Sony Corporation: Car Navigation Systems

Executive Summary

Sony was the first company in the 1990s to launch the cable car seafaring system. Sony was the securities industry leader with a 60% market piece of ground in 1993. Sony had also led a convention of 40 companies in an industry standard called Naviken which enabled consumers to benefit from mutually harmonious digital map software while manufacturers reduced their run a risk by sharing development costs. However, competitors not in the NaviKen group were able to introduce new and improved products more frequently and more rapidly by developing or getting proprietary digital map technologies. Sony could not keep up with this development and the market share dropped to 15% in 1996. In Europe and the US, Sony was also the first one that introduced the pilotage system, only local manufacturers in Europe started to launch competing products aggressively. Other Nipponese competitors were expected to enter the Europe and the US market by 1997.

The problem definition is the following:

How can Sony boost gross sales and recapture lost market share in the passing competitive lacquerese market and at the same fourth dimension expand to Europe and the US in rewrite to duty tour ahead of the growing competition and the technological development?

The plan of the car navigation system had been around in Japan since the early 1980s, Honda claimed to be the first company to put a navigations system on the road.



The Japanese market for car navigation systems was the world largest in 1995 with sales of 580,000 units and $840 million. Sonys competitors in Japan were Pioneer, Mitsubishi, Matsushita and Alpine.

The European market stood behind the Japanese market for five years. The market began to develop when major companies like Bosch and Philips introduced products in Germany and France, which became Sonys competitors in Europe.

In the US, car navigation systems were...

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