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Sony: Key Strategic Issues and Recommendations

   

Added on  2019-09-23

12 Pages3615 Words387 Views
Running Head: US3007/BUS314 Business Experience ProjectUS3007/BUS314 BusinessExperience Project-ASSESSMENT 3

US3007/BUS314 Business Experience ProjectTable of ContentsExecutive Summary:..................................................................................................................2Introduction:...............................................................................................................................2Company background:...........................................................................................................2Mission & Vision:..................................................................................................................3Company business:.................................................................................................................3Products & services:...............................................................................................................3Consumer products & services:.............................................................................................3Professional products & services:..........................................................................................3Key strategic issues:...................................................................................................................3Recommended actions:..............................................................................................................6Conclusion:................................................................................................................................8References:...............................................................................................................................101

US3007/BUS314 Business Experience ProjectExecutive Summary: This report elucidates a case analysis on Sony, which is one of the most renowned multinational electronic companies globally. The case reflects some of the key strategic issues that are acting as major loopholes to the expected success of the brand in global arena and offers suggestive recommendations to the management such that prudent policies can be implemented by the management to improve the situations and thereby put the brand back on track once again as it has been few decades back. Specifically, three key issues faced by Sonyin its global supply chain have been analyzed and plausible recommendations have been offered to ensure that it continues to be one of the global leaders in the electronic sector as it used to be when it was launched in the global markets.Introduction: This report contains information on Sony Corporation, one of the leading electronic dealers inthe world. The company operates successfully globally owing to its immaculate strategic decision-making in diverse domains such as marketing, operational and supply chain activities that ensure the highest possible quality of products are supplied to the target customers at the right place and at the right time through its highly efficient global logistics and supply chain strategies. In this regard, it is essential to discuss about the background of the company, its mission and vision, the business activities and the key products and services that it produces and supplies across its global supply chain. The report will discuss about the details of some key strategic issues that are being faced by the company and offer plausible recommendations to improve the scenario so that the company is once again headed in the right direction. Company background:Sony Corporation happens to be a Japanese electronic manufacturer and dealer that is considered to be one of the leading brands in the world currently. The organization was established on 7th may, 1946, around 72 years ago. The company is headquartered in Tokyo, Japan. The founders of the company are Masaru Ibuka and Akio Morita. Kaz Hirai is the Chairman and Kenichiro Yoshida is the current President and the CEO of the organization. The brand serves to all locations around the world. There are around 1,17, 300 employees working in the company around the globe. The company made a net income of around ¥507.62

US3007/BUS314 Business Experience Projectbillion in 2017 and earned a revenue of around ¥6,593 billion in 2017 [ CITATION Son17 \l 1033 ].Mission & Vision:Sony has the mission of being a corporation that seeks to inspire and fulfill the curiosity of every customer. The company strives to offer unmatched technology, content and services to the customers. The continuous pursuit of innovation and creativity is one of the major constituents of the mission of the global giant. The vision of the company is to create new and unique cultures and experiences for the customers such that through every product and service, the brand can emotionally move the customers [ CITATION Son18 \l 1033 ].Company business:The business of the company is spread across a wide range of products and services that are considered to be some of the best in terms of quality, usability and variations. The global brand is into a wide range of products and services that it has achieved through its effective differentiation and diversification strategies that have offered the competitive edge to the brand across several international markets.Products & services:The company offers a wide portfolio of products and services to the customers that can be categorized into the consumer products and services and the professional products and services.Consumer products & services:The consumer products and services from Sony consist of a large category of products such as televisions, digital cameras, laptops, headphones, smartphones, video games, gaming and network services, financial services, etc.Professional products & services:The professional products and services consist of entertainment solutions, sports solutions, active learning, healthcare solutions, video security, projectors, medical monitors, camcorders, professional displays, motion pictures, etc. [ CITATION Son181 \l 1033 ].Key strategic issues: Sony implements the Strategic Business Unit (SBU) form of doing its business activities around the world. So, the company operates along a multidivisional structure and for 3

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