ASSESSMENT COVER SHEET

Students name
(Surname) (Given names)

Abdullah
Introduction to Electronic Business

Omar
Phone number: +6017277369 Unit Code MKW 1601

Students I.D. number: 21837473 Unit name Title of assignment Name of lecturer Name of tutor Tutorial day /time Due date:

E-Business Research and Analysis Dr. Uchenna Cyril Eze Dr. Uchenna Cyril Eze Wednesday 2pm 04/05/2012 Date submitted: 04/05/2012

All work must be submitted by the due date. If an extension of work is required, please complete and submit a Special Consideration application (in-semester assessment task) form to your examiner/lecturer/tutor. Please note that it is your responsibility to retain copies of your assessments. If there are no substantial factors to indicate that plagiarism was accidental or unintentional, plagiarism will be treated as cheating in terms of Monash Statute 4.1 Discipline. Plagiarism: Plagiarism means to take and use another persons ideas and or manner of expressing them and to pass these off as ones own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet published and unpublished works. Collusion: Collusion is the presentation of work which is the result in whole or in part of unauthorised collaboration with another person or persons. For further information see the universitys Plagiarism Policy at: http://www.adm.monash.edu.au/unisec/academicpolicies/policy/plagiarism.html Where there are reasonable grounds for believing that plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who will disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager. Tick this box if this submission is a group assignment Care: each student must attach their own signed cover sheet to the assignment. Students Statement: I have read the universitys statement on cheating and plagiarism, as described in the Student Resource Guide (refer http://www.monash.edu.au/au/pubs/handbooks/srg/srg-119.html) This assignment is original and has not previously submitted as part of another unit/subject/course, I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied, I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and: i. Provide to another member of faculty; and/or ii. Communicate it to the universitys plagiarism checking service (which may then retain a copy of the assignment on its database for the purpose of future plagiarism checking). I understand the consequences for engaging in plagiarism as described in University Statute 4.1. Part III Academic Misconduct (refer http://www.monash.edu.au/pubs/calendar/statutes/statutes04.html#Heading102) I certify that I have not plagiarised the work of others or participated in unauthorised collusion when preparing this assignment. Signature ..................................................... Date

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ASSESSMENT COVER SHEET

Students name
(Surname) (Given names)

Chowdhury
Introduction to Electronic Business

Amid Hossain
Phone number: +60193029802 Unit Code MKW 1601

Students I.D. number: 22469850 Unit name Title of assignment Name of lecturer Name of tutor Tutorial day /time Due date:

E-Business Research and Analysis Dr. Uchenna Cyril Eze Dr. Uchenna Cyril Eze Wednesday 2pm 04/05/2012 Date submitted: 04/05/2012

All work must be submitted by the due date. If an extension of work is required, please complete and submit a Special Consideration application (in-semester assessment task) form to your examiner/lecturer/tutor. Please note that it is your responsibility to retain copies of your assessments. If there are no substantial factors to indicate that plagiarism was accidental or unintentional, plagiarism will be treated as cheating in terms of Monash Statute 4.1 Discipline. Plagiarism: Plagiarism means to take and use another persons ideas and or manner of expressing them and to pass these off as ones own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet published and unpublished works. Collusion: Collusion is the presentation of work which is the result in whole or in part of unauthorised collaboration with another person or persons. For further information see the universitys Plagiarism Policy at: http://www.adm.monash.edu.au/unisec/academicpolicies/policy/plagiarism.html Where there are reasonable grounds for believing that plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who will disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager. Tick this box if this submission is a group assignment Care: each student must attach their own signed cover sheet to the assignment. Students Statement: I have read the universitys statement on cheating and plagiarism, as described in the Student Resource Guide (refer http://www.monash.edu.au/au/pubs/handbooks/srg/srg-119.html) This assignment is original and has not previously submitted as part of another unit/subject/course, I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied, I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and: iii. Provide to another member of faculty; and/or iv. Communicate it to the universitys plagiarism checking service (which may then retain a copy of the assignment on its database for the purpose of future plagiarism checking). I understand the consequences for engaging in plagiarism as described in University Statute 4.1. Part III Academic Misconduct (refer http://www.monash.edu.au/pubs/calendar/statutes/statutes04.html#Heading102) I certify that I have not plagiarised the work of others or participated in unauthorised collusion when preparing this assignment. Signature ..................................................... Date

Privacy Statement The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: privacyofficer@adm.monash.edu.au

ASSESSMENT COVER SHEET

Students name
(Surname) (Given names)

Hassan
Introduction to Electronic Business

Ifaz Khorshed
Phone number: +60178465912 Unit Code MKW 1601

Students I.D. number: 22104364 Unit name Title of assignment Name of lecturer Name of tutor Tutorial day /time Due date:

E-Business Research and Analysis Dr. Uchenna Cyril Eze Dr. Uchenna Cyril Eze Wednesday 2pm 04/05/2012 Date submitted: 04/05/2012

All work must be submitted by the due date. If an extension of work is required, please complete and submit a Special Consideration application (in-semester assessment task) form to your examiner/lecturer/tutor. Please note that it is your responsibility to retain copies of your assessments. If there are no substantial factors to indicate that plagiarism was accidental or unintentional, plagiarism will be treated as cheating in terms of Monash Statute 4.1 Discipline. Plagiarism: Plagiarism means to take and use another persons ideas and or manner of expressing them and to pass these off as ones own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the Internet published and unpublished works. Collusion: Collusion is the presentation of work which is the result in whole or in part of unauthorised collaboration with another person or persons. For further information see the universitys Plagiarism Policy at: http://www.adm.monash.edu.au/unisec/academicpolicies/policy/plagiarism.html Where there are reasonable grounds for believing that plagiarism or collusion has occurred, this will be reported to the Chief Examiner, who will disallow the work concerned by prohibiting assessment or refer the matter to the faculty manager. Tick this box if this submission is a group assignment Care: each student must attach their own signed cover sheet to the assignment. Students Statement: I have read the universitys statement on cheating and plagiarism, as described in the Student Resource Guide (refer http://www.monash.edu.au/au/pubs/handbooks/srg/srg-119.html) This assignment is original and has not previously submitted as part of another unit/subject/course, I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied, I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and: v. Provide to another member of faculty; and/or vi. Communicate it to the universitys plagiarism checking service (which may then retain a copy of the assignment on its database for the purpose of future plagiarism checking). I understand the consequences for engaging in plagiarism as described in University Statute 4.1. Part III Academic Misconduct (refer http://www.monash.edu.au/pubs/calendar/statutes/statutes04.html#Heading102) I certify that I have not plagiarised the work of others or participated in unauthorised collusion when preparing this assignment. Signature ..................................................... Date

Privacy Statement The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your personal information, please contact the University Privacy Officer: privacyofficer@adm.monash.edu.au

Acknowledgement

I would like to take this opportunity to express my sincere appreciation to my supervisor Dr. Uchenna Cyril Eze for his guidance, patience and encouragement in helping me complete this project on time. My deepest gratitude to my family members, to whom I owe all my achievements, and also to my friends for their support. I am also indebted to my friends and course mates who assisted and encouragement me throughout the period of this research.

Abstract
This report begins by giving an introduction that provides a brief background of Sony, purpose of the report and highlights of the electronic marketplace. Further research has been carried out on the e-business components of Sony: a) organization, b) technology and c) value of the e-business system. The report also highlights the possible e-business issues that Sony faces and might face in the future. Most common threat on business is security. So its importance is emphasized in the report. The marketing channels that Sony uses in its electronic business model have been explained as well. The analysis has been done through research from sources such as books, websites and various articles where information about the company has been published. The opportunity discovered through the analysis is to come up with a detailed illustration of how Sony functions in the E-market.

Table of Contents
Acknowledgement ..................................................................................................................... 4 Abstract ...................................................................................................................................... 5 List of Tables ............................................................................................................................. 7 1. E-Business System ................................................................................................................. 8 a) Name and purpose of the system:- .................................................................................. 8 b) 1.2 The E-Marketplace:- ............................................................................................. 8 2. Research into e-business components:................................................................................... 9 a) Organization...................................................................................................................... 9 i) Possible Internal organization Functions:- ..................................................................... 9 ii) Firms, Suppliers and Business Partners involved with the systems: ............................. 9 iii) Business process associated with the system: .............................................................. 9 b) i) ii) i) ii) iii) i) ii) Technologies ............................................................................................................. 10 Hardware, Software and network: ............................................................................. 10 Payment systems and security technology:- .......................................................... 10 Tangible benefits ....................................................................................................... 11 Intangible benefits ................................................................................................. 12 Alignment with the vision and mission of the organization: ................................. 13

c) Value of e-business system ........................................................................................... 11

3. E-Business Issues ................................................................................................................. 14 Security and privacy issues: .......................................................................................... 14 Marketing issues:....................................................................................................... 16

4. Conclusion ........................................................................................................................... 17 Bibliography ............................................................................................................................ 18

List of Tables
Table 1: Displaying appropriate customer service and the resulting customer satisfaction .... 13

1. E-Business System
a) Name and purpose of the system:Sony was founded in 1946 and since then it has become a pioneer in audio and video electronic equipment both for consumer market and business market. In the 1990s when the internet was growing popular, Sony launched its website to benefit from the e-business concept that was rapidly gaining widespread interest at that time. Over time the website (www.sony.net) has become an e-commerce hub for Sony which facilitates the selling of its products to customers and also helps provide customer support.

b) 1.2 The E-Marketplace:Sony operates a sell side private e-market place because it is owned and controlled by a single company. It is a storefront: a place where buyers and sellers meet electronically to facilitate the exchange of goods and achieve secure payment in order to conduct business (Mcquitty & Peterson, 2000)The website of Sony (www.sony.net) has several features such as catalogue, payment gateways, order tracking, customers service etc. Moreover, Sony uses intermediaries such as Amazon to sell its products online to exploit a broader market (Sony, 2012). Sonys payment system has been mainly outsourced to various payment service providers namely Visa, MasterCard and so on, to provide consumers with a secure payment facility.

2. Research into e-business components:

a) Organization
i) Possible Internal organization Functions:-

Much of the success of the Sony e-business model can be attributed to the effective sales and marketing operations and the efficient business operations of the company (Osterwalder & Pigneur, 2002)The website provides catalogue and all the relevant details of the product, provides an easy to use online order and payment system and also provides shipment tracking of the system. Product related customer services as well as problems solving tools are also provided. Thus it can be concluded that the Sony website mainly caters to the sales and marketing department of its operations and also establishes an easy to use sales system for the consumers.
ii) Firms, Suppliers and Business Partners involved with the systems:

Sony has developed partnerships with many third party companies to retain its competitiveness in the electronics business sector. It has a strategic partnership with the application service provider Altoros. Altors helps Sony remain competitive by developing web based service applications and services for Sony faster than its competitors (Customers Speak, 2012). As a result Sony has reduced its operating cost and capture greater market share increasing its profitability. Another strategic alliance of Sony is with BroadVision, a leading and cutting-edge software developer (BroadVision Sets Date to Announce Fourth Quarter Fiscal Year 2010 Results, 2011). BroadVision has used its soft wares to develop web based applications and also develop the one to one marketing for Sony. Also its software has helped Sony to improve its support service which has helped to enlarge its customer base.

iii) Business process associated with the system:

Several of the business processes are combined to provide the quality and the product to the Sony consumer. Sony uses mySAP Customer relationship management system to select targeted customers and launch a series of target marketing campaigns for individual customers (Adorna, 2006). In addition to the targeted marketing Sony also offers customer support through its FAQ and regular product updates on its online catalogue. The website also permits download of software and manuals for its products to enhance customer

services. Such close marketing alongside good services like free software updates builds a strong relationship with customers.

b) Technologies
i) Hardware, Software and network:

Sony is known for constantly upgrading their networks and also for upgrading its software as well as hardware. They specially use Microsoft Commerce Server and Microsoft SQL Server technologies have been put in place to drive more customer penetration and build online customer loyalty. Microsoft Commerce Server includes crucial components for establishing and expanding online customer focused businesses by allowing product catalogue setup, and an on-going administration and personalization. On the other hand, Microsoft SQL server permits extensive OLAP(online analytical processing) and data mining functionality, thereby facilitating better decision making (Microsoft Corporation and Intel Corporation, 2006).

ii)

Payment systems and security technology:-

Sony protects its online customer exchanges through the use of SSL protection of its website. This is very hard to break by hackers. Also Sony customers have to login online by using their own accounts. Thus authentication of the identified customers helps make their products secure. Moreover,

communications to and from Sony only takes place on the email account of the customer registered under Sony. Accordingly, it is understood that through such online interactions with Sony are secured. As mentioned earlier, Sony uses Mastercard and Visa credit cards to secure online payment. By having the secured payment by Visa card logo, customers have to directly use password created for online payment with the respective Visa card. The process usually involves TAC (transaction authorization code) numbers which is only sent to the customers registered phone number (Combaluzier, 2000). This further secures the online transaction. The SSL protocols are another means of security which helps to protect the online payment system.

c) Value of e-business system

i) Tangible benefits

The value of e-business in todays world is irrefutable and new concepts are on the rise revealing the benefits of such systems. The concept of shortening the supply chain or "disintermediation" caused by electronic commerce is a relatively new concept. According to one researcher, the word has only been around for three or four years. In its widest sense, disintermediation means the elimination of intermediaries such as distributors and retailers (Barros, Billante , Deley, & Nores, 1998) Among the many benefits the e-business system of Sony provides are, boosting profit, improved productivity, enhancing various relationships, opening new marketing channels, and the list goes on. Already enjoying its highly populated and dedicated consumer base, Sony responds to its global consumers by taking the advantage of the value of information technology in e-business environment. Similarly, Sony is able to capitalize on new opportunities by taking the open platform of the internet resulting in removal of geographical and physical barriers. Another notable benefit is the direct customer advantages: Web stores are open 24 hours a day,7 days a week Access to numerous search systems that makes the customers search activities much easier Global accessibility from all over the world

Through expansion, Sony can target customers worldwide subsequently increasing both its sales volumes and sales revenue. Another thing in effect is the growing customer enlargement which enables Sony to establish itself as a universal brand, helping it to build its business goodwill; thereby successfully vying for international customers loyalty. The e-business system helps the online store to attract and target the right segments and aids in the retention of loyal customers by catering to their needs which will ultimately sustain long term profitability and reduce costs. Even though e-business environment is becoming increasingly competitive and electronically linked (Henderson, Dooley, Boehlje, & Akridge, 2001). Sonys brand reputation quite efficiently rules out the former. E-business encourages the exploration of multi-channel marketing (Banta Corporation White Paper, 2004)Online marketing strategies are more efficient

as most of its customers are highly regular internet users and substantial online buyers. The novel and inexpensive marketing approach permits Sony to carry on personalized marketing and focus on customer needs. This is evident in the companys website (www.sony.net) where it is mentioned that it continues to be more than just about the product but also about the people who use it and is fuelled by customers demand. For instance, digital marketing permits the online store to tag its content with metadata unfolding it in micro format where other organization like Facebooks open Graph Protocol and Google Rich Snippets power such metadata to facilitate sharing of information and improve search engines therefore increasing the sites visibility and popularity compared to that of the rivals. Online marketing similarly allows the firm to save both time and cost by designing tailored-made advertising campaigns and catalogues via inferred data of the shoppers (Chao & Wei, 2010), customer profiles and their shopping history which helps in boosting sales and demand (Anumba & Ruikar, 2008)

ii)

Intangible benefits

Strategic position, customer service and quality of life are the intangible benefits favouring the firm. The integrated systems used by sony.net enable necessary customer services upgrades to improve the firms strategic position. Sonys main focus on customer care is executed with the help of some 2000 customer service staff, resulting to customer satisfaction followed by a strengthened strategic position. Like most click-and-mortar organization, Sony understands the importance of customer satisfaction, as an important element of competitive quality which results in customer loyalty. Its sites image as been improved by its strong customer services and the aftermath is over one million hits per month supported by regular usage of thousands of customers. By 2006, only 7 years into e-business Sony, had over 170,000 visitors to its web site every day and is regularly placed in the top ten UK ranking for shopping and classified sites in the Shopping Appliances and Electronics category. The following table displays appropriate customer service and the resulting customer satisfaction:

Customer service Customer Relationship

Customer Satisfaction The CRM software is able to forecast the wants of a customer. Sony has user profile covering shopping history and personal information of the customers where employees have direct contact with them. Personal emails are sent to them which are addressed to their names and products are suggested based on their shopping preferences.

Service and Support

Customers are able to track shipment through the site and separate services exist for handling returns and any past questions asked will be visible in the users profile. Sales activities are supported by dealer locator and accessory finder. Furthermore, repair and service are available in its site as well.

Privacy and Security

The site in its contract states that the customer profile is confidential. It also ensures that customers are safe and are not victims of fraud by reserving the right to check any credit cards background. The site uses user ID/ password, firewalls, server segregation, application controls and Secure Socket Layer (SSL).

Table 1: Displaying appropriate customer service and the resulting customer satisfaction

Employers of Sony are provided with the latest technology, appropriate and up-to-date software, and networking requirements. In addition, it also provides ease of communication among the employees, the customers and the suppliers. The hassle of administrative paper work and processing time for employees when focusing on challenging work is also eliminated by wise supply chain management .The employees are highly trained to deal with technical problems and the site engages into one employee for one customer rule, thus improving the employees motivation and accuracy.

iii)

Alignment with the vision and mission of the organization:

Vision: Sony will be the most comprehensive entertainment company in the world' or 'the world will look to Sony for comprehensive entertainment. Sony has been very successful in steadily establishing itself as one of the leading providers of audio/video electronics and information technology products for the consumer, academic, and the corporate world. Sony manufactures electronic appliances that heavily support the IT industry and its course into the gaming market has also seen fireworks. The companys deep involvement in the music and movie industries (i.e. Sony BMG and Sony

Pictures) has given Sony a competitive advantage in the entertainment industry and today Sony is seen to be universally acclaimed. Mission: Bring new technologies, content and services together in unprecedented ways that enable people to re-shape their perception of the world and enhance their lives. Sony has been at the cutting edge and a leading innovator of some state of the art of technologies for more than 50 years; certainly impacting the way people live. Its innovation has become a part of popular culture, including the first magnetic tape and tape recorder introduced in 1950 until the latest Hi-scan flat screen TVs. Undoubtedly, Sony has been multitudinously successful in accomplishing its mission in becoming a leader in product innovation, principally based on the on-going R&D (Research and development) initiatives and convergence of various technologies.

3. E-Business Issues
i) Security and privacy issues:

A websites security and privacy keeps customer satisfied and secured, safeguarding the organizations image. However, online businesses are often victims of security issues like hacking, malware attacks, botnets, and phishing which lead to privacy issues like identity theft and customers information exposure. Sony has been seen in numerous incidents to be highly concerned with security not just limited to tis web stores. In the wake of an April hack that took down its PlayStation Network for almost a month in 2011, Sony hired a former Department of Homeland Security official to head up information security and privacy issues. Philip R. Reitinger was named Sony's senior vice president and chief information security officer (Albanesius, 2011) The fact that security and privacy issues are closely linked to customer loyalty and data loss can incur very high cost highly encourages Sonys security and privacy concerns to be of gigantic importance. Widely known as the PlayStation Network outage, it was the result of hackers accessing to some 77 million accounts under PlayStation Network and Qriocity services (Richmond & Williams, 2011). As a result users of PlayStation 3 and PlayStation Portable consoles were restricted from participating in online games (PlayStation Network Restoration Begins,

2012). Furthermore, a consumer class action was filed against Sony, connecting to the data cracks in its Sony PlayStation and related services and the company suffered a significant cost (BBC News, 2011). A privacy policy has been established by Sony in Europe in cooperation with the Federation of European direct marketing (FEDMA). FEDMA is the first trade association whose data protection code of practice, which was developed in negotiations with the European Data Protection Authorities (article 29 working group) and recognized by the EU Commission (Sony, 2011). To combat unfortunate happenings Sony Corporation has made significant enhancements to the data security (Sony, 2011) (Seybold, 2011) (Sony, 2012): Using of Secure Sockets Layer (SSL) encryption when collecting or transferring sensitive data: SSL is the most widely used technology for creating a secure communication between the web client and the web server. SSL encryption is designed to make the data unreadable by anyone but Sony. SNEI (Sony Network Entertainment International) and its third-party experts have conducted extensive tests to verify the security strength of its network. Automated software monitoring and configuration management to help defend against new attacks. Enhanced levels of data protection and encryption Enhanced ability to detect software intrusions within the network, unauthorized access and unusual activity patterns Implementation of additional firewalls Orders placed over the Sony website are subject to strict verification policies, a manual checking process to ensure that the card being used is not being misused by another party. It also developed its own shipping and billing policies to provide customers with protection from credit card fraud. Sony is registered with VeriSign site identification authorities. This allows customers Internet browser to confirm the identity of the website they are using before any personal information is sent. If the site users are using is not the authorized Sony site, users will be notified that the site looks suspicious with an error message, before you send any personal information.

The Sony databases are stored with secure network architecture and are protected by many Sony security measures. Customers credit card information is not stored in any Sony database .i.e. Sony of Canada Ltd. maintains strict enforcement of Private Information Management to ensure that its customers are the best protected and not at risk. Information held by Sony is not shared and protected under our Privacy Policy.

The company has also initiated a number of ways to maintain its network infrastructure like an early-warning system for suspicious activities that could signal an attempt to compromise the network.

To summarise, the companys e-commerce security strategy involves a mix of prevention and detection measures to safeguard the confidentiality of data in the information system and further uplift online trust towards the organization.

ii)

Marketing issues:

Although Sony has already established itself as an electronic giant globally, the fact that e-business is still somewhat new in todays world makes it prone to fluctuations in demand and supply of its products. Most customers are reluctant to buy online which is supported by the existence of high level of scam and fraudulent activities feeding on credit card numbers and personal information. Moreover, fierce competition invited by new companies means Sony faces the challenge of short product lifecycle and changes in prices of the competitors products due to technological innovation. Another issue is shopping cart abandonment; more than 60 per cent of online shoppers abandon purchases before completing the credit card transaction, according to Gartner Group Inc. (Chin, Wafa, & Ooi, 2009). Sony requires a swift sales turnaround of its product, as the type of products it sells is most likely to get backdated (innovation in electronics is exponential in new age) and hence prevention of obsolescence of its inventory is critically necessary. In order to combat marketing issues Sony marketing constructed a new sales SCM (Supply chain management) system linked to many of its business processes, including manufacturing, distribution, and sales. Two such schemes are given below:

Demand information creation system: This system collects the actual data from Sonys volume resellers. By processing inventory and other related information it is able to predict the demand for the next 33 weeks for the product under consideration. These forecasts are then sent to EMCS (the division responsible for production) and thereby necessary adjustments are done (Sony Marketing (Japan) Inc., 2004).

Delivery time forecast system: It provides delivery time answers to order requests by collecting production plan and inventory information. When there is no inventory, it confirms the production finish dates by reference to the production plans in the factories. If there are no production plans, it looks for replacements products .When handling mixed orders, for instance PCs and displays, whichever is the later product delivery time is the delivery time provided. This systems database contains up to ten million entries and process one hundred thousand orders a day and is able to calculate delivery times within 0.1 of a second (Sony Marketing (Japan) Inc., 2004)

4. Conclusion
Moreover, Sony can also utilize its strong brand name and adopt a brand extension strategy to market new product categories and boost sales in the initial stage. Finally, in order to survive profitably in the long run Sony Corporation may carry out on-going marketing research and continue to develop innovative products that effectively fulfil customer needs, wants and demand.

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Richmond, S., & Williams, C. (2011, April 26). Millions of internet users hit by massive Sony PlayStation data theft. Retrieved May 1, 2012, from The Telegraph: http://www.telegraph.co.uk/technology/sony/8475728/Millions-of-internet-users-hitby-massive-Sony-PlayStation-data-theft.html Seybold, P. (2011, April 30). Press Release: Some PlayStation Network and Qriocity Services to be Available This Week. Retrieved May 2, 2012, from Playstation Blog: http://blog.us.playstation.com/2011/04/30/press-release-some-playstation-networkand-qriocity-services-to-be-available-this-week/ Sony. (2011, October). Privacy Statement . Retrieved May 1, 2012, from http://www.sony.co.uk/biz/pages/privacy/Privacy_statement_en_EU.html Sony. (2012). Playstation 3. Retrieved April 15, 2012, from Amazon.com: http://www.amazon.com/PlayStation-3-60GB-System/dp/B0009VXAM0 Sony. (2012). Security. Retrieved May 2, 2012, from Sony Canada: http://store.sony.ca/webapp/wcs/stores/servlet/ContentDisplayView?cmsId=Security &catalogId=100803&storeId=20153&langId=200 Sony Marketing (Japan) Inc. (2004). Customer Success. Fujitsu Limited.