Sony Mission and Vision Statement Analysis

Sony’s mission statement is “To be a company that inspires and fulfills your curiosity. Our unlimited passion for technology, content, services, and relentless pursuit of innovation drives us to deliver ground-breaking new excitement and entertainment in ways that only Sony can.” The statement explicitly shows that the company is all about the customer. It emphasizes what it prides in doing – meeting the desires and needs of its clients. The characteristics that related to Sony mission statement include:

  1. Improvement of life. Sony’s first characteristic in its mission statement speaks to its ambition of rolling out designs with high customer satisfaction features. Sony recognizes how important its products are especially in improving the life experiences of its customers. This shows why it is always driven to constantly improve quality without settling for normal.
  2. Exceeding expectations. In this second component, Sony demonstrates its continued commitment to supporting innovative attitudes that drive the creation of better products. It has been doing this through the various designs that promise to not only offer the customer better experiences but also create better linkages with the company. 
  3. Delivering excitement and entertainment. It is true that Sony leaves nothing to chance when it comes to delivering excitement and entertainment in the Sony way. Through its new technological advancement mechanism, the company has shown its desire to continue being the best in what it does. In fact, these ambitions are also directly related to the first and the second characteristics in its mission statement. 


Sony’s mission and vision statements are a reflection of how critical these business instruments are when it comes to the growth and position of a company in the market. As a technological firm majoring in the production of a wide range of related products and services, Sony has shown what it takes to maintain a consistently high reputation for years.

Ever since its foundation by Akio Morita and Masaru Ibuka in 1946, this Sony has shown that it is indeed a cut above the rest. Sony prominence is attributed to its vision statement that focusses on technological passion to make a difference in the sector by leading in coming up with the best products and services.

The company mission statement also significantly contributes to this success because it is the one that outlines the mechanisms of achieving the goals set in the vision statement. In fact, Sony’s mission statement outlines the critical activities that make up the operations of the company and their intended achievements and impacts in the sector as a whole.

For a company to thrive, its operations must be guided by certain principles, and these are the core values. Values such as sustainability, diversity, and integrity have been influential in the productivity recorded by Sony. Ideally, these are the major elements that guide the company to stay true to its mission and vision statements.

Vision Statement

Sony’s vision statement is “Our vision is to use our passion for technology, content, and services to deliver kando, in ways that only Sony can.” The statement focusses on Kando, a concept specific to Sony and a reflection of its linkage creation passion. Various components relate to this statement:

  1. Exploit our passion. The first component in Sony’s vision statement spells out the major strength that Sony must exploit – its passion for technology, content, and services to run the operations of the firm. It is a reflection of what drives the workforce of the company to be on their toes in designing competitive products for their customers.
  2. Delivering Kando. Within Sony, Kando represents the emotional connectivity of everyone involved in the company. It is an aspect that this vision statement emphasizes as the bonding element critical for the operations and processes within the firm.
  3. The Sony way. In this component, Sony highlights its uniqueness as a brand and what it does. In fact, this is reflected in its passion, embracement of the spirit of kando, and most of all the quality that defines its products and services.

Core Values

Sony’s core values comprise “dream and curiosity, diversity, integrity and sincerity and sustainability.” They ensure Sony stays in the right direction in the achievement of its goals. They relate to the following factors:

  1. Dream and curiosity
  2. Diversity
  3. Integrity and sincerity
  4. Sustainability

To be the very best in the future, Sony believes in being innovative as doing so from a diversified viewpoint as shown in the first and the second values. It also recognizes the potential of acting responsibly and in an ethical manner. Finally, the company understands that with these characteristics, it gains the ability to sustain its reputation.


Sony slogan is: make.believe


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