As Sony issued its third profit warning in six months, Kazuo Hirai's days at the helm of the Japanese consumer electronics company are numbered, said one analyst.
"You can't do this over and over again and have any investor confidence, [there's] certainly no consumer confidence," said Rob Enderle, principal analyst at Enderle Group told CNBC on Friday, referring to the latest earnings guidance cut.
Sony on Thursday widened estimated net loss to 130 billion yen for the year ended in March, wider than the 110 billion it forecast in February, when it reversed a previous profit outlook. It will report full-year results later in May.
The company attributed the guidance cut to extra costs tied to its exit from the PC business and impairment charges from weaker overseas demand for Blu-ray discs and DVDs.
Sony lacks direction and isn't focusing enough on its core competencies, says Enderle.
"It's really unclear what Sony wants to be. They are talking about doing real estate now, that's insane. This is Sony, a consumer electronics company," he added.
Last month, the company – which revolutionized the consumer electronics industry in the 80s with its Walkman portable music player – said it's branching out into the real estate brokerage business in Japan in hopes of creating a new revenue stream as it struggles to stem losses in the electronics business.