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Sony Corp

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Submitted By ksingh00
Words 1463
Pages 6
Market Segmentation, and Product Positioning

MKT 500
July 20, 2013
Dr. Shalonda Warren

Sony is a leading international conglomerate publically traded company operating in electronics. Sony holds a high standard of quality and technology leadership in the market. Sony is a Japanese corporation headquartered in Tokyo, Japan, and is amongst the top five most successful and largest to date. In 1945 Masaru Ibuka and Akio Morita started Tokyo Engineering Telecommunications Corporation in a derelict bombed-out building. Sony was established with a capital of a few hundred yens. In 1958 Ibuka and Morita changed the name from Tokyo Engineering Telecommunications Corporation to Sony. The concept behind the name derived from the Latin word “sonus” which means sound and “sonic”; the other name was “sonny boy” which is a popular expression used to describe a young person with a free spirit. The new name Sony captured the mood of both Ibuka and Morita along with a group of young people with a strong passion and energy for unlimited creation and unlimited possibilities. In order for Sony to move further into their destination they needed a mission statement. The mission statement is the purpose of the organization / corporation. It started by cogently articulating the organizations sole purpose for existence. Realizing the power and concept of a strategic vision ad mission both Ibuka and Morita set their site on the future. The thing that separates Sony from the rest is a statement that is on their main webpage “Believe that anything you can imagine, you can make real” (Fujita, 2012, discover.store.sony.com). Sony started out as a small electronics telecommunications company. Today Sony Corporation is one of the world’s largest conglomerate companies. Due to technology Sony is

where they are today. Sometime in the early 1950s Ibuka travelled to the United States

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