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SONY’S STRATEGIC DIRECTION IN THE LAST 10 YEARS

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Table of Contents
1. Introduction ............................................................................................................................. 3
2. Changes in Sony’s Strategy and Strategic Direction in the last 10 years ................................ 3
2.1. Financial Ratio Analysis .................................................................................................. 3
2.2. From 2009 to 2012: Sony’s Failed Attempt at Differentiation ........................................ 4
2.3. From 2012 to 2018: Sony’s Turnaround .......................................................................... 6
2.4. From 2018 until now: Sony’s new shift from manufacturing to content ......................... 9
3. Conclusions ........................................................................................................................... 10
References ..................................................................................................................................... 11
Appendices .................................................................................................................................... 15
Appendix 1: Sony’s Income Statement for the Fiscal Year of 2012 ........................................ 15
Appendix 2: Sony’s Income Statement for the Fiscal Year of 2018 ........................................ 16
List of Tables
Table 1: Sony's Financial Ratios (Macrotrends, 2019). .................................................................. 3
Table 2: Sony’s Income Statement for the Fiscal Year of 2012. Adapted from Sony Corporation
(2012). ........................................................................................................................................... 15
Table 3: Sony’s Income Statement for the Fiscal Year of 2018. Adapted from Sony Corporation
(2018). ........................................................................................................................................... 16

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SONY’S STRATEGIC DIRECTION IN THE LAST 10 YEARS 1 Table of Contents 1. Introduction ............................................................................................................................. 3 2. Changes in Sony’s Strategy and Strategic Direction in the last 10 years ................................ 3 3. 2.1. Financial Ratio Analysis .................................................................................................. 3 2.2. From 2009 to 2012: Sony’s Failed Attempt at Differentiation ........................................ 4 2.3. From 2012 to 2018: Sony’s Turnaround .......................................................................... 6 2.4. From 2018 until now: Sony’s new shift from manufacturing to content ......................... 9 Conclusions ........................................................................................................................... 10 References ..................................................................................................................................... 11 Appendices .................................................................................................................................... 15 Appendix 1: Sony’s Income Statement for the Fiscal Year of 2012 ........................................ 15 Appendix 2: Sony’s Income Statement for the Fiscal Year of 2018 ........................................ 16 List of Tables Table 1: Sony's Fin ...
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