This PPT gives basic idea about market of consumer durables in India. It provides information about performance of Sony enterprise in Market.

1. Guided by Pro. Dr.Sanjay Bhayani.
An Industrial Analysis
Report of
Sony Enterprise

3.  Consumer durables are a category of consumer products that do not
have to be purchased frequently because they are made to last for an
extended period of time (typically more than three years). They are also
called durable goods or durables.
 Consumer goods are often divided into two categories: durables and
non-durables. Durables have an extended product life. Since they're
made to last.
Examples of nondurable goods include fast moving consumer goods such
as cosmetics and cleaning products, food, fuel, beer, cigarettes,
medication, office supplies, clothing and footwear etc.
While durable goods can usually be rented as well as bought, nondurable
goods generally are not rented. While buying durable goods comes under
the category of Investment demand of Goods, buying Non-Durables
comes under the category of Consumption demand of Goods.
Introduction

4. Brands in India

6. Sony Corporation Company
Background
Native Name ソニー株式会社(Sony Corporation)
Type Public
Traded as TYO: 6758
NYSE: SNE
Industry Conglomerate
Founded 7 May 1946(as Tokyo Tsushin Kogyo)
1955(as Sony)
Founders Masaru Ibuka
Akio Morita

7. Head Quarters Minato, Tokyo, Japan
Area Served World wide
Key People Osamu Nagayama (Chairman of the Board)
Kazuo Hirai (President & CEO)
Products Consumer electronics
Semiconductors
Video games
Media/Entertainment
Computer hardware
Telecom equipment
Services Financial services, insurance, banking,
credit finance and advertising agency

8. Sony found its beginning in the wake of World War II. In 1946, Masaru
Ibuka started an electronics shop in a bomb-damaged department store building
in Tokyo. The company had $530 in capital and a total of eight employees.
The next year, he was joined by his colleague, Akio Morita, and they founded a
company called Tokyo Tsushin Kogyo(Tokyo Telecommunications Engineering
Corporation). The company built Japan's first tape recorder, called the Type-G. In
1955 the company name was changed to Sony.
In the early 1950s, Ibuka traveled in the United States and heard about Bell Labs'
invention of the transistor. He convinced Bell to license the transistor technology
to his Japanese company, for use in communications. Ibuka's company made the
first commercially successful transistor radios. According to Schiffer, Sony's TR-
63 radio "cracked open the U.S. market and launched the new industry of
consumer microelectronics."
History

9. The company name of sony was created by combining two words of “sonus” and
“sony”. The word “sonus” in Latin represents word like sound and sonic. The
other word “sony” means little son Used in Combination, sony is supposed to
represents a very small group of young people who have the energy and passion
toward unlimited creation and innovative ideas.
Sony co-founder Akio Morita founded Sony Corporation of America in 1960.
Moreover, Sony played a major role in the development of Japan as a powerful
exporter during the 1960s, 70s, and 80s.
Sony introduced a slogan known as "make.believe" in 2009.

10. Sony today
158,500 employees
Wide product range Strong brand image
64 billion $ annual
sales

11. When the company was founded in 1946, Mr. Ibuka created the Founding
Prospectus, a document outlining the mission and values that he wanted his
company to adopt. The first section was the “Purpose of Incorporation”, which
was broken down into the following eight points:
a) To establish of an ideal factory that stresses a spirit of freedom and open-
mindedness, and where engineers with sincere motivation can exercise their
technological skills to the highest level;
b) To reconstruct Japan and to elevate the nation's culture through dynamic
technological and manufacturing activities;
c) To promptly apply highly advanced technologies which were developed in
various sectors during the war to common households;
d) To rapidly commercialize superior technological findings in universities and
research institutions that are worthy of application in common households
Vision, Mission and Values

12. e) To bring radio communications and similar devices into common
households and to promote the use of home electric appliances;
f) To actively participate in the reconstruction of war-damaged
communications network by providing needed technology;
g) To produce high-quality radios and to provide radio services that
are appropriate for the coming new era;
h) To promote the education of science among the general public.

13. Product
Range
TV & Audio Equipment
Financial Services
Computer  Game Consoles
Movie & Video Equipment
Mobile Phones & Music

14. Financial Data of Sony Corporation FY12

15. Strengthening core businesses (Digital Imaging,
Game, Mobile)
Turning around the television business
Expanding business in emerging markets
Creating new businesses and accelerating
innovation
Realigning the business portfolio and
optimizing resources
Strategy of Sony Corporation

16. Defining business objectives
Building a new management structure
Accelerating decision-making and execution
Management strategies for
revitalising the Electronic
Business

18. Shares of consumer durables
market in India(FY12)
Rural
35%
Urban
65%
Urban markets account for the major share
(65 per cent) of total revenues in the
consumer durables sector in India .
Demand in urban markets is likely to increase
for non-essential products such as LED TVs,
laptops, split ACs and, beauty and wellness
products
In rural markets, durables like refrigerators as
well as consumer electronic goods are likely
to witness growing demand in the coming
years

19. Revenue of consumer durables in
India(USD Billion)
FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12
2.9 3.2 3.5 3.8 4.2
4.7
5.2
6.3
7.3
CAGR:12.2%

20. Market share of different products
of consumer durables Market
30%
18%
13%
5%
34%
Television
Refrigerator
Air-Conditioner
Washing Machines
Others

21. 3%
20%
23%
20%
18%
16%
Others
Samsung
LG
Whirlpool
Godrej
Videocon
Market share of Major Players in
Refrigerator market

22. Market share of major players in
mobile phone market
33%
19%11%
6%
6%
25%
Samsung
Micromax
Karbon
Sony
Nokia
Others

23. Market share of major players in
Television market
20%
20%
21%
13%
9%
17%
Samsung
LG
Sony
Videocon
Panasonic
Others

24. Market share of major players in
Air-condition market
26%
21%
19%
10%
24%
LG
Samsung
Voltas
Hitachi
Others

25. Sales of Sony’s different products
worldwide

27.  Surveyed as Asia's most valued brand in 2011.
Synonymous with technological excellence and having rich
heritage of technological expertise. For example Trinitron
Colour television, VCR, and Walkman.
Company helped develop the magnetic recording tape, the
compact disc, and the Blu-Ray disc, used today as a medium
for high-definition video playback. Its latest
innovation, a Crystal LED television, was well received at the
Consumer Electronics Show in Las Vegas.
Out of all its products at present, Sony's success with the
PlayStation is most noteworthy -- it has been successful since
inception, and still sees tremendous consumer demand.
A strong foothold in the entertainment industry with Sony
Music and Sony Pictures.
Strength

28. The high cost of media production, especially in its
television business, has affected the company's pricing
strategy. Its television business has lost an equivalent of
$6.3 billion for eight years in a row. It's also losing
market share to manufacturers, such as LG and
Samsung.
While diversifying into too many business segments, the
consumer electronics giant has shifted its focus from its
core competency -- making great consumer-electronic
products.
This has resulted in a distortion in Sony's
brand. Apple, which is also in the consumer electronics
space, has managed to focus on just a few
products, build competency, and make them incredibly
successful.
Weaknesses

29. The company can take advantage of its movie and
music business along with its experience in the gaming
space to deliver value-added content to support and
integrate its product line. It has talked about doing this
with a four-screen strategy, which looks like a good
concept.
The company lately bought off its entire Sony Ericson
joint venture. This should give Sony the opportunity to
act independently and innovate in the booming
smartphone and tablet market.
The company has the opportunity to enter the
healthcare-imaging sector in a significant way through
a possible acquisition of a 30% stake in Olympus.
Opportunities

30. Sony faces price competition from competitors such as
Samsung and LG, who are gaining traction with lower-
cost products such as televisions and mobile devices.
If rumours are to be believed, Apple can give a tough
time to Sony by introducing its own version of the
television, Apple TV.
Sony's online network faces threats from hackers. The
company's PlayStation network was hacked, resulting
in leakage of customer information, such as credit-card
data
Threats

31. PORTER’S FIVE
FORCES ANALYSIS OF SONY

32. Product Differentiation
Capital Requirements
Switching Costs
Technology, Know-how and Innovation
Government Policy
Threat of New Entrants (Low)
Barriers
to Entry

33. Big global supply chain
management
(Suppliers are not concentrated)
 Suppliers are forced to cut their
prices or go out of business
 Direct negotiation with suppliers
in order to encourage:
Reliable supply
Faster delivery
Lower prices
 Many OEMs start to produce
their own components in-house
Bargaining Power of Suppliers (Low)
Suppliers exert power in
the industry by:
* Threatening to raise
prices or to reduce quality
Powerful suppliers can
squeeze industry
profitability if firms are
unable to recover cost
increases

34. Products are fairly
undifferentiated
 Buyers face few switching
costs
 Online shopping has
increased the bargaining power
of buyers
 Buyers are price sensitive and
demand high quality
Bargaining Power of Buyers
(Rather High)
Buyers compete with the
supplying industry by:
* Bargaining down prices
* Forcing higher quality

35. There are few substitutes from other
industries, if any.
 Most of them seem to be obsolete or
have one foot out of door.
For example:
 Digital Camera in the place of Film
Camera
Fax machines in place of overnight mail
delivery
Threat of Substitute Products (Low)
Products with
similar function
limit the prices
firms can charge

36. B
C
G
M
a
t
r
i
x
LED TV
DVD Player
Play Station
Digital
Camera
Semi-
Conductor
Music Player
CRT TV
VAIO
Sony-Ericsson
CD Player
WalkMan