SONY

Who

1946 - Ibuka/Morita: Tokyo Tsuhin Koogyo

1958m - renamed as Sony

1995 - Gloabl success

Pioneer in innovative & cool technologies

First market mover advantage

Leader in communication industry

Worlds 1st: Magnetic tape recorder, Portable transicistor radio, Walkman, Color TV

Reliable & trusted brand

Struggles in 1990s

Competition pressure & Price war
Apple IPOD ->music
CHinese MObile

1995: Sony pic loss 300B Yen

1995 - NObuyuki Idei President

Main reason: Focus on market share & price, commoditized features

IPOD competition. Slow to react. Apple focussed on simplicity while SONY strategy was to build as many features as possible in device

Consumer brand company ie had middle man like BestBuy
In Network era, struggled to shift to B2B

2005 - Howard Stringer

Eearthquake in 2011

CEO Kaz Hirai

Went after Scale ; Forgot Innovation

Strategy 1: Foucs on Profitability and not volume

Strategy 2: Resource Optimization

2012: Kaz Hirai

Strategy3: New Market creation