Case Study 3

Д-р. Јанеска Саркањац Смилка

Олгица Мирчева
Бр. Индекс: 171294
Questions for Discussion

1. What microenvironmental factors have affected Sony’s

performance since 2000?
- Marketing intermediaries and Competitors were the main microenvironmental
factors that affected Sony’s performance. Sony’s executives and employees did not
accept new ideas, new tech changes etc. They made some great products and they did
not develop them as new technologies developed. They focused on hardware instead
focusing on what’s trendy. And of course they did not pay attention to the success and
development of their competition, they were very narrow minded.

2. What macroenvironmental factors have affected Sony’s

performance during that period?
- The macroenvironmental factors that have affected Sony’s performance are Natural and
Political factors. A natural disaster- the earthquake that hit Japan in 2011, caused the company
to lose a lot of money. And of course as I said in the previous question, Sony did not pay attention
to the trends that other companies and customers were following and did not develop their
products as technology changed.

3. What stands in the way of Sony’s success today?

- Today, Sony makes products that are already seen in the market, and since Sony is not
a very popular company in the eyes of the late Millennials and Generation Z, they would rather
buy Samsun’s or Apple’s smart glasses rather that Sony’s.

4. Given Sony’s current situation, what recommendations

would you make to Hirai for the future of the company?
- I would say think ahead, stop focusing on products that are already invented by other
companies and start focusing on the future, maybe Internet of Things or products that are based
on AI.