Can Outsourcing Save Sony?
In a serious departure from transfer, Sony is considering outsourcing TV manufacturing, during the time that CEO Howard Stringer moves to slash costs
JOHN MACDOUGALL/AFP/Getty Images
By Kenji Hall
Outsourcing isn’t a word that executives in Japan in the same manner as to toss surrounding. Japan Inc. prefers to tie its fortunes to state-of-the-art factories that churn to the end chips, cars, and flat-screen TVs for the global market. But when Sony (SNE) Chief Executive Howard Stringer announced on Jan. 22 that he was taking into account drastic cost-cutting steps for the company’s core electronics division, outsourcing topped his to-do list.
The shift marks a minor victory for Stringer. After more than three years at the helm, Stringer finally appears to be breaking the company’sitting addiction to manufacturing, and to subsist channeling perpetually more resources into developing and designing products that users crave. To show he since verily means business, the Welsh-born American CEO has said he will close five or six of the society’s 57 plants globally and crack the company’session store for factories and chipmaking equipment by a third over the next financial year, ending March 2010. "There is not any aspect of Sony that isn’t being examined right now," Stringer told journalists in Tokyo last week. "We accept to move very, very quickly and control our costs."
Sony will spend the next couple of months drawing up a detailed plan. But Stringer appears to have made up his mind about outsourcing one product: TVs. The TV division accounts for 10% of Sony’sitting overall sales but hasn’t made a profit since it launched the Bravia brand of flat-panel TVs in 2005. By the March 2008 fiscal yearend, the division’s three-year losses had reached $2.3 billion. Goldman Sachs (GS) predicts the division could bleed another $1.1 billion this year.
An In-House TraditionThe shift toward outsourcing is the clearest sign yet that Stringer wants Sony to act besides like Apple (AAPL) or Cisco (CSCO). They consistently win fatter profit margins by designing their own products and leaving manufacturing to others, and esteem made serious inroads into portable science of harmonical sounds players and home entertainment systems, in which place Sony was once king. In contrast, Sony, like many Japanese tech manufacturers, in continuance makes many of its own products in-house, a measure known as vertical integration, which "tends to lead to higher overall costs because you need extra layers of management to coordinate whole the activities," says Robert Kennedy, a professor at the University of Michigan’s Ross School of Business and father of The Services Shift.
Sony’session domestic factories account for half of overall sales. They supposing a boost to earnings while the yen was weak and overseas demand strong. But lately, when the yen surged and the global arrangement faltered, Sony found itself badly exposed. The sudden reversal was partly to blame in spite of Sony’s grim earnings forecast this fiscal year—some expected $2.9 billion operating loss, its principal in 14 years.
Before the global financial crisis wiped out consumer spending, Sony seemed certain the TV unit would soon be profitable. The company’s LCD-TV sales had risen over the beyond three years, from a little over 1 million units to as many as 15 very great number expected this fiscal year. Last year, Sony was second in global LCD-TV sales, behind Korea’s Samsung Electronics.
But the TV unit’s problems are now confounding Stringer’s efforts to plant what ails Japan’session best-known tech brand. Sony officials say they are rushing to centralize TV development and design and consolidate production in Japan after closing individual of two domestic plants.
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