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Growth Strategies Case Study
Case Title:
LCD Flat Panel TV - Sony’s Growth Strategy
Publication Year : 2006
Authors: Jena Joshi, Kumar Satyaki Ray
Industry: Consumer Electronics
Region: Japan
Case Code: GRS0250K
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
Sony Corporation (Sony), a leading Japanese consumer electronics company enjoyed undisputed leadership in the TV market with its CRT TVs. During early 1980s, the company’s leadership position was first challenged by the changing preferences of the customers, who were looking for flat and large screen TVs. CRT technology had a drawback that it could not be used for making large screen TV. Sony continued with its CRT TV to cater the changing customers’ needs just by increasing the screen size. As a result the company witnessed declining market share which affected its financial performance. The major initiatives to revive its TV business were taken by Sony when Howard Stringer (Stringer) became the CEO of the company in June 2005.
The Case discusses the initiatives of Howard Stringer to revive the fortune of Sony while analyzing its ability to sustain the success in the long run.
Pedagogical Objectives:
- To discuss about the flat panel TV industry
- To understand the challenges faced by Sony’s flat TV
- To discuss the strategic initiatives taken by Sony
- To debate on Sony’s success in the long run.
Keywords : Sony; LCD (liquid crystal display) TV; CRT (cathode ray tube); Growth; Sharp; WEGA (industry's first flat screen CRT TV); Samsung; Growth Strategies Case Study; Howard Stringer; Consumer electronics; Road to recovery; Diversification; New initiatives; Non-core business; Product mix; Branding
Contents
:
Introduction
Company Overview
New Initiatives
Flat Panel Tv Market Overview
Lcd’s New Race
Sony’s Electronics Sales By Area Q3 Fy 05
Some Key Dates In Sony's History
Sony’s Business Segment
Television Manufacturer’s Strategy
