Table of Contents
1. BACKGROUND SUMMARY………………………………………………………………………………………3
1.1 Background History of Sony Taiwan 3
1.1.2 Sony Taiwan Organization: 5
1.2 Introduction of Optical Disc Drive and its application 11
1.3 Re-organization & Product transfer – ODD Business in Sony Taiwan 18
2. BUSINESS OPPORTUNITY………………………………………………………………………………………21
2.1 Business Objectives 21
2.2 Market Problems 25
2.3 Market Solutions available today 28
3. ISSUES AFTER TAKING OVER ODD BUSINESS……………………………………………………………..31
3.1 Channel issues 32
3.2 Product issues 37
3.3 Financial issues 38
4. PRODUCT STRATEGY…………………………………………………………………………………………...39
4.1 Product Strategy and direction 39
4.2 Product Line Positioning Statement 41
5. CHANNEL STRATEGY…………………………………………………………………………………………..47
5.1 Channel Structure Analysis 47
5.2 Channel Incentive programs 54
6. MARKETING STRATEGY………………………………………………………………………………………..56
6.1 Market Analysis 56
6.2 Advertisement and Promotion 57
7. COMPETITIVE LANDSCAPE……………………………………………………………………………………64
7.1 Trends Impacting the Competitive Landscape 64
7.2 Competitor Analysis 67
8. FINANCIAL DATA : FY2009 AND FY2010…………………………………………………………………….72
8.1 P/L Analysis 72
8.2 Profit Model Analysis 75
9. RISKS AND CONSEQUENCES…………………………………………………………………………………..77