Sony's Diversifications*

Details

Mini Case Code : CLIM005
Publication date : 2005
Subject : International Marketing
Industry : Electronics
Length : 03 Pages
Price : Rs. 100

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Key words:

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

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

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.

Issues: » 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 Introduction Sony Corporation (Sony) originally known as Tokyo Tsushin Kogyo (TTK), meaning Tokyo Telecommunications Engineering Company, was established in 1946 by Masaru Ibuka and Akio Morita (Morita)...

Questions for Discussion:

1. Briefly discuss the entry strategies adopted by Sony Corporation while entering international markets.

2. Discuss the pros and cons of Sony's heavy reliance on third parties through alliances, joint ventures, and strategic investments.

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