International Business Strategy Essay

The revolutionary journey of Sony in the consumer electronics industry started in the year 1946 when Akio Morita and Tokyo Sushin established a company named Tokyo Tsushin Kogyo K. K. in Tokyo. With a capital investment of ? 190,000 and 20 employees the company ventured into electronic repairs and maintenance segment and new product development. In 1954 the company gave Japan its first transistor and in 1958 the company was renamed Sony.

This was just the beginning of the technology revolution with Sony launching the Trinitron Color Television in 1968, the color videocassette in 1971, the world’s first home video system – the Betamax VCR in 1975, the Walkman in 1979, the electronic camera in 1981, the world’s first CD-player in 1982, the first consumer camcorder in 1983, the 3. 5inch micro floppy disk in 1983, 8mm video in 1988, the first digital VTR (video tape recorder) in 1985, and the memory stick in 1988. Sony was the first company to apply digital technology to audio products and ushered a new era in the world of entertainment with the launch of compact disc.

The further integration of multimedia technologies was used to redefine the way movies and entertainment industry was perceived. The company found new markets with its entry into the video games industry with an overwhelming success. The Sony Play stations have become a household name over the years. The globalization of the economies opened new avenues and markets for Sony. It set up its establishments in America in the year 1960 and UK in 1968. The company adopted a rapid expansion and growth strategy in these markets and realized the cost benefit of setting up manufacturing units in these areas.

In 1988 the company acquired CBS Records Groups under the banner of Sony Music Entertainment. In 1989, it acquired Columbia Pictures Entertainment, a film and television company to form Sony Pictures Entertainment. In 2002, Sony acquired Aiwa Corp, a consumer electronics company. In 2004 Sony Entertainment merged with BMG to form Sony BMG Music Entertainment. Betamax Vs VHS In 1975 Sony had launched the Betamax targeted at the home video market segment. The product gained popularity in the market in the initial stages but competition came in the form of Video Home Systems (VHS) launched by Victor Company of Japan (JVC) in the year 1976.

The industry saw a battle for market dominance in the subsequent years with VHS emerging the winner. The market share of VHS far surpassed those of Betamax by 1986. The launch of Betamax had set a technological trend in the home video market segment. It was the first product of its kind that enabled the people to

  • Record television broadcasts for later viewing
  • View movies at home.

The launch of Betamax triggered a great enthusiasm among the consumers as they could get high quality home video product at reasonable prices in the market. It was the first of its kind in the market and a great success capturing nearly 100% of the market share till the entry of VHS. JVC launched its VHS model a year after the launch of Betamax. The VHS worked by running a magnetic tape between two spools that crossed over the playback and recording heads in the video cassette recorder (VCR) to produce an image. Technology Advantage The Betamax offered high quality recording but the tape offered recording for one hour only. In contrast the quality of recording in VHS was lower grade but the bigger size of tapes allowed two hours of recording capacity.

The consumers saw the greater recording capacity of VHS as a distinctive advantage since they could record entire movies or television programs in one cassette without any hassle. The Betamax on the other hand required the presence of one person to change cassette midway through the program. This feature ate up almost 30% of the market share of Betamax in the first few months of the launch of VHS. Sony took steps to combat this disadvantage by making changes to the cassette recording capacity so that it could cover three hours footage.

JVC stepped in to reform its cassette design and made allowance for eight hours of recording capacity. Initially Sony had revealed key technological features to JVC that were incorporated into the VHS. This came as a blessing in disguise for JVC and made a big success story. The scale of operations reduced the cost of manufacturing of VHS machines. JVC endeavored to make the VHS technology as superior and over time with continued improvements it caught up with Betamax. VHS offered its consumers the option to record four different television programs over the week using a built in timer.

The Betamax on the other hand offered an external timer that could record one program while the person is watching another. JVC continued to offer the consumer more options and choices by launching new models working on improving the existing format. This definitely held the consumer interest and lured the prospective buyers. Sony lost the battle to JVC in spite of having a better technology. Sony failed to market the technological features of the product and lost the market edge completely over a period of time.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
$0.00
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with MyStudyWriters
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
Testimonials
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Nursing
Impressive writing
Customer 452547, February 6th, 2021
Human Resources Management (HRM)
excellent job
Customer 452773, July 17th, 2023
Business and administrative studies
perfect
Customer 452773, February 23rd, 2023
Business and administrative studies
excellent work
Customer 452773, March 12th, 2023
Humanities
Thank youuuu
Customer 452729, May 30th, 2021
Human Resources Management (HRM)
excellent work
Customer 452773, July 3rd, 2023
Psychology
Thank you!
Customer 452545, February 6th, 2021
Business and administrative studies
always perfect work and always completed early
Customer 452773, February 21st, 2023
business
Great job
Customer 452773, February 13th, 2023
fin571
EXCELLEN T
Customer 452773, March 21st, 2024
Human Resources Management (HRM)
excellent, great job
Customer 452773, June 19th, 2023
Business and administrative studies
excellent job thank you Your Score 166.25/ 175- A 1. Current Culture 15% of total grade 18.37 Criterion "1. Current Culture" has textual feedback Criterion Feedback I see interesting points, though, in general they are not about the culture.
Customer 452773, June 4th, 2023
11,595
Customer reviews in total
96%
Current satisfaction rate
3 pages
Average paper length
37%
Customers referred by a friend
OUR GIFT TO YOU
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat
Close

Sometimes it is hard to do all the work on your own

Let us help you get a good grade on your paper. Get professional help and free up your time for more important courses. Let us handle your;

  • Dissertations and Thesis
  • Essays
  • All Assignments

  • Research papers
  • Terms Papers
  • Online Classes
Live ChatWhatsApp