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Background Sony Corporation is one of the best-known names in consumer electronics andranks plump for worldwide in electronics behind Matsushita Electric Corporation. Since itwasestablishedshortlyafterWorldWarII,Sonyhasintroducedastreamofrevolutionaryproducts,includingthetransistorradio,theTrinitrontelevision,theBetamaxVCR,theCDplayer,theWalkmanportablecassetteplayer,andthePlayStation game console. The companys electronics segmentwhich includes audioand video products, televisions, personal computing devices, monitors, estimator peripherals,telecommunications devices, and electronic components (such as semiconductors).When Dr. Toshi T. Doi took charge of the project to develop a new computer in 1984, herecruited11top-flightengineerstoformtheteam. Doiestablished terzettobasicguidelines for the development (1) the computer should be 32 bit (2) it should be multipurpose and (3) the project should be completed as soon as possible. The engineers, however, determined that they wante d to shape a machine (an engineeringworkstation)thatwouldhelpthemintheirownengineeringwork sort ofthanamultipurpose machine. Doi approved their plan, only ifhe required that it befinished in sixmonths.SAPADAPA ANALYSISI. Situational analysis Dr. Toshi T. Doi was the general manager of Sonys workstation division(WD) and was non keen on changing Sonys product development process,which was in force(p) and successful. The WDs workstation NEWS launchedin October 1986 at the Tokyo Data Show had generated over 1000 inquiriestheyrecoveredinvestmentsinfewmonthsandsawadoubleinsalesannually. Its new product development (NPD) process for the 1550 series workstationhad three stages basic architecture specification product anatomy first lot productionOne side effect of Sonys preoccupation with the video business was that itscomputer business. Although Sony hadsome success in thecomputer gamemarket, its first entrants in the computer market were 8-bit machines. TheSMC-70 and SMC-777 are 8-b it machines were introduced in 1982 and 1984,respectively, which failed quickly in competition with 16-bit MS-DOS systems(e. g. , the IBMPC). Sony considered developing a16-bit microcomputer but itsoon abandoned the idea. II. Problem Analysis The development required too much effort from hardware bearing engineers.Engineers in small teams were required to handle all issues from logic stick out tomanufacturability, requiring a breadth of knowledge, which some(prenominal) did not have. These engineers had to put-in 60 to 70 hours a week and much more during acrisis, rendering them overworked. Withall these unornamentedefforts put in,the intentionswere still not optimized to be manufactured Man/Engineers ? Toomuchwasrequiredfromthehardware design engineers. Small teams were more efficient but they requiredthat each engineer be able to handle the completerange ofdesigntasks, fromhigh-level architecturedown to minor details.Thus the engineers skills andknowledge had to be both bro ad anddeep. Method ? With the current procedure, the designswere notoptimized formanufacturability. Because hardware design engineers were unfamiliarwithallofthemanufacturingconcerns,theyoftenmissedsimpleredesignsthatcouldmakemanufacturing far more efficient. Inthe current process, it is very difficult to separatetechnologyintoneatstepsandforthis earthittakes timetotransfer technology. The workstationmarket is so competitive that there is no time to dothis transfer. SpecializationDesign engineering does ot have comme il faut expertiseto support manufacturing properly, especially as theproduct line and the number of development projectscontinue to growWorkingTimeHardwareengineerstypicallywork60-70hoursaweek And even more during acrises. SWOT ANALYSIS A. Strengths Recovered Investments and doubled theannual sales since thelaunch ofNEWS communicate Manager often a Senior EngineerB. Weaknesses Small project teams Very limited design engineers Lack of traditional management tasks Marketing power is insufficientC. Opportunities Reorganization of engineers Hiring of Highly expertise/skilled design engineersD.Threats Marketing power of competitors during this time IV. Potential Problem Analysis Additional cost in hiring exceedingly expertise or skilled design engineers. Possible loss of market ifother competitors will boost the competition duringthat time when the marketing power is still insufficient. Small project teams that may require them to confer manpower and its costs. Engineers will continue to work too much time that could result to burn-out. Possible accrue in the annual sales of the Sony Company. Loss of precisions in the product lines if the needed expertise will not