Sony: Transformation 60 & Beyond

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTA018 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 14 Pages
Period : Late 90s to 2005
Organization : Sony
Pub Date : 2005
Teaching Note : Not Available
Countries : Global
Industry : Consumer Electronics


In 2004, Sony faces various concerns. Competition from low cost players such as Samsung and LG Electronics is increasing. In the video gaming market, where its PlayStation is the leader, Sony is facing tough competition from Microsoft and a resurgent Nintendo. Apple seems to be well ahead of Sony in on-line music. In an effort to re-invent itself and accelerate growth, Sony has launched a restructuring effort termed 'Transformation 60' in two phases. In phase one, the basic strategy would be formulated and in phase two, the strategy would be refined. The essential elements of Transformation 60 are clarifying operational structure, generating faster growth, innovation and cost cutting. Will Transformation 60 have a positive impact on Sony's bottom line?


  Page No.
Introduction 1
Background Note 2
Sony in Decline? 3
Transformation 60 4
Phase One 5
Phase Two 7
Looking Forward 7
Exhibits 9


Sony, Corporate strategy, Organisational restructuring, Transformation 60, Apple, Columbia Pictures, PlayStation, Consumer electronics, Restructuring, Convergence, Entertainment

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