MANAGEMENT INFORMATION SYSTEM

(INFO 2501)

INDIVIDUAL ASSIGNMENT

BUSINESS CANVAS MODEL:

SONY CORPORATION

NAME MATRIC NO.

AFIFAH NABILAH BT MOHAMAD SAFEI 1321976

Lecturer’s Name : Dr. Siti Rohimi bt Hamedon

Section : 4

Session : Semester 2, 2014/2015

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TABLE OF CONTENTS

CONTENTS PAGES

TABLE OF CONTENTS 2

INTRODUCTION 3

BUSINESS CANVAS MODEL

1.0 CUSTOMER SEGMENTS

2.0 VALUE PROPOSITION

3.0 CHANNELS

4.0 CUSTOMER RELATIONSHIP

5.0 REVENUE STREAMS

6.0 KEY ACTIVITIES

7. 0 KEY RESOURCES

8.0 KEY PARTNERSHIP

9.0 COST STRUCTURE

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5 - 6

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8 - 9

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CONCLUSION 12

APPENDIX 13 - 21

REFERENCES 22

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INTRODUCTION

SONY CORPORATION is a Japanese multinational company headquartered in

Konan Minato, Tokyo, Japan. It was founded in May 5, 1946 by Masaru Ibuka and Akio

Morita. It is a diversified business which primarily focused on the consumer electronics,

mobile, game, movie, music, network services, financial services and professional. SONY

Corporation is the parent company of SONY Group which involved in business through its

four major segments; electronics, motion pictures, music and financial services. SONY’s

principal business operation includes SONY Electronics, SONY Mobile Communications,

SONY Pictures Entertainment, SONY Music Entertainment, SONY/ATV Music Publishing,

SONY Computer Entertainment America, SONY Network Entertainment, SONY DADC,

SONY Financial Holdings SONY Biotechnology, Micronics and SONY Cards/SONY

Rewards. In this report, I analyze the Business Model Canvas (BMC) of the SONY

Corporation.

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BUSINESS MODEL CANVAS

1.0 COSTUMER SEGMENTS

SONY Corporation is a diversified business where it serves multiple customer

segments with different needs and characterictics. The customers are segmented according to

their needs such as consumer electronics, mobile, game, movie, music, network services,

financial services and professional. Belows are the customer segmentation of SONY

Corporation:

USER/SEGMENTS FEATURES PROVIDED TO ADDRESS NEEDS

Consumer Electronics Electronic products for daily used such as televisions

and refrigerators.

Mobiles Products for communication such as smartphones and

tablets pc.

Games Multimedia games, video games such as playstations

and joystick.

Movies Camcoder, video camera, home video and home

theatre system.

Musics MP3, MP4, Walkman, home audio

Network Services SONY Entertainment Network

Financial Services SONY Financial Holdings

Professionals Products for education, corporate, event production,

broadcasting, cinematography, museums, sports

stadiums and auditorium

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2.0 VALUE PROPOSITIONS

SONY Corporation promises to deliver values with the follows characteristics to the

customer:

1. Newness

Customers will experience the newest technology by using the new released

products from SONY which introduce new innovation and ideas.

2. Performance

SONY promises to provide customers products with the greatest performance

where they became the first company to produce a water resistant smartphones

and tablet PC. They also promise their customers with a great sounds and

display for their other entertainment products.

3. Design and Customization

SONY promises the customers to provide them with modern-look and latest

designed smartphones and playstations. The smartphones always come with

colorful features where the customer can choose which colour they prefer. The

new smartphones and tablets are also introduced with a sleek and lighter

design.

Customers can also customize the storage and performance of the laptops and

smartphones according to their needs and preferences.

4. Brand/Status

SONY introduces products with their own branding and those products were

developed by their own developers before branding the products as their own.

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SONY brand has already being popular for years and are widely used by

people from all over the world. This shows that SONY is a trusted brand that

comes with great products to the customers.

5. Price

The prices are vary according to the products. SONY promises to sell its

products at a reasonable price according to the quality and performance of the

products.

6. Convenience/Usability

SONY introduces consumer electronics such as televisions, laptops,

refrigerators and computers for the purpose of giving convenience to the

customers’ daily life.

Products such as computers and laptops can be used to perform many tasks

especially to the students and employees in professional areas.

3.0 CHANNELS

SONY Corporation uses these channel phases to deliver the value propositions to its

customers:

1. Awareness

Each time SONY Corporation decided to release new products, they will held a

press conference to introduce the products to the customers. They also promotes the

new features and new designs of the products by broadasting the teasers or

advertisements on the televisions and in the cinemas. They also put advertisements of

the new products on the newspaper.

2. Evaluation

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SONY Corporation will hire some bloggers and IT website owners to give

reviews and evaluation on their products. They also publish the full information of the

products such as the performance, quality, design, prices, features and capabilities of

the products on their website and online stores so that the customers can review the

overall information about the product before deciding to buy it.

3. Purchase

SONY Corporation provides online stores which vary according to countries

for the customers to buy their products online. They also opened a hedquarter and

some SONY Center outlets in each country. Besides, they also hire some authorized

distributors to distribute and sell their products.

4. Delivery

SONY Corporation deliver its value propositions to the customers through

advertisements on the internet, radios and televisions, and also through the packaging

of the products.

5. After Sales

Each of the SONY products comes with a warranty and manuals for the

customers. If the products are broken or there is a problem with the product, the

customer can always go to the SONY Center outlets to get help with the phone.

4.0 CUSTOMER RELATIONSHIP

Each customer expects SONY to

provide enough customer service officers at

each SONY Service Center to assist them

personally. They also expect that SONY will

provide a long-term warranty for each of the

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products. They also hope that SONY can provide online customer service officers to help

them live on the chat without needing to go to the SONY Service Center to get the service.

SONY Corporation opened many outlets of SONY Service Center in each country and

hired many curtomer service officers to meet the customer’s expectation. However, they do

not provide any live online customer service officers.

5.0 REVENUE STREAMS

SONY Corporation gets revenues from various activities as follows:

Sales of the SONY products (smartphones, televisions, laptops and etc)

Financial services

Interests and dividends

Sales of securities investments

Foreign exchange

Below is the proportion of sales by business for year 2013:

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The total sales and revenues for the year 2011 to 2013 is shown in the chart below:

The sales and operating income by segment from year 2012 to 2013 is shown below:

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6.0 KEY ACTIVITIES

The key activities involved in SONY Corporation are:

Research and Development: To conduct researches on new ideas, new innovation

and new technology and develop new products based on it.

Designing: Responsible for the industrial design, User Interface design and

communication design.

Production: Produce new products according to the specifications and designs

developed in research and development and designing activities.

Problem Solving: Provide the best customer services to the customers and assist them

to solve their problems.

Selling: Sell and promotes SONY products to the customers.

7.0 KEY RESOURCES

The resources involved in SONY Corporation businesses are as follows:

Type of Resources Resources

Physical Land, buildings, machinery and equipments,

inventories

Intellectual Design, goodwill

Human Officers, board of directors, assembly line

workers, supervisors, security guards

Financial Cash, accounts receivable, stocks, income taxes

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8.0 KEY PARTNERSHIP

These are the partners involved with SONY Corporation:

Investors: Investors buy stocks from SONY Corporation and be part of the SONY

Corporation stockholders. Investors also may buy bonds from SONY Corporation.

Distributors: Authorized distributors/dealers make agreements with SONY

Corporation to sell SONY products in their business and get certain amounts of

commissions from the products sold. In this case, SONY Corporation becomes the

supplier for other IT and communication companies.

9.0 COST STRUCTURE

SONY Corporation is a value driven company where they focus more on the premium

value proposition that they can offer to the customers nevertheless of the costs involved. We

can see the proof below where the research and development costs increase as the year

increases.

The financial statements for SONY Corporation for the year ended 2013 can be seen in the

APPENDIX section.

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CONCLUSION

In conclusion, SONY Corporation is a well-established multinasional company which

focus on the consumer electronics products with its own branding. It is a diversified business

which uses multisegments of customers with different needs. As a well-known brand, SONY

promises its customer a high expectation of new products. Therefore, SONY Corporation

focus more on the premium value proposition that it can offer to the customers regardless of

the costs incurred and thus makes it as a value driven company. It is a great company which

already penetrates a worldwide business.

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REFERENCES

http://www.sony.net/Sony Info/IR/financial/ar/2013/highlight/p1.html

http://www. sony.com/SCA/investor-relations/overview.shtml

http://www. sony.com.my/section/csr

http://www. sony.com/SCA/contacts/overview.shtml

www. sony.net/SonyInfo/IR/financial/ar/2013/shr/pdf/FinancialData_E.pdf

http://www. sony.net/SonyInfo/IR/financial/ar/2013/corporate/index.html

http://www. sony.net/SonyInfo/design/

http://www.alexandercowan.com/business-model-canvas-templates/

http://www. sony.com/SCA/who-we-are/overview.shtml

http://www. sony.net/SonyInfo/CorporateInfo/