Search icone
Search and publish your papers

Sony : the launch of the MiniDisc

Or download with : a doc exchange

About the author

General public

About the document

Published date
documents in English
case study
5 pages
General public
2 times
Validated by
0 Comment
Rate this document
  1. How did Sony's strategy of ''global localisation'' influence their launch of the MiniDisc?
    1. The Global Strategy
    2. The Local Strategy
  2. Do you think it was successful? How successful do you think it was?
    1. Good solutions
    2. Difficult decisions

This document focuses on Sony's use of a ?Global Localization? strategy during the launch of the MiniDisc in 1992.

Sony is a leading Japanese consumer electronics brand (Case study, graph, p. 2), known through its universal and language-free brand name ?Sony?. Its global reputation is also reflected by the fact that it is ranked number two in the global brand power league, just after Coca-Cola.

A key to Sony's success is its ?global? status, a status achieved in the 1970s when Sony became the first Japanese company to be listed on the New York Stock Exchange. Just two years later, Sony opened its first American factory, with European production starting in 1974. By 1985, the concept of ?Global Localization? was well established, with 70% of sales coming from outside of Japan. (Case study, p.1)

Sony's uses a concept of ?Global Localization? (coined by its chairman and cofounder, Akio Morita). In other words, Sony tries to ?think globally and act locally?. As much of Sony's business as possible is conducted locally, by local people, without sacrificing the strengths and advantages of a truly global enterprise; this shows that Sony attempts to combine poly- and geocentric orientation for its international and global marketing approaches (G. Hankinson, (2007); W.J. Keegan, (2003)).

[...] elements) across boundaries, whereas localization refers to the adaptation of launch elements in different countries. This outward facing approach is still unusual for a major Japanese corporation, which tends to have centralized structures, preferring multi- domestic approaches over global ones (Case study, p.1; G. Hankinson, (2007); W.J. Keegan, (2003)). Sony's use of a ?Global Localization? strategy was illustrated during the global launch of the MD in 1992. Global and local factors were part of the overall launch strategy and both are analyzed in the following section How did Sony's strategy of ?global localization? influence its launch of the MiniDisc? [...]

[...] The case indicates that Sony used more flexible pricing controls after the launch in order to adapt to local conditions. Thus, global pricing appears to be a feasible solution. Place, Production: Advantages: The global simultaneous launch was successful. Disadvantages: Making hardware and software available globally from Day One proved to be a major challenge. ( A solution might have been to produce hardware in the USA and Europe from the start rather than wait until the Japanese plant had reached capacity. [...]

Similar documents you may be interested in reading.

Online Music Distribution - Case of iTunes Music Store

 Business & market   |  Business strategy   |  Case study   |  06/27/2011   |   .doc   |   7 pages

Top sold for marketing

Final Strategic Analysis Report BIC

 Business & market   |  Marketing   |  Case study   |  09/29/2010   |   .doc   |   39 pages

PESTEL analysis - Hermes Paris

 Business & market   |  Marketing   |  Presentation   |  09/29/2010   |   .doc   |   9 pages