This report will discuss the recent past strategies deployed by Sony corporation and their resulting outcomes for the company, it will also describe and will provide a concise account of the strategic development history of the company and also put light on current strategic situation of Sony corporation. Taking into consideration the current strategies of the market and competitors the author will recommend future strategic planning for the company for not only maximising theprofits but also to accommodate uncertainties            and changes that may occur to the recommendations in the event of the occurrence specified contingencies or changes in assumptions.

Sony Corporation was established in May 1946 with the total wealth of 19,000 Yen for the research and manufacturing of telecommunication and measuring equipments. It started manufacturing recorders in 1950. Key products of Sony Corporation are video cameras, digital cameras, home audio, DVD video players/recorders, PC, LCS televisions, semi-conductors, data recording systems, batteries and portable audio.

Company was founded by Masaru Ibuka (Ibuka) and Akio Morita (Morita) and it was known as Tokyo Tsushin Kogyo Kabushiki Kaisha which is called as Tokyo Telecommunications Engineering Corporation.

The name of the company got changed in 1960 to Sony Corporation after the establishing itself in Whole Japan. After entering into globalisation the company introduced its products in U.S. and European markets. Company got a huge success from the product called walkman and after that it started its own manufacturing units in European countries and in U.S. also.  In 1980s, by the help of subsidiaries Sony Corporation marketed its products in UK, Germany and France.