Sony Case Study

SONY, is an enterprise headquarters in Tokyo, Japan, and across the world in the field of electronics, games, financial, entertainment giant, has the world's one of the brand influence. In music, film and television, computer entertainment, and online business achievements also make it become the world's leading electronics and entertainment company. In Tokyo, Japan in the second world war, the capital has been abandoned. In October 1945, Ibuka Masaru established  "Tokyo telecommunications research institute" in white wooden department warehouse. In the 60 years of company development, the company with the responsibility of the enterprise development in the world. Morita Akio in Ibuka Masaru's invitation to join the collective management, the company and obtain Morita liquor 190000 yen, was formally established in 1946, "Tokyo communication industry co., LTD", and relocate to Shinagawa district royal temple hill now. SONY promised the people to bring the best products and services around the world, to bring a new way of life. The company's most fundamental business philosophy SONY innovative technology and excellent products to help people get to enjoy the dream of entertaining a higher quality of life. In carrying out international at the same time, SONY company in the domestic set up jointly established by many businesses and branches, forming a cartel of enterprise workforce. Its scope of activities is extremely broad. Early management not stable growth until 1956, after ten years of development has not been positive transistor technology, by Japan's first transistor radio "TR - 55" a complete success, finally the company operating began in earnest. SONY's special effects studio - SONY image studio, with the elves mouse, spider-man won several individual award. And now, the company is through improving the level of visual effects and animation business modeling, provide world-class artists with leading technology, and gradually grow into a dominant force in the industry.

PESTLE analysis

PESTLE analysis is an important and widely used tool that can help show SONY on the overall situation of the external environment. PESTLE includes politics, economy, society, culture, technology, environment, and the law. This analysis can help managers better intelligence on opportunities and threats facing them. So, PESTLE analysis support enterprise can gain more profit in the future, to build a better vision of the future business landscape. PESTLE analysis model decoration environment analysis, the macro environment analysis is a useful tool, not only can analyze the external environment, to determine the impact of all the forces of the organization.

Political factors:

Political factors to organizing business Activities with actual and potential impact of political power, and the relevant policies, laws, and other factors.  For example, in the context of today's world, politics, world peace and development, in addition to the Middle East regions are beneficial and SONY's market development and development. For China, but also in rapid growth period, many of the consumers, the stable political environment, will become the primary market of SONY's future. It also requires the commission with all laws relating to occupational health and safety. (Sony Corporation, 2009).

Economic factors:

Economic factors are referred Organizational structure, industrial layout, conditions, the level of economic development of the economy outside resources, and economic trends of the future, and so on.  The global financial crisis, a shadow over the SONY's future. But high-speed development, such as China and India, for example, and affected by the financial crisis of the smaller countries and SONY itself is a challenge, as long as to seize the opportunity, there is some chance. For this reason, the economic contraction and the credit crunch that might be affected by the exchange rate and Sony, as it is an international business, indeed the price selection will also effect. According to the BBC News, found that the economic situation of Sony got a serious problem in Japan cause of the earthquake.(2011) Sony reported that it had 110 employees at two offices in Tokyo without injuries during the tremor.

Social factors:

Social factors refer to members of the organization of social history, cultural traditions, values, education, customs and other factors. Different countries, different regions have their culture, as large multinational companies in the world, SONY have experience in this area, which embodied in the product design, after-sales service and so on. Society also includes population, the increase of the world population, the increase of the consumers, especially young people. Although SONY won the reputation, the reason is that they provide service and product quality. Still need to be aware of the needs of customers, good communication with people, increased people lifestyle change. General population education level, the degree of women's education facilities, participate in business life. These are essential factors to consider, there must be a society in the most needed things for the people, such as infrastructure systems. Sony home-care robots for elders will soon become a social need.(Kunii, I. M. and Port, O., 2001). In the case of no one knows, these social factors that SONY will damage his image.

Technology factors:

Technology factors are not the only factor in the invention include those caused by the revolutionary changes of. Also includes the production of new technologies, new processes, new materials and trends and prospects appear. According to Oakley (2013) found that Sony, more than six years of market leaders Apple and Samsung have been dominant in their respective products.  One of the important factors is crucial to the company to evaluate its external environment factors is a technology. And SONY in technical work every day. SONY should use new and upgrade technology productivity may give SONY and leading the market competitive advantage. Can do research by using the new technology of SONY, SONY respond to the needs of customers.  In today's society, increasingly fierce competition, technology, more and more companies begin to pay attention to talent, research and development. Every moment in progress, so to speak, he who has mastered the technology of the latest master and the future development direction of the market. Of course, SONY did in this aspect have been excellent, then just let oneself more outstanding.

Legal factors:

Legal factors of the organization of civil legal awareness of laws and regulations, judicial status, and integrated systems beyond. Sony's lawyers recently troubled giant had received a patent infringement lawsuit, this time from the target technology companies, who claimed that Sony's Blu-ray disc using a cover material under US copyright law. From research, Moon (2007) explain "Sony has recently resolved a $ 97 million lawsuit in its "rumble" feature PS2 controller." Sony adds this new lawsuit, those who attack its PS2 chip installed in a music CD rootkit, and non-DRM interoperability.

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