Over the past years, Our Company achieved to be the successful part of the huge current market.
Some subscribers which are thinking to make a deal in cellular phones, our company has lots of options. They can a line of mobile phones which are available with us nowadays:
- Walkman Series
- Cyber-Shot series
- UIQ Smartphones
- Xperia Windows Mobile Operating System Phones
Whether their need is to have a phone for music, phone for photography or any smartphone, their must be only one name that should splash in their mind is Sony Ericsson which should suit their mobile communication.
References:-
2) Resources of Sony Ericsson:
The 5 M’s:
As you can see the 5 M’s in the management that are important as given above.
1. Money: Our Company has lots of money which we get from our shareholders and sales of our products we can invest that in innovation as it is the main success factor of our company and we can invest that money in good advertisement, good marketing tactics.
2. Manpower: We have a great manpower working with us. We have to make them understand that what is our objective and accordingly we have to plan our strategies.
3. Methods: Our Company has always been on the top of innovative methods. We have to keep the same for a longer period of time to have a huge success in currently competitive market.
4. Material: We never had material impact on our results and financial position. We have adequate quantity of material with us.
5. Machines: We have relatively good machineries as compare to others. We have our machineries costing around 2,479,308 Yen in million in 2007.
(References:- 1. 04.12.2008
2. 04.12.2008)
Our company’s core competence:
Sony Ericsson is considered as one of the most successful companies in the field of mobile telecommunication. As we manage our resources, capabilities and core competences we have a good advantage in current competitive market. The factors own by our company which we use for our controls and to create value is known as resources. There can be tangible as well as intangible resources available with us. Our tangible assets are our finance, physical properties etc. and our intangible assets are our non-physical properties such as our service. Sony Ericsson has its major strength in Innovation. Both the companies Sony and Ericsson are good in innovation techniques from a very long time. But Sony Ericsson jointly creates the magic in the field of Innovation. As our strength is in innovation techniques we have to make it as our objective so as to fulfil our customer demands.
(Reference:- ) 04.12.2008
3) Our Stakeholders:In the stakeholder’s category Customer are the most important of any organisation. Customers are the one by whom an organisation earns profit. All the stakeholders are important for us like shareholders, retailer, employees etc. Our employees are too important for us because they give us or complete our objectives when we need it. Our company should keep a good relationship for a longer period of time with our all the stakeholders. We have to make our employees to understand what our brand stands for.
Hatch and Schultz (2003), Balmer (2001), Knox and Bickerton (2000), as well as Ind (1997) and Kapferer (1997) state that we have to fulfil the requirement of all the stakeholders not specially the cutomers but all of them whether they are internal or external. Ind (1997) further states that to have a complete brand we must look after need of all stakeholder.
4) Corporate Governance:
The way in which rights and regulations distributed to us in the manner of laws is the term corporate governance is all about. We have to keep corporate governance in our practice in order to make decisions.
Corporate Governance structure of our company
OUR COMMITMENT TO CORPORATE GOVERNANCE
Sony Ericsson is committed corporate governance in higher standards and it must be in the way we run our business.
We guide our employees in how can we keep our rules and regulation in good manner by the help of our different policies and directions. Our Company’s reputation must be very high in terms of honesty and corporate relationship by its respective, professional and preserved nature to all.
Our corporate governance can be made more effective as we have to take certain measures, controls and procedure so that we get high standards.
Reference:
Date: 25/11/2008
Our company’s ethics:
Respect and responsibility
Our company have a strong belief towards respecting the laws assigned by the human rights shows a responsible view towards the regulation. Our company has a reputation of being responsible in every field from a very long time.
Corporate code
Sony Ericsson started in 2001, the company does all its operations under corporate code. These assigned corporate codes are helpful to our employees in order to complete their tasks and make their decisions on day to day basis.
Supplier social responsibility code
Our Company has a safer workplace for our employees with supplier social responsibilities, we respect the human rights and we need to apply our ethical standards in our current business. Our company have to inspect all of our new supplier so as to clarify that they follow the same standards as we do.
Reference:
Date: 25/11/2008
Freedman’s role of business in society:
To make our business successful we have to stop looking for the selfishness in motivation, narrow outlook and instrumental behaviour. Our company has to keep looking for the success and should not have such things within their organisation. Our company has a always been responsible and has a respect towards all. We must not consider that things which can loose our position in the market in terms of ethics and responsibilities.
(Reference:- )
Four school of moral society:
1. Deontology: - This is the term which is used for the view of our organisation towards our duties and responsibilities towards society and nature. The duties and responsibilities towards the nature, environment and nature has to be in view always for the high growth of the company.
2. Utilitarianism:- It is the term used for tallying the consequences that has been recognised by us as good or bad. Accordingly we have to tally all of our results and then we have to take some action by keeping our ethics and responsibilities towards nature, society and nature.
3. Teleology: - It deals with the results of an action whether its good or bad for the society. First we have to analyse the good and bad results that can happen with an action taken by us to the society, nature and environment. Then keeping the results in our mind if the action has good results more than the bad ones then we can go for that else we can’t. And then we can say that the action taken by us is correct.
4. Egoism: - This is concerned with the inherit selfishness of human beings. Our organisation has to think on this point a bit. We have to think to increase our market by showing responsibility towards egoism as it can be effective for us. Some of the organisation does some charity to show their responsibility towards society but they do so to experience some power over others.
(Reference:- ) 04/12/2008
Ethical relativism:
The theory in which morality is in relation with the norms of the culture of that organisation is known as ethical relativism i.e. the action taken by any organisation is correct or wrong and is decided by the moral norms of the place where the action is taken. The action taken can be wrong at one place but can be correct at other. There cannot be any framework to resolve the queries concerned with behaviour, agreements etc. if the ethical relativism is correct.
(Reference:- )
The current Brand Strategy of our Company:
Our company has implemented corporate brand strategy in it where the main brand is Sony Ericsson. As the name Sony Ericsson is appearing on every product of our company we are using it as master brand strategy. Sony Ericsson is a brand leading and delivered in entire world because of the master brand maintained. We have three categories which are under our leading master brand:
Depending on the features, the phones are differentiated into few categories. It can be a good photography phone or a phone for music lovers. The phones for music lovers are categorized in “Walkman” series and the phones for photography are categorized in “Cyber Shot” series. Walkman comes under Sony co operation.
Playnow is a service or an application in which pictures and tunes can be downloaded. Our company is made in such a way that we have both product brand and corporate brand. All of our products have different names as per their nature, for e.g. K800. This product was sold in very short period of time for which the name was assigned. These brands are used all over the world. That’s why our company is known worldwide.
Our strategies are constant all over the world and the strategies are respected in the entire world. Our company has capabilities to match our local requirements and our products are same in all over the world but their might be some difference in the m as per the requirement of the local market.
Reference:- Master’s Thesis by Hanna Haggqvist & Camilla Lundkvist from Lulea university of Technology’2008
Conclusion:-
- Our company has to do a research work for all the times so as to improve our products.
- As Sony Ericsson is a good innovative company we have to keep a good eye on the better marketing programmes so as to make it a huge success.
- Market has to be covered completely by our products when they are launched.
- Our strength is team work and we have to follow the same to get good results in the future and we have to overcome our weakness by working in team.
