Sony Corporation

Paper Summary:

The recorded music industry is in a state of flux. Thanks to technology, new opportunities have been made available, however, new challenges have emerged as well. The most significant concern is piracy, especially with peer-to-peer file sharing over the Internet. Sony Corporation's business unit, Sony BMG, is a new merger of Sony Music Entertainment and Bertelsmann AG. This paper discusses how the merger occurred as an effort to take advantage of economies of scale and ward off against declining sales and profitability the industry is faced with. The mega music organization is positioned at #2 in the industry. The writer examines how, by applying a strategy of utilizing the Internet as a channel of distribution and as a marketing tool, Sony BMG can ward against the piracy that is plaguing the industry. It points out that by offering inexpensive music downloads, it provides a win-win solution for both Sony BMG and their customers. Customers will get quality music, increased flexibility, and increased convenience from the service, while Sony BMG will see increased revenues and increased profitability due to reduced costs of distribution.
Executive Summary
Overview of Sony
Sony's Current Strategy
Financial Overview
Mission Statement
External Analysis
Industry Overview
Porter's Five Forces
Threats
Opportunities
Internal Analysis
Strengths
Weaknesses
Value Chain Analysis
Sony BMG Management
Strategies for Sony BMG
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References

From the Paper:

"In 1955, the company manufactured their first transistor radios, and shortly thereafter they developed their first trademarked product, a pocket-sized radio. In 1958, the company changed its name to Sony, derived from the Latin word 'sonus' for 'sound' and 'sonny' for 'little man'. The company continued to flourish, bringing transistor TVs first to market in 1959, and solid state videotape recorders in 1961. For twenty years, Sony's history was punctuated by both successes and failures, such as the Beta video recorder and their Sony Walkman ("History")."

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