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Paper On SONY - Supply Chain Management & Its Significance

   

Added on  2020-02-05

11 Pages4267 Words274 Views
Business DevelopmentProfessional Development
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Assignment1
Paper On SONY - Supply Chain Management & Its Significance_1

EXECUTIVE SUMMARYThis paper showcase clear understanding about the supply chain management and itssignificance to the renowned corporation Sony. It is a Japanese multinational conglomerate founded in1946 and headquartered in Tokyo. The organization is known for rendering consumer and professionalelectronics, services related to recreation, gaming and financial services. In addition to this aspect,Sony is best known for its computer hardware, telecom equipments etc. The corporation was listedamong Fortune Global 500 companies at 116th position. It is recognized brand that its providing itshigh quality products and services in world wide market. The vision of Sony is to develop exciting new digital entertainment experience for its customersby developing cutting edge products with present techniques and services. The mission statement ofshowcase the commitment of brand to design a broad range of creative products and multimediaservices to render new and impelling digital entertainment experience to users. Th mission of companyis to ensure technical advancement and apply upgraded techniques for the advantage of the public. Thenature of business is highly technical and innovation based. Being a global entity, company pays moreconsideration on its supply chain management. This aspect help brand in ensuring that its product andservices reaches to world-wide customers. There are wide range of strategies that are used by SonyCorporation for effective supply chain management. Such as, company has adopted demand drivenplanning based on real time demand perception for shaping the demand. Also, the product designs areoptimized to facilitate supply, manufacturing and sustainability so as to accelerate gainful innovation. There are various challenges that are faced by brand in present competitive market. Theapplication of technology and information system in the supply chain to minimize Bullwhip - Impact isone such challenge. Thereafter, rapid changing technology and tough competition from global brands isanother issue faced by brand. Other than this, customer relationship management is another challengesthat must be focused upon by management. Further, to make appropriate selection betweencentralisation and decentralisation is a big challenge faced by Sony. 2
Paper On SONY - Supply Chain Management & Its Significance_2

TABLE OF CONTENTSINTRODUCTION................................................................................................................................4MAIN BODY.......................................................................................................................................4a) The application of technology and information system in the supply chain to reduce “Bull whip - Effect”..............................................................................................................................................4b) The use of Customer Relationship Management (CRM) and the benefits to the organization...5c) The choice between centralisation and decentralisation, which one is more predominant and it impacts on supply chain decisions...................................................................................................6SUMMARY .........................................................................................................................................7CONCLUSION....................................................................................................................................8REFERENCES.....................................................................................................................................93
Paper On SONY - Supply Chain Management & Its Significance_3

INTRODUCTIONSupply Chain Management (SCM) can be defined as the process in which the goods andservices, information as well as finances goes from supplier to manufacturer to consumer. Supply chainmanagement also constitutes coordinating and integrating these flows within the organizations. Thesignificance of Supply Chain Management is that it is a cross functional concept which comprises ofmanaging of the raw materials, internal processing of raw materials into finished goods which furtherdeliver to the consumer (Fawcett, Ellram & Ogden, (2014). For conducting the present research, SonyCorporation will chosen as an organization. In this assignment, three issues related to the supply chainmanagement of Sony will be discussed. In which analysing of the major alternatives of SCM will beevaluated by giving the recommendations. MAIN BODYa) The application of technology and information system in the supply chain to reduce “Bull whip -Effect”Bull whip effect can be defined as the distribution channel phenomenon in that it forecastsoutput supply chain inefficiencies. In other words, Bull whip effect refers to the increasing of theswings in inventory and this is happening due to the changes in the customer demand as supply chain ismoving upwards. According to the Bozarth, & Handfield (2015), there are numerous problem in thesupply chain management and they are demand for the supply, lack of communication, disorganizationetc. and these problems are known as the bull whip effect or whip lash effect (Bozarth, & Handfield(2015). The application of technology and information system in the supply chain helps in reducingbull whip effect. There are various factors or alternatives through which bull whip effect can beoccurred in the supply chains management of Sony Corporation. Firstly, Disorganization between theevery supply chain link. And this is happening because of the ordering larger or smaller amounts of aproduct that will be increased afterwards due to the under reaction or demand of that product to thesupply chain. So Sony is practising the appropriate technology and information system in theirorganization to predict the disorganization of the supply chain management.On the contrary to above, Tayur, Ganeshan & Magazine (2012) opinion that, lack ofcommunication is also one of the reason through which bull whip effect is causing in the SonyCorporation (Tayur, Ganeshan & Magazine (2012). If there is the lack of communication is there in thechosen organization then it will be difficult for processes to run smoothly. The other issue related to thelack of communication, it can make the managers to perceive the wrong demand for the product suchas order different quantities. This will be happened because of the ineffective communication in theSony Corporation. The other aspect can be free return policies in which customers may deliberately4
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