strategic management dissertation sample

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STRATEGICMANAGEMENT



EXECUTIVE SUMMARYGlobalization is one of the major factor which has helped business

units in creating wide impact on organizational growth and development. Ithas enhanced both domestic and global competition within the market.Strategic management refers to continuous planning, monitoring andcontrolling of business activities in order to attain organizational goals andobjectives. Present report has focused on creating an in-depth analysis ofstrategic management approach adopted by the business units in order togain high measures of growth within the market. For the present study thebusiness operations of Sony corporations has been analyzed and evaluated.Hence on the basis of the report it can be said that Sony has wide prospectsof growth and development in the global market as the organization hasdeveloped effective means of strategic management measures.



TABLE OF CONTENTSINTRODUCTION..........................................................................................................................5INDUSTRY ANALYSIS................................................................................................................6Strategic analysis of Sony Corporation...................................................................6

COMPANY ANALYSIS................................................................................................................ 8External analysis............................................................................................................. 9Competitive analysis...................................................................................................11Internal analysis............................................................................................................12Core competencies...................................................................................................... 13Value chain analysis....................................................................................................15

CONCLUSION............................................................................................................................17REFERENCES............................................................................................................................18

ILLUSTRATION INDEX

Illustration 1: Strategic planning........................................................................................ 7Illustration 2: Porter 5 Force analysis.............................................................................11Illustration 3: Value chain analysis..................................................................................15



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INTRODUCTIONGlobalization is one of the major factor which has helped business

units in creating wide impact on organizational growth and development. Ithas enhanced both domestic and global competition within the market. Thewidespread technological advancements and innovative practices within themarket have created an effective impact on major business operations (Kim,2004). The widespread business operations and increasing marketcompetitiveness demands effective management practices by the businessunits in order to gain the favorable results. Strategic management refers tocontinuous planning, monitoring and controlling of business activities inorder to attain organizational goals and objectives (Pollard and Hotho, 2006).This helps in creating an effective impact on the strategic development oforganization.

Present report will focus on creating an in-depth analysis of strategicmanagement approach adopted by the business units in order to gain highmeasures of growth within the market. For the present study the businessoperations of Sony corporations will be analyzed and evaluated. Sony is wellestablished global unit which is operating successfully in more than 40countries of the world. The organization is a leading manufacturer ofelectronic and professional equipment for consumers. The report willcritically analyze the strategic management approaches adopted by Sonyand its impact on the profitability of business. Various use of models andtools will helps in developing a clear and in depth analysis of the given report.



INDUSTRY ANALYSISElectronic industry is one of the most dynamic and volatile industry of

the global economy. Regular innovation and development within the industryhas posed wide measures of threats and opportunities to the industry.Complex lifestyles and increasing standard of living has developed widerange of demand for electronic products and services. Moreover smart-phoneis now the core need of every individual rather than luxury. Strategicdevelopment and growth measures helps in developing a clear vision for thegrowth of the industry in the competitive market. Sony Corporation is one ofthe leading electronic organization of the economy. The organization is aleading manufacturer of electronic and professional products to attainorganizational needs within the market.

Strategic analysis of Sony CorporationStrategic analysis is a well structured approach adopted by the

business units to analyze and evaluate business vision, mission, goals andobjective of the business in order to create wide impact on business growthcompetitive measures in the industry. The strategic planning helps indefining management activities in order to plan the priorities and future ofthe organization for growth and prosperity of business. Various elements ofstrategic planning helps in developing effective development measureswithin the organization while involving both external and internal businessenvironment.



Illustration 1: Strategic planning(Source: Larsen, Tonge and Lewis, 2007)

Mission: This element of planning develops the purpose of businessby defining their values and reason for existence. Sony Corporationaims at innovation in order to meet consumers’ needs andrequirements to set new trends in technological market (Sony 2015).Vision: This is the statement which defines the broad aim of thecompany. Sony's vision is to create a exciting and new digitalentertainment for the buyers by producing advanced and innovativeproducts and services (Sony 2015).Goals and objectives: These are the growth focused plans which aretime bound to define the objectives for laying road-map for success ofthe organization. The objective of Sony s to develop its electronicsegment and produce innovative and digital gadgets to provide highconvenience to the buyers. While the goal of the company is toenhance its market share in the global economy.



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COMPANY ANALYSISSony Corporation has developed a well established brand image within

the market to enhance the sales and profitability of the company in thecompetitive world. The business analysis of the company helps in analyzingthe strengths and weakness of the company to sustain growth anddevelopment within the market.

External analysisThe external factors which impact the business growth of smart phone

sector more prominently of Sony Corporation have significant impact on thegrowth of the industry. The industry has low control on these factors as theyare macro factors which are beyond organizational control. To analyze theexternal analysis on smart phone sector, PESTEL framework has beenimplemented.EXTERNAL BUSINESS ANALYSIS

Factors Analysis

Political Smartphone sector at UK has high impact from the politicalfactors and it certainly makes a significant impact on thebusiness operations that runs in this sector. Government policiesand framework regulates the industry highly as changing policiesand regulation limits growth opportunities and enhances threatsfor the business (Allen and et.al., 2008).

Economic Factors such as inflation, growth rate, population rate etc. haswide impact on the industry. Increasing inflation in the economycuts down the budget of people which has direct impact on thesales of smartphone market and hence the economic factorshave a direct impact on the sales prospects of the organization.



Social Changing trends and demands within the market is one of themost crucial factors which develop the business prospects for thecompany. Social factors of the country helps smartphoneindustry in analyzing the trends and demands within the marketthus provide wide opportunities for growth (Carr and Hancock,2006). Effective analysis of social factors helps this industry ingaining high growth prospectus.

Technological This is one of the most crucial requirements of the cited industry.Technological factors help the business unit of this sector increating a wide and significant impact on products quality,innovation factors and creativity within the market. These factorshelp in developing the organizational performance in thecompetitive market. Sony has developed wide impact in themarket by developing innovative and advanced products.

Environmental The impact on environmental factors is vital on the growth anddevelopment of the unit. Companies in this sector haveimplemented various policies regarding environmental friendlypolicies and green production etc. This has helped the businesslike Sony in developing effective brand image within the market(Pollard and Hotho, 2006).

Legal The legal and regulatory framework has significant impact on thebusiness operations of the company. It abides the organization tooperate under legal framework to develop business operationswithin the market.



Competitive analysisThe competitive analysis of Sony is as follows

Illustration 2: Porter 5 Force analysis(Source: Strategic management, 2014)

Bargaining power of suppliers: The raw materials and resourcesrequired by the company are not unique and limited. Thus supplierpower is low for Sony as the company can easily switch to costeffective supplier as per the convenience of the business.



Bargaining power of buyers: Buyers power is significantly high inthe market. Increasing trends for gadgets and high market competitionhas enhanced market competition thus the power of buyer hasincreased. However quality ad brand image of Sony creates wideimpact on consumer choices. Hence buyers have moderate power.Threats of new entrants: It is low as electronic manufacturingindustry demand high degree of investment and brand image withinthe market (Rosen, 2006). Sony has developed a well developedplatform for competition which has raised the bar for the industry thusthreat for new entrant is low.Threats of substitutes: Samsung, Apple and Google are the crucialcompetitors in the market. The consumer can easily switch from oneseller to other to satisfy their needs and demands hence the threats ofsubstitute are high in the market.Industry rivalry: Large number of buyers and sellers exist within themarket. This has increased industry rivalry within the marketsignificantly thus it is high for Sony.

Internal analysisThe internal factors of the business impact the growth f the business

significantly as these are in the control of business units and effectivemarket analysis helps business in effectively evaluating the factors whichmay lead to organizational success.



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Core competenciesThe core competency of Sony is in the electronic segment. This has

helped the business to grow and develop within the competitive market. Thecore competencies of Sony are as follows:

Innovation: The innovative products and services help the businessunit in creating an effective impact on the organizational growth andsuccess. Sony has effectively indulged in the regular innovation toprovide wide options for the buyers.Technological advancements: This is the integral part of thebusiness success. Sony regularly develops the products to make themcompetitive and fit for the present competitive market in order toattain the needs and demands of the consumers (Raymond, andBergeron, 2008).Miniaturization: The world is going micro presently. Consumersdemands convenient products in order to develop effective impact ondemand. Sony has developed core competency in the field.



Value chain analysis

Value chain analysis is the most significant measures of internalbusiness analysis for the organization. The value chain analysis of Sony is asfollows:

Illustration 3: Value chain analysis(Source: Strategic Management Journal, 2014)



Value chain analysis

Primary activity

Inbound logistic The company has developed effective and advanced measureof inventory management. Using electronic services and toolshas helped the organization in delivering clear results.

Operations The organizational operations are highly advanced and effectivefor the organization which has helped it I gaining wide success.

Outbound logistics Effective supply chain management has helped the business indeveloping effective system of logistics (Announcing the Startof a Logistics Joint Venture, 2015).

Marketing and sales The marketing and sales is strong and effective of the firmwhich supports promotion and sale maximization

Services The consumer services and sales services have helped Sony inbuilding high level of trust and loyalty within consumers.

Secondary Activity

Firm infrastructure The internal infrastructure of the organization is well developedin order to manage the vast business operation at global level.

HRM The organization recruits highly talented and skilled employeesto enhance products and services of the organization(Richardson, 2008). Sony takes effective measures to train,develop and retain the employees.

Technologydevelopment

The technological infrastructure of the company is welldeveloped and organization which supports effective innovationand advancements of the products.

Procurement Sony has developed effective supplier relations to attain qualityraw material at considerable rate.



CONCLUSIONDiverse business practices pose wide challenges for the development

measures of the companies. Strategies are developed by businesses in orderto create a winning edge in the market. The strategic management helps inenhancing growth and development of business to increase its profitabilityand market share. It helps management in developing long terms businessobjectives and developing strategies to attain the objectives to createcompetitive edge within the market (Rosen, 2006). The above reporteffectively helps in analyzing strategic management measures adopted bythe company in order to create wide impact on the growth measures withinthe competitive market. The report significantly reflects the internal andexternal business operations of the company to evaluate its growth impact.Hence on the basis of the report it can be said that Sony has wide prospectsof growth and development in the global market as the organization hasdeveloped effective means of strategic management measures.



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REFERENCESBooks and Journals

◆ Allen, S. R. and et.al., 2008. Porter's business strategies in Japan.Business Strategy Series. 9(1). pp.37–44.

◆ Carr, A. N. and Hancock, P., 2006. Space and time in organizationalchange management. Journal of Organizational Change Management.19(5). pp.545–557.

◆ Kim, K. S., 2004. Strategic planning for value-based management: Anempirical examination. Management Decision. 42(8). pp.938–948.

◆ Larsen, P., Tonge, R., and Lewis, A., 2007. Strategic planning anddesign in the service sector. Management Decision. 45(2). pp.180–195

◆ Pollard, D. and Hotho, S., 2006. Crises, scenarios and the strategicmanagement process. Management Decision. 44(6). pp.721 – 736.

◆ Raymond, L., and Bergeron, F., 2008. Enabling the business strategy ofSMEs through e-business capabilities: a strategic alignmentperspective. Industrial Management & Data Systems. 108(5). pp.577-595.

◆ Richardson, J., 2008. The business model: an integrative framework forstrategy execution. Strategic Change. 17(5‐6). pp. 133-144.

◆ Rosen, R., 2006. Strategic Management: An Introduction, Pitman, UK.

strategic management dissertation sample

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