Sony 2011 Annual Report Download - page 18

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16
■Brazil
Brazil will host the 2014 FIFA World Cup Brazil™—
for which Sony is one of the Official FIFA Partners—
as well as the 2016 Summer Olympics (Games of
the XXXI Olympiad). Middle-income consumers
account for approximately half of the population
and are the driving force behind Brazil’s economic
growth. Sony’s extensive selection of appealing
electronics products, produced at its site in Manaus
and third party manufacturing providers, drove Sony to achieve a sharp sales increase in Brazil, out-
pacing market growth in fiscal year 2010. Sony is the overwhelming market leader in compact digital
cameras, with a market share of approximately 50%, and has recently doubled its LCD television
market share, becoming one of the top three LCD television brands in Brazil. Sony is in the lead-
ing position of each entertainment business—music, pictures, TV programs and game—and brings
about a greater synergy with the electronics business by utilizing its strong brand. Sony is realizing
profitable growth by expanding its network of directly managed Sony Stores, as well as its
e-commerce, and by responding flexibly to the regrouping and realignment of major retailers.
■Russia
Blessed with abundant natural resources, Russia has seen its economy expand steadi-
ly since the global economic crisis of 2008. In this environment, in fiscal year 2010 Sony
achieved record-high sales in the Russian market, emerging for the first time as the frontrun-
ner in the markets for compact digital cameras and portable audio players, among others.
VAIO®, PlayStation® and other Sony sub-brands are strong, as is the Sony brand itself. Sony
expects network-enabled products to emerge as a new high-growth business in the Russian market.
■India
India has a population in excess of one billion, and continues to see rapid economic growth. Sony
is expanding its national sales network in India, which comprises offices and shops tailored to the
local market. Bolstered by successful television advertisements and in-store promotional efforts, in
fiscal year 2010 Sony garnered the top spot in the local markets for a variety of products, including
LCD televisions and compact digital cameras. SPE initially entered the entertainment business in India
in 1995 with the launch of the Sony Entertainment Television channel joint venture, and now has a
portfolio of television brands offering a variety of programming, including general entertainment,
comedy and movies, thus helping to strengthen Sony’s brand in the country.
■China
China, the world’s second-largest economy, has seen the focus of economic growth expand from
coastal areas into inland regions, underscoring expectations of further market growth in the years
ahead. Sony has established a nationwide sales network that centers on Sony-branded stores, as
well as a solid operational framework that strives to maximize sales channels, and continues to see
increased profitability and revenue growth. Sony’s focus in China is not limited to consumer prod-
ucts, but also broadcast- and professional-use equipment, earning it a solid reputation as a top
brand in HD and 3D from the lens to the living room.