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30.10.2012
Agenda
Introduction
PESTEL analysis
5 Forces analysis Conclusion
Introduction
Fully leverage the global uniqueness through aggressive convergence strategy Emotionally touch and excite customers Headquarter Employee Tokyo 162,700 Revenues Net income 5 bn. - 0,7 bn. Founded Industry 1946 Conglomerate
Sony Electronics PC & Network Audio & Video Dig. Imaging Compact D-SLT Digital ...
11,1% 7,6%
Structure
Camera Market
Canon Sony
19,0% 17,9%
Samsung Panasonic
Nikon
12,6%
Factor
Trend
Taxation policy: tax reduction Low trade barriers: open and free markets
Impact
Political
Increase of wages - minimum wage Changing health & safety regulations Declining sales growth negative CF Credit crunch
Economical
Social
Factor
Trend
Dynamic market short PLCs / innovation cycles Competition on quality and innovations
Impact
Technology
Upcoming and growing 3D Market Device convergence [Cameras in Phones] Government regulation impact on electronic waste
Environment
Legal
Medium / High
Low
Low/high switching costs (DSL vs. compact cameras) High price sensitivity Increasing prices through Yen No forward integration Large number of customers Small number of sellers
Low supplier concentration In-house production of high valuable components Low possibility of suppliers buying forward
Substitutes
Short product life-cycle High R&D costs Lack of Differentiation
Medium / High
Conclusion
5 Forces
Summary
Increasing demand for CSR in Consumer Electronics
PESTEL
Action
Focus on Design and Innovation
Effect
USP / Competitive Advantage Meet Environmental demands Cost cutting / bigger market share
Recommendation
Higher revenues
References
Cornish: http://www.wired.co.uk/news/archive/2012-09/28/sony-and-olympus
References
Sony: http://www.sony.net/SonyInfo/IR/ Sony: www.sony.co.uk, Accessed: 25.10.2012 Sony: http://www.sony.com/SCA/press/110314.shtml, Accessed: 26.10.2012
Sony: http://www.sony.net/SonyInfo/IR/financial/ar/2012/message/
Department for Business Innovation & Skill: http://www.bis.gov.uk/policies/trade-