3.1.1. Strengths
-- Strong brand equity (Kiley and Helm, 2009)
-- Commitment to research and development (Sony Group Corporate Strategy Update FY2008 - FY2010)
-- Diversification
-- Hardware and content synergies
-- Market leadership in consumer electronics (Sony Corporation - SWOT Analysis)
5.3.1.2. Weaknesses
-- Difficult to change culture which impedes synergies and innovation (Game on, 2009)
-- Unprofitable across most product lines, with a loss of nearly $3 billion in 2008 (Game on, 2009)
-- Manufacturing in high-cost Japan (Game on, 2009)
-- Declining brand equity (Kiley and Helm, 2009)
5.3.1.3. Opportunities
-- Cheaper labor markets
-- Innovation in components and semiconductors
-- Consumer electronics leadership offers room for new product introduction as well as the ability to bundle content with the heardware
5.3.1.5. Threats
-- Lower-cost competitors
-- Continued recession with negative implications for consumer electronics in particular
-- Yen's further appreciation
-- Accelerated price wars
5.3.2. Sony needs to take steps to make sure that there are no further declines in its coveted brand. It needs to divest of unprofitable products that do not add to the company's overall brand standing in the market place. This issue must also be addressed through better marketing of the brand as...
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