Prepared For:

Course Instructor: Mr. Ismat Hussain

Compiled By:
M Faisal Naeem (1531-303-001)
Nasiha Ali (1531-303-002)
Behram Jawad (1531-204-102)
Sony History
 Beginning

The company name "Sony" was created by combining two words. One is
'sonus' in Latin, which is the root of the words as 'sound' and 'sonic'. The
other is 'sonny' meaning little son. The words were used to show that
“Sony" is a very small group of young people who have the energy and
passion toward unlimited creation.

Founded May 7, 1946 Tokyo Tsushin Kogyo K.K. (Tokyo

Telecommunications Engineering Corporation), also known as Totsuko,
established in Nihonbashi, Tokyo with start-up capital of ¥190,000 for the
research and manufacture of telecommunications and measuring
equipment
 Sony Gulf
Sony Gulf Co, a branch office of Sony International, Singapore, was
established in January 25, 1989, serving an important role to develop the
potential markets in the Middle East and Africa. After closely monitoring
the success of this branch office, Sony Gulf FZE was established in
September, 1992. Sony Gulf FZE is a wholly owned subsidiary of Sony
Corporation, Japan. Sony Gulf FZE, which included the warehousing and
office facilities, is based in the Jebel Ali Freeport Zone, one of the most
successful freeport zones in the world. Being based in the Jebel Ali
Freeport Zone enables Sony Gulf FZE to enjoy a number of benefits, some
of them being, 100% foreign ownership, no corporate taxes for 50 years,
no currency restrictions and excellent support from the Dubai Ports
Authority.
Sony Review
 Internal Sales Records

Sales and operating revenue and operating income

* Year ended March 31

 Internal Sales Records
Cost of sales and selling, general and administrative expenses (SGA)
as percentages of sales

•Year ended March 31

•Excluding the Financial Services segment
 Internal Sales Records
Share of sales and operating revenue by business segment

* Year ended March 31, 2004

* Including intersegment transactions
Sony Set Objectives
 Objectives

Sony will strive to become not just the number one A/V and IT company,
but will explore new possibilities and new opportunities to become the pre-
eminent Broadband Electronics and Entertainment Company.

Sony will avail of various opportunities arising out of the expected

liberalization of trading arrangements among various countries in the
Middle East and Africa region, to create new business models and practises
that improve operational efficiency.
 Tactics

Sony will employ a judicious mix of current business assets such as

business partner's showrooms and service centers with centralized
communication facilities afforded by the internet to achieve a practical and
cost efficient business model. This model will have the flexibility to use
the varying strengths of business partners in the various countries and Sony
Gulf's business resources in a mutually complementary manner, thus
enabling the tailoring of marketing inputs to suit individual market
requirements.

Sony will endeavor to provide an optimal choice of products and avenues

to experience and purchase the same. Sony Gulf will also provide a variety
of means to obtain information and service for the Customer Satisfaction.
Sony Global Hub
Organizational Structure
Implementation
 Focus

Sony will focus on marketing products with personal network capability

and connectivity that not only proposes new lifestyle opportunities for its
customers, but also provides an unending chain of Sony products that
increases brand loyalty and results in a more profitable business for the
company.

Sony will at all times strive to be a responsible corporate citizen of the

various countries in which the company operates and work hard to
maintain the "uniqueness" that is the most valued Sony attribute.

Sony will use the various resources available, to nurture the Sony brand
and strengthen its much admired and respected status among consumers in
the years ahead.