It is a very broad company that operates in many different business areas. The focus of this assessment is centered on the personal network solutions division of Sony.

Personal Network Solutions Co. (PNSC)

 Handycamc and Digital Handycam Camcorders

 Digital Mavicac and Cyber-shot cameras

 Glasstronc audio/video eyeware

 Online photo service "Image StationSM"

 Memory Stickcdigital media products

 VAIOc (Video Audio Integrated Operation) personal computers

 Trinitronc computer displays

Sony operates in five business units. The computer and digital media devices both fall under the same unit at Sony.

Sony does have the benefit of many business strengths. The most notable of which is its business name.

Sony products have a reputation for being "before their time" as far as the features many of them have. Many Sony products demand a

Sony has a reputation for producing high quality electronic devices and has also developed a loyal customer base. Sony is able to gain customers from an early age with its video game systems PS One and PS 2. Sony could feed off of this and make these customers attracted for life.

Sony has the benefit of being fairly new to the computer business and an understanding of the need to adapt to changing broadband technology. CEO Nobuyuki Idei stated, "What we are and will be is a broadband entertainment company," in his 1999 vision of the company. Even though there have been some management changes the desire to stay on top of broadband entertainment is still present at Sony. (pcworld.com, surprises, 1)

Current market conditions for Sony are not where it would like for them to be and are not at levels seen in past years. Much like other technology companies, Sony is in a transition period in which it is trying to find its permanent location in all markets. Sony has a main goal of staying ahead of the competition as all electronic devices enter the digital age.

Sony is a world leader in the electronic business. It is new to the field of personal computers. Sony has used its past experience to set up a basis for operation in the computer business. There are some changes that it must make if it wants to remain in the computer business however.

Sony joined the major players in the computer business with the introduction of it's VAIO Direct website where consumers can purchase computers directly from the company. Although not as fully customizable as other companies' computers, Sony still allows the user to make some changes that defiantly affect the performance and function of the machine.

As far as pricing goes, Sony has always received a premium for its products. It has been able to attain a premium in the various electronic areas that it has entered. Sony should continue to price its products at premium prices to those of its competitors. The name brand and quality associated with the product

Sony has made a major advance in its distribution methods of its computers. With the opening of the VAIO Direct website, Sony gave its consumers the ability to customize computers to some extent. The competition of Sony allows its customers to fully customize its computers.

Sony will soon be seeing a new competitor enter the market of its video game system. Microsoft will be releasing it's own version of a video game system that has many critics panting. Many believe that the new system by Microsoft will be the biggest direct competition in the video game field for Sony since it has entered the field.

Sony's current market emphasis is based on offering a consumer driven product line with some business products available in various markets. Sony has not been able to keep up with other computer specific companies in the areas of business applications.

If Sony wants to remain at the forefront of the computer business, it must allow the machine to be adapted to specific uses. Much like the customized computers for various markets, Sony must also make its normal computers customizable to the average consumer. This variety in design will help Sony receive the premium prices that it has demanded in the past for its top-notch products.

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Approximate Word count = 2208
Approximate Pages = 9 (250 words per page double spaced)