PRESENTED TO
PRESENTED BY
VIKAS
VIKRAM
JASDEEP
JASPREET
JASKIRAT
NEWS OF ATOMIC BOMBING
The Sketchy News of attack on
Hiroshima.
Believe in Japanese Military.
Akio Morita working as a scientist.
Less time to be succeeded.
JAPANESE V/S AMERICAN
TECHNOLOGY
No guess of American Power.
They believed that America having
better technology than Japan after
attack.
American v/s Japanese Industries.
Attack on Nagasaki.
MORITA COMPANY
Grand father having interest in
artistic work.
Business running on the faith of
Managers.
Akio’s father took over the troubled
business.
On Akio Morita’s birth business was
running good.
MORITA FAMILY
A rich family
A big family
Akio Morita’s parents.
Strange Custom of family
Changing name to “Kyuzaemon” while
becoming the family head.
Again changing name after passing
through the responsibilities.
Custom changed when Akio Morita
became the family head.
Entry of Akio Morita to business
activities
Getting Knowledge to run the
business.
Motivating skills.
Learning inventory checking process
and management skills.
Interest in Electronics works
A music player imported from
America.
An electronic phonograph made by his
relative.
He started buying electronic books &
magazines.
Losing interest in studies.
Joining of Science department.
Joining of Navy
Under direct control during war.
Got permission to do research works.
Became professional officer after
graduation.
Training and promotion of Akio
Morita.
First meeting with Masara Ibuka.
Furious situation of war
Americans destroying Japanese Air
craft factories.
Main target-The industrial areas of
Japan.
Fear of losing war everywhere.
Hope of ending war.
First ever announcement by Japanese
Emperor – “The war was over”
Changes for Akio Morita
Fortunate Morita family.
Demolished Japanese military.
Discussions regarding future in
family.
Akio Morita joined as a teacher.
Picture of new Japan
The target of Japan.
Condition of cities.
Condition of hospitals
Confusion regarding future of Japan.
Masara Ibuka after war
Contact to Ibuka by Akio Morita.
Business run by Ibuka.
Expansion of business by Ibuka.
A popular product by Ibuka.
Decision of Akio to work with Ibuka.
Joint business by Akio Morita & Masara
Ibuka
First company.
Borrowed money from Akio’s father.
Teaching job left by Akio Morita.
Decision to produce Tape recorder.
Production of tape & use by IBM.
Joint business by Akio Morita & Masara
Ibuka (cont..)
Production of tape recorder.
Marketing of tape recorder.
Reducing the size of tape recorders.
Invention of transistors and
production of “pocketable” radio.
Change of company name to SONY
Old name of company- Tokyo Tsushin
Kabushiki Kaisha.
Changing to “Teletech”
unsuccessfully.
Changing to Sonus & Sonny.
In the last the “SONY”.
Selling to the world
(My learning cure)
Factors in 1950’s which attract Sony to enter
in Electronics
 Double digit increase in GNP
 Low Inflation Rate
 More disposable income for spending
 Vigrous Growth of economy
 In 1958 only 1 percent of Japanese had a
T.V
set, only 5 percent had washing
machine
 High saving rate in those days 20 percent
Advisors for Sony in 1953 : Tamon Maeda (Former Cabinet Minister)
 Michiji Tajima
 Ran Matsutani
 Kengnzaemon Morita
Marketing strategies used by Sony in late
1950’s
 They change from their traditional
distribution system to own outlet
distribution system.
 Change the image of Japanese goods as
poor quality to high quality expensive
products.
 Innovative product line.
 It concentrate more on Research &
Development rather then on study of
market.
Walkman
‘Walkman’ was introduced to miniaturize the
conventional stereo with large loudspeakers to light
headphones.
Marketing strategy used by Sony for Walkman
They hired young couples to stroll through the Tokyo
Ginza ‘Pedestrian Paradise’ on Sundays listening to
their Walkmans and showing them off.
Factors which attract Sony to enter in
America : Booming Economy
 High Employment Rate
 People were progressive & eager to use new
products
 International Travel was becoming easier
Persons who helps Sony to enter America
 Adolph Goss ( a manufacturer representative)
 ‘Doc’ Kagawa (Japanese-American lawyer in
U.S)
 Edward Doeiny (Groos’s lawyer)
Sony Corporation of America: It was established in Feb 1960
 With capital of 500000 dollars
 With in 16 months it offered 2 million shares
in U.S. market as ADR (American depository
Receipts)
 It was Ist company to offered its stck in
United States.
Problems faced by Sony corporation of
America: Language problem
 Different business clauses
 Different Rules for Accountacy
 Variable financial system favour
(Traditional Japanese system favour short
term finance whereas in America, it was not
given more importance)
Sony U-Matic Video Recorder :-
 Introduced in 1969
 It become standard all over the world
replacing the all 2 inch big units in
brodcasting situation
 It was efficent & economical
 Ist all transsistors video tape recorder
Marketing stragegies used to promote Sony UMatic Recorder
Put into Pan Am & American airlines
for passenger entertainment
Give demonstration to big corporate
agencies to train mechanics and
salesman
Sony entrance in Britain
 Prince of Wales was involved in the
promotion of Sony in U.K.
 Half of U.K production exported to Europe &
Africa
 Britain give ‘Albert Medal’ to Mr. Akio Marito
in 1982.
Remorse feel by Mr. Akio Morito
 Sony marketed a special calculator model SOBEX.
Sony abolished its calculator business because of
several dozen Japanese companies had jumped into
business of making calculator . So Mr. Marito confess
that he showed a lack of technical foresight on his
part. He felt that if he stayed with calculator he
might have developed early expertise in digital
technology for used later in Personal Computers
ON MANAGEMENT
 Much more successful than the other companies.
 No plan or theory or policy.
 Healthier relations with the employees.
 Family like feeling with the corporation.
 Simple management system for managing the business.
CONTD…..
 School ends in march.
 Companies secure in last semester.
 Difference between school and company.
 15th Anniversary of the company.
 Union leader threatened us to strike.
CONTD…..
 Interaction in order to build confidence in them.
 Sony was basically a electronic industry.
 Everything is changing rapidly.
 Tape recorders, compact disc, semi conductors etc.
 Motivate them to be creative.
AMERICAN AND JAPENESE STYLES
AMERICAN
 500 Thousand lawyers.
JAPENESE
Approx.17000 lawyers.
 39000 people pass exam. 300 person each year.
 Never Trust Anybody.
Trust and Faith
 Trust only on lawyers.
Lawyers creates problem.
 Facilities acc. to rank.
Better working conditions.
CONTD…..
AMERICAN
JAPENESE
 Labour is used as tool.
Labour is not used as tool.
 Concern about money.
Concern about company.
 Relations is different.
Healthier and cordial.
 Different attitude
Positive attitude.
Cos. are brick walls.
Cos. are stone walls.
COMPETITION
 Glory name of Japanese come first.
 Competitive not only in business but in life too.
 Cannot compete in prices we will compete in services.
 Competition in domestic market makes consumer king.
 9 automobile, 2 heavy truck, 600 electronics makers.
CONTD…..
 Once there were 40 makers of TV but only 6 left.
 Japan is really having a strong industries.
 Export as well sell in local market also.
 Free economic system.
 Share of market is more important to Japanese.
 Introduced
Betamax in market in 1975.
Sony Corporation
ソニー株式会社
CONTD…..
Promote new concept of time shift.
 Develop new ideas and new products.
 Never to listen the ideas from the outsiders.
 In U.S. they cheer people who take risks.
 Capital is still not freely available in Japan.
 There true capital was knowledge, passion & integrity.
WORLD TRADE
 Value of foreign exchange – 360 yen / US dollar.
 Buying and selling at appropriate prices.
 Prices are affected by demand and supply.
 Investment on return basis.
 Strong US dollar due to fund flow to US.
CONTD…..
 Japan’s position has grown stronger in the world.
 Technology, product planning and marketing.
 Employee confidence.
 Quality, fair prices of hard earned money of consumer.
 Challenge is great,
 Success depends only on the strength of our will.