Caselet Code : CLIM005
Publication date : 2005
Subject : International Marketing
Industry : Electronics
Length :
 3 Pages
Price :  Rs. 50 (Detailed Pricing Info)

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Abstract

The caselet describes the inception and expansion of Sony Corporation. It discusses Sony's overseas marketing activities and also analyzes the strategies the company followed to enter foreign markets. The caselet focuses on the diversification of Sony into new business lines.


Issues:

» Expansion of Sony Corporation over the years
»  How Sony diversified into new business lines
» Sony's overdependence on its suppliers
» Strategic investments of Sony in other companies


Key words:

Sony Corporation (Sony), Tokyo Tsushin Kogyo (TTK), Tokyo Telecommunications Engineering Company, Sony Corporation of America (SONAM), Sony Music Entertainment Inc. (SMEI), alliances, trading partners, manufacturing, logistics

Questions for Discussion:

1. Briefly discuss the entry strategies adopted by Sony Corporation while entering international markets.

2. Discuss the pros and cons of Sony's heavy reliance on third parties through alliances, joint ventures, and strategic investments.