Shrm in Sony Corporation

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Date Submitted: 05/21/2012 11:35 PM

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SHRM in Sony Corporation Annisa Herdyana (#21238022) School of Business, Faculty of Business & Economics

Selection of organisation

Sony Corporation is a Japanese multinational consumer electronics corporation headquartered in Minato, Japan. Its principal business operations include Sony Electronics, Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony Ericsson, and Sony Financial (Sony Global, 2009). Although the corporation is responsible for introducing breakthrough products such as the Walkman and PlayStation gaming console, Sony lost its leadership position in many product lines that it was operating in the early 2000s (Strategic Direction, 2004). Sony’s core electronics and video game consoles businesses’ sales have been rapidly declining, leading to the infamous bad financial results in 2003 known as the “Sony shocku” (Hesseldahl, 2005; Maidment, 2005). And even after the company appeared to be on the path of revival with its first nonJapanase CEO, the company still reported a loss in the financial year ending March 2009 (Gupta & Perepu, 2010).

External environmental factors

-Intense competition in electronics industry  As of 2009, the global volume sales of consumer electronics products grew at the CAGR of 11.3% between the year 2003-2008 (Euromonitor, 2009). Furthermore, the industry is now packed with strong brands from all over the world, including Hewlett-Packard, Nokia, Pioneer, Toshiba, LG, Apple, Samsung, Panasonic, and Sharp. -Market reaching maturity  The electronics market is now considered as a mature market, in where continuous innovation is the most important requirement for a brand in order to survive (Euromonitor, 2009) -Media and customers are becoming more knowledgeable and critical Sony has been criticized for being late to market in key electronic sectors, such as flat-screen TVs and digital videodisc recorders, as well as for producing disappointing products such as the VAIO computers...