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TABLE OF CONTENT 1. Executive summary 3 2. Introduction 3 3. Analysis 4 3.1. STE(E)P(LE) Analysis 4 3.2. Porter's five forces 8 3.3. Stakeholder Analysis 12 3.4. Mission statement 13 3.5. Analysis of resources, capabilities & key success factors 14 3.6. BCG-Matrix 16 4. The organisational structure of Sony 18 5. Sony and the movie industry 19 6. Conclusion 20 7. Recommendation 21 8. References 22 1. Executive summary In the following report you will find an extensive analysis of the global player Sony. It is based on a case from the late 1980ies. In this report we are analysing both the external and the internal environment of Sony in order to get a clear overview of Sony's markets, customers and competitors but also of Sony's success and the problems the company is faced with. The report includes following findings: * Sony is an successful global player and operates on many different, very complex markets * the fast innovation of technique and consumer wishes demand fast changes high R&D and excellent quality standards * already established companies have an advantage by their strong brands * the whole industry is combined with high costs Because of these findings Sony is recommended...

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