Sony 2011 Annual Report Download - page 30

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28
Building on operational strengths in an assertive bid to
attract middle-income consumers
As India is geographically large, it is critical to operate in the
most suitable way that fits each city and region. Sony classifies
the Indian market into three categories, ranging from small cities
to large metropolitan areas. Our 19 sales branches cover a total
of 450 cities. To ensure our customers can use Sony products
without concern, we have also developed a network of 250
service centers across the country. As transport can be difficult
due to the state of many roads and taxes on interstate sales,
we have established 30 warehouses nationwide, ensuring our
ability to manage our supply chain effectively. Building on this
robust operational structure, we are accelerating efforts to
expand our marketing activities beyond our traditional customer
base—India’s 40 million affluent citizens—in an assertive bid to
attract consumers in the country’s middle class, which is
expected to see further growth in the years ahead.