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SONY CORPORATION
Japanese multinational conglomerate corporation

headquartered in Knan Minato, Tokyo. Its diversified business is primarily focused on the electronics, game, entertainment and financial services sectors. The company is one of the leading manufacturers of electronic products for the consumer and professional markets. Sony is ranked 87th on the 2012 list of Fortune Global 500..

PRODUCTS
PlayStation

Pocket Station
PlayStation 2 PSX PlayStation 3 PlayStation 4 PlayStation Move PlayStation Portable Z PlayStation Vit PlayStation Portable Go

SONY COMPUTER ENTERTAINMENT

Video game company specializing in a variety of areas in the video game industry. The company was established on November 16, 1993 in Tokyo, Japan, prior to the launch of the original PlayStation video game system. Sony Computer Entertainment handles the r&d, production, and sales of both hardware and software for the PlayStation line of handheld and home console video game systems. It is also a developer and publisher of video game titles and is composed of several subsidiaries covering the company's biggest markets: North America, Europe and Asia.

CASE STUDY
Since 1993 in the gaming industries. Atari, sega & nintendo to begin and later nintendo & microsoft. Sonys playstation by 2005 had more than 60% of console market with sales of 90 million units. Microsofts Xbox had 22 million units.

Nintendos Gamecube, 19 million units.

 Sony has strong market position (brand loyalty & distributor tie-in for example). Did right in the past, look beyond if it has the resources to be equally successful in the future. All three competitors (Microsoft, Nintendo & Sony) had new version of their consoles out in 2006.

Nintendo- Cheaper machine, less sophisticated graphics but innovative way of interacting with the user ($250).
Microsoft- Full network connectivity but without an expensive HD disc ($400). Sony- Highly sophisticated graphics functionality & additional features but more expensive ($499-$599)

Comparative Study

Microsoft and Sony both have a huge setup and are involved in various markets Eg: Mobiles, software's, consumer durables etc. Whereas Nintendo is restricted more or less to gaming.

Physical Assets
In physical assets, one cannot ignore that Sony is involved in electronics, entertainment, and insurance and financing. Consider its broad contribution to digital cameras and camcorders, computers and peripherals, handhelds and PDAs, televisions, portable audio, home audio and video, games, movies and DVDs, musical artists, live and recorded music, and it myriad of online and offline services.

Intellectual Assets
Many of Sonys products are designed under the license of patents and other intellectual property rights owned by third parties. Based upon past experience and industry practice, Sony believes that it will be able to obtain or renew licenses relating to various intellectual properties useful in its business that it needs in the future; however, such licenses may not be available at all or on acceptable terms, and Sony may need to redesign or discontinue marketing or selling such products as a result.

Reputational
Since early days, few companies have equaled Sony's reputation for invention, imagination and reliability. Over the years, there have been many groundbreaking innovations.

Human
Worksmart culture means that every one of our employees has the chance to make a real difference to our business. Sony culture emphasizes "a spirit of freedom and open-mindedness," and a fighting spirit to innovate. Founder Masaru Ibuka crafted this vision in Sony's Founding Prospectus, and the philosophy is embedded in our company DNA, embodied in our employees, and seen throughout our history.

Human
So far, Sony is able to provide comprehensive training programmes worldwide to train its employees to equip them with superior knowledge and skills. In addition, the company provide curriculums that are tailored to local needs for engineers and managers. Sony also possesses the ability to identify high calibre managers to take over top management positions so that the company would continue to be well managed and the innovation culture proliferated. The past and present CEOs all possessed the necessary psyche and managerial capabilities to infuse innovation and creativity.

Value
Sony Corporation is considered one of the worlds most successful companies, operating in the electronics, games, music, films and financial services industry . Sony is known for creating products that stimulate the senses and refresh the spirit . Effectively managing a combination of its resources, capabilities and core competencies, has allowed Sony to create a strong sustainable competitive advantage.

Rarity
Sony was first in many areas such as the Trinitron, the Walkman, the Betamax, the Camcorder, the Compact Disc, the MiniDisc, the PlayStation (PS) and the robot dog Aibo. Some of these Sonys technological creations have created new markets of their own. Sony also patents its revolutionary innovations that include the trademark Walkman and video tape beta video format

Rarity..
Technologically, Sony is more advanced in producing consumer-electronics products than its competitors. For instance, its PS2 offers a substantial jump in performance and versatility, with new features like Emotion Energy and Graphics Synthesizer making possible more complex effects such as facial expressions and clothes fluttering in the wind. Sony also set industry standards for TV design and picture quality. In short, Sonys strength is also about the ability to leverage on technologies well and ahead of its competitors to create innovative and high quality products for its customers so as to increase sales and revenues

Non Imitable
The ability to continuously innovate and come up wi th revolutionary innovations that boost sales and helps widen profit margins shows that Sony possesses substantial quality innovation resources (including scientific capabilities) that are hard to imitate and valuable.

Organizational
With continuing growth and success, Sony adopted the strategic business unit(SBU) form of the multidivisional structure to implement its related linked diversification strategy. Sonys corporate-level strategy the SBU form consists of 3levels comprises the corporate headquarters, strategic business units and SBU divisions. Sony is broadly divided into 6 SBUs (electronics, game, music, pictures, finance services and communication network), each further divided into smaller business units, and commonly named as divisions. The divisions within each SBU are related in terms of shared products or markets or both, but the divisions of each SBU have little in common with the divisions of the other SBUs. Atypically, Sonys headquarters exercises financial and strategic controls over its SBU.

References
http://www.sony.lv http://gamerinvestments.com http://www.notenoughshaders.com http://www.studymode.com http://sonygroup.wordpress.com

Thank You!!