Sony Corporation - Future Tense?


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Case Details:
Case Code : HROB130
Case Length : 19 pages
Period : 2005-09
Pub Date : 2010
Teaching Note : Available
Organization : Sony Corporation
Industry : Consumer Electronics
Countries : Japan

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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.

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Sony Reports Loss Contd...

The company, which had reported a net profit of ¥ 369 billion for 2008, also warned that with consumers worldwide cutting back on discretionary spending in light of the recession, the losses could touch ¥ 120 billion for the year ending March 2010.

Sony had been a dominant player in the global consumer electronics industry since its inception in Japan in 1946. Over the years, it had introduced some path-breaking products including the Walkman and the PlayStation. However, by the early 2000s, it had lost its leadership position in some of its key products like televisions and media players.

In fiscal 2009, almost all its product lines were reporting losses (Refer to Exhibit III for operating income/loss by business segments of Sony Corporation)...

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