Sony has no plans to cut PlayStation 3 price

"There once was a time when Sony was classified as a member of the losing camp (in the electronics sector) ... But this is the final year of Sony's revival phase," Chubachi said.

"We will keep our eyes on the targets never to miss them."

Despite Chubachi's determination, there are nagging worries in the market that if it is forced to cut PS3 prices substantially to stir up demand, a larger-than-expected loss at the game unit could derail Sony's plan for the 5 percent margin.

Analysts, on average, expect Sony to post an operating profit margin of 4.9 percent for the current business year, according to Reuters Estimates.

Ahead of Chubachi's comments, shares in Sony closed up 1.2 percent at 6,540 yen, while the Tokyo stock market's electrical machinery index, which fell 0.79 percent.

Sony shares have gained 28 percent since the start of the year, outpacing the sub-index's 9 percent rise. The stock performance, however, is overshadowed by a 59 percent jump in Nintendo shares.