TEAM 2: Alex AntounianIsabel MenendezSonia ReadHouachua Vue

COMPANY OVERVIEW:

PRODUCT:

MISSION:

Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organization, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products.

E-reader’s mission: To provide the most natural reading experience.

VISION:

To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services.

SONG:

LOGO:

WHAT IT MEANS TO WIN

Sony is committed to maintaining a leadership position in consumer electronics, broadcast and professional systems and information technology products.

Selling the most e-readers globally Sony will partner up with publishers to provide

customers with a wide variety of electronic books at a cost-effective price

Focus on the e-readers sensitive price and good quality

MEASURE HOW WE’RE WINNING Notoriety of the brand Value of stock/ shares Commercial branding Annual gross revenue

KNOW HOW WE’RE WINNING

Despite economy, organization is still innovative and developing new products.

High competitor in eBook market Dedicated consumers

OPORTUNITIES AND RISKS?

Barriers to overcome?

External Environment:

Economy (Direct) -depending on how much consumers are spending -gas price are increasing

International Conflicts (Indirect) - war (gov’t spends money on the war therefore increasing

other resources) -natural disaster (ie. Tsunami)

Holidays (Direct) -savings for vacation -budgeting

Internal Environment:

Strengths Strong brand name Been in industry for a long time Top of the line technology Diverse Company (Music movies etc) Weaknesses Competitors (Apple) Capabilities R&D Relationships Global

VRINE

PESTEL:Political

The government holds the power to change any policies and regulations which may affect Sony at the time.

The credit crunch and the recession may become reduced, therefore resulting in better trades for Sony Corporation.

Sony must develop ideas on how to stay ahead of competitors.

The laws which can affect Sony Corporation would consist of new international policies.

Internationally the Government may change or increase trading restrictions which would definitely change the way Sony works, because it needs to trade.

Government also has the power to change minimum wage, tax

Economic Factors

Currently the state of our economy is not in a good position

The economic growth has shrunk. Sony must be aware of any trading restrictions the

Government has made. Sony is an international company the exchange

rates can be different to whichever country they trade with. If the exchange rates in different countries have changed, Sony would need to work out what prices their products are being sold at and whether it would be worth it.

Sony is keeping up with the demand in creating new technology with the best quality.

Socio-cultural Factors:

Sony has already gained a lot of reputation because of the quality products and services they provide.

Technology has been improved by a mass majority. Sony must ensure that they stay ahead of technology.

Electronic reading devices are transforming the concept of a book. (Sony e-Reader)

Demands for this types of devices are increasing rapidly. They are convenient and efficient.

Technological Factors

Sony depends on technology so that it may provide efficient productivity of work internationally.

Sony uses upgraded and new technology to increase its productivity level and to stay ahead of its competitors.

We can see how technology has changed every few years.

Simple tasks such as going to a bookstore to pick out a book are decreasing.

Now readers order their books online, use electronic books (e-books) and reading devices which allow readers to download many books into one device.

Technology is growing every day and is a major part of our world.

Environmental Factors:

Society has taken an interest in recycling. - “going green”

Sony is one of the few companies that offer service to properly dispose the vacuum tube televisions that consumers are now replacing with a LCD or Plasma. LCD and Plasma TVs are energy efficient.

Being environmentally friendly is a big deal for the technology industry and Sony has done a great job satisfying the consumers in the “going green” movement.

Sony E reader allows readers to reduce the usage of paper by being able to upload a wide variety of e-books to your device

Legal Factors

New ideas and technologies are being invented, Sony needs to be aware of patents and the patent law Sony has a direct relation with the government in their legal department making sure all of their ideas are safe and secure.

Sony also has to understand different country or state laws because they are not only selling products within the US.

They also need to be aware of the copyright laws when they are dealing with E-Readers.

Five Forces & Complements:

Charting & Value Curve:

eReader Price Screen Size Adj Font Size 3G or Wi-FiBook Capacity and Sources Audio Books

Amazon Kindle Wi-Fi $139 6" 8 Wi-Fi 3500 Amazon Yes

Amazon Kindle $189 6" 8 3G Wi-Fi 1500 Amazon YesAmazon Kindle DX $359 9.7" 6 3G 3500 Amazon YesBarnes & Noble Nook $149 6" 6 Wi-Fi 1500 BN NoBarnes & Noble Nook 3G $149 6" 6 3G Wi-Fi 1500 BN No

Border Kobo $149 6" 5 None 1000 Borders NoSony Reader Touch $169 6" 5 None

350 Reader Store Yes

Sony Reader Daily $249 7.1" 6 3G

2000 Reader Store Yes

Sony Reader Pocket $149 5" 3 None

500 Reader Store No

Apple iPad $499 9.7" Adjusts Wi-Fi1500 Apple

iBooks Yes

Profit Pools:

Balanced Scorecard: