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Sony Corporation of America Product Markets

ovitez | Mar 10, 2010 |

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Sony Corp. is headquartered in Tokyo, Japan, and its large subsidiary in the U.S. is called the Sony Corporation of America. Sony Corp. has a wide variety of businesses under its corporate umbrella, including Sony Entertainment Inc. and Sony Electronics Inc. Because of its many product lines and divisions, Sony has several target markets in the economy.

Entertainment
Sony's entertainment division is branded as Sony Pictures, which maintains the rights to several television shows and motion pictures. Sony's television division has several target markets; children's shows include "Dragon Tales," "Stuart Little" and "Beakman's World." Older target market shows include "King of Queens," "Rules of Engagement" and "'Til Death."

Sony Picture's motion pictures also have a wide range of target markets, with movies like "Spiderman," "Men in Black II" and "Green Hornet."

Electronics
Sony has been a leading company in the consumer electronics markets for the past several decades. Classic Sony items include the Walkman® and Handycam® camcorder. From these products came newer versions of personal electronics, including Bravia® television, Cyber-shot® camera, and HDcam®. Additionally, Sony has been a leader in the digital high-definition television market with their 720p and 1080p flat screen televisions. These products are made to meet all ages of consumers, with models accommodating teenagers through seniors with their functionality.

Blu-ray
Sony Corporation is co-creator of the latest digital recorded-video media, the Blu-ray disc. As high definition technology began entering the television and movie production market, Sony began developing the Blu-ray as a method to digitally record these shows for in-home viewing. Although the Blu-ray competed briefly with the HD player and discs, consumer demand was higher for the Blu-ray format and led Sony to the front of this emerging market.

Gaming Market
Another target market for Sony is the home video game console. Sony has been a leading competitor in this market with their Sony PlayStation® system, which is currently in its third generation of console. The PlayStation® has faced tough competition over the years from other consoles, but has consistently found a market for their consoles with specialized features and specifically-licensed games. Although the video game market is usually for children and teenagers, features like internal DVD players and adult-themed games have opened this market considerably.

Cell Phones
In August of 2001, Sony merged with Ericsson, a fledging cellular phone company that was struggling against their larger competitors. This merger gave Sony the opportunity to enter the emerging cell phone market by applying their current value chain to a technically advanced cell phone company. This merger took Sony's market share in cell phones from 1 percent in 2000 to 16.81 percent in October 2009, according to the statistical website GetJar.com.