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Corporate Strategy Case Study

Case Title:

LCD Flat Panel TV - Sony’s Growth Strategy

Publication Year : 2006

Authors: Jena Joshi, Kumar Satyaki Ray

Industry: Home Appliances and Personal Care Products


Case Code: COS0083K

Teaching Note: Not Available

Structured Assignment: Not Available

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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 indus
  • 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

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