Sony SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Sony analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Sony SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Sony to benchmark its business & performance as compared to the competitors and industry. As of 2020, Sony is one of the leading brands in the consumer electronics sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Sony competitors and includes Sony target market, segmentation, positioning & Unique Selling Proposition (USP).

Sony is one of the most famous electronics brands known across the globe. Sony has a diverse portfolio of electronics, mobile, music and gaming.

Sony SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Sony Brand Analysis
Parent Company

Sony Group


Home Appliances, Mobile and Entertainment


Consumer Electronics

Tagline/ Slogan

It's a Sony, make.believe


High Quality Premium Products

Sony STP
Sony Segmentation

People looking for Electronics, Mobile, Music

Sony Target Market

Young Demographic/Tech Savvy/People with high disposable income

Sony Positioning

Sony is a premium brand which positions itself as a high quality electronics and products manufacturer

Sony SWOT Analysis
Sony Strengths

Below are the Strengths in the SWOT Analysis of Sony:

1. Sony is one of the biggest brands in the world

2. Sony is known as a pioneer in its field with offerings ranging from electronics, music, computing, gaming, semiconductors etc.

3. It has more than 120000 employees across the world

4. Sony has a legacy of more than 70 years and the brand is still going strong

5. Sony has excellent brand image and is known across multiple geographies.

6. Sony has also ventured in Playstation Gaming which is competing directly with Microsoft Xbox gaming

7. Sony has been instrumental in inventing new technologies and starting new categories in the market

Sony Weaknesses

Here are the weaknesses in the Sony SWOT Analysis:

1. Sony is perceived to be great brand but also expensive in many of its markets

2. Sony is no longer a market leader in most of the categories it competes in because of the competition it has to face.

Sony Opportunities

Following are the Opportunities in Sony SWOT Analysis:

1. Sony has lot to gain still in the mobile ecosystem as compared to companies like Samsung, Apple and LG

2. Playstation Gaming is one area which can be increased further and can be targeted to common people, currently only young generation and gaming enthusiasts are the biggest target group

Sony Threats

The threats in the SWOT Analysis of Sony are as mentioned:

1. Competition is very stiff in the electronics and mobile segment

2. External factors like taxes and changes in law in various geographies

3. Counterfeit goods which compete directly with premium brand like Sony

Sony Competition

Below are the top 7 Sony competitors:

1. LG Electronics

2. Panasonic

3. Apple

4. Toshiba

5. Haier

6. Whirlpool

7. Samsung

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Sony. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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