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Sony Vietnam Building Quality Building Confidence Integrative Management Case Studies 1 IINTRODUCTION I1TERMS OF REFERENCE As a member of an advisory group team members are Boros Annamaria Csecserits Bea Dinnyes istvan Ferenczne Bozoki Marta Kacser Viola Major Laszlo Dr Mittweg Gabor Nagy Csaba Szabone Durucz Judit Dr Varga Endre Varga Janos Zrubka Zsombor hereafter Group I was asked to prepare an analysis in cooperation with other members of the Group on various aspects of Sony Vietnam hereafter Sovinam or Company I am detailing my analysis concerns and recommendations on various aspects of the Company The objective of this report is to provide assistance to the management on operational level aspects of its business operation by calling its attention to various fields on which closer look needed to be taken and also by suggesting some strategic alternatives to follow in the future in order to increase profitability and stabilize the companys market position I2SOURCE OF INFORMATION Secondary data provided by NIHON University was used for the purpose of the study The Group also used some studies found on the Internet I3INTRODUCTION TO SOVINAM Sony has entered the Vietnamese market by establishing a production plant on 1st November 1994 after the post socialist country began to open its markets to some extents according to the communist governments Doi Moi policy The purpose of establishing Sony production facility in Vietnam was to compete in the domestic market As 100 foreign ownership was not allowed Sony formed a joint venture Sovinam with VTB a state owned company where Sony owns 70 of the firm while VTB has 30 of it Sovinam expected a market growth of 20 Placing Mr Yokota to lead the company in 1998 the management has realized that there are several problems affecting the companys effectiveness such as lack of cost efficiency quality problems corporate cultural problems demotivated staff with lack of management and business experience Above all Sovinams sales had been affected
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