Abstract
Sony India is a subsidiary of the global technology giant, Sony Corporation, known for its diverse range of products, from consumer electronics to entertainment and gaming consoles. Since its inception in India in 1994, Sony has been one of the leading players in the Indian electronics market, offering a variety of products, including televisions, audio systems, cameras, gaming consoles (PlayStation), and home appliances.
Sony's success in India can be attributed to its innovative product offerings, premium brand positioning, and strong customer-centric approach. However, like any other brand, Sony faces several challenges in the highly competitive Indian market, which is characterized by price sensitivity, a rapidly evolving technological landscape, and intense competition from both international and local players.
This case study examines Sony India’s journey, its strategies for growth, the challenges it faces, and the steps it has taken to remain a market leader in India. It also explores the company’s marketing and innovation strategies that have allowed it to thrive in an increasingly competitive environment.
Case Study Questions
1. What are the key factors that contributed to Sony India’s success in the consumer electronics market?
2. How has Sony localized its products for the Indian market?
3. What challenges does Sony face in the Indian consumer electronics market?
4. How can Sony differentiate itself from competitors like Samsung and LG?
5. What are the future opportunities for Sony India in the rapidly changing consumer electronics market?
6. How important is innovation to Sony’s business strategy in India?