Competitive AnalysisSonyFinancial Site and HistoryRevenue Growth Same as Industry AverageProbability of Entry or RetaliationThe first consumer digital cameras were the Apple QuickTake 100 (February 17, 1994) and the Kodak DC40 (March 28, 1995) ). Sony entered the imaging market with its first digital camera, the CyberShot Digital Still Camera in 1996. In April 2001, Kodak announced its first digital photo printer. In August 2001, Sony announced its first digital photo printer (it was smaller and lighter than Kodak's). Sony operates in a different industry than Kodak. Sony belongs to the audio/video equipment sector, while Eastman Kodak is in the photography sector. Sony, however, makes photography gear. Based on the history of the two companies, Kodak will likely continue to have a broader selection of electronic photography products, but Sony will continue to develop similar products, often "enhanced" versions of original Kodak products.http://inventors.about.com /library/inventors/bldigitalcamera.htm by Mary Bellis http://www.dpreview.com/news/0108/01082107sonydppmp1.asp http://www.dpreview.com/news/0104/01042301kodakcamerasys.aspManagement ProfileNobuyuki Idei - President and Group CEO Strong experience in international marketing Degree in Politics and Economics Leading Sony into the digital age and developing Sony's brand image Kunitake Ando – President Engineered Sony's re-entry into the personal computer market (VAIO) University of Tokyo School of Economics Worked on A/V Products and Founded Sony Prudential Live Insurance Howard Stringer – President and CEO of Sony Corporation of America Oversees Sony Pictures Entertainment (parent of Columbia Picutres), Sony Pictures TV, Sony Pictures Digital and Sony Electronics, Inc. Worked for 30 years as a journalist, producer and executive at CBSPresident of CBSWorks in entertainment http://www.sony.com/SCA/senior_mgmnt.shtmlStrategic Capabilities AssessmentScenario AnalysisCompetitive Intelligence ComponentsFuture Goals and Current Strategy"Program 60" transformationUnder structural reformCutting fixed costs by reducing 9000 jobsReducing production/distribution/service points by 10%Reducing the number of suppliers and building strategic partnershipsReducing the number of partsRationalizing non-production costsContinue to strengthen the convergence strategy electronics Converge technology and resources in home and mobile electronics - customers can use them interchangeably Invest in semiconductors and key devices for differentiation and added value CMOS and CCD image sensor to achieve higher resolution/image quality ** truly focus on the convergence of technology and resources and focus on adding value and differentiationStrengthen demand and supply chain managementhttp://www.sony.net/SonyInfo/IR/info/presen /mr_keiho/20040519/qfhh7c000000c5t2-att/sony2004strategy .pdfSony is investing $60 billion in 2005 and 2006 to build new manufacturing areas that will focus on semiconductors that improve imaging. Sony and Samsung have entered into a cross-licensing agreement that will allow mutual use of the companies' patent portfolios. http://www.sony.net/SonyInfo/News/Press/200412/04-1214E/ Sony plans to consolidate various business segments to accelerate and commercialize the development of next-generation devices and entertainment. Assumptions Based on Sony's current and future strategies, Sony assumes that customers will perceive added value when A.
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