Aaron Fredrick Huston - Strategic Business Management Group Capstone - Sony HoloDeck

Strategic Business Proposal 1 of 23

Strategic Business Proposal

For

SONY

For: SONY www.sony.com

Prepared On: July 25, 2014

Prepared By: Mason Hale Harris Domenica Giorgio

Aaron Fredrick Huston Brianna Williams

Instructor Name: Margaret Cox

Strategic Business Proposal of 23

Contents Introduction ............................................................................................................................................................. 3

Executive Summary ............................................................................................................................................. 3

1. Environmental Scanning ..................................................................................................................................... 4

Company Overview ............................................................................................................................................. 4

Internal Analysis .................................................................................................................................................. 4

External Analysis ................................................................................................................................................. 5

2. Challenges & Solutions ....................................................................................................................................... 9

Organizational Challenges ................................................................................................................................... 9

Proposed Solution ............................................................................................................................................... 9

3. Strategy Formulation .......................................................................................................................................... 9

Operations ........................................................................................................................................................... 9

Sales & Marketing ............................................................................................................................................. 10

Legal & Ethical ................................................................................................................................................... 11

4. Financial Data Analysis ...................................................................................................................................... 12

Financial Overview of the Company .................................................................................................................. 12

Ratio Analysis Chart .......................................................................................................................................... 12

Total Assets Chart ............................................................................................................................................. 13

Stock Price Chart ............................................................................................................................................... 13

5. Strategy Implementation .................................................................................................................................. 14

Timeline and Proposed Milestones ................................................................................................................... 14

6. Strategy Evaluation ........................................................................................................................................... 15

Implementation Evaluation & Benchmarks ...................................................................................................... 15

7. Appendices and References .............................................................................................................................. 16

References ......................................................................................................................................................... 16

Appendices ........................................................................................................................................................ 18

Appendix 1:Three Year Synopsis of Income Statements ............................................................................. 19

Appendix 2:Three Year Synopsis of Balance Sheets ..................................................................................... 20

Appendix 3: Sales/Revenues ....................................................................................................................... 22

8. Sony HoloDeck Marketing Piece……………………………………………………………………………………………………………………23


Introduction Executive Summary Sony Corporation designs, develops, manufactures, and sells electronic equipment, instruments, and devices for consumer, professional, and industrial markets worldwide. The company is also engaged in the acquisition, production, and distribution of television programs, animated motion pictures, and video content; operation of television networks and studios; and recorded music distribution, as well as music publishing businesses. In this business plan, we propose to create a new revenue stream for Sony by leveraging the company’s electronics manufacturing and music/video content. Enjoying live entertainment is an experience that can last a lifetime. However, seeing your favorite artists or bands, live at any given time, is not practical. Many real world factors prevent this from sold out shows, bad weather to distance to the venue. The Sony HoloDeck is a new paradigm in experience of live entertainment. The Sony HoloDeck is an innovative new combination of computer, software and video electronics that will generate a true 3-‐D image, with Surround Sound in your own home. Never miss a live concert, musical, play or any artist, ever again! The Sony HoloDeck can project your concert live from the artist on stage, or play it back later, hundreds of times. The HoloDeck is your stage at home and is “Bluetooth” enabled to accept streaming music and videos from any computer or mobile device. The HoloDeck is disruptive new technology that will both enhance viewing a live performance and will create a new connection between artist and fan.

Mason H. Harris Domenica Giorgio

Brianna Williams Aaron Fredrick Huston


1: Environmental Scanning Internal Analysis

Company Overview Sony Corporation is based out of Tokyo, Japan and the United States headquarters is in New York, NY. Sony's principal U.S. businesses include Sony Electronics Inc., Sony Mobile Communications (USA) Inc., Sony Computer Entertainment America LLC, Sony Network Entertainment International LLC., Sony Pictures Entertainment Inc., Sony Music Entertainment, Sony/ATV Music Publishing LLC, and Sony Online Entertainment LLC. With some 900 million Sony devices in hands and homes worldwide today, a vast array of Sony movies, television shows and music, and the PlayStation Network and the Sony Entertainment Network, Sony creates and delivers more entertainment experiences to more people than anyone else on earth. (Company Overview of Sony (Sony, 2014)

Sony and its subsidiaries are known for creating products that enrich people's lives. Sony’s commitment extends to helping local communities, fostering better educational systems, supporting the arts and culture, helping disadvantaged youth, protecting and improving the environment and encouraging employee volunteerism. (Sony, 2014)

Organizational Strengths The cutting edge co-‐developer of the CD, the DVD and the Blu-‐ray Disc format, Sony continues to break new ground with innovative products like the PlayStation®4,Xperia™ smartphones and tablets, BRAVIA® 4K televisions, VAIO® personal computers, 4K professional cameras, and the Cyber-‐shot®, Alpha DSLR and NEX digital cameras. In 2013, Sony led the movie, television and music industries with 21 Academy Award, 22 Golden Globe and 95 Grammy nominations. Sony has brought the world such acclaimed movies as “The Amazing Spider-‐Man,” “Skyfall,” and “American Hustle” and produces hit television shows like “Breaking Bad,” "The Blacklist," “The Dr. Oz Show,” “Jeopardy!” and “Wheel of Fortune.” Sony music artists include Adele, Michael Jackson, Bruce Springsteen, Beyoncé, Carrie Underwood and Justin Timberlake. The Sony Entertainment Network is the ultimate destination for digital music, movies, television programs and games delivered through the PlayStation Network and the Music Unlimited and Video Unlimited services. (Sony, 2014)

Organizational Weaknesses Once known as the premiere electronic company starting with the Sony Walkman, due to the competition Sony has lost its exclusivity. The competition is also beating them out in price; it was proved recently that Samsung was caught for hiring children as workers. (Lee, 2014)


Customers Sony is a diverse brand that provides products and services for a wide variety of people. Sony’s products typically target consumer’s ages 10 to 65 years old. These customers are most likely to be living in urban and suburban areas and are middle to upper middle class residents. They usually consist of families who enjoy home entertainment systems and other electronic devices in their household. Besides home entertainment, these families’ interests include family oriented activities such as traveling, outdoor activities, and recreational activities. These customers are worldwide but are mainly targeted in North America, Europe and Japan. The consumer’s motivation for continuously buying the products is their trust and loyalty in the brand. Consumers usually purchase these products online and in stores at popular retail stores like Best Buy and Wal-‐Mart. The company strives to deliver high-‐quality, reliable products that its consumers can use with confidence and heartfelt customer service with a personal touch (Sony, 2010).

Collaborators Digital Distribution

PlayStation Network and PlayStation Plus -‐ Online Digital Media Delivery Service

In order to properly localize this digital property and maintain control over distribution and delivery of this property PSN will be utilized as the foundation for this release. Through the synergy of PSN and PlayStation Plus, brand advocates that have already adopted Sony, as their flagship electronics and media providers will be able to easily access this content, due to their subscription based membership to PSN. Boasting over 110 million accounts worldwide the PSN network will be instrumental in implementing dynamic distribution to an all encompassing market. (Moss, 2013) CBS -‐ Live Cable Distribution

In order to foster stronger brand loyalty between North American costumers and Sony, CBS will be the main broadcasting network synchronized with this digital release. Being a top competitor within this sector of the industry, and its close ties with Sony will allow for easier communication between organization levels, and will increase efficiency of this project, while maintaining Sony’s ability to competently maneuver away from potential setbacks and obstacles. Through a lucrative deal to provide retransmission rights to both MTV and BET networks, there is also the option of also using these networks in conjunction with CBS (Bloomberg BusinessWeek, 2014). AXN -‐ Sony Pictures Television (Division of Sony Pictures) -‐ Foreign PayTV, Cable, and Satellite Distribution

Finally, being one of SPT’s premier pay TV, cable and satellite networks, AXN stands to be a key gatekeeper towards providing this digital release to foreign sectors of the global economy. Countries


such as Spain, Italy, Central America, and India can easily be distributed to through AXN’s established channels, increasing global exposure exponentially, with the proper marketing. (Roxborough, 2013)

External Analysis

The external analysis for Sony is largely based on the PEST analysis created for the business climate. Sony used to be the leading technology/electronic company in the industry.

Competitors Samsung

Samsung is Sony’s top direct competitor. The company operates through three different business divisions; Consumer Electronics, Information Technology & Mobile Communications and Device Solutions. Some services Samsung offers in competition to Sony are TVs, computers, mobile phones and digital cameras. They were originally founded in 1938 and Samsung Electronics came to life in 1969 and their headquarters is in Suwom, South Korea. (Forbes, 2014)

Panasonic

Panasonic is another one of Sony’s direct competitors. This company operates through six different business segments; Audio Visual Computer (AVC), Appliances, System and Communications, Eco Solutions, Automotive Systems, Device, Energy and Others. The main competition Sony faces from Panasonic are through their AVC and System and Communications segments. This involves TVs, digital cameras and camcorders, mobile phones, projectors and home theaters. The company was founded in 1918 and their headquarters is currently in Osaka, Japan. (Forbes, 2014)

Price Range Per Consumer Product

$2,000-$30,000 $730-$50,000 $299-$12,999 $550-$1300

Products Electronics,

Mobile, Home Theater,

Appliances

Electronics, Mobile, Home

Theater, Appliances


Theater, Appliances


Theater, Appliances

Company Founded 1946 1959 1988 1958

2014 Annual Sales

$78.2B $77.27B $208.9B $53.11B


LG (LG Electronics)

LG, another direct competitor of Sony’s, works in the following business areas: Home Entertainment, Mobile Communications, Home Appliance, Air-‐Conditioning, Energy Solution, and Independent business area. The main competition Sony faces from LG comes from their operations in Home Entertainment and Mobile Communications. The company was originally founded as LG Corporation in 1947 and then in 1958 LG Electronics came to be the company known worldwide today. (Forbes, 2014)

Business Climate Political & Regulatory Sony Corporation is a worldwide business that operates within many different laws, regulations, tax rates, etc. When it comes to doing business with consumers and other companies Sony has to adhere to the rules and regulation of whichever country they are operating in. This means it is very important for the company to stay up to date with international laws at all times. (Oakley, 2013) Economic Economics factors Sony needs to consider are inflation, exchange rates, interest rates, stock market patterns, etc. When rolling out a new product, Sony needs to make sure these factors are playing in favor of the company. This means entering the market with a new product at the right time. Analyzing the labor and material requirements, economic situation and inflation are key components Sony should focus on before releasing new products. (Oakley, 2013) Social/Cultural The social factors that Sony needs to consider when it comes to selling their products are consumer behavior, life styles, demographics, consumption patterns, incomes levels and other similar factors as those. One problem Sony faces is their prices are highest among their competitors, which doesn’t allow for low-‐income people to buy Sony products. This is not to say Sony should cut all prices, however, there price cuts could be made accordingly so Sony can also offer reliable products at a lower prices. Another area Sony needs to analyze constantly and always be up-‐to-‐date on is the life styles of different regions. Americans are going to expect much more advanced technology than those in some African and Asian countries where technology has not progressed as much. Considering these factors will allow for Sony to narrow down the specific areas that use certain technologies so the company knows where to place products in the markets. (Oakley, 2013) Technology Today’s world is built around technology, but a technology can become obsolete over night. Sony was a market leader for more than 6 decades, but has recently been dominated in the market by Apple and Samsung. Sony needs to focus a lot of time and energy in the technological area in order to become a market leader once again. Research and development is the most important. This will allow for Sony to create innovative products and bring them into the market better than its competitors. Sony also must


ensure the availability of their products worldwide to allow their reputation to continue and grow. Also, learning from past failures and successes will be key to growing within the technology area. (Oakley, 2013)

Business Opportunities For Sony Corporation to become a leading competitor over a company such as Samsung, they would need to create a product that is trademarked and patented only by them so it would be difficult for another company to bring to the market. Currently Sony has already begun work on this project. A product that the company can capitalize on is the Crystal LED Television. This type of product can become a lead force for Sony because a sharper image television is something that will always be in demand in the market. Consumers want the best quality if Sony can provide their customers with the best they will become a leader in the industry (Fatakia, 2012). Sony has also had great success with their PlayStation. PlayStation plus is estimated to bring Sony $1.2 billion by 2017. With the way gaming consoles are used today Sony can expect to revenue from not only the purchase of the console itself, but also subscriptions with more digital content. Because of this success, this opens future opportunities to develop a holographic gaming console. The more features that Sony is able to create with their console the more consumers will look to purchase this product (Tassi, 2013). With the development of these two products Sony will be able to come a leading competitor against Samsung, LG, Panasonic and Apple. They will be able to capitalize on both these products because they are a Sony product only with specific features.

Business Threats Sony Corporation could face huge threats with competition based pricing. If companies such as LG and Samsung produce similar devices at a lower cost it could cause consumers to choose companies other than Sony. If these companies can create other products and team with one of the other leading music companies, such as Universal or Warner, this could lead to Sony’s product losing value. Apple is also a large threat to Sony because they have the ability to create a product that consumers know and trust (Fatakia, 2012). Customers may feel if something is an Apple product it is better than another leading brand. Starting as the first company with this technology Sony faces the threat of a company using the initial idea and making a product that has more to offer or different versions causing Sony to fall behind with the product.


2: Challenges & Solutions Organizational Challenges The challenge Sony Corporation currently faces is their electronic sales. Not only are sales with competitors an issue, but releasing a new high quality product to compete against other major electronic corporations is also a major challenge. The entire goal behind the roll out of Sony’s proposed solution is to significantly increase sales and popularity of the company among consumers.

Proposed Solution The proposed solution to increase sales and popularity is to create an in-‐home hologram device. This will be a concept similar to that of having a home theater installed into your home. The idea is to build four individually standing projector bars and one bar that will be laid on the floor of the room. The 5 projector bars are professionally installed into the home and calibrated with each other so they work in sync with the objects in the room and with the other projectors. These projectors will form a hologram of an artist in a personal residence.

3: Strategy Formulation Operations This will be when a press release will be held. The press release will involve a live demonstration of the hologram for press and select general public. The “live performance” using the HoloDeck system will feature a 30-‐minute concert by John Legend. During the press conference Sony will announce a live concert by Beyoncé and Carrie Underwood at Madison Square Garden for customers who have purchased the HoloDeck system. There will then be a six-‐month “pre-‐order” period for the HoloDeck. During this time customers will purchase the system and install with a guarantee to have it installed by the debut of the first HoloDeck concert in March 2016. Those who pre-‐order will have the concert fee waived for the Beyoncé and Carrie Underwood concert. On November 15, 2015 the HoloDeck will go on sale to the general public. Orders made on or after this date will require the concert fee for the Beyoncé and Carrie Underwood concert. All orders placed prior to February will have an install guarantee to be in the customer’s home by the concert in March. In March 2016 Beyoncé and Carrie Underwood will have a concert that will be streamed to all customers who have purchased the HoloDeck system. Sony will continue to manufacture all current products and the HoloDeck at their facilities in Japan. Research & Development will begin outsourcing to third party contractors to develop the necessary


design elements for the HoloDeck. This will also involve the implementation of installing these devices in the home. Sony specialty staff will be trained on the device, how it operates and the installation process.

Sales & Marketing

Sony will be utilizing a variety of methods to market the release of the “HoloDeck” and ensure that the product reaches the target market in a positive way. Financial factors include manufacturing costs, new employees, commission, distribution and marketing. The company’s marketing objectives is to potentially increase sales and brand awareness.

In order to maximize the efficiency of installation, all technicians and sales associates will undergo an intensive training program. There will be a reward initiative in place to incentivize sales between departments. There will quarterly, semi-‐annual and annual competition based sales events in order to accomplish this incentive, with tiered prizes and the option to cash out in the event that a prize is otherwise unsuitable for the respective sales representative and installation technicians respectively. Sales representatives will be gauged on new customer acquisitions, and installation technicians will be gauged on installation efficiency. Both departments will be heavily graded on customer satisfaction. Installation technicians will also have to maintain current certification standards, receiving additional training as necessary when new improvements arise. Installation by a certified Sony technician will be mandated for all initial installations, and later service requests. Due to the fact that a Sony certified technician requires installation, this service fee will be fixed at a competitive price, in accordance with scope and complexity of installation.

Sony will be partnering with its music company to help promote the product. A celebrity endorsement deal with some of Sony’s top artists will include Beyoncé’, Carrie Underwood and John Legend. The company’s first strategy will be to send out press releases to industry professionals to announce the new product and set up a press conference. At the press conference, there will be a Q&A session and a live performance of John Legend in holographic form to demonstrate what the product can do. This conference will be taking place in New York.

The next strategy will be creating two separate TV commercials using Beyoncé’ and Carrie Underwood to advertise the product. These two celebrities have different fan bases that Sony would like to target. These 30-‐second commercials will be aired on CBS and ESPN to target the demographics that Sony already has. The commercials will also be distributed online through social media. They will be placed on the company’s website and social media pages plus the artists social media pages such as Facebook, Twitter and YouTube.

The last strategy would be to have promotional posters made which will feature a QR code on it that will automatically direct consumers to the website that will provide the product’s content/features and


display the commercial for them to view. This poster provides consumer interaction and convenience built on the benefits of expanding the products’ exposure. Sony will be placing these posters in major malls, electronic stores, bus shelters, magazines, and online and other key points-‐of-‐sales around the country. The slogan for the product “Its How You View It” will be the name of this campaign to eagerly catch consumer’s attention and get them intrigued with the product.

Legal & Ethical

Legal Factors Sony Corporation would ultimately be creating the main part of this proposal, the HoloDeck. The HoloDeck is a new invention that will need to be patented. This will be so no other business can create the exact same product. Some legal factors that go along with creating this product are licenses. The licenses that will be needed are a synchronization license, a public performance license and the right to broadcast. Because this product is set up as if a customer were going to a live concert, the cost for each license will be covered in the ticket prices. Sony will be using their own artists and have their own publishing company it will be possible to have these costs at a reduced rate. This will be handled in the contracts between the artist and the record label.

Ethical Considerations The ethical concern that may arise from this product is Sony Corporation may turn down our initial proposal then develop a product similar to the HoloDeck. Because of this factor we will have Sony employees and the third party contractors sign a nondisclosure form as well as a non-‐compete form. This will protect the business and both sides of the business will be on equal negotiation terms. We would also stress that employees of Sony do not divulge in any business secrets to outside companies. Ethical business conduct and compliance with applicable laws and regulations are fundamental aspects of Sony’s corporate culture. Sony has established a Global Compliance Network, which is there to assure that employees can always raise any concerns or seek guidance about legal and ethical matters. These factors are in place to make sure everyone at Sony and contracted companies is adhering to the company code of ethics. As well, this allows for shareholders to look favorably at Sony and their future business proposals favorably.


4: Financial Data Analysis Financial Overview of the Company Sony Corporation is at a pivotal moment within the market and has the opportunity to utilize its expansive network of resources to dramatically launch itself competitively into the future. Sony’s position within the market has maintained middle ground, defending itself despite a significant down curve in Stock Price at the end of 2012, but has significantly risen since. This is clear example that Sony is continuing to effectively utilize its resources within the market, while fortifying itself to make dynamic brand expansions in the future as well. Total assets show good reason that there will be a significant allowable budget for future technological advances that would positively position Sony with the market.

Price/

Earnings Ratio

Price Earnings Growth Ratio

Current Ratio

Debt to Equity Ratio

Gross Profit Margin

Earnings Per Share

15.47 .75 .879 5.78 .23 -‐1.25

24.01 1.03 1.01 2.39 .25 .51

3.81 3.84 2.16 .44 .76 98.83

21.77 22.20 .715 1.96 .23 .62


3-‐Year Stock Prices


5: Strategy Implementation Timeline & Proposed Milestones The timeline of the HoloDeck starts in 2015 and goes through 2018. These are the first 3 years, which are crucial in getting the HoloDeck to consumers and getting buzz behind the product.

Year One

Date/Timeframe Event/Milestone May 2015 Press Release and HoloDeck Reveal

May – November 2015 Pre-‐Sale Orders and Marketing Campaigns November 2015 Official Public Release of HoloDeck

November 2015 -‐ February 2016

Orders placed in this time frame will have guaranteed install for debut concert

March 2016 Debut of HoloDeck concert by Carrie Underwood & Beyoncé

Year Two

Date/Timeframe Event/Milestone March -‐ May 2016 Begin plans for implementation into public establishments

May – November 2016 Marketing for HoloDeck concerts/Meeting with Lawyers & Artists November 2016 -‐

March 2017 Installation into Hard Rock Café & House of Blues. Begin testing live shows.

March 2017 Live HoloDeck concerts begin for general public November 2017 Announcement of HoloDeck Live

Year Three

Date/Timeframe Event/Milestone December 2017 –

March 2018 Sales and installation of HoloDeck Live Cameras for live award shows

March – May 2018 Updates given to previously installed systems & more marketing June 2018 HoloDeck Live begins international use for live award shows


6: Strategy Evaluation Evaluation Strategy & Benchmarks The success of the HoloDeck will be based largely on sales, as well as how often customers use the Hologram program. In two years after the release of the HoloDeck, if customers utilize the Hologram program of the HoloDeck as often as possible then the product as been successful. What will allow Sony to evaluate what is considered a success is by getting to know the customer. When the HoloDeck is being purchased, we want to know what genres of music are of interest to the customer and what kind of artists they plan on being able to watch. This will allow for us to narrow the usage by genre. For example, if the customer is a country music fan and 10 country concerts become available in one year for the HoloDeck and the customer purchases 7 of the 10, then they are utilizing the Hologram as we planned. If customers are purchasing only one or two and only using the HoloDeck for it’s home theater features, then a plan needs to be set in place to give the customers incentive to purchase more Hologram concerts in their home.

After the Sony HoloDeck goes on sale and the first concert is broadcasted, we will begin plans for implementation into public establishments. These plans will begin in the spring of 2016. Throughout the following year we will begin marketing campaigns promoting the HoloDeck in home concerts, installation into Hard Rock Café & House of Blues venues to begin testing live shows. This is when the HoloDeck will be played inside public venues while the physical concert is happening either in the same city, or in another state. In 2017 Sony plans to introduce HoloDeck Live that will bring live awards shows into your home via a hologram.


7: Appendices and References

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Fatakia, K. (2012, March 2). Sony Corporation: Strengths, Weaknesses, Opportunities, Threats. . Retrieved July 20, 2014, from http://www.fool.com/investing/general/2012/03/02/sony-‐corporation-‐strengths-‐weaknesses-‐opportunitie.aspx

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Moss, S. (2013, July 3). PSN Passes 110 Million Accounts, Sony Pictures Developing Exclusive “Original TV-‐Style Programming” for PSN, Timed Exclusives. . Retrieved July 20, 2014, from http://www.playstationlifestyle.net/2013/07/03/psn-‐passes-‐110-‐million-‐accounts-‐sony-‐pictures-‐developing-‐exclusive-‐original-‐tv-‐style-‐programming-‐for-‐psn-‐timed-‐exclusives/

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Roxborough, S. (2013, July 12). Sony Launches New AXN Networks Across Europe. . Retrieved July 20, 2014, from http://www.hollywoodreporter.com/news/sony-‐launches-‐new-‐axn-‐networks-‐584565

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Tassi, P. (2013, August 16). Analyst Estimates PlayStation Plus Will Generate $1.2B For Sony Annually. . Retrieved July 20, 2014, from http://www.forbes.com/sites/insertcoin/2013/08/16/analyst-‐estimates-‐playstation-‐plus-‐will-‐generate-‐1-‐2b-‐for-‐sony-‐annually/


Appendices


HoloDeck

S O N Y

“It’s How You View It”

PRESENTS

Spring 2016Coming

Aaron Fredrick Huston - Strategic Business Management Group Capstone - Sony HoloDeck

Business

Transcript of Aaron Fredrick Huston - Strategic Business Management Group Capstone - Sony HoloDeck