International Management - Sony Corporation
Added on 2020-01-07
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Table of ContentsINTRODUCTION...........................................................................................................................11........................................................................................................................................................12........................................................................................................................................................4CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONInternational management is considered as the practice of managing business operationswithin one or more country. However, it is essential for the business professionals to be familiarwith the language, culture, economic and political environment so that MNC's can actively carryout their trade related activities (Forces driving globalization. 2015). The current studyemphasizes upon Sony case study and thus identifies that Sony Corporation which is one of theworld's successful consumer electronics company. Firm also enables to focus upon creating astrong sustainable competitive advantage and maintain effective culture and internationalisationstrategy so that best results can be attained. 1.As per the case of Sony In The New Millennium, Sony possess varied resources,capabilities and competencies in regard to grow the business successfully in the competitiveconsumer electronics industry. However, being a non-typical Japanese corporation Sony'spossess an effective culture within its firm that attract worldwide market (Eshun, 2009). Businessdoes not limit its growth till Japan but entered US market and attain growth in different marketsas well. Following are the different resources, capabilities and competencies such as-ResourcesResources are considered as the factors that firm own's controls and uses for the aim ofcreating value. Sony's different tangible and intangible resources assists in determining itsdistinctive competency and lead to maintain competitive advantage. Tangible resources of Sonypossess its assets which are financial in nature or have physical properties. It also involves land,building, machinery and equipment in order to attain high profits and sales. Further, intangibleresources involves non-physical assets which Sony could use to produce products or services thatare demanded by consumers in market (Benett, 2002). Sony brand is linked with superiorquality, innovation and style. Business also launches effective products and for that they carryout effective marketing efforts and product launches. Sony manages to create several successfulsub brands and launched numerous of products to attract consumers towards the business. Throuygh referring to the case study it can be evaluiated that Sony possess large numberof skilled employees who have expertise and knowledge to employ best resources in worldwidemarket. Management of firm effectively coordinate with the employees and help them in1
exchanging the ideas so that culture of the firm could be maintained effectively. However,business utilises the human resources effectively in regard to deliver quality consumer productsand services. There are different competitors available in market that give tough competition toSony and impacts the business to attain desired results. Hence, business aims to grow allianceand develop innovative Sony PlayStation and other consumer electronics goods (Fahey andNarayanan, 2013). However, it also contributes to Sony's different tangible and intangibleresources and help firm to sustain and maintain distinctive competency among rivals that in turnhelps to attain sustainable competitive advantage. CapabilitiesEvaluaitng from the case it cna be referred that capabilities can be stated as the terms ofthe types of activity that helps firm to perform its activities and create value. Therefore, Sonyperforms a wide range of different products or services to create variety of actions in order tocreate value for its customers. Capabilities helps in creating value for its customers and in turncontributes to its competitive advantage. However, business capabilities possess an effectivehierarchy of knowledge integration so that best results can be attained in market (Cuyvers andet.al., 2011). Further, at the lowest level, Sony's workers are required to maintain individualcapabilities so that specialised knowledge of the market can be attained and provide bestproducts or services accordingly. Thus, it assists Sony to utilise this knowledge and the skills ofworkers in regard to manufacture and market its products or services and create value for itsclients.Sony has high market share in consumers goods market and attract worldwide consumersby segmenting the target market into different categories. It comprises of televisions, video andaudio products. However, business faces varied issues at the starting and then gradually increasesthe product capability by improving its technology so that worldwide consumers can be attractedtowards firm. Through referring the case, business introduces its first product that was transistorradio and television, VCR, Walkman, video camera etc. Since then business enhances its marketshare and launches various innovative products in market so that sales and market share of firmcan be enhanced. Sony that launches its computer market with its launch of the VAIO and thusentered into mobile phone industry combining with several products to enhance capabilities(Forces driving globalization. 2015). 2
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