Final Made in Japan

7/31/2019 Final Made in Japan

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About the Author

Akio morita

January 26, 1921 in Tokoname,

aichi, Japan-October 3, 1999 in

Tokyo

Co-founder of Sony corporation withhis friend Maseru Ibuka

Graduated from Osaka imperial

university with A degree in physics

Joined the navy and served as A

lieutenant during world war II


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Morita introduces the origins of his family, and how

Sony was founded.

Chapters picture the war, early tape recorders, and

various conclusions on international markets. Thetransistor was invented in North America in the 1950's,

and Sony took advantage of it.

The biography gives authentic details about patent issues,

business conferences in various countries, and the

invention of the Walkman


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The book is narrated by Morita in an intensely personal,

down to earth, conversational style.

The autobiography was originally published in English in

1986 and has been translated to 12 languages.


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Sections of the book

The book is divided into the following nine sections:

War

Peace

Selling To The World (My learning curve)

On Management (It's all in the family)

American and Japanese Styles (The difference)


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Competition (The fuel of Japanese Enterprise)

Technology (Survival Exercise)

Japan and The World (Alienation and Alliance)

World Trade (Averting Crisis)


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Related to Business Family

Training of Business in Childhood

His Learning was

Use of Motivation

Be Clear about your Ideas

Cultivate the employees

Money Cant give all in world


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Grand father having interest in artistic work.

Business running on the faith of Managers.

Akios father took over the troubled business. On Akio Moritas birth business was running

good.


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A music player imported from America.

An electronic phonograph made by hisrelative.

He started buying electronic books &magazines.

Losing interest in studies.

Joining of Science department.


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Americans destroying Japanese Air craftfactories.

Main target-The industrial areas of Japan.

Fear of losing war everywhere. Hope of ending war.

First ever announcement by JapaneseEmperor The war was over


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Poor Condition after war

Search for a Product- Developed Rice Cooker but

failed

Business of Tape Recorders - 1952


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Fortunate Morita family.

Demolished Japanese military.

Discussions regarding future in family.


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First company.

Borrowed money from Akios father.

Decision to produce Tape recorder.

Production of tape & use by IBM.


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Production of tape recorder.

Marketing of tape recorder.

Reducing the size of tape recorders.

Invention of transistors and production ofpocketable radio.


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Old name of company- Tokyo TsushinKabushiki Kaisha.

Changing to Teletech unsuccessfully.

Thought of changing to Sonny or Sohnnee.

In the last chose SONY.


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Changing Technology

Growing Market

New Inventions Marketing Distributions System

Popularity of Music

Production of terrif itemWalkman

Industrial Creativity


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Double digit increase in GNP

Low Inflation Rate

More disposable income for spending

Vigrous Growth of economy In 1958 only 1 percent of Japanese had a T.Vset, only 5 percent had washing machine

High saving rate in those days 20 percent


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They change from their traditional distributionsystem to own outlet distribution system.

Change the image of Japanese goods as poor

quality to high quality expensive products. Innovative product line.

It concentrate more on Research & Developmentrather then on study of market.


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Walkman was introduced to miniaturize the conventionalstereo with large loudspeakers to light headphones.

Marketing strategy used by Sony for Walkman

They hired young couples to stroll through the Tokyo GinzaPedestrian Paradise on Sundays listening to their Walkmansand showing them off.


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Booming Economy

High Employment Rate

People were progressive & eager to use new

products International Travel was becoming easier


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It was established in Feb 1960 With capital of 500000 dollars

With in 16 months it offered 2 million shares inU.S. market as ADR (American depository Receipts)

It was Ist company to offered its stock in UnitedStates.


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Language problem Different business clauses

Different Rules for Accountacy

Variable financial system favour

(Traditional Japanese system favour short termfinance whereas in America, it was not given moreimportance)


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Introduced in 1969

It become standard all over the world replacing theall 2 inch big units in brodcasting situation

It was efficient & economical Ist all transistors video tape recorder


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Put into Pan Am & American airlines forpassenger entertainment

Give demonstration to big corporate agencies

to train mechanics and salesman


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Prince of Wales was involved in the promotion ofSony in U.K.

Half of U.K production exported to Europe & Africa

Britain give Albert Medal to Mr. Akio Marito in

1982.


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Sony marketed a special calculator model SOBEX. Sonyabolished its calculator business because of several dozen

Japanese companies had jumped into business of makingcalculator . So Mr. Marito confess that he showed a lack oftechnical foresight on his part. He felt that if he stayed with

calculator he might have developed early expertise in digitaltechnology for used later in Personal Computers


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Recruitment of new Employees

Labor laws

Changing Situation after war

Learning while dealing with people

- We should encourage the Employees

- Try to meet & Know everyone

- Motivate them.


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Much more successful than the other companies.

No plan or theory or policy.

Healthier relations with the employees.

Family like feeling with the corporation.

Simple management system for managing the business.


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American businessmen seem to think it is natural always to

be looking over their shoulders to see who is coming up

behind them with a lawsuit

Japanese attitude towards work seem to be critically

different from Americans


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AMERICAN JAPANESE

500 Thousand lawyers. Approx.17000 lawyers.

39000 people pass exam. 300 person each year.

Never Trust Anybody. Trust and Faith

Trust only on lawyers. Lawyers creates problem.

Facilities acc. to rank. Better working conditions.


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AMERICAN JAPANESE

Labour is used as tool. Labour is not used as tool.

Concern about money. Concern about company.

Relations is different. Healthier and cordial. Different attitude Positive attitude.

Cos. are brick walls. Cos. are stone walls.


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Growth in the value of the stock

Japanese believe more in workers morale in companies

Japanese steel company joined with an American company

Japanese see the basis of success in business and industry


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Glory name of Japanese come first.

Competitive not only in business but in life too.

Cannot compete in prices we will compete in services.

Competition in domestic market makes consumer king.


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Sony Corporation

Once there were 40 makers of TV but only 6 left. .

Export as well sell in local market also.

Free economic system.

Share of market is more important to Japanese.

Introduced Betamax in market in 1975.


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Promote new concept of time shift.

Develop new ideas and new products.

Never to listen the ideas from the outsiders.

In U.S. they cheer people who take risks.

Capital is still not freely available in Japan.

Their true capital was knowledge, passion & integrity.


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Value of foreign exchange 360 yen / US dollar.

Buying and selling at appropriate prices.

Prices are affected by demand and supply.

Investment on return basis.

Strong US dollar due to fund flow to US.


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Japans position has grown stronger in the world.

Technology, product planning and marketing.

Employee confidence.

Quality, fair prices of hard earned money of consumer.

Success depends only on the strength of our will.


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Relation between modern Japan and rest of the world have

often been stormy

General motors make their first capital investment in Japan

Good merchandise at the lowest price to produce quick

profits


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Import of goods worth $1.2 billion from France

44% of goods were exported

Perception gap between Japan and other nations

Cultural tradition and philosophy which are influenced by

nature


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Japanese businessmen were worrying about how they can

cope the oil shocks

1973 and 1979 were a great blow to the world monetarysystem

Changing technology

US depends more on the US than on Japan


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Tokyo economic summit in May 1986

Announcement of change in monetary policy

Japan growing in stronger position

Moving into European market was not easy

Develop a new business process

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Final Made in Japan

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