Think Global, Hire local.

-Sony India

INDEX
Sr. No
1 2 3 4 5 6 7 Introduction Sony in India Product Segmentation Article Overview Article Analysis SWOT Analysis Bibliography

Particulars

Page No.
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INTRODUCTION

Introduction

The word Sony is the combination of two words.

Sonus Latin word represents sounds or sonic

Sonny Means a son

World War II may have ended, but for many countries, the years following proved to be the even more difficult ones. Japan was one of those countries. Almost every single large city in Japan had been damaged, along with their industries and transportation networks.

Food shortages were rampant, not to mention the fact that nearly 3 million able bodied workers had been killed during the war. In short, Japan was devastated and, if it was going to recover, it would have to start rebuilding from scratch. As the war drew to an end, Morita took on a faculty position at the Tokyo Institute of Technology. Meanwhile, Ibuka had founded his own endeavor, the Tokyo Telecommunications Research Institute. Morita also began working for Ibuka on a part-time basis. But, as more and more Japanese companies began shutting down in the aftermath of the war, Morita and Ibuka put their heads together to see what they could do.

The Man Who Made Sony: The Early Years of Akio Morita
He turned what was once a small bombed-out department store in Tokyo into the worlds most successful consumer electronics company. Not only that but Akio Morita, co-founder of the Sony Corporation, was also one of the few entrepreneurs that helped Japans economy recover in the aftermath of World War II.

Today, more than half a century after the companys initial inception, and with Morita at the helm until his only recent departure, Sony remains one of the worlds largest media conglomerates, with over 158,000 employees worldwide and revenues in excess of $63 billion.

Mr. Electronics: Morita Brings Sony to Life

In his biography, made in Japan, Morita says: The most important mission for a Japanese manager is to develop a healthy relationship with his employees, to create a family-like feeling within the corporation, a feeling that employees and managers share the same fate. Those companies that are most successful in Japan are those that have managed to create a shared sense of fate among all employees, what Americans call labour and management, and the shareholders.

Sonys management philosophy

Sonys management philosophy is that employees should be treated as colleagues and helpers, not merely as means to profits. Investors are important, Morita acknowledge, but they establish only a temporary relationship with the company. Employee is more important because they are a permanent part of the company, just as much as top management.

Moritas ideas for more realistic pact between employer and employee: Employee will commit themselves to doing their best to help the company meets its goals, and in return, the company will give employees an opportunity to develop and hone their skills.

At the age of 78, Morita died of pneumonia. His legacy lives on in the company he
founded, the company that continues to be one of the worlds most renowned manufacturers of consumer electronics.

Details Of the company

Type of the company : Public Company Product Segment : Consumer Electronics

Foundation Year: 1946

Founder Person : Akio Morita

Headquarter : Tokyo, Japan Area Served : World Wide

CEO: Haward Striger (Recently) Employees: 1,80,500(Approximately)

Revenue generated : more than $63 billion

SONY INDIA

Company Outline

Company:

Sony India Pvt. Ltd.

Managing Director: Mr. Masaru Tamagawa Date of Establishment: Location: November 17, 1994 A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi 110044, India. 636 (as at March 31, 2007) Rs. 550 million 100% subsidiary of Sony Corporation, Japan Delhi, Haryana, Ludhiana, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, Ahmedabad, Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Hubli and Ranchi Marketing, Sales and After-Sales Service of electronic products & software exports Products: Televisions, Hi-fi Audios, Home Theater systems and DVD players, Personal Audio (CD/Cassette Radio Players and Walkman), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products

Staff Strength: Share Capital: Share Holding: Branch Offices:

Business Activities:

 Sony India Pvt. Ltd. Was establish on 17TH November 1994 in new Delhi with a
branch offices all over the India. It is a subsidiary of Sony Corporation of Japan. In 1958 it become Sony Corporation to have worldwide expansion.

The growth of the company in India can be shown through over increasing sale
revenues. The revenue generated in the year 2007 was Rs. 596Cr. That had an increase of 26% compare to the sales revenue of 2006.

New Sony is a leader in almost every product and the most recognised name in India.
It has constantly lived up to the expectation of consumer by giving products with latest technology.

Sony gives digital concepts and for its par excellent customer services. It has also won
average global connect customer responsiveness Award in 2006 had been given for Sonys understanding in customer behaviour, identifying new opportunities and exceeding customers expectation. While giving this award the work regarding customer policies was also recognise.

The company celebrate 14th 19th June as Sony day in various outlets.

When it comes to innovative design concepts, there is no question that Sony is on the leading edge, -said Mr. Masaru Tamagawa, Managing Director, Sony India

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This company provides employment to many in India to get benefit of local culture and to get least cost benefit. In this way it becomes leader in the market.

As a result of which company is able to increase its sales and also achieve aim and profitability.

Sony wants to capture market and become market leader. Sony is able to have diversified portfolio to compete with the market. In this way company can get stable consumer group and get loyalty of consumers.

It has all the variety of products and its provide excellent services to its customers.

The company makes many products and almost every Indian home has one or

two products of Sony

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PRODUCT SEGMENTATION

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Their major project lists are:

Audio :
Home audio Portable

Walkman

Video :
video camera digital camera

DVD players/recorders Mobile Phones Laptops

Television:
LCD Projection

CRT-based

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 Information and Communication:

PC printers

monitors

Semiconductors
LCD CCD

Electronic Components:
optical pickups batteries

data recording systems

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ARTICLE OVERVIEW

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Article Overview
Sony try to crack the desi market:

The company try to capture desi market in as a one of the business strategy. For that they have adopted a slogan of Think global hire local That is only because of company realize that the potential and importance of the desi market in to the business organization.

For the application of the strategy company has to formulate certain basic and way to achieve particular goal.

Adopt a new strategy to hire local:

Globalization will continue to transform Indias economy and will require its young workforce to develop skills that are market-driven,

Furthering its goals to enhance the development of information technology talent in India, specific initiatives aimed at expanding Indias capacity to train, employ and retain highly qualified networking and systems engineers.

With competition growing for the number of skilled personnel available in the market, companies are aggressively seeking to hire and retain knowledgeable staff,

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With these initiatives in place, Company is able to ensure that our customers and partners have the resources available to train and equip the thousands of motivated students in India with the knowledge and skills necessary to shape the countrys burgeoning information economy.

Sony India has

750 employee in the company:

The company has already identified that there are mainly 750 employees available in the company who are capable of being leader.

All These employee has to be compare with each other for getting the best one.

The compatible employee or leader should be selected as a local representative of the particular area.

Most of the top position (around 20) are held by expertise:

The top most position is all covered by the foreign expertise. That number is around 20 positions. We have large flow of employee resources available in the company for felling the particular position.

So, we are able to have large variety of resources as an employee for the success of the concept.

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ARTICLE ANALYSIS

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Article Analysis
From the article we can understand that

Sony want to recruit local experts, Rather than foreign experts

Sony want to recruit local experts because there are certain limitations of expertises (the person who lives outside their native country) so expertise people are not easily set in their own country. Local leader has good knowledge about our organization culture rather than expertises. It is beneficial for our country.

Main objective of it is to nurture local leader:

This is a part of companys strategy to nurture local leader hold reins of the company going ahead

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Now we have to know that how company will go for the particular concept

Three approaches

1: Brand enhancement

2: Channel development

3: Local talent development

1. Brand Enhancement:
Sony wants to achieve target of 4000crore sales. So Sony has to plan brand enhancement to increasing sales and getting more customers. Sony aims to maintain profitability through cost control and new products. It also includes brand expansion. Ex: LCD TV, Vaio note books, cyber digital cameras, walkmans, mp3 players and the play station series.

2. Channel Development: Company have to go for channel development because with the help of the channel you can come to that what are the different talent available with the company.

3. local talent development: Sony wants to recruit local talent in place of expertises who are in the top position. So company establish idea of local talent development. Then and then only they can go for the training and development of the local talent at international level.

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Future focusing

4500 4000 3500 3000 2500 2000 1500 1000 500 0

year sales(crore s)

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Analysis:

Sales in year 2007-2008 was 2480 crores Sales in year 2008-2009 is 3300 crores. Which is 33% increase of year 2007-2008.

Sales in year 2009-2010 will be 4000 crores .which is 22% increase of year 2008-2009. Sales in year 2009-2010 will be 62% increase of year 2007-2008.

Company want to achieve 21% revenue growth target.

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SWOT ANALYSIS

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SWOT Analysis:

Strength:
The particular strategy helps the company to know different culture. Foreign expertises cannot easily set in home country, so it is better to adopt local experts. Familiar mindset helps to give more option for decision making. Company is planning to apply local talent strategy that will helps in improving the employees skill. Local talent will be available at lesser rate than the foreign one. So that leads to cost control. On the other hand the foreign talent demanded higher package for the same so that resulted benefit to the company.

Weakness:

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Training of the employee for the international level is very costly and time consuming process. We are losing our experience and trained expertise at international level The company may not be sure about the performance of the employee at global level.

Opportunity:

Hiring local will increase the co ordination of the employees. Company can make more profit through cost controlling. Local hire will leads to motivate the employees.

Threats: Foreign expertise may resistance to change. There might be having question on capacity and ability of local talent.

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