Contents

1. Introduction……………………………………………………………………………………………………………..3
2. History………………………………………………………………………………………………………………….....3
3. Current Market of Sony Corporation………………………………………………………………………..3
4. Organizational Orientation……………………………………………………………………………………….4
5. Sony's current Market analysis…………………………………………………………………………………4
6. Sony’s Orientation……………………………………………………………………………………………………6
7. Sony's Competitive Advantage Analysis……………………………………………………………………7
8. Porter's generic strategies………………………………………………………………………………….......8
9. Porter's competitive Forces………………………………………………………………………………........9
10. Marketing Mix………………………………………………………………………………………………………..11
11. Sony’s Product Mix and Product Line……………………………………………………………………..12 …show more content…

The increased market share helps the company to maintain macro environmental objects.
Sony's current Market analysis:

Sony Corporation is dominant in the Television Industry and it plans to increase the market in Television Industry by using the liquid fiber technology in the upcoming years. The below chart shows the marketing percentage of the Sony’s over the competitors.

Sony is the major company who produce gaming products apart from the competitor Microsoft Xbox 360.The motion control, sensor players and kinetic technology provides the marketing edge for the Sony Corporation. The below chart shows the percentage of the market has been caught by Sony in mobile phones market.

Source: http://pro.sony-asia.com/section/articles
Sony’s Orientation:

1. Corporate Citizenship The company recognizes its responsibility and involved in many social activities every year. In 2005, Sony Corporation formed a committee to increases its contribution to the social activities and the committee mainly focuses educational institutions and organizes many support programs to improve the society.

2. Business Planning

Sony plans well for the good business and they investigate the requirement and appreciation of the product in the market before the production .They customizes their products according to the