Plan to Restore Sony Corporation's Quality & Service

Sony Corporation is #1 in its industry, with 60 years of integrity and high quality behind its well-recognized brand name. Recently, however, it has sustained serious damage to its product quality, customer service, and reputation for honesty and integrity that need to be addressed if Sony is to retain its supremacy. This strategic plan details the company's strengths, weaknesses, opportunities, and threats, proposing an approach for leveraging them to recoup the company's good standing, as well as its bottom line.

After 60 years of superior products and services, Sony has achieved a standing in the electronics industry rivaled by none #1. It has nearly universal brand recognition, and that brand stands for quality, innovation, integrity, and service. Sony's consistent efforts to keep its finger on the pulse of innovation have made it the pioneer in many electronics discoveries, such as the first Japanese tape recorder and the first Japanese radio, as well as the compact disk. Sony has a large base of customers who for a long time have refused to buy any other brand but Sony when it came to electronics.

Recently, however, Sony has seriously damaged its credibility and committed a breach of trust with its customers through questionable marketing tactics, poor quality of products and services, questionable choices of television shows that it sponsors, and even outright deception a phony movie critic, fake graffiti, and a devious tactic to sell

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termined that Sony-US will fix it, but will only pay for shipping within the US, and that I'll have to ship it to a friend in the US at my own expense (�40-�80) ($70-$135), depending on how long I want to wait), and have my friend send it to Sony. I decided this was my best option after all, and today (1 Nov) I asked Sony-Europe for my laptop back. They want �90 ($150) to cover shipping costs before they'll return it ("Sony Customer Support Sucks"). His blog contains colorful statements about Sony's service, such as "Their customer support sucks so much it will sap your will to live" ("Sony Customer Support Sucks"). A different blog describes the experience of another customer who purchased a Sony Cybershot that suddenly stopped working (Hansson, August 6). This customer states that the proof of purchase and the guarantee are pointless if it takes five hours to get through to customer support, complains that the automated computer system is "horrible," and confides that the experience "makes you want to smash the phone against the wall after 3-4 calls" (Hansson, August 6). The same blogger includes a letter from another unhappy customer who recounts the torturous experience he endured in trying to return a defective monito

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