SONY dégraisse dans sa branche smartphone.
Le nombre d’emplois menacés reste à confirmer mais selon les informations disponibles, d’ici fin mars 2020, près de la moitié des 4000 employés affectés à la fabrication des smartphone quitteront l’entreprise.
SONY cherche déjà à réduire les frais fixes en réduisant le nombre de fournisseurs en pièces détachées ou en faisant des économies sur la promotion publicitaire. En fonction des effets obtenus grâce à ces mesures, Il annoncera le nombre définitif d’emplois supprimés.
Les smartphone SONY représentent moins de 1% de part de marché mondial. Tandis que ses concurrents développent actuellement les nouveaux appareils 5G du futur, cette annonce est un coup dur pour l’ensemble des marques japonaises dont la présence sur le marché mondial des smartphone se réduit de plus en plus.
Choisir les marchés rentables
Le plan de restructuration concernera tout le personnel du groupe dans le monde. Les employés japonais seront ré-affectés dans d’autres activités. Un plan de départ volontaire sera proposé au personnel affecté au développement des logiciels en Europe et en Chine.
L’entreprise limitera désormais ses activités commerciales au Japon ,en Asie orientale et en Europe, et réduira sa présence en Asie du sud et du sud-est. Le consortium sino-japonais basé à Pékin sera épargné.
SONY a écoulé 6,5 millions de smartphone dans le monde en 2018 ,une baisse de 50% comparé à 2017 et six fois moins qu’en 2013. En 2014 il avait déjà procédé à un licenciement de 1000 employés mais il n’a pas pu réduire les frais fixes à temps avant que les ventes ne dégringolent subitement.
La branche smartphone réalise 500 milliards JPY (env 3.9 milliards EUR) de chiffre d’affaires mais le résultat opérationnel a été déficitaire ces trois dernières années. Le groupe SONY projette de renouer avec les bénéfices à l’horizon 2020 en réduisant drastiquement les frais jusqu’à 50% de leur niveau de 2017. Sur le marché domestique, il a écoulé en 2018 , 2,99 millions de smartphones et acquis 9,6% de part de marché derrière APPLE et SHARP.
Une optimisation de l’organisation face à un ralentissement mondial
Selon le cabinet de recherche américain IDC, après une croissance fulgurante entre 2009 et 2015 la vente des smartphones dans le monde a stagné voire légèrement diminuée ces trois dernières années. En 2019 on estime que le nombre de smartphone vendus atteindra 1,394 milliards d’appareils dans le monde, moins que 2018. Le coréen SAMSUNG détient la plus grande part de marché suivi par le chinois HUAWEI , tous les deux en tête de course pour le développement des appareils nouvelle génération notamment les modèles 5G aux écrans pliables. Dans ce contexte SONY avait déjà réorganisé sa branche smartphone en y affectant les cadres de la division caméra pour tenter de fortifier sa force de proposition tout en réduisant la voilure. Cette stratégie est la suite d’une longue série de décisions qui consistaient à injecter ses ressources en priorité aux activités ayant encore conservé les potentiels de croissance. En effet , le groupe s’était déjà séparé de sa branche PC. Les téléviseurs quant à eux sont devenus rentables après de longues années d’effort financier.
Fermeture de l’usine SONY à Pekin
SONY fermera définitivement son usine de smartphone de Pekin fin mars. Le nombre d’appareils fabriqués par la marque reste inconnu mais l’activité est devenue déficitaire en raison de la hausse du coût de la main d’oeuvre locale alors que la part de marché de SONY pour les smartphone représente moins de 1% dans le monde. L’usine qui a ouvert en 1995 était la seule de la marque dédiée à la fabrication des smartphone. Près de 1000 ouvriers y travaillaient. SONY met donc fin à la production en Chine et se relocalisera en Thailande où le coût de fabrication sera moins élevé.
(Source NIKKEI 29/03/2019 ソニー、中国のスマホ工場生産終了 販売減で体制見直し)
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