Sony strategic management and leadership Essay Example | Topics and Well Written Essays - 2750 words

Sony strategic management and leadership - Essay Example According to Sony’s C.E.O, the company’s mission is to challenge the designers, producers and engineers in order to improve their software and hardware and eventually advance its differentiation process towards its competition (Badawy, 2009). Sony has renowned heritage of creativeness and innovativeness. Sony boasts of having products in the electronic, games, entertainment, and still participate in the provision of financial service sectors (Flugge, 2008). In this regard, this essay will delve on a critical analysis of Sony’s strategic management and leadership. More so, it will analyze Sony’s marketing advantage with supportive evidence. (1) - Sony corporation success Traditionally, Sony was known as a great innovator that managed to transform the entire categories of electronics with unique products like the PlayStation game console and Walkman music player. More so, Sony was in a position to command premium prices for its top-quality products (Gao, Men g, Steve, 2008). Therefore, Sony did not only the electronic industry but it also changed the world because Sony brought about smaller portable devices to the market, which is contrary to the old electronic devices that were bulky and inefficient. Sony has tremendously grown in market share and profitability (Ajami, 2006). Numerous evidence portrays this growth, for instance in the year 2006, Sony topped a Harris poll as the best brand which was the seventh time consecutively, while dell and coca- cola took the second and third positions. In 2004, Forbes ranked Sony as the 72nd largest company in the world. Recently, in January 2013, Sony scooped the So-net Entertainment Corporation award. According to Interbrand Top 100 Global Brand 2011, Sony emerged position thirty-six among other a hundred brands (Anonymous 2012). Prior to successful market share, Sony boasts of diverse and effective employees who in the year 2011 they were ranging at 168,200. On February 25, 2013, Sony sold a 6 .0% stake of a 55.8%-owned subsidiary (Minato-Ku, 2013). Factors that have contributed to Sony’s success Sony’s main contributor to its success is its unique variety of brands that match up the latest modern world. The company manufactures television screens and projector, cameras, home theatre systems, computer hardware, mobile phones, and car entertainment devices (Plunkett, 2008). Additionally, Sony manufactures home recording devices, storage media, and charging devices (Nargundkar, 2006). Ideally, Sony has further divided some of its products into other sub categories especially for the television products. This has made the company able to service its market through the innovation of tailor made products that suit their various clients. These customers include households, offices, and public gatherings. Hence, Sony’s success comes from due to the ability of the company to produce products that are able to meet the needs of their customers without financial constraints as their quality dictates the price (Ferrell & Hartline, 2011). Moreover, Sony also uses strategic marketing skills to the improvement in sales capacity. These marketing strategies include market mix, online marketing among many others. Ideally, Sony has managed to use its favorable public rapport to maintain significant relations with its employees, consumers and other relevant stakeholders (Shajahan, 2004). The use of its