sony televisions
DESCRIPTION
One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 19 years, Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations. Sony India also has a strong service presence across the country with 365 service outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Canter’ are fast becoming the most visible face of the company in India. A distinctive feature of Sony’s service is their highly motivated and well-trained staffs that provide the kind of attentive and sensitive service that is rare today. Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates us from countless competitors and reflects a true image of all that is Sony.TRANSCRIPT
Jodhpur National University, Jodhpur | Jhanwar Road, P.O. Narnadi (Boranada) Jodhpur Rajasthan)India
Report On
Television
BBA 3rd
Semester 2013
Submitted To: - Submitted By:-
Faculty of Management Akshika Kachhawaha
2
Acknowledgement
I am very thankful to everyone who supported me for this
assignment and gives their guidance to complete my theses work
effectively and moreover on time.
I am equally grateful to our Faculty of Management, who gave me
moral support and guided me in different matters regarding the
topic.
I feel immensely proud in extending our heartiest thanks to (Dr.)
V.P.Gupta VC, of Jodhpur National University Deen, for providing me
a platform to improve in various fields. They went out of their way
and provide me with open hearted help and counseling. They have
been a source of inspiration for me and their experience and
knowledge have helped me in learning and giving this report a shape.
Akshika Kachhwaha
3
INDEX Chapter Page No
1. Introduction about Sony Corporation 4
2. Sony In India 6
3. Sony Corporate Information 7
4. Sony in Television Industry 9
5. Our Vision and Mission 24
6. SWOT Analysis 25
7. Conclusion 27
8. Bibliography 28
4
Chapter 1 Introduction about SONY Corporation
Sony’s humble beginning started in Japan in May 7, 1946 from the sheer
determination and hard work of two bright and enterprising young men. Both
Masaru Ibuka and Akio Morita joined hands in making their dream of a
successful global company a reality.
It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of
passionate and committed group of employees started to build “Tokyo Tsushin
Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” to
the billion dollar global conglomerate that it is today.
Masaru Ibuka, the co-founder of Sony
It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of
passionate and committed group of employees started to build “Tokyo Tsushin
Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” into
the billion dollar global conglomerate that it is today. The main objective of the
company was to design and create innovative products which would benefit the
people.
Our founders in the early years
5
From early attempts at creating products like the rice-cooker to the later success
of creating Japan’s first magnetic recorder, the innovative company went on to
create other hit products which won the company widespread recognition and
international acclaim as a truly global company known for its quality and
innovative products. Significant product milestones included Japan’s first
transistor radio (1955), Trinitron colour television (1968), Walkman personal
stereo (1979), Handycam videocamera (1989), PlayStation (1994), Blu-ray Disc
recorder (2003) and PlayStation 3 (2006).
The electric rice cooker
The company name of Sony was created by combining two words of “sonus”
and “sonny”. The word “sonus” in Latin represents words like sound and sonic.
The other word “sonny” means little son. Used in combination, Sony is
supposed to represent a very small group of young people who have the energy
and passion towards unlimited creations and innovative ideas. With the far-sight
of expanding worldwide, it was in 1958 that the company formally adopted
“Sony Corporation” as its corporate name. Easy to pronounce and read in any
language, the name Sony, which has a lively ring to it, fits comfortably with the
spirit of freedom and open-mindedness. The company's current slogan is BE
MOVED. Their former slogans were make-believe (2009–2014) and
like.no.other (2005–2014).
6
Chapter 2 Sony in India
One of the most recognized brand names in the world today, Sony Corporation,
Japan, established its India operations in November 1994, focusing on the sales
and marketing of Sony products in the country. In a span of 19 years, Sony
India has exemplified the quest for excellence in the world of digital lifestyle
becoming the country’s foremost consumer electronics brand. With relentless
commitment to quality, consistent dedication to customer satisfaction and
unparalleled standards of service, Sony India is recognized as a benchmark for
new age technology, superior quality, digital concepts and personalized service
that has ensured loyal customers and nationwide acclaim in the industry
With brands names such as BRAVIA, Xperia, Alpha, Headphones,
Handycam®, Cyber-shot, Xplod™, Sony hi-fi, Memory stick® and
PlayStation®, Sony has established itself as a value leader across its various
product categories of Audio/Visual Entertainment products, Information and
Communications, Recording Media, Business and Professional products.
Sony India is one of the most recognized consumer electronics brand in the
country, with a reputation for new age technology, digital concepts and
excellent after sales service. In India, Sony has its footprint across all major
towns and cities in the country through a distribution network comprising of
over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and
25 branch locations. Sony India also has a strong service presence across the
country with 365 service outlets. Manned by customer friendly and informed
sales persons, Sony’s exclusive stores ‘Sony Canter’ are fast becoming the most
visible face of the company in India. A distinctive feature of Sony’s service is
their highly motivated and well-trained staffs that provide the kind of attentive
and sensitive service that is rare today.
Sony is committed to ensuring that both the products and the marketing
activities employed truly make a difference to people’s lifestyles and offer them
new dimensions of enjoyment. Relentless commitment to quality, continuous
dedication to customer satisfaction and unparalleled standards of service is what
differentiates us from countless competitors and reflects a true image of all that
is Sony.
7
Chapter 3 Sony Corporate Info
Native name ソニー株式会社 (Sony Corporation)
Type Public
Traded as TYO: 6758
NYSE: SNE
Industry Conglomerate
Founded 7 May 1946
Founders Masaru Ibuka
Akio Morita
Headquarters Minato, Tokyo, Japan
Number of locations
Yokohama
Toyama
Osaka
New York City
Mount Laurel
Teaneck
Huntington Station
Cranston
Philadelphia
King of Prussia
Pottstown
Edison
Area served Worldwide
Key people Osamu Nagayama
(Chairman of the Board)
Kazuo Hirai
(President and CEO)
Products Consumer electronics
Semiconductors
Video games
Media/Entertainment
8
Computer hardware
Telecom equipment
Services Financial services, insurance, banking, credit
finance and advertising agency
Revenue ¥7.767 trillion (2014)[2]
Operating income
¥26.49 billion (2014)[2]
Net income ¥-128.36 billion (2014)
Total assets ¥15.333 trillion (2014)
Total equity ¥2.258 trillion (2014)
Consolidated Sales and Operating revenue (2013)
¥7,767,300 million yen
Employees 140,900 (31 March 2014)
Website Official website www.sony.com
9
Chapter 4 Sony in Television Industry
1962
After making Japan's first all-transistor amp tape recorder, TC-777 in 1961,
Sony launched The world's smallest and lightest all-transistor TV, TV5-303, in
May 1962.
TV5-303
1968
In 1968 Sony introduced the Trinitron brand name for its lines of aperture grille
cathode ray tube televisions and (later) computer monitors. The first in Sony's
exclusive line of Trinitron color TVs. This model offered approximately twice
the brightness of TVs using conventional shadow-mask tubes. This was a
milestone product establishing Sony's superiority in color TVs. Sony stopped
production of Trinitron for most markets, but continued producing sets for
markets such as Pakistan, Bangladesh and China. Sony discontinued its series of
Trinitron computer monitors in 2005. The company discontinued the last
Trinitron-based television set in the USA in early 2007. The end of Trinitron
marked the end of Sony's analog television sets and monitors.
Trinitron color TV, the KV-1310
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1977
Personal TV KV-1375 nicknamed the “Citation.” In addition to its unique and
innovative design, this TV incorporated the Jet Sensor, whereby the user
selected channels by gently pressing the control panel buttons. Incorporating
newly developed NBM phosphor, which greatly increased the luminous
sensitivity of cathode-ray tubes, this TV offered unparalleled picture clarity
ultimately resulting in this product becoming a major hit.
Personal TV KV-1375
1980
Advent of the “Profile” series, model KX-27HF1. A monitor with versatile AV
output (including video and teletext) was marketed as a single unit. This TV
was developed based on a new modular concept, incorporating a TV tuner,
stereo amplifier and other components.
11
1986
“Profile Pro” KX-21HV1model color monitor featuring 560 lines of horizontal
resolution and abundant input/output terminals. This model earned the support
of those searching for ever-higher television and video picture quality.
1990
Consumer use 36-inch KW-3600HD model “HD Trinitron” HDTV-compatible
color TV.
36-inch KW-3600HD Trinitron
1991
“Kirara Basso” KV-29ST1 series of color TVs, featuring the “Super Trinitron”
cathode-ray tube.
Kirara Basso” KV-29ST1
12
1997
A new KW-32HDF9 WEGA series HDTV incorporating an FD Trinitron tube
and offering highly advanced picture reproduction.
KW-32HDF9 WEGA
2000
First-generation Air board. The wireless IDT-LF1 enabled users to view
television programming via TV transmissions (radio waves) “bounced” from
the base station.
wireless IDT-LF1 AirBoard
13
2002
First-generation liquid crystal WEGA KLV-17HR1 . This model was based on
WEGA signal processing technology, enabling this TV to convert and
reproduce NTSC signals while retaining advanced picture quality
Liquid crystal WEGA KLV-17HR1
Sony used the LCD WEGA name for its LCD TVs until summer 2005. The
company then introduced the BRAVIA name. BRAVIA is an in house brand
owned by Sony which produces high-definition LCD televisions, projection
TVs and front projectors, home cinemas and the BRAVIA home theatre range.
All Sony high-definition flat-panel LCD televisions in North America have
carried the logo for BRAVIA since 2005.
2005
First model in the new BRAVIA series is KDL-46X1000 which is of
widescreen LCD TVs. X-series models (shown) feature "Live Color Creation,"
utilizing a special backlight system to achieve an incredibly wide color gamut
for deeper colors and full HD resolution panels for crisp, detailed images.
Sony Bravia KDL-46X1000
14
2006
Features Sony SXRD technology to reveal the true cinematic beauty of images.
A-series rear projection TVs KDS-50A2500 unleash the power and impact of
cinema, producing a smooth, cinematic-like visual texture and rich colors.
Released September 2005 in the US.
Sony SXRD technology series rear projection TVs KDS-50A2500
2007
World's first organic light emitting diode (OLED) TV. The 11-inch XEL-1
OLED TV offers a ground-breaking new design and astonishing slimness
(measuring approximately 3mm). Features Sony's independently-developed
OLED panel which realizes advantages such as high contrast, high peak
brightness, color reproduction and rapid response time, all of which combine to
deliver unparalleled image quality.
15
11-inch XEL-1 OLED TV
2008
Featuring the industry's highest level of energy efficiency for a 32-inch digital
KDL-32JE1 LCD TV. By enhancing the efficiency of backlight emission and
optical film light transmission, Sony achieved industry-leading performance in
energy efficiency (exceeding Japanese energy conservation standards by 232%),
annual power consumption (at 86 kilowatt-hours/year) and momentary power
consumption (89W)
32-inch digital KDL-32JE1 LCD TV
16
2009
This ultra-thin BRAVIA KDL-ZX5 LCD HDTV features an advanced edge-lit
LED backlight.
Ultra-thin BRAVIA KDL-ZX5 LCD
2010
NSX-46GT1 World's first HDTV powered by Google TV.
KDL-LX900 Series 3D BRAVIA with Full HDTV.
17
KDL-HX80R Series BRAVIA LED HDTV with 3D, HDD and Blu-ray
recorder.
2011
The HX920 Series ‘Bravia’ Internet TVs equipped with ‘X-Reality PRO’
functionality to offer consumers a new style of viewing entertainment.
Bravia Internet TVs equipped with ‘X-Reality PRO’
In December 2011, Sony agreed to sell all stake in an LCD joint venture with
Samsung Electronics for about $940 million. On 28 March 2012, Sony
Corporation and Sharp Corporation announced that they have agreed to further
amend the joint venture agreement originally executed by the parties in July
2009, as amended in April 2011, for the establishment and operation of Sharp
Display Products Corporation ("SDP"), a joint venture to produce and sell large-
sized LCD panels and modules.
Sony is the third-largest maker of televisions in the world. As of 2012, Sony's
television business has been unprofitable for eight years.
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2013 X-Reality Pro
Introducing a picture so lifelike, it's like looking through a window. Images
appear with natural color transitions and each scene in everything you watch
shows crisp, clear detail. HD movies, sports, even YouTube™ clips and home
movies burst off the screen with astonishing detail and color. Sony's X-
Reality™ PRO picture engine draws on its extensive reality database to display
more color, clarity and detail in every image. With Sony's most advanced image
processing engine to date, you can now enjoy remarkably clean, vivid and
lifelike images whether you're watching dazzling 1080p Blu-ray Disc™ movies
or low resolution web video. Sony's phenomenal X-Reality™ PRO Engine
analyses each scene pixel-by-pixel and uses sophisticated pattern matching to
optimise the picture, ensuring you always get the best images possible.
Sony LED with X-Reality Engine
2014 Wedge Shape HDTVs
The flagship W950B and W840B models have both received what Sony calls an
"innovative structural design with a new, iconic Wedge form factor." Basically,
these new sets with tapered triangular sides will be able to incorporate bigger
speakers and a lower centre of gravity, allowing for a smaller, less cumbersome
pedestal. These new models are designed to complement Sony's high-end 4K
Ultra HD TV models, "to give consumers choices in viewing options."
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Sony Bravia Wedge TV
20
2014 Sony Triluminos Display technology
Unique to Sony, the TRILUMINOS™ Display technology expands the range of
colors enriching your viewing with a wider palette of rich and natural colors.
Compared with ordinary TV displays, reds are more vivid and life-like, hard-to-
reproduce greens and blues look more natural. The new backlit brilliance of X-
tended Dynamic Range lets you experience new expression of light that shines
under the graduation for more detail, more color, and a realism that's unique to
the new BRAVIA series
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2014 Sony Bravia KDL55W955 LED HD 1080p 3D Smart 55 inch Wedge TV
The Sony W95 TV is a perfect blend of picture, sound and design. With a Full
HD screen and advanced Dynamic Range technology, this television will bring
your TV programmes, films and games to life like never before. The innovative
wedge shape isn’t just for show - not only does it save on space, it also
enhances the W95’s sound output thanks to the placement of a unique long duct
speaker.
This TV is Smart too, so you can connect to a world of online entertainment.
Browse the internet, watch YouTube, enjoy catch up TV and play games all
from the comfort of your armchair.
Superior picture quality
1080p with higher peaks and deeper blacks. X-tended Dynamic Range means
the screen of the W95 is twice as bright as a conventional LED TV. The
Triluminos display also makes for a wider, more realistic range of colours in
everything you watch.
Wedge design
Sony’s daring wedge design allows for a low centre of gravity perfect for
smaller, space-saving stands. The wider base has provided room for a powerful,
integrated long duct speaker as well.
Sony Bravia KDL55W955 LED HD 1080p 3D Smart 55 inch Wedge TV
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2014 The Ultimate Standard in 4K Ultra HD
There are 4K Ultra HD TVs, and then there is Sony’s flagship 4K Ultra HD TV
with four times the clarity of HD, more brilliant expanded color and up to 3x the
brightness range of standard LED HDTVs. Breathtaking detail is depicted with
pinpoint accuracy for the most natural images. The TRILUMINOS display
produces the widest color spectrum we've ever offered in a TV. But what really
sets this TV apart is Sony’s exclusive X-tended Dynamic Range PRO full array
local dimming technology for up to 3x the brightness range. The range of peak
brightness to the deepest of blacks is unlike any contrast Sony has ever offered
in a TV. It's quite simply the most immersive, highest resolution TV experience
possible.
84.6 inches (diag) X950B Flagship 4K Ultra HD TV
23
Resolution Quality Difference between FHD v/s 4k UHD
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Chapter 5 Our Vision and Mission
Sony is striving to achieve a zero environmental footprint throughout the entire
product life cycle.
The ultimate goal of "Road to Zero" inspires our imagination, innovative
technology and also your curiosity.
Our unique environmental initiatives are expanding around the world as we
continue down the Road to Zero.
We live in an age where customers consider environmental factors in their
purchase decisions, and Sony's environmental initiatives remain one of our most
important tasks. "More with Less" is a phrase that captures Sony's commitment
to the environment, delivering products that offer "More" value and
entertainment with "Less" environmental impact.
Sony is committed not only to offering products, services and content that
deliver exciting user experiences by inspiring and fulfilling the curiosity of our
customers around the world, but also, through our "Road to Zero"
environmental plan, to working towards our goal of a zero environmental
footprint throughout our business activities.
Our Mission
At Sony, our mission is to be a company that inspires and fulfills your curiosity.
Our unlimited passion for technology, content and services, and relentless
pursuit of innovation, drives us to deliver ground-breaking new excitement and
entertainment in ways that only Sony can. Creating unique new cultures and
experiences.
Everything we do, is to move you emotionally.
25
Chapter 6 SWOT Analysis
There are many ways of analysing a business. Perhaps one of the best ways to
do this is by creating a SWOT – that is, Strengths, Weaknesses, Opportunities,
and Threats -- analysis. This sheds light on the good and bad points of a
business in terms of its strengths and weaknesses, which are mostly internal in
nature; as well as opportunities and threats, which are external in nature.
Here is a SWOT analysis of Sony Corporation (NYSE: SNE ) , which once was
the undisputed leader in the consumer electronics space. Let's take a brief look
at the results for Sony.
Strengths
Sony has built a brand. This is highlighted by the fact that the company
was tagged in a 2011 survey as Asia's most valued brand.
The company is synonymous with technological excellence and has a rich
heritage of technological expertise. Besides creating the Trinitron Color
television, VCR, and Walkman, the company helped develop the
magnetic recording tape, the compact disc, and the Blu-Ray disc, used
today as a medium for high-definition video playback. Its latest
innovation, a Crystal LED television, was well received at the Consumer
Electronics Show in Las Vegas.
Out of all its products at present, Sony's success with the Playstation is
most noteworthy -- it has been successful since inception, and still sees
tremendous consumer demand.
A strong foothold in the entertainment industry with Sony Music and
Sony Pictures has been beneficial to the company by offsetting losses in
its consumer-products division.
Weaknesses
The high cost of media production, especially in its television business,
has affected the company's pricing strategy. Its television business has
lost an equivalent of $6.3 billion for eight years in a row. It's also losing
market share to manufacturers, such as LG and Samsung.
While diversifying into too many business segments, the consumer
electronics giant has shifted its focus from its core competency -- making
26
great consumer-electronic products. This has resulted in a distortion in
Sony's brand. Apple, which is also in the consumer electronics space, has
managed to focus on just a few products, build competency, and make
them incredibly successful.
Opportunities
The company can take advantage of its movie and music business along
with its experience in the gaming space to deliver value-added content
to support and integrate its product line. It has talked about doing this
with a four-screen strategy, which looks like a good concept.
The company lately bought off its entire Sony Ericson joint venture. This
should give Sony the opportunity to act independently and innovate in
the booming smartphone and tablet market.
The company has the opportunity to enter the healthcare-imaging
sector in a significant way through a possible acquisition of a 30% stake
in Olympus.
Threats
Sony faces price competition from competitors such as Samsung and LG,
who are gaining traction with lower-cost products such as televisions
and mobile devices.
If rumors are to be believed, Apple can give a tough time to Sony by
introducing its own version of the television, Apple TV. Moreover, Apple
is seeing a significant appreciation in its brand value compared to Sony
on a global basis, according to Interbrand's Rankings.
Sony's online network faces threats from hackers. The company's
Playstation network was hacked, resulting in leakage of customer
information, such as credit-card data.
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Chapter 7 Conclusion
Sony has many positive points to its credit but it seems to have lost its magic
charm in the past few years. If the company uses its innate strengths and
opportunities judiciously, it should have the potential to revive its past glory.
Sony benefits from the flexibility to enter into key join ventures and execute
key corporate acquisitions. For example, established a joint venture project
with Sharp to produce and sell large-sized LCD panels and modules. Another
example includes its alliance with Taiwan’s Hon Hai Precision Industry for the
production of LCD TVs. Among recent acquisitions are the purchase of a TFT
liquid crystal display (LCD) business from Epson Imaging Devices and
Convergent Media Systems, which makes video integration solutions for the
enterprise market.
28
Chapter 8 Bibliography
http://en.wikipedia.org/wiki/Sony
http://www.sony.net/
http://www.sony.co.in/productcategory/bravia-lcd-tv
http://www.sony.net/SonyInfo/CorporateInfo/