Abstract

The caselet describes the inception and expansion of Sony Corporation. It discusses Sony’s overseas marketing activities and also analyzes the strategies the company followed to enter foreign markets. The caselet focuses on the diversification of Sony into new business lines.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Expansion of Sony Corporation over the years
• How Sony diversified into new business lines
• Sony’s overdependence on its suppliers
• Strategic investments of Sony in other companies.

Keywords

Sony Corporation (Sony), Tokyo Tsushin Kogyo (TTK), Tokyo Telecommunications Engineering Company, Sony Corporation of America (SONAM), Sony Music Entertainment Inc. (SMEI), alliances, trading partners, manufacturing, logistics