Managing The Multinational Corporation (Sony Corporation)

This report discusses the impact of issues on stakeholders of Sony Corporation, role of newcomer MNCs in identifying issues and trends, and recommendations for the organization. It also includes a SWOT analysis of Sony Corporation.

Running head: MANAGING THE MULTINATIONAL CORPORATION
Managing The Multinational Corporation
(Sony Corporation)
Name of the Student
Name of the University
Author Note:

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Table of Contents
Introduction..........................................................................................................................2
Discussion............................................................................................................................2
Section 1: Research Question of the Project....................................................................2
One issue or Trend which affects the organization Stakeholder.................................3
Role of Newcomer MNCs in identifying issues and trends........................................4
Section 2: Reaction from Various Stakeholders..............................................................6
Impact of issues on stakeholders of Sony Corporation...............................................6
Developed Country......................................................................................................8
Developing Country.....................................................................................................8
Emerging Markets.......................................................................................................9
Possible reaction from various stakeholders in reaction to above impacts...............10
Section 3: Recommendation to the Organization..........................................................11
Conclusion.........................................................................................................................13
References..........................................................................................................................14

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Introduction
Sony Corporation is considered to be leading manufacturer of audio, video, games,
communication and lastly products related to information technology. It tends to provide a list of
detail products which are needed by both consumer and professional markets (Oliinyk et al.
2018). By the help of system entertainment and online business, Sony has positioned in the
leading electronics organization of the world. At present, Sony has come up with an annual sale
of 72 billion dollars for the fiscal year by the year 2016. Sony is focused to provide a wide range
of innovating products along with multimedia services which can be challenging to consumers. It
can be used for accessing and enjoying digital entertainment. Sony organization aims to create
strategy for both business and organization (Hong 2018). Sony is focused to create new world of
entertainment that can provide a variety of products. As a result of diversified portfolio, each of
the members in Sony comes up with mission statement which is totally based organization
culture. The main goal of Sony Corporation is to excite new digital entertainment experiences for
various consumers. It is all about bringing cutting edge products that come up with latest
generation of Content and Services.
In the coming pages of the report, an idea has been provided with respect to one issue or
trend which affects the present stakeholders of Sony Corporation. After that, role of Newcomer
MNC is analyzing the issues has been discussed in details. The report further discusses the
impact of Stakeholders on Sony Corporation. Possible reaction from various stakeholders has
been discussed in brief. The last section of the report mainly deals with list of recommendation
for Sony Corporation.

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Discussion
Section 1: Research Question of the Project
One issue or Trend which affects the organization Stakeholder
Competition on Innovation and Technology
Sony Corporation is known to be as one of the major organization in the domain of
electronics, gaming and entertainment. The organization tend to succeed at a rapid rate based on
the SWOT analysis. SWOT analysis is a model which is used by managers for analyzing the
strategic factors and external strategic factors. The economic globalization has hit the world in
the 20th century. It has helped in getting an idea has been provided with respect to multinational
Corporation which operates in various geographical areas (Blanchard 2018). The main notion is
all about organization of function and different kind of processes in various location.
Globalization of various innovative MNCs is known to be as one of the things which has evolved
to date. The rise of emerging markets comes up with significant impact on middle-class
consumers. They have forced these organizations not only on market boundaries but also to find
out the marketing strategies. There is large number of difference between emerging market and
historical developing market so that they will not like to lead a success (Voinov et al. 2016). All
the given constraints have resulted in huge amount of changes which as per the demand of
MNCs which can be used for responding to it. Emerging market customers have made changes
in the demanding products that can optimize on the local environment.

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Fig 1: Cluster of Sony Stakeholders
(Source: Voinov et al. 2016)
The overall corporate strategy of Sony Corporation is to be leading providers of
consumer networks and electronics. In the last few years, the overall profit of Sony has risen by
346% due to strong performance from the PlayStation unit. At present, emerging markets have
come up with local environment which comes up skilled forces of labor. All the given demand to
which the MNC (Sony Corporation) respond are required for appreciating changes. New MNCs
have come up with potential so that they are growing at a much faster so that it can save time to
potential partners and aggressive competitors. It is tending to affect both local and advanced
markets (Zavyalova et al. 2016). The given elements have coupled up with decreasing the overall

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wealth in some of the developing organization. The overall opportunity for the MNCs has come
up with new kind of solution which is can be plus point for emerging markets. It tends to put
effects on some of the advanced markets. In some of the given scenario, MNC tends to optimize
the local research and development in emerging markets (Korschun 2015). It tends to ensure the
fact that global integration of innovation tends to depend on the innovation for the global
context.
Sony corporation tends to operate as one of the strongest brand in the present market
where it operates. It is strong brand that helps the business to interact with consumers on regular
basis that is new products and offerings. Apart from this, Sony comes up with a diversified
business. The organization comes up with electronics and gaming products along with financial
services and products. There have been certain aspect of current business which has been
examined until now so that people can understand different implication for international
business. It comprises of some associated theory for innovative products. Along with addition of
research and development, there is new kind of emerging MNCs (Taiwo, Agwu and Lawal
2016). This particular phenomenon will ultimately tend to affect the innovation of MNCs.
Various organization around the globe along with decade of experience of research and
development are not meeting the MNCs. They have deviated from their path. The organization
needs to collaborate along with competing with which is in direct relation with home and host
markets. They can directly put joint venture to develop some technology standard for providing
partner solution to some of the local customers. Two things are needed that are knowledge
management and skills for integration so that valuable resources in different part of the
organization. The organization has come up with some structural and cultural boundaries
(Taiminen, Luoma-aho and Tolvanen 2015). The trend can be used for configuring a network,

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emergent process like a challenge that can be used for global innovation. The management of
some of the global innovation tends to become one of the important things for different MNCs.
In the last few years, it has resulted in competitive advantage for some of the organization.
Role of Newcomer MNCs in identifying issues and trends
Organization makes use of huge number of benefits that is products that are profitable
like its PlayStation version. It is the one of the biggest strength of Sony to ensure the overall
profit of the organization despite the rivalry. SWOT analysis aims to highlight the overall
strength of Sony that aims in continuing the business processes. Sony organization needs to
improve their strength to stay competitive against the present competitors. With the passage of
time, borderless economy tends to develop in some of the major regions. Sony Corporation have
expanded their business in various national borders so that they can maintain competitiveness
(Daft 2015). The overall number of various MNCs working some of the major markets are
working respect to some technological development that is increasing at a rapid rate. It is very
much due to operation point of products which needs to be manufactured as soon as possible like
the local markets. It aims to permit certain number of products that require to be manufactured
near the local markets (Schnackenberg and Tomlinson 2016). This should be done because it
permits the products for meeting the needs of the local users and reducing the energy required for
transportation. The overall role of MNCs (Sony Corporation) in the global community has
increased a lot.
Increase in international Organization Compliance: The world economy is totally
distorted by various political intervention. The tide in the corporate level competitive
interdependence tends to focus on the global alliance activity. It is becoming very much
significant in the present economy (Jolanta 2015). Science community has enjoyed a good

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climate for both international communication and collaboration. At present, the engineering
community has encountered various constraints as a result of economic and included security
reasons. In the near future, it is expected that these constraints are to be removed. Newcomer
MNCs are looking for certain number of ways so that they can ensure their own survival (Bowen
2015). They cannot survive on their own along with national interest but instead of that, they
require good citizen. In some of the industrial development countries, people are looking for
sophisticated information-based products. At present, the societies are becoming totally
depended on information-oriented societies. There is large number of application software which
is dependent on some of the local culture which is difficult to be developed.
Fig 2: Sony Corporation
(Source: Shahbaz et al 2018)
Emerging roles of Newcomer MNCs: Strategic Alliance in business is considered to be
as a useful way for improving international collaboration. For newcomer MNCs, cost of
development of technologies is improving at a rapid. At present, Global science and technology

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are encountering issues for promoting the overall industrial economy. At present, semiconductor
technology is looking for forces which can drive high kind of information society. Some of the
global environmental issues like shortage of both food and energy that results in explosion of
crucial issues (Ståhlbröst, Bergvall-Kåreborn and Ihlström-Eriksson 2015). There are some
serious kind of issue in development of new technologies which is required for solving the
issues. There is some kind of technologies which is required for saving energy and along with
resources along with reducing waste and pollution. Currently, the organization are coming up
with some evolution technologies which is required for saving resources along with reducing
waste. For overcoming the issues, newcomer MNCs are focusing on to create new industry
where waste can be recycled into useful resources. It is stated that recycling industry is
considered to be economical backward and is considered to be low- technology industry. The
new upcoming MNCs will improve and tends to provide employment opportunities for various
people around the globe (Kennedy, Welch and Monshipouri 2017). Newcomer MNCs are
coming up with new industries which will improve the world economy and global environment
for sustainable development. Upcoming MNCs will play a key role in global collaboration. With
the passage of time there is strategic alliance which is formed by MNC (Sony Corporation)
which is very encouraging.
Section 2: Reaction from Various Stakeholders
Impact of issues on stakeholders of Sony Corporation
Stakeholders are nothing but people and groups that come up with huge amount of
interest in the business. Both shareholder and owners are considered as primary stakeholders of
Sony Corporation (Kostova, Nell and Hoenen 2018). At the beginning of 21st century, there are

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some groups which is holding the organization for much higher and environmental standard.
Sony Corporation is totally related to overall complexity of the developing CSR which suits the
need of the business and worldwide market. The overall complexity is based the plan where the
organization operates There are large number of stakeholders that are arranged as per the priority
of CSR strategy like
 Highest priority is given to shareholders
 Employees
 Customers
 Business partners.
 Giving minimum priority to local communities.
Stakeholder Group: For having an idea about the impact of the stakeholders their
relation with business of Sony Corporation. Along with owners, customers, business partners,
and suppliers are considered to be key group. At present, customers can operate in the business
in more honestly way along with providing much fairly services (Ramondo, Rappoport and Ruhl
2016). There is large number of communities which can expect Sony Corporation to get
involved. Employees at Sony Corporation can easily expect a fair working environment. Both
business partners and associated suppliers can expect a good working environment for their
employees. The main focus on stakeholders at Sony Corporation is all about managing their
relationship with proper integrity along with responsibility.
Financial Impact: Sony Corporation are in business for making money which affects the
financial interest of the owners and shareholders. They have been given greater financial interest
in creating balance with the present social responsibilities (Faulkender and Smith 2016). It is the

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part of organization leaders to come up with wise decision that will minimize cost and produce a
productive bottom line. There has been much greater involvement of the stakeholders which
tends to affect the bottom line of Sony Corporation. It can be bit costly for this organization to
manage waste and come up with recycle program which is good for the environment. Sony
Corporation do take account of the interest of the stakeholders which will help in understanding
the negative publicity.
Fig 3: Stakeholders of Sony Corporation
(Source: Filatotchev and Stahl 2015)

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Social Impact: Both internet and mobile technology aim to provide much greater amount
of power to consumer and watch groups. There is large number of communities which come up
with separate entity from the given customers (Den Hond and de Bakker 2016). Organization
like Sony can expect their employees to take part in all of the community-based activities. It is
required for sharing of a part of wealth which the people will provide the required income. One
of the advantage that a local business will have over the local chains which are required for
establishing connection within the given community.
Operation impact: Employees of Sony Corporation becomes very much involved with
the stakeholder's group. In some of the general cases, employees are required to value a key asset
that is expected to work in a non-discriminatory environment of work (Wang et al. 2016). Any
kind of failure will tend to provide an equal amount of opportunity that can lead to low employee
morale (Jackson and Rathert 2016). Suppliers are expected to be paid right on time which will
keep them in loop for the current business activity. This ultimately helps in relating their
relationship with the organization. By making use of suppliers and resale product a bad working
environment or social responsibilities will impact their suppliers.
SWOT Analysis of Sony Corporation
Strength Weakness
1. Strong Brand Name
2. Diversification of Business
1. Lack of mobile devices
2. Vulnerability of databases.
Opportunity Threats

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1. More Diversification
2. Innovation at rapid rate
1. Cyber Attacks
2. Privacy of Software
Developed Country
The stakeholder value theory of Sony Corporation tends to play a key role in developed
country. There are large numbers reasons for providing this reconciliation like
 Overall knowledge of stakeholders that are external can be considered to be
driving force for encouraging the business (Daudigeos, Roulet and Valiorgue
2018). It is required for embracing both the theories.
 It does come up with capability for developed countries for pursuing both theories
in the respected business.
Stakeholders in some of the developed countries tend to have more knowledge about
sustainable products like Green products (Henisz 2017). As a result of their knowledge, business
of Sony Corporation may find it difficult to listen to stakeholders which are required for
maintaining overall profit growth.
Developing Country
In developing country, stakeholder theory is on the top priority because of list of reasons
like
 Developing country come up with consumer that have some practical restriction
(Tran 2019). It does not encourage support any kind of sustainable practices.

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 There is certain number of government policies which does not incentivize the
best kind of sustainable practices.
The overall need for consumers in developing country tends to differ in large number
from developed countries. One of the possible reason is overall percentage of population that is
living below the poverty line (Famiola and Adiwoso 2016). For developing countries citizen
tends to live below the given poverty line, then the priority may not be given on purchasing
green products. In some of the developing countries, consumers are more desired for sustainable
environment based practices, economics. It tends to heavily rely on influential decision which is
required for purchasing green products (Deephouse, Newburry and Soleimani 2016). Developing
countries consumer does not come up sustainable environmental based practices. Stakeholders of
Sony Corporation in developed countries tend to be more aware of worldwide happening due to
technology like internet.
Emerging Markets
Sony Corporation is considered to be one of the largest consumers of electronics
organization. Considering the struggle of this organization, Sony has successfully created a brand
name which is high value (Oliinyk et al. 2018). It aims to enjoy a good reputation for both good
quality and durability of products. Two biggest threat of Sony Corporation is Chinese
manufacturer and Cyber Attacks. The competitive organization is penetrating untapped into the
emerging markets in two regions that are Asia Pacific and Middle East. The overall number of
household in middle east have been increased for exponential markets like China and India
(Hong 2018). It is expected that it will increase the forecast over a period of time.

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Fig 4: External Stakeholders of Sony Corporation
(Source: Zavyalova et al. 2016)
Possible reaction from various stakeholders in reaction to above impacts
Technology has totally changed the way in which the Organization like Sony Corporation
conducts business activities. It has also enabled small organization (Newcomer MNCs) to
compete with Sony Corporation (Blanchard 2018). Upcoming MNCs make use of array of
technology that ranges from server to mobile-based devices. It is required for developing
competitive advantage in the present marketplace. Small business owners should focus on

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implement technology at the time of considering the planning process for streamlined
integration. It has ultimately created a room for upcoming expansion. It has ultimately helped the
owner to build up operation which is most effective technology. There is list of reaction of
stakeholders in terms of reacting with the above impacts like:
Impact on Overall Operating Cost: Stakeholders of small business can easily make use
of technology for reducing their overall business cost (Voinov et al. 2016). In most of the cases,
enterprise software has helped the organization in automating some office function like record
keeping and payroll.
Securing Sensitive Information: Business owners can make use of technology for
building up secure environment. It is required for maintaining some of the sensitive information
or even consumer information.
Improved Communication Process: Business Technology can be considered to be
helpful in improving the overall process of communication (Hueske and Guenther 2015). There
are large number of upcoming technology like email, website, and apps that be used for
improving the communication with its customers.
Increasing Employee Productivity: Stakeholders of Small business can improve their
employee productivity by making use of technology (Korschun 2015). Both system and business
software can help employees to process their information in manual methods. Apart from this,
business owners can make use of technology for reducing the overall amount of human labor in
the organization.

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Broaden Customer Base: By the help of proper technology, stakeholders of small
business can easily research on new economics markets (Taiwo, Agwu and Lawal 2016). It is
considered to be very much like selling of both consumer and goods in the local market.
Collaboration and outsourcing: Stakeholders of any business organization can outsource
their function in national and international business environment (Taiminen, Luoma-aho and
Tolvanen 2015). Outsourcing will ultimately help organization to lower their operating cost and
emphasize on complete their business activities.
Section 3: Recommendation to the Organization
Sony corporation can make use of differentiation as a key strategy for gaining
competitive advantage. Differentiation of the products at Sony will provide some unique features
while comparing it to others in the market (Daft 2015). By making use of generic strategy, Sony
Corporation can integrate certain number of features that make use of attractive and profitable
products. Sony should innovate their product features so that they can keep up competitive
advantage against the competitors (Schnackenberg and Tomlinson 2016). Differentiation of
competitive Strategy aims to highlight the overall importance of product uniqueness which is
required for-profit business. The strategic objective of Sony Corporation is all about increasing
the overall rate of innovation for boosting the competitive advantage for Sony. The financial
notion of Sony is all about having generic strategy for reducing the overall cost of products in
various business segments. The objective of Sony Corporation is all about gaining competitive
advantage by improving their business efficiency.

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Market Penetration: Sony Corporation should focus on gaining intensive growth of
strategy for market penetration (Jolanta 2015). The present strategy of Sony Corporation is all
about increasing their overall Sales in the present market of operation.
Fig 5: Recommendation to Sony Corporation
(Source: Bowen 2015)
Product Development: In general product development can be applied to secondary
intensive strategy for the business of Sony to grow. In intensive growth strategy, Sony
Corporation should focus on developing products that are far better than competitors (Shahbaz et

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al. 2018). Sony aims to innovate their gaming products which are considered to be key driver of
growth outperformed by competitors. Sony should focus on innovating efforts that provide novel
and unique products which need to be emphasized.
Market Development: Sony Corporation should emphasize on market development
which is considered to be supportive for intensive growth strategy. The organization can grow in
size by providing new markets by making use of this strategy (Ståhlbröst, Bergvall-Kåreborn and
Ihlström-Eriksson 2015). Sony can easily introduce their products in developing market which
does not have any kind of presence. Sony Corporation can find new application for its product
and services that require new market for them.
Diversification: Diversification can be considered to have minimum significance among
the growth strategy of Sony Corporation. The overall growth of business development can be
considered to be ultimate growth of intensive strategy for Sony Corporation (Kennedy, Welch
and Monshipouri 2017). The overall significance of diversifiable tends to be reduced as a result
of Sony decision on few products. The products tend to come up with highest amount of
competitive advantage in the mix of products.
Conclusion
From the above pages, the fact can be easily concluded that the report highlights Sony
organization which is a Japanese Multinational organization. The head office of this organization
was located in Tokyo, Japan. Sony Corporation is known to be a leading unit of electronic
business and part of Sony group. The organization is engaged in different kind of business by the
help of operation through different segments like video games and network services. Sony is the
first consumer product which aims to manufacture electronic cockers. The fact needs to be taken

19MANAGING THE MULTINATIONAL CORPORATION
consideration that the whole products are sold poorly. The organization comes up with successful
business for repairing radio and its parts. In the above pages of report, one issue or trend that
affect the stakeholders of Sony Corporation as a result of emergence of new MNCs has been
provided. An evaluation has been done with respect to role of newcomer MNCs which are
involved in making an identification of trend and issues. The second section of the report deals
with reaction of various stakeholders. An evaluation has been done with respect to impacts of the
issue in different organization. A discussion has been provided from different stakeholders for
reacting with the impacts. The last section of the report mainly deals with list of recommendation
for this MNC that is Sony Corporation. The organization has been discussed with respect to
global strategy along with managing the change.

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