Sony Adapting to a Changing Society

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During Sony’s press release on February 6, 2014 they broadcasted the Sale of the VAIO PC brand to Japan Industrial Partners Inc. (“JIP”). Sony’s CEO, Kazuo Hirai, also addressed the losses they were experiencing in their television department and what the plans were to turn it around. The TV sector is classified under a broader subunit called the Home Entertainment & Sound (“HE&S”) and the LCD television accounts for most of the HE&S subunit. During “the nine months ended December 31, 2012 and 2013 [the LCD TV produced a loss of] 31,540 million yen and 9,046 million yen, respectively” (Sony Corporation, 2014, p.40). The past two years are not the only time the TV business was operating at a loss it has been in the red for the past 10 years. The past two years are more significant because “Sony promised that its TV business would return to profitability within two years” (Steinberg, 2014). It is clear that some drastic changes need to happen in order for the TV sector to become profitable again. When Sony’s third quarter reports came out showing that they had sustained such a loss they had to address the public and make a change immediately. During Sony’s press release they also announced their plans to revitalize their TV department into two broad categories.
“First, Sony will shift its product mix and focus on increasing the proportion of sales from high-end models” (Sony Corporation, 2014, p.10). They expected this changed to be fully integrated by the end of March 2015. The high end models Sony is talking about is a new innovative type of TV that is classified as 4K. 4K stands for 4 thousand, which is basically the number of horizontal pixels. The average full HD TV today only has 1080 pixels, but they are counted verticall...

... middle of paper ...

... needs to rely on the gaming business to help carry the weight during this time of transition.

Works Cited

Archer, J. (2013, August 12). What is 4K TV Ultra HD? 10 reasons why you should care. Retrieved from http://www.trustedreviews.com/opinions/4k-tv-10-reasons-why-you-should-care
Nusca, A. (2014, March 17). The next step in the evolution of Sony. Fortune,169(4), 59-60.
Porter, M. E. (1980). Competitive strategy: techniques for analyzing industries and competitors. New York: Free Press.
Sony Corporation. (2014). Quarterly Securities Report For the three months ended December 31, 2013. Retrieved from www.sony.net/SonyInfo/IR/library/Sony_Quarterly_Securities_Report _2013Q3.pdf
Steinberg, J. (2014, February 7). Sony Finally Comes To Its Senses. seeking alpha. Retrieved March 30, 2014, from http://seekingalpha.com/article/2005361-sony-finally-comes-to-its-senses

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