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Sony SWOT Analysis

Published by MBA Skool Team in Consumer Electronics category Last Updated: June 12, 2023Read time:

Here is a detailed SWOT analysis of Sony covering strengths, weaknesses, opportunities and threats.

Sony Strengths

  1. Sony is one of the biggest brands in the world on consumer electronics having a world wide presence via multi-brand stores and ecommerce portals
  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 100,000 employees across the world
  4. Sony has a legacy of since it started in 1946 and the brand is still going strong with its diversified products
  5. Sony has excellent brand image and is known across multiple geographies.
  6. Sony has also ventured with PlayStation Gaming which is competing directly with Microsoft Xbox gaming
  7. PS 5 has been received well as was the case with previous consoles like highly successful PS 4
  8. Sony has been instrumental in inventing new technologies and starting new categories in the market
  9. Apart from consumer electronics, Sony has diversified into financial services, movie production and music
  10. As a part of its CSR initiative, the company has partnered with organizations like UNICEF, World Wildlife Fund and helped victims of floods, natural calamities etc.
  11. The company has strengthened its position in the market via several strategic investments & acquisitions globally
  12. Sony has always focused on complete marketing and spends millions on advertising via TV commercials, online ads, social media, digital marketing, event sponsorships and much more

Above are the strengths in the SWOT Analysis of Sony. The strengths of Sony looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Sony Weaknesses

  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.
  3. Sony has not been able to establish itself strongly in the mobile market as compared to its performance and image in the appliances category

These were the weaknesses in the Sony SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Sony Opportunities

  1. Sony has lot to gain still in the mobile ecosystem as compared to companies in the smartphone segment
  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
  3. Acquisition of consumer electronics, internet companies & smartphone manufacturers can strengthen the position & business of Sony 

Above we covered the opportunities in Sony SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Sony Threats

  1. Competition is very stiff in the electronics and mobile segment
  2. External factors like taxes and changes in law in various geographies
  3. Low quality goods which compete directly with premium brand like Sony
  4. Gaming industry is quite dynamic and Sony needs to keep innovating in the Playstation category

The threats in the SWOT Analysis of Sony are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Sony SWOT analysis.

About Sony

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Sony Overview
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

People looking for Electronics, Mobile, Music

Target Market

Young Demographic/Tech Savvy/People with high disposable income


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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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