Mr Chubachi wants more focus on what consumers actually want

Ryoji Chubachi, set to replace Kunitake Ando in June, said it would take time for the necessary reforms to have a positive impact on earnings.

Sony has struggled to compete against rivals in recent years, losing ground in key growth areas such as plasma TVs.

In January, it cut its operating profit targets for the current business year.

Mr Chubachi said on Thursday that the squeeze on profits was likely to continue until the reforms were complete.

He warned it would be difficult for Sony to hit its profits target for the 2006/07 business year.

'Reality gap'

He identified three main weaknesses in Sony's electronics business - a decline in product competitiveness, an inefficient manufacturing structure, and a design process that did not place enough emphasis on what the consumer really wants.

"Right now there is a gap between what consumers expect from Sony, their image of the Sony brand and reality," said Mr Chubachi, who will be in charge of Sony's electronics division.

"A recovery will come when we can close that gap."

He said Sony would be able to develop more attractive products by improving communication between engineers and marketing staff.

"We need to ensure the wishes of the designer quickly reach the consumer and that feedback from the consumer quickly makes its way back to the design stage," he said.

Mr Chubachi, a 57-year-old engineer, is currently in charge of Sony's production strategy group.

Earlier this month, Sony appointed UK-born Sir Howard Stringer as its first non-Japanese chairman.