Strategy planning concern the future it is the process of obtaining the goals set by the management for the company in for the future and how they can be achieve. Strategic planning process it’s a wide process which looks at the wider picture and usually its flexible when it comes to achievement of goals for the organization the process developed some goals for middle level and lover level management to achieved and works on the strategic plans for the future based on the achievement of the goals set for the middle and lover management in short it can be say that strategic planning is the planning of the future for the company.

Based on the above definition the company of Sony will be look with regards to its strategic planning in the past, current and future.

Sony:-

Sony it’s a Japanese company which has it’s headquarter based in Minato. It is one of the largest electronic product manufacturers in the world.

The company Sony has many products in the market from electronic appliances for home to mobile phones and play stations which is used by many people around the world, the company has established itself in the markets of all continents whether is America or Asia, Sony’s products are used by many consumers with a confidence in them.

For the purpose of this assignment the strategies of Sony will be discussed which were used by the company in the past and with regards to that the current strategies will be look and based on the analysis of past and current strategies the future strategies will be identified.

1990 to 2000:-

Sony always tries to differentiate its products from the competitors and provide its customers with latest technology from CD players to mobile phones the strategy at this stage of Sony was to provide its customers with over the top technologies .

The company use many strategies to make success some of them were successful and some were not the company was also subject to some restructuring as a part of its strategy by looking at the company restructuring processes over the years in this period it can be seen that the company Sony was not to the mark when choosing its strategies the company has to change the strategies quite number of times at the time in 90s the strategy of Sony seems like working with different strategies and see which one is working for them. In 1993 Sony introduced its customers with Mini Disc format which was an alternative to Philips Digital Compact Cassette after this introduction the company adopt the strategy to promote its own audio compression technologies under the brand name of ATRAC it was an attempt to go against the widely used format of MP3 at that time and beside that Sony also try to challenge the industry standard Dolby Digital 5.1 surround sound format with its newer and more advance sound format called SDDS (Sony Dynamite Digital Sound) while the Dolby Digital was proving six audio channels at that time Sony Dynamite Digital Sound provide its customers with 8 channels of audio. This new format of Sony also had the feature of providing the users of the system a backup system using having mirrors arrays of bit on both side of the film which provide reliability to the users if the film get damage on one side it became an instant hit among the customers but after a few years it was not in that much demand due to being overshadowed by the home theatre system of Dolby Digital 5.1 system which reduces the sale of Sony systems but at that time Sony did nothing to compete with the system with its own home theatre system which was design to sale in the motion picture industry.

In 1998 Sony introduce its memory stick format flesh memory cards to be use in Sony’s digital cameras and portable music players which was on the format on SD card format which was adopt many competitors in the industry, it provide the users an opportunity to save their data on those memory sticks and can save up to 1000 pictures and songs on that small device it grow popular among the people at that time and it’s still widely used in many products this was the result of Sony strategic planning which always focuses on providing the customers latest technologies so the customers preferred the company more than the competitors, Sony also work with other manufacturer such as Philips in developing or working on new products and by doing this the company was able to grow in the industry.

Despite the success in Sony planning the company was subject to many restructuring due to change in policy and some of the strategies not working and resulting in a loss the problem can be seen that at that time the planning of Sony was very aggr