (Charge-coupled device, an electronic light sensor used in digital cameras )

  22. Competitor Analysis Kodak • Wrong decision in 2006 • Boring color • Appearances are less prominent • Quit the digital camera industry on August 1, 2006

  23. Competitor Analysis Samsung • Slim appearance and colorful design • Strong capability in electronic technology • Shortage of core technologies

  24. Competitor Analysis Panasonic • The leader of electronic products • Develops its own CCD sensor device • Weak fundamental of optical technology • Higher prices

  25. SWOT Analysis Strengths • Brand image: new and high quality, CCDs • Global operations: 204 countries. Sales(2007): US(26.9%), Japan(25.6%),Europe(26.6%). Global producing ability: Japan(50%). • Professional design and R&D team. Survey: 30% customers; Technology

  26. SWOT Analysis Weaknesses • SG&A expenses. Operating profits 69.3% (2007) • Legal proceedings. In 2004, Eastman Kodak VS Sony for 10 patents. • Not easy to operate. Survey: 24% customers.

  27. SWOT Analysis Opportunities • Business reorganization: $1.2 billion and $0.3 billion in 2006 and 2007. • Partnership with FIFA (Federation International de Football Association), 2007,8,40,2

  28. SWOT Analysis Threats • Integration of alliances and joint ventures. S-LCD(Samsung) 2004. SONY BMG (Bertelsmann) Cultures and Interest Conflicts. • Raw material prices. $350 (2008). • Intense competition.

  29. Recommendations Short term • Do not make use of Memory Stick • To expand in the luxury business

  30. Recommendations Long term • To contribute to the environment protection • Value-added activities on value chain. - market research - sourcing - production - marketing - after-sales service • Intellectual property rights & high-tech talent, Suit

  31. Any Questions?

  32. Thanks!

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