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

As with most companies, where there is strength, there is also weakness. This is definitely true at Sony with its biggest weakness being its inability to distribute its high end products as quickly as the market is demanding them. This was very evident during this past Christmas when Sony released the before mentioned Playstation 2. Demand was so high for this product that it is just now available in the stores as production and distribution has met up with demand. It did not help that there was a defect in the first shipment of the machines to the US and many who had to wait in long lines ended up with useless devices and had to wait until more arrived to have theirs replaced.

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)

As with all companies there are many threats, which must be considered when conducting business. Some of these threats come from outside the company as some of them come from within.

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.

Along with the gaming pc, there are other areas that could benefit from specifically designed products. For a long time the Apple computer has been the choice for those interested in making movies on the computer. With Sony's ever increasing line of video cameras and accessories, it is only logical for it to create a movie specific line of pc. Computer design companies pay large prices for computers that are capable of running memory intensive design software. Sony could enter this market with a product designed specifically for the computer drafter.

Sony should also enter the market specific computer business with models available in three different fields: movie making, drafting, and gaming. With these market specific pc's, Sony could still include all of the features that make its computers enjoyable to own while adding necessary hardware or software to enable them to meet the specific demands of each 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.

Being on the cutting edge of the technology field makes opportunities always around the corner. However the work must be done to make it to the corner.

premium price for being such a technological masterpiece. Sony has continued to use this premium price scale in its computer line as well. By doing so it prices itself out of the value or budget line that many consumers seek.

Sony products are always on the cutting edge of technology. Sony has always pushed the envelope on design and cannot stop if it h

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