Business Strategy Research: Sony's Survival in the Global Marketplace

This research project investigates how Sony, a multinational technology company, navigates and survives in the competitive global market. The report begins with an introduction outlining the research proposal, aims, and objectives, followed by a literature review exploring relevant academic and industry insights. The methodology section details the research approaches and techniques employed, including primary data collection through surveys and secondary data analysis. The findings are presented through data interpretation, analyzing factors such as market trends, customer demands, and competitive challenges. The report concludes with recommendations for Sony's continued success, including strategies for innovation, ethical business practices, and effective marketing. A personal reflective statement and appendices with survey data and references complete the study.

Research Project

Table of Contents
TOPIC: “HOW DOES SONY SURVIVE IN THE GLOBAL MARKET”....................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Research Proposal............................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction......................................................................................................................6
2.2 Literature Review.............................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGIES........................................................................10
3.1 Research approaches......................................................................................................10
3.2 Methodologies................................................................................................................10
CHAPTER 4: DATA COLLECTION AND DATA ANALYSIS................................................13
4.1 Data collection................................................................................................................13
4.2 Data Interpretation or Analysis......................................................................................15
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................23
5.1 Conclusion......................................................................................................................23
5.2 Recommendation............................................................................................................24
CHAPTER 6: PERSONAL REFLECTIVE STATEMENT..........................................................25
6.1 Reflect on research method used in project....................................................................25
6.2 Consider research method that could have been used....................................................25
6.3 Areas for further research...............................................................................................25
APPENDICES...............................................................................................................................26
REFERENCES..............................................................................................................................35

TOPIC: “HOW DOES SONY SURVIVE IN THE GLOBAL MARKET”
CHAPTER 1: INTRODUCTION
1.1 Research Proposal
Overview of nature of project
Today, in order to earn competitive advantage organisations concerns more on getting
sustainability in global market. For this process, they develop various strategies and policies to
attract customers and meet their demand in desired manner. In context with Sony, it is one of the
multinational companies that deal in technology sector (Hirst,Thompson and Bromley, 2015).
This is a German Company that offers diversified products and services such as electronics,
mobile phones and gadgets, video games, entertainment, telecommunication equipment,
computer hardware and more. It operates its business in many countries and offer its products
world wide. For expansion of business in new emerging marketplace in the fast-changing
international market, Sony needs to concern more on introducing innovative features in its
products as well as reinvent itself. This would give advantages to survive in global market and
earn more profitability. The present research focusing on understanding the concept of how Sony
survive in international market, where many companies are already established to give high
competition. To investigate this topic, researchers have framed appropriate aims and objectives
( Beck, 2018). This would help in getting direction to address research issues and develop
effective outcomes in predetermined period of time.
Research aims and objectives
Aim: “To find out how Sony can survive in the global market”.
Objectives:
 To find out how does Sony survive in a global market.
 To investigate about Sony’s research and development team.
 To expand knowledge on how Sony maintains a good cash flow.
 To find out how Sony is one of the biggest companies in the world.
 To collecting and analysing primary and secondary data about Sony to help with objects
what to follow
Rationale of research

In today’s competitive world, innovation is the only way by which companies can survive
in global market. In this regard, technology is considered as future of technological, retail,
manufacturing and other industries. Therefore, the main reason behind choosing this topic is to
analyse how technology helps organisations in getting sustainability of business (Rugman,
2012). For this purpose, Sony is chosen because this company deals in both technical and
electronic segment where innovations come out with new products and services that helps in
increasing customer satisfaction. While another reason to choose Sony as a research case study
to evaluate how much this company operate business ethically.
Activities and Timescale
This part of research activities which are going to be done for conducting a research on
chosen topic. It includes identification of main topic, frame problem statement, setting deadlines
for completion of project, conduct literature review to analyse view point of some professionals
who have already done investigation on same topic, select appropriate research methodologies
for gathering adequate amount of primary and secondary information, determine budget and
more (Docquier and Rapoport, 2012). After developing such activities, researchers have used the
concept of Gantt Chart to frame each activity in a proper interval of time. This would help in
completing research study within three to four months.
Task Name Duration Start Finish Resource Names
Identifying title of study 15 days 01/02/19 15/02/2019
Problem statement 18 days 15/02/19 9/3/2019
Setting deadlines 4 days 12/03/19 16/03/19
Literature review 5 days 19/02/19 24/03/19 Books, Journals, Internet
and articles
Selecting techniques for
research 5 days 26/03/19 31/03/19
Determining Budget 4 days 02/04/19 06/04/19
Data Interpretation and 13 days 09/04/2019 22/04/19 Questionnaires

analysis
Evaluating results and
findings 8 days 10/04/2019 18/04/19
Presenting conclusion
and recommendations 7 days 16/04/2019 23/04/19
Documenting results 3 days 23/04/2019 26/04/19
Submission of report 16 days 14/04/2019 30/04/19
ACTIVITE
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Identifying
title of study
Problem
statement
and select
the company
with tutor
Setting
deadlines,
red about
Sony
Literature review
Selecting
techniques
for research
Determining

Budget
Data
Interpretatio
n and
analysis
Evaluating
results and
findings
Presenting
conclusion
and
recommend
ations
Documentin
g results
Submission
of report
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review refers to paper of scholars that include various articles and journals
which are consisting of current knowledge and information. This will also include substantive
findings which help them in conducting research in proper manner. Along with this, literature
review will also include theoretical as well as methodological data that is based on a particular
topic on which research is conducting (Papastergiadis, 2018). The respective method is
considered as secondary source of collecting data as well as information in order to complete
research in effective and appropriate manner. By this, researcher is also able to collect
information, data or view point of different authors on a particular topic on which research is
conducting in order to do analysis. It may include various sources such as books, journals,
articles, online books or journals and many more. In respect of this research, researcher consider

literature review of various authors related to research topic, it will help them in understanding
viewpoint of other on same topic, some major of them are mentioned below:-
2.2 Literature Review
Sony survive in a global market:
As per the view of Vlad Sanov 2018, Sony is a Japanese multinational corporation which
headquarter is in Kōnan, Minato, Tokyo. It has a diversified business which includes consumer
and professional electronic items as well as it also offer gaming, entertainment and financial
services. The company owns the largest music entertainment and video game console publishing
business in world. Sony is one of the leading manufacturers of electronic products for the
consumer and professional markets, also a leading player in the film and television entertainment
industry. According to author, Sony is facing decline stage for some of its products and services
but they are also developing various innovative products which help them in regaining trust and
market shares. Such as latest earnings report from Sony indicates the company’s already tiny
smart phone business has shrunk by almost half. In 2018, Sony managed to sell only 2 million
mobile devices which lead to downfall to 1.4 million from the same period of preceding year. In
year 2017, Sony sold 13.5 million phones and back in April 2018 with estimate target for 10
million, but now that’s been revised reducing to 9 million (Sony’s mobile business, 2019).
Competitor of Sony, HTC is for the title of being the least relevant global Android device
vendor. As per the author's perspective, the overall earnings report from Sony is much more
upbeat, with most of its sub-divisions growing at a healthy rate which is led by its Play Station
gaming group. Now by their new innovative section of play station, respective company able to
gain its market share at worldwide level that leads to company’s profitability and customer’s
base.
Sony’s research and development team:
As per article given by Sony in year 2018, Sony is a Japanese multinational corporation
whose headquarter is in Kōnan, Minato, Tokyo. It has a diversified business which is one of the
leading manufacturers of electronic products for the consumer and professional markets, and also
a leading player in the film and television entertainment industry. According to the respective
author, Sony plans to continue its research and development based on the spirit of innovation and
challenge detailed in its Founding Prospectus. Respective company also contributes in social
responsibility through its innovative idea. Sony's R&D Centre works to promote research and

development by integrating devices and systems. As per author, Sony will also try to expand
ranges of products and services by using new and innovative technologies such as in Business to
Business, entertainment and financial services fields.
In respective company, research and development department conduct market analysis so
that they can understand new technology, need and requirement of customers. This helps them in
developing new and innovative products according to customers which leads to enhancement in
customer’s base as well as increase in market shares. Each of these subsidiaries conducts R&D
related to its business field. Sony Computer Science Laboratories was established in 1988 to
conduct R&D that contributes to humanity and society by pioneering new research areas and
research paradigms and developing new technologies and businesses. The company is
developing new research fields by giving researchers the freedom to pursue highly creative and
fundamental research that is truly innovative in nature. R&D costs for fiscal 2017 increased to
458.5 billion. Compare to 6.9% in the previous fiscal year, the ratio of R&D expense to total
revenue excluding Financial Services was 6.3% (Research & Development, 2019). By its research
and development team, Sony able to gain market shares which helps it in attracting customers
and clients in effective manner. Along with this, firm is also able to increase its profitability ratio
and gain high competitive advancement.
Sony maintains a good cash flow:
According to author Jon Russell 2013, Sony is one of the famous and big brands which
offer numbers of products from years 1946. Products offer by respective company are consumer
electronics, semiconductors, video games, films, games, television programs, computer
hardware, music, telecommunication and equipments. Along with this, it also provide variety of
services such as financial services, insurance, banking, credit finance, advertising agency as well
as network services. By offering variety of products and services, firm is able to attract more and
more customers which lead to development and maintenance of good cash flow. Play station
offer by Sony, boom the revenue as well as cash flow of by 27 percent which is recorded as $2.1
billion profit in a year (Sony posts $2.1B profit as PlayStation sales keep on growing, 2019).
According to author, play station of respective company is performing very effectively
and efficiently which leads to increase in revenue from six percent to $19.6 billion. Other
offering of receptive company also helps it in boosting its sales as well as revenue in appropriate
manner. Such as apart from gaming or play station, Sony is known as one of the big gainer in

sales of financial services. This products offer by respective company help boosting and
generating revenue in proper way, through which they able to increase 27 percent and
semiconductors help them in improving up revenue by 11 percent and many more. Moreover, by
all these sectors respective company able to gain huge profit ratio in an effective and efficient
way. As per the view of author, respective company sometimes go through decline stage but they
plan new strategy with innovation as well as creativity which help them in regaining market trust
and shares in effective and appropriate manner.
Sony is one of the biggest companies in the world
As per the views of Brian Hooper 2019, there are various company which operating its
business operation and function in same conglomerate industry in which Sony is operating such
as Microsoft, HTC and many more. Respective company is Japanese Conglomerate Company
which offers variety of products and services at worldwide level. Sony basically develop,
design, manufacture and sales variety of products such as electronic equipments, devices, game
and many more ( Cetorelli and Goldberg, 2012). As per the list of Fortune 500, Sony is listed at
87 number in year 2011 and in year 2012, it was listed at 83 number. This shows respective
company is enhancing its business at High ratio. There are approx 117,300 numbers of
employees working on full time basis in Sony Company till 2018 (Which is the biggest company,
Microsoft or sony?, 2019). Respective company provide variety of products and services such as
television, video game, computer, media players and many more. Along with this, their are also
some parent company of Sony Group which is conducting business in motion pictures, music as
well as in financial services. There are major four companies which are owned by respective
company i.e. Ericsson that is a telecommunication, internet and cable company, Columbia
Picture Entertainment which is a small movie production studio. Third one is CBS Record Group
which is an American entertainment which is founded in year 1929. Moreover, Sony also owned
Gaikai which is developed in year 2008 that develop games and cloud based gaming technology.
Respective company offer their variety of products and services at worldwide level which help
them in gaining more and more customers base and market share in effective way.

CHAPTER 3: RESEARCH METHODOLOGIES
Research methodology consist of specific techniques that are adopted by a researcher in
order to process, collect, assemble and evaluate data. It defines how data are collected and
analysed in an appropriate manner so that effective result can be adopted (Eriksen, 2014).
Basically it focuses on new research on the basis of data that has been collected from different
sources like qualitative and quantitative techniques.
3.1 Research approaches
It is a plan or procedure that consist of different steps of board assumption in detailed
method of data collection, analysis and interpretation. It is based on nature of research so that
problem of it can be addressed. Herein, research approach is divided into two part which are
determined below:
Inductive research approach: Inductive research approach usually does not involve any
formulation of hypotheses. It starts with research equation and aims as well as objective that are
needed to be achieved during the research process. Herein, in this process data is collected and
used to explore phenomenon, identify themes and patterns that create a conceptual framework.
Deductive research approach: Deductive approach consist of inferences as data collected
are on actual basis which help in determine the actual output which is effective for a researcher.
Herein, data is collected which is specific in nature that helps to evaluate proposition or
hypothesis related to an existing theory or process.
Since the main difference between deductive and inductive approaches to research is that
whilst a deductive approach is aimed at testing a theory and inductive approach is concerned
with the generation of the new theory emerging from data. A deductive approach normally
begins with a hypothesis, whilst inductive approach will use research questions to narrow the
scope of the study (Palan, Murphy and Chavagneux, 2013). In context with present research,
inductive approach has been used for gathering specific information about Sony within literature
review part.
3.2 Methodologies
A Research methodology refers to strategy or tool which are adopted by researcher in order
to conduct their research in an effective manner. By adopting this method, a researcher is able to
investigate problems and issues in an accurate manner. Herein, it is conducted by many steps

such as identification of plan, selecting the appropriate method that develops strategy and many
more. Apart from this, a researcher will able to understand respondents so that research can be
evaluated in an appropriate manner. Thus, it is important as well as essential to study about
human behaviour.
Quantitative research: Quantitative research help a researcher to gather relevant
information on a particular topic. It helps in finding different numerical data and putting them
into appropriate manner in form of statistical in order to attain knowledge. It mainly focuses on
different attitude, opinion, behaviour of people on different topics (Evans, 2012). It usually
consists of large sample of population so that a researcher can adhere its research in an
appropriate manner.
Qualitative research: Qualitative research is usually a type of social research in which a
data is collected from various sources such as questionnaire, interaction with people, reviewing
their thoughts and opinion on particular topic towards research issues. It basically provides
knowledge on a particular topic that help in analysing data in an effective manner. Herein, a
researcher data is adopting quantitative research method in conducting this particular research.
Sampling: Sampling strategy refers to process which is acquire by researcher in order to
identify sample size in effective manner. With this, a researcher will able to find out outcome
according to need and demand of research. Herein, there are basically two strategies through
which a researcher will able to select sample size in an appropriate manner, i.e., probability and
non-probability sampling. Eventually, a researcher can adopt random sampling, stratified
sampling, cluster sampling, multi stage sampling and systematic random sampling. It is essential
for a researcher to acquire appropriate sampling strategy so that they will able to get effective
outcome as per their research object. Herein, a researcher is acquiring random sampling
techniques for completion or research as well as the sample size is 40.
Data analysis: Data analysis is a process of systematically applying statistical or logical
techniques in order describe, illustrate and evaluate data in an effective manner. (Martinez and
et.al., 2012). It helps a researcher to draw an effective conclusion as well as supporting decision
in an attractive manner. Basically, it is process of data evaluating by using analytical and logical
reasoning in order to examine each component of data that are provided. Moreover, data can be
collected from various sources, reviewed and they analyzed in form of finding or conclusion.

Apart from this, there are variety of specific data or analysis method which included data mining,
data analytical, business intelligence as well as data visualization. Herein, a researcher as
analyzing primary data analysis in completing its research
Ethical consideration: Ethical consideration plays an important role in an effective manner
as this process help in carrying out activities in an effective manner. In this process there are
various issues faced by an investigator while performing activities. Additionally, time and cost
are the main issues that are faced by many researchers as they have to keep such information
secure and confidential (Croucher, 2018). Eventually, If they do not follow such ethical
consideration than they face various legal practices such as they will be abides to penalties or
punishment or may be both. Moreover, this is necessary as while performing research they may
ask top fill many personal information of respondents which can be misused for such purpose it
is necessary for researcher to adopt this. Along with this, before conducting study, it is also
essential for researchers to consider and evaluate cost, access data and information for
completing the assigned project appropriately. In this regard, by concerning on cost and make
proper budget they can utilize resources more effectively.