Japanese multinational corporations in general do worse with a strong yen because it hurts exports and international sales. Either they increase the dollar price of say, a DS, and suffer lower sales (and the negative response of a price hike so is rarely done), or keep the same price and suffer lower profits when monetizing assets back into the home currency.
For example DS sells for $100, and yen is at 100/dollar. So each DS nets 10,000 yen.
Then the yen gets strong and is 80/dollar. Each $100 DS only nets 8,000 yen to the balance sheet. That's 2,000 yen less per unit, and we are talking millions of units. The lost revenue is immense on this scale.
Then lets factor in an example that it costs 8,000 yen per unit to manufacture, ship, market, and pay the middle-man sellers, and suddenly you are making NOTHING at all. Yes I realize this is an oversimplification but it's still supportive of the point.
