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Extended-form Case Study

Rise and fall of a market leader: Sony in the TV industry

Published on September 28, 2023   17 min

A selection of talks on Marketing & Sales

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0:00
I'm Shahid Zaki. I'm the ex-CEO of Philips Pakistan, and I'm going to cover a very interesting topic today which must be very close to your heart. It's Sony's performance in the TV industry, and I'm going to talk about the rise and fall of Sony as a market leader in that industry.
0:29
Sony had a phenomenal rise in the sense that they were able to launch an IPR-protected picture tube, which gave them the advantage of a very good picture. They were able to have premium pricing with the help of that TV in the marketplace, so this story is all about how they created that differentiation, and so on. You must be aware that there were other successful innovations from Sony, such as the Sony Walkman. I'm going to restrict myself to TV.
1:10
Starting, I will spend some time on how they became the market leader, so it's all about their phenomenal rise in the TV industry and how they were able to do it. And later, what caused the erosion in their presence in the marketplace. That is a separate set of slides, which is the fall of the market leader.
1:38
Sony, as you must be aware, is a memorable brand in the sense that though they started out very small, they did very well in coming out with some innovations which were truly phenomenal. One was the Betamax video cassette recorder, and I earlier talked about Walkman. And, of course, they had a very strong positioning in the game console market.

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Rise and fall of a market leader: Sony in the TV industry

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