Company Background

Sonys started its first step in Japan in year 1946 with the hard work of two bright and enterprising young men. In the year 1950, this company launches the first product which is the magnetic tape recorder and this was the first type of this product launched in Japan. At first it was only known as Sony Company but in year 1958, it formally known as the Sony Corporation Company.

Selected Product
Sony Vaio F215FX:

Product Specification:
Microsoft Windows 7 Home Premium 64-bit Edition NVIDIA GeForce GT540M-1 GB 2nd Gen Core i7, Intel i7-2630QM/2GHz 8GB RAM Battery life 3 hours Dimensions: 16 inches

Sales Volume
In fiscal year 2010, Sony's market share increased across all regions, supported by the heightened appeal of VAIO PCs, sales of which amounted to 39415381 units, a year-on-year increase of 1.9 million units.

Design
Sony VAIO is fairly big, measuring 1.79 by 15.69 by 10.69 inches (HWD) island-style keyboard 3D display technology one USB 2.0 and two USB 3.0 ports, VGA and HDMI outputs

Resources
EXISTING FACILITY FACILITY SIZE (square feet) MAN POWER Tokyo, Japan Toronto, Canada San Francisco, USA New York, USA Chicago, Illinois, USA Buenos Aires, Argentina 5,100,000 2,100,000 500,000 1,300,000 800,000 900,000 1,900,000 600,000

167,900
100,000 1,600 2,100 900 1,200 14,000 1,700

Sao Paolo, Brazil Central Panama, Panama

Jaipur, Rajasthan, India

550,000
127,500 1,093,400 130,000 1,200,000 90,000 990,000 1,890,000 590,000 558,000 1,000,000 565,000

1,100
600 1,100 750 2,050 450 1,250 14,100 1,160 1,550 1,050 1,050

Bangalore, India Pune, India Kuala Lumpur, Malaysia

London, UK Manchester, UK Berlin, Germany Istanbul, Turkey Melbourne, Australia New Zealand, Australia

Dubai, UAE Accra, Ghana

Management Strategy
One strategy that Sony implement to boost its core competence is miniaturization . To bring miniaturization to its product, Sony must ensure that technologists, engineers, and marketers have a shared understanding of customer needs and of technological possibilities in order to become more customer-orientated with the aim to increase competitive advantage, as well as create more value added activities. Sony also implement a related diversification strategy which involves adding businesses whose value chains possess competitively valuable strategic fits with the value chain of the companys present business. Related diversification among the different businesses provides Sony with sharper focus for managing diversification and is a useful degree of strategic unity across the companys various business activities. It is the combination of resources that delivers competitive advantage, because such a combination takes years to develop and is therefore difficult for others to copy. Besides, in order to regain Sonys competitive advantages, they appoint the first foreign chairman, Howard Stringer to head the company with the aim to secure Sonys main ground and hope that an outsider will assist Sony to think outside the box. As Hamel & Prahalad (1994) suggest, intellectual leadership are essential to develop industry foresight, anticipating which trends are likely to emerge, so it is important to build Sonys new core competence to shape the industry.

Marketing strategy
Sony Company has many strategies to market their product which as follow: Promotion Strategy Pull strategy Push strategy Sale promotion Personal selling Advertising VAIO CS on Magazine

SOCIAL CONCERNS
Social factors include the demographic and the behavioral aspects in an economy. Here, the word social factors are all about people. It consists of population growth rate, age distribution and cultural aspects. As Vaio laptop is also targeted for business people, economys working age group and their income level also should be taken into consideration.

SAFETY AND HEALTH CONCERNS

Occupational Health & Safety: Sony strives to adopt sound labor and employment practices and to maintain a healthy, safe and productive work environment. Safety Policy and Management System: In 1998, Sony enacted a Global Policy on Occupational Health and Safety (OH&S), which serves as a group standard and reflects Sony's commitment to the health and safety of its employees. The policy not only requires compliance with countries' and regions' laws concerning OH&S, but also sets out additional activities to be undertaken through its health and safety management structure