Report on Sony Corporations

Report on Sony Corporations

Report on Sony Corporation aims and objectives and how they relate a

promotional campaign to achieve these aims and objectives and relate

the promotion of a particular campaign to the marketing mix.

1.0 Intro

2.0 Findings

2.1 History

2.2 Aims and Objectives

2.3 Promotional Campaigns

3.0 Conclusion

Bibliography

2.1 History of Sony Corporation

Masaru Ibuka, an engineer, and Akio Morita, a physicist, founded Sony

as Tokyo Tsuchin Kogyo in 1946. The company began to take off in 1954,

when it obtained a license to produce transistors. The transistor had

been invented in the US, but it had not been applied to radios, which

were valve driven appliances. Sony made Japan's first transistor in

1954, and the first all-transistor radio. In 1955, the company listed

stock on the Tokyo OTC market, and in 1958, changed its name to Sony

Corporation. Later that year, the company was listed on the Tokyo

Stock Exchange.

Originally called Tokyo Tsushin Kogyo (Tokyo Telecommunications

Engineering Company), Sony’s roots go back over half a century to 1946

when it was founded by Masaru Ibuka and Akio Morita

Ibuka and Morita realised that they needed a global brand which

crossed cultural and language borders in order to expand the business

in the US and later Europe. TTK was already being used by another

company so a new name, Sony, was taken up by them. The name Sony

derives from the Latin word sonus meaning sound and the English word

sonny-boy - a term used by the Americans in the 1950's to denote a

bright youngster.

Although the name of the company was not officially changed to Sony

Corporation until 1958, the first Sony branded product was the TR-55

transistor radio which went on sale in 1955. This was shortly followed

by Sony’s world first "pocketable" transistor radio. Sony’s UK history

began in 1968 when Sony United Kingdom was founded in London. Six

years later Sony became the first major Japanese company to open a