Student Name: Adelina Abushaeva                Subject: Strategic Management

Student ID:       S0145419

A Report analyzing current problems/issues faced by the Sony Corporation and suggested solutions

Presented to Ajay Kumar, Strategic Management Lecturer

Report researched and written by Adelina Abushaeva, student of Central Queensland University

Executive Summary

This report analyzes the problems/issues which Sony Corporation faces. The company is facing multi faced problems and its solution should also be multi faced. It requires a major over haul. Sony's current financial difficulties are tied to its corporate culture which begun over 30 years ago.

The key problems/issues of Sony are slowing down of sales and revenues, cost cuttings, moving factories in Asia, cooperation between divisions and efficient management. With such a large multinational corporation, greater planning and more use of strategies should be pursued. Sony could start with the implementation of a new strategy, with profit and benefits of the company tied more closely to everyday operations. Internally, the company’s forces, such as the management, the designers, the production and the marketing should achieve better communication and cooperation. Alliance and cooperation between competitors should also be actively sought in order to create standards in new fields. Sony should aim at being the leader in its field.

Recommended solutions:

  • Regarding cost cutting strategy, Sony should seriously consider setting up operations in other Asian countries in order to take advantage of the cheap labor and the emerging markets.
  • Diversification, instead of pursuing the fast changing and easily imitated consumer goods market.
  • Sony should use its technological know-how for high-end business and office equipment.

Table of Contents

Title Page

Executive Summary

Table of Contents

1.0 Introduction                                                                         4

        1.1 Background of Sony                                                4

        1.2 Problems                                                                4

2.0 Schools of strategy thoughts                                                        5

3.0 Analysis and suggested solutions                                                        6

        3.1 New CEO/Changes in culture                                        6

        3.2 Communication/Education                                                7

        3.3 Leadership and Organization-wide change                                7

        3.4 Cooperation between divisions                                        7

        3.5 Cost Cutting: Moving to Asia                                        8

        3.6 Proprietary Interfaces                                                        8

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4.0 Conclusion                                                                        8

5.0 Recommendations                                                                9        

6.0 Reference list                                                                        11

1.0 Introduction

This report will analyze and discuss the particular case, Sony’s Sudden Samurai by Brian Bremmer. Problems/issues related to this case will be addressed to Sony Corporation. The report first presents Sony’s background, then the company’s problems and relevant theory.

  1. Background of Sony

Sony is a global international company, founded in May 1947. The name, “Sony”, was an original brand name that was originally applied on Totsuko products. Chairman and CEO of the company is Howard Stringer. The major products of this company are audio, ...

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