Through comprehensive research on the Sony industry as a whole, according to the Wall Street Journal, “TVs are the core for Sony (Dvorak P., August 29, 2005, Sony Plans Ad Blitz for empower the struggling television unit)” thanks to the spirit of innovation, cutting-edge technology and superior quality inherent in its corporate culture. Sony's main issue observed during the research process was its high pricing strategies, especially in the struggling TV industry, which however resulted in declining sales and revenue growth. One of the main disadvantages of the high prices of Sony TVs is due to the rising yen, for which consumers bear the brunt of it, having to pay higher prices. This is done as such because Sony needs to recover foreign currencies lost due to international trade between foreign currencies and that of the Japanese yen. The research results show that due to the high price strategy, fewer consumers are willing to buy a Sony TV. This concludes that price is certainly an influential factor before considering the purchase, although consumers appreciate the quality and Sony brand. Literature Review Sony, as a global leader in the electronics industry, faces tough and intense competition from its many and diverse competitors such as Matsushita Electric Industrial Co. and Samsung. Electronics Co. According to the Wall Street Journal, Nobuyuki Oneda, Sony's chief financial officer, said: "Competition is considerably tougher than we thought, referring to the television industry. Prices are falling at a faster pace than we expected , particularly in the US (Kane Y., 26 October 2006, Sony warns of pressure on TV prices as profits fall 94%)" Sony began to realize how much price determines... halfway through the paper... ...the thinking was that Sony's TV warranty is effective because its TVs are designed so that the product lasts longer than the warranty, which gives it a lower failure rate. However, in the event of a fault beyond the warranty period, a repair fee will be charged. How do you think Sony is doing financially? How can TV sales improve? The rationale for this question was to determine the financial performance in the market compared to all competitors and also to determine the improvement of its television products. The most important response was that Sony is doing well financially given the global macroeconomic picture. To improve sales, Sony should continue to develop and introduce unique and technologically innovative products, such as the Bravia series, and maintain the path of improving structural and operational efficiency to optimize production costs..