Training and Development Methods

The assignment delves into different training and development methods employed within organizations. It examines the significance of effective communication for organizational success, highlighting its impact on both internal and external interactions. The document also explores the concept of employability skills development, discussing their relevance in today's job market. Additionally, it analyzes various learning methods used to enhance employee knowledge and skills.

Assignment
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EXECUTIVE SUMMARY
This paper showcase clear understanding about the supply chain management and its
significance to the renowned corporation Sony. It is a Japanese multinational conglomerate founded in
1946 and headquartered in Tokyo. The organization is known for rendering consumer and professional
electronics, 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 listed
among Fortune Global 500 companies at 116th position. It is recognized brand that its providing its
high quality products and services in world wide market.
The vision of Sony is to develop exciting new digital entertainment experience for its customers
by developing cutting edge products with present techniques and services. The mission statement of
showcase the commitment of brand to design a broad range of creative products and multimedia
services to render new and impelling digital entertainment experience to users. Th mission of company
is to ensure technical advancement and apply upgraded techniques for the advantage of the public. The
nature of business is highly technical and innovation based. Being a global entity, company pays more
consideration on its supply chain management. This aspect help brand in ensuring that its product and
services reaches to world-wide customers. There are wide range of strategies that are used by Sony
Corporation for effective supply chain management. Such as, company has adopted demand driven
planning based on real time demand perception for shaping the demand. Also, the product designs are
optimized 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. The
application of technology and information system in the supply chain to minimize Bullwhip - Impact is
one such challenge. Thereafter, rapid changing technology and tough competition from global brands is
another issue faced by brand. Other than this, customer relationship management is another challenges
that must be focused upon by management. Further, to make appropriate selection between
centralisation and decentralisation is a big challenge faced by Sony.
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TABLE OF CONTENTS
INTRODUCTION................................................................................................................................4
MAIN BODY.......................................................................................................................................4
a) The application of technology and information system in the supply chain to reduce “Bull whip -
Effect”..............................................................................................................................................4
b) The use of Customer Relationship Management (CRM) and the benefits to the organization...5
c) The choice between centralisation and decentralisation, which one is more predominant and it
impacts on supply chain decisions...................................................................................................6
SUMMARY .........................................................................................................................................7
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9
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INTRODUCTION
Supply Chain Management (SCM) can be defined as the process in which the goods and
services, information as well as finances goes from supplier to manufacturer to consumer. Supply chain
management also constitutes coordinating and integrating these flows within the organizations. The
significance of Supply Chain Management is that it is a cross functional concept which comprises of
managing of the raw materials, internal processing of raw materials into finished goods which further
deliver to the consumer (Fawcett, Ellram & Ogden, (2014). For conducting the present research, Sony
Corporation will chosen as an organization. In this assignment, three issues related to the supply chain
management of Sony will be discussed. In which analysing of the major alternatives of SCM will be
evaluated by giving the recommendations.
MAIN BODY
a) 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 forecasts
output supply chain inefficiencies. In other words, Bull whip effect refers to the increasing of the
swings in inventory and this is happening due to the changes in the customer demand as supply chain is
moving upwards. According to the Bozarth, & Handfield (2015), there are numerous problem in the
supply chain management and they are demand for the supply, lack of communication, disorganization
etc. 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 reducing
bull whip effect. There are various factors or alternatives through which bull whip effect can be
occurred in the supply chains management of Sony Corporation. Firstly, Disorganization between the
every supply chain link. And this is happening because of the ordering larger or smaller amounts of a
product that will be increased afterwards due to the under reaction or demand of that product to the
supply chain. So Sony is practising the appropriate technology and information system in their
organization to predict the disorganization of the supply chain management.
On the contrary to above, Tayur, Ganeshan & Magazine (2012) opinion that, lack of
communication is also one of the reason through which bull whip effect is causing in the Sony
Corporation (Tayur, Ganeshan & Magazine (2012). If there is the lack of communication is there in the
chosen organization then it will be difficult for processes to run smoothly. The other issue related to the
lack of communication, it can make the managers to perceive the wrong demand for the product such
as order different quantities. This will be happened because of the ineffective communication in the
Sony Corporation. The other aspect can be free return policies in which customers may deliberately
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exaggerate demands due to the shortages but cancel it later when supply chain become adequate again.
If this goes on happening then it will evolve the bull whip effect in the chosen organization. This will
results in the excess material due to the overstate of the needs and cancelling of the orders (Monczka,
R. and et.al. (2015). However, it can critically assessed that order batching is also one of the factor
through which bull whip effect develop in the organization. The business enterprises may not quickly
placed the order with the supplier, it placed according to the demand of that product. They can order on
the quarterly and monthly basis. Hence, this will create variability in the demand so the technology and
information are needed to reduce the bull whip effect.
On the other hand, Wisner, Tan & Leong (2015) argued that price variations is also one of the
issues which arise the bull whip effect (Wisner, Tan & Leong (2015). In this, the special discounts and
other cost variables can affect the regular buying patterns. Hence, more buyers will take advantages on
discounts through which it will cause uneven production and distorted demand information. Moreover,
the demand information has rely on the previous demand operation to determine the present demand
information of a product but, due to the fluctuations, it may occur in change in demand. For example, if
Sony is rely on the previous demand information to estimate the current demand information then, it
may happen the demand will be change and can't able to help in determining the exact demand for their
products and services (Smichi-Levi (2016). Hence, these are the issues through which Bull whip effect
can be developed in the supply chain management of the organization.
b) The use of Customer Relationship Management (CRM) and the benefits to the organization
Customer relationship management (CRM) can be defined as the approach which manages the
organization's interactions with current and future customers. The customer relationship management
concept tries to figure out the customers' history and to improvise the business and enhancing the sales
growth, they focuses on the retaining their customers. As per the view of Seuring (2013), explained
that the customer relationship management gathers the information from the various aspects that is
several communication channels such as company's website, telephone, email, marketing elements and
social media etc. (Seuring (2013). By using the CRM approach in Sony Corporation, the business will
able to know more about their target markets and tries to full fill their needs and requirements. On the
Contradictory, the CRM concept also lead to the favouritism that is discrimination within the
customers which leads to the dissatisfaction among the customer as well as finishing the purpose of
customer relationship management. The CRM helps in the improving business relationships with their
target market, assisting in customer retention and driving the sales growth.
Furthermore, Ahi & Searcy (2013), asserted that CRM software is also useful in saving the
various customer information and documents in to the single CRM database, through which they can
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easily access and manage these information (Ahi & Searcy (2013). The CRM software will helps in the
marketing automation, sales force automation, contact centre automation etc. Hence, customer
relationship management is one of the strongest and most efficient approach in maintaining and
creating relationship with the customers. Once this personal and emotional linkage is built between the
employees and customers then it is very easy for Sony to analyse their target market needs as well as
requirements and serves them accordingly. The central benefits of CRM will be connected to the three
kinds of equity which are relationship, value and brand, and the customer equity. Despite of this,
Barney (2012) contend that, some of the benefits which provides value drivers are enhancing the
ability to target profitable customers, integrated assistance across channels, enhanced sales force
efficiency and effectiveness and assisting in the improvisation of pricing (Barney (2012).
In addition to this, it also benefited in the customized products and services which helped in the
improving of the customer service efficiency and effectiveness as well as assists in individual
marketing messages. Customer relationship management helps in improvised the customer services.
For example, Sony offers customer helpline number to their customers through which customer service
can be improved and contend as the CRM abilities which can be implemented to enhance efficiency. It
also benefits in the responsiveness to customer's needs in which customers' situations and their
requirements are to be understood by the chosen firm which focuses on the customers' tastes,
preferences and lifestyle. (Using CRM to build customer relationships (2016) stated that, customer
relationship management also helps in saving time and this will happen because of the CRM in which
they let organization to interact with their customers more frequently through various aspects by which
communication goes rapidly between them and able to matched on the timely basis (Using CRM to
build customer relationships (2016). So, this will assists in understanding the customers' needs and
requirements more properly. Therefore, CRM could also contributes to a competitive advantages in
improvising the chosen organization's ability of the customers information to customize products and
services as per the customers' needs and expectations.
c) The choice between centralisation and decentralisation, which one is more predominant and it
impacts on supply chain decisions
These are the two types of organizational structure that is centralization and decentralization
which are used in the business. Centralization can be defined as the authority which means the power
of planning and decision making are in the control of the top management. On the other hand,
decentralization can be referred as the power which has been distributed among the employees from
top to middle or bottom management. As per the view of Zhu, Sarkis & Lai (2013), evaluated that there
are some major differences between these two organizational structure in which one is predominant
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structure (Zhu, Sarkis & Lai (2013). Furthermore, in centralization, communication flow from vertical
that is from top to bottom level of management. Whereas, decentralization has the open and free
communication flow in the organization. In centralization, there is a slow decision making process
while on the other hand, decentralization decision making is fast as compare to the centralization.
Centralization has an advantage which is proper coordination and leadership in the business enterprise.
In contrast to this, decentralization shares the burden and responsibility in the organization. In
centralization, the all power of decision making lies with the top management. On the contrary to this,
Brandenburg and et.al. (2014) contend that decentralization has the multiple persons which have power
of decision making (Brandenburg and et.al. (2014). Centralization is best suited for the small sized
organization whereas decentralization is best suited for the large sized organization.
Hence, Decentralization is more predominant structure for the organization. This is because
now many business is considering decentralization due to the rise in extreme competition where quick
decision is required and helps in making effective strategies and plans for Sony. In decentralization,
communication flows in all directions through which employees able to connect to each other as well
as able to share their innovative and creative ideas with their management (Pagell & Shevchenko
(2014). Decentralization also helps in assisting the sharing of the burden of the top level managers
through which the task will be delegated to each and everyone and work will be done more rapidly in
the organization.
If there will be the decentralization structure in the organization then it will definitely will
provide the benefits for the supply chain management. If there will be good delegation of work then
task will be distributed equally between the employees then they will able to do their task well. In
addition to this, decentralization of decision making is beneficial both for improvising supply chain
performance and providing additional profit sharing terms (Green Jr and et.al. (2012). It is easier to
maintain supply chain relationships to coordinate on efficient actions in decentralized supply chains.
Each player values coordination in the system more and by virtue of smaller influence on the system
can gain less by damaging a coordinated system.
SUMMARY
In a nutshell it can be stated that company is facing issues regarding its supply chain
management. The report also provided discussion about the bull-whip impact in a supply chain
management. It has been identified that fluctuation in demand cause swings in inventory causing bull
whip effect. The main reason for this is due to movement of supply upwards. The lack of
communication is also a major cause of bull whip impact in a supply chain (Winter & Knemeyer
(2013). Other than this, company is required to use CRM technique to retain loyal customers and
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attract new ones. Further, entity is requisite of making best choice between centralization and
decentralization as it have direct impact on the performance and productivity of employees.
Considering, all these aspects, following recommendations can be given.
a) To reduce bull-whip effect: The supply chain network must be designed after focusing on the needs
of customers. Also, the push and pull boundaries must be determined. Such as when the demand is
stable push strategy can be used while pull strategy must be adopted in case of uncertainty of demand.
b) CRM: To maintain effective relationship with customers, it is important for entity to adopt
customer relationship management software (SONY (2016). It will help in retaining the loyal customers
and attracting new ones.
c) Choice between centralisation and decentralisation: It is appropriate for company to use
decentralization as it will increase the involvement of employees within business. For this aspect,
regular meetings, discussion session must be organized between top executives and employees. Sony
can however change this and use centralization as per the requirement of situation.
CONCLUSION
From this assignment, it has been concluded that Sony is an multinational manufacturing
company which has three specific issues such as bull whip effect which can be reduced by various
demand information. If there is will be less fluctuations in the organization then the bull whip effect
will be eliminated from Sony Corporation. Secondly, CRM can be helpful for the organization in
identifying the needs and requirements of the customers. For this, Sony can use CRM software system
through which they able to maintain the records of the customer. Last is decentralization which is
considered as the useful for the Sony Corporation because of their decision making process, it helps in
making quick decisions.
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REFERENCES
Journals and Books
Ahi, P., & Searcy, C. (2013). A comparative literature analysis of definitions for green and sustainable
supply chain management. Journal of Cleaner Production, 52, 329-341.
Barney, J. B. (2012). Purchasing, supply chain management and sustained competitive advantage: The
relevance of resource‐based theory. Journal of Supply Chain Management, 48(2), 3-6.
Bozarth, C. C., & Handfield, R. B. (2015). Introduction to operations and supply chain management.
Prentice Hall.
Brandenburg, M. and et.al. (2014). Quantitative models for sustainable supply chain management:
Developments and directions. European Journal of Operational Research, 233(2), 299-312.
Fawcett, S. E., Ellram, L. M., & Ogden, J. A. (2014). Supply chain management: from vision to
implementation. London: Pearson.
Green Jr, K. W. and et.al. (2012). Green supply chain management practices: impact on performance.
Supply Chain Management: An International Journal, 17(3), 290-305.
Monczka, R. and et.al. (2015). Purchasing and supply chain management. Cengage Learning.
Pagell, M., & Shevchenko, A. (2014). Why research in sustainable supply chain management should
have no future. Journal of Supply Chain Management, 50(1), 44-55.
Seuring, S. (2013). A review of modeling approaches for sustainable supply chain management.
Decision support systems, 54(4), 1513-1520.
Tayur, S., Ganeshan, R., & Magazine, M. (Eds.). (2012). Quantitative models for supply chain
management (Vol. 17). Springer Science & Business Media.
Winter, M., & Knemeyer, A. M. (2013). Exploring the integration of sustainability and supply chain
management: Current state and opportunities for future inquiry. International Journal of Physical
Distribution & Logistics Management, 43(1), 18-38.
Wisner, J., Tan, K. C., & Leong, G. (2015). Principles of supply chain management: a balanced
approach. Cengage Learning.
Zhu, Q., Sarkis, J., & Lai, K. H. (2013). Institutional-based antecedents and performance outcomes of
internal and external green supply chain management practices. Journal of Purchasing and
Supply Management,19(2), 106-117.
Online
SONY (2016). [Online]. Available through: <http://www.sony.co.uk/>. [Accessed on 16th June 2016].
Smichi-Levi, E. (2016). How do we reduce bull whip effect in a supply chain? Available through:
<https://www.quora.com/How-do-we-reduce-bull-whip-effect-in-a-supply-chain>. [Accessed on
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16th June 2016].
Using CRM to build customer relationships (2016). Available through:
<http://www.marketingdonut.co.uk/marketing/marketing-strategy/your-target-market/using-crm-
to-build-customer-relationships>. [Accessed on 16th June 2016].
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