Sony Corporation

Student Name: Youssef Hatata

Instructor’s Name: Dr. Harb

Date: 2/10/2022

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 Project Management

Assignment

1. Overview:

 Sony Corporations

 1-7-1 Konan Minato-ku, Tokyo, 108-0075 Japan

 Tokyo Telecommunications Engineering Corporation Company which was founded in 1945 but
to be more accurate it was founded on May 7th 1946 after World War II by two Japanese
physicists Masaru Ibuka and Akio Morita, whom built the first transistor in Japan. The company
started small with an average of 20 employees and a capital of 190.000 yen, the main purpose of
the company was is to contribute into the Japanese culture and develop It after the catastrophes
of World War II so from when It started and still going the company is continuing to invent new
things and enter world first technologies into our lives however with a modern and developed
name. That name is “SONY”.

2. People Matter:

 The owners or the founders as I said at the top are Masaru Ibuka and Akio Morita.

There is a new hierarchy that is composed of:

The Chairman, President CEO: Mr. Kenishiro Yoshida, Mr. Kenshiro Yoshida worked at Sony for
most of his life since 1983 but of course with different titles he worked as an Executive Officer and
Executive Vice President, until he became Chief Executive Officer in 2020. He also worked in So-net
cooperation a subsidiary of Sony for network communications.

Executive Deputy President and CFO: Mr. Hiroki Totoki, joined Sony Corporation in 2014 he led the
evolution of the mobile phone business as President of Sony Mobile Communications. He aided in the
launch of Sony Bank, since 2018 he served as Outside Board Director of the Recruit Holdings’ Board
and currently he is an Executive Deputy President and CFO of Sony Group

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Vice Chairman: Mr. Shigeki Ishizuka, he joined Sony Corporation in 1981 he worked as Chief Director
of Digital Imaging in the Company, he also worked as Professional Solution & Service Business but in
2020 he became Vice Chairman in Sony Corporations

Chairman of the Board: Mr. Shuzo Sumi, he joined Tokio Marine Holdings Japan in 1970 and helped
in the development of the insurance industry in Japan and the world and became president of the
company in 2007 and this is his independent job as well as Director in Toyota industries and since 2019
he works as Independent Director in Sony Corporations

Member of Audit Committee: Ms. Keiko Kishigam, in 1979 she graduated from department of
architecture Faculty of Engineering from the University of Tokyo, she became a board member in WWF
Japanin 2018 and in 2020 she became a member of the board at Sony Corporation

Secondly I will talk about the

employees’ reviews and the customers’
reviews of the Sony Corporations:

These reviews where made by 4100

thousands employeer and as we can see
that there are a very high percentage of
employees who worked or still working at
Sony that gave them a five or four rating
out of four and even the minority that
didn’t like how they were treated they still
made friends and had if I can say a somewhat
healthy enviornment. However the
employees who critisize the Company say
that they have endless meetings and heavy
manual work and if we think abut It the
majority of the private sector demand more
because every member in the Company has a huge responsibility toward the Company and the audience,
also the bigger the Company the harder you are going to work to maintain the stability of it.

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According to a
great place to
work they say
that 83% of
employees that work at Sony
Corperations are happy to be
working at Sony because of
the pleasure they get from
what they achieve or how
flexible the Company is with
working hours

We Also have some negative and positive customer reviews on products made by Sony:

The fact that 90% of

customers that
bought the same TV
with a high price
have the same
problem, for me
this is a very big
negative because when you try to buy anything expensive or even cheap from a Company with the
caliber of Sony you have to be expecting quality and professionalism, on the other hand Sony’s main
goal has to be getting loyal customers by staying consistent and not launching anything with problems
and if so you need to have a refund strategy to keep your customers happy. This will also help in
stopping people using Sony’s name as a negative metaphor

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A positive that
Sony was able to
maintain in the industry of gaming throughout the years that the created a very big community that
defends the PlayStation flag against Xbox and PlayStation so they are winning in an industry.

However what I saw in the customers’ reviews that customers complain a lot from Sony’s product and
that is a problem they need to resolve quickly to keep their customers.

Product Matter:

The product is the thing Sony is most known for and that is the PlayStation 5 it has an external USB
drive compatibility to transfer some of the load from the internal SSD and save space, 3D audio support
for built in TV speakers, variable refresh rate to be able to sync the refresh rate of your PlayStation 5
with your TV so it doesn’t go faster or slower to get a smooth experience, 4k resolution however for
TVs that supports 4k, what also completes the package is the Dual Sense Controller this is the name
Sony uses for the PlayStation 5 controller. It has a feature called adaptive triggers that puts a reactive
feeling when you click on the left and/or right bottom triggers which gets the user more into the
experience. In addition it has a built in microphone and a mute button, the vibration was modified so to
be stronger and heavier. The PlayStation 5 comes with a storage capacity of 825GB.

The PlayStation 5 competitor is Xbox series X, because Sony built a very special SSD for PlayStation 5
that made the console can load up to 5.5 GB/per second in comparison to the Xbox that loads up only
2.4 GB/per second however because the two consoles are very similar there aren’t many advantages for
neither except maybe the exclusive games that Sony always come up with for the PlayStation 5 which
makes their fans fall in love with in contrast to the Xbox exclusives that just isn’t that great and take
away a lot of the console experience.

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Market Segment:

Sony Corporation has six segments

 Games & Network services

 Music

 Movies & TV Shows

 Entertainment Technology % Services

 Imaging & Sensing Solutions

 Financial Services

And there may be new segments in the future

Sony’s targeted audience for the PlayStation 5 as per Kenichiro Yoshida Sony’ CEO “hardcore gamers
who obsess over the latest features”.

Sony has a huge number of market capital As of October 2022 Sony became the number 139th world’s
most valuable company with market capital of 79.39 Billion $ and one share of Sony equals 64.05$.

In 2022 Sony had five companies that stood head to head with them in their respective industries four of
them competed against them in electronics such as lamps and TVs and stuff while the other one
competed in gaming.

The first is Panasonic a multinational Japanese Company that was found before Sony in 1918 and in
2019 they had a total revenue of 73 Billion $ they offer a lot of stuff lamps, bulbs, cameras, projectors
and TVs

The second was Samsung a multinational South Korean company founded also before Sony in 1938 and
it holds the 12th world’s wealthiest company they make laptops, TVs and Refrigerators

The third Company is LG a multinational company founded that one was after Sony’s creation it was
founded in 1947 in 2019 they achieved a revenue of 53 Billion $ just from selling TVs however in 201
they were also making mobile phones

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The forth Company is Philips is a multinational company founded in 1891, at first they focused at
making and selling large electronic devices however they rebranded and focused more on health care
technology which then brought them a good sum of money of 21 Billion $

The final and most well-known competitor to Sony is Xbox It’s gaming brand created by Microsoft
founded in 2001 and in 2019 It generated a revenue of 11.4 Billion $

Money Matter:

Sony had an increase in their annual revenue for the year 2022 of 4.38% from 2021 as they generated
88.301 Billion $ in comparison to the 84.594 Billion they generated in 2021 which may not be very big
percentage however it’s a huge amount of money and it’s a + in their revenue so it’s a step on the right
direction but we will also need to look at their expenses by looking at the Net Operating Income to make
sure the difference between their revenue expenses is making a profit or not.

According to “macrotrends” Sony annual Net Income for 2022 has reduced by 28.72% from 2021 which
was 11.015 Billion $ and now it has gone down to 7.851 Billion $ however we have to take into account
two things the Covid_19 outbreak that destroyed most economies and delayed a lot of shipments which
cost a lot of Companies huge amounts of money and the second horrific thing is the Ukraine war which
ruined and still ruining companies economies. So putting these things in mind I think Sony didn’t make
a huge loos and controlled the situation very good but they didn’t make a profit.

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References
1*wallmine editors. (2022, October 1). Kenichiro Yoshida Net Worth (2022). Wallmine. From

https://wallmine.com/nyse/sne/officer/2045105/kenichiro-yoshida

2*Kenichiro Yoshida - Biography. (n.d.). https://www.marketscreener.com/. Retrieved. From

https://www.marketscreener.com/business-leaders/Kenichiro-Yoshida-7265/biography/

3*Sony Group Portal - Executives. (n.d.). From

https://www.sony.com/en/SonyInfo/CorporateInfo/executive/

4*ScienCentral, mailto:webmaster@sciencentral.com. (n.d.). Sony. ScienCentral and the American

Institute of Physics, 1999. From https://www.pbs.org/transistor/background1/corgs/sony.html#:

%7E:text=Originally%20known%20as%20Tokyo%20Tsushin,Bell%20Labs%20to%20build

%20transistors.

5*Hiroki Totoki | Leadership | About. (n.d.). Recruit Holdings. From

https://recruit-holdings.com/en/about/leadership/totoki/

6*wallmine editors. (2022b, October 1). Shigeki Ishizuka Net Worth (2022). Wallmine. Retrieved. From

https://wallmine.com/nyse/sne/officer/2045243/shigeki-ishizuka

7*Shuzo Sumi | International Insurance Society. (n.d.). Retrieved October 3, 2022, from

https://www.internationalinsurance.org/shuzo-sumi

8*Keiko KISHIGAMI｜Tokyo Medical and Dental University, National University Corporation. (n.d.).

Tokyo Medical and Dental University. From

https://www.tmd.ac.jp/english/outline/outline/executive/auditor_ki/

9*Just a moment. . . (n.d). From

https://www.indeed.com/cmp/Sony/reviews?fcountry=ALL

10*Work, G. P. T. (n.d.). Sony Interactive Entertainment LLC. Great Place to Work®. From

https://www.greatplacetowork.com/certified-company/7011395

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11*Sony customers’ reviews -  Search /. (2016, August 19). Twitter. From https://twitter.com/search?

q=Sony%20customers%27%20reviews&src=typed_query&f=top

12*Sony. (2022, June 2). Sony Reviews - 3.0 Stars. From https://www.sitejabber.com/reviews/sony.com

13*PS5 features | Game hubs, challenges and new ways to play on PlayStation 5. (n.d.). PlayStation.

From https://www.playstation.com/en-us/ps5/ps5-features/

14*Blain, L., & Loveridge, S. (2022, July 7). PS5 vs Xbox Series X: Which should you buy?

Gamesradar. From https://www.gamesradar.com/ps5-vs-xbox-series-x/#:~:text=Even%20though

%20the%20PS5's%20storage,X's%202.4GB%20per%20second.

15*Sony Group Portal - Business Segment Briefings 2022. (n.d.). From

https://www.sony.com/en/SonyInfo/IR/library/presen/irday/

16*Powers, S. (2019, July 9). PS5 Target Audience to be Hardcore Gamers. VGR. From

https://www.vgr.com/ps5-target-audience-hardcore-gamers/

17*Top 5 SONY Competitors in 2022. (2022, January 20). What Competitors. From

https://whatcompetitors.com/sony/

18*Sony Revenue 2010-2022 | SONY. (n.d.). MacroTrends.

https://www.macrotrends.net/stocks/charts/SONY/sony/revenue

19*Sony Net Income 2010-2022 | SONY. (n.d.). MacroTrends.

https://www.macrotrends.net/stocks/charts/SONY/sony/net-income

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