Competitive Strategy of Sony and Nissan †MyAssignmenthelp.com

Question: Discuss about the Competitive Strategy of Sony and Nissan. Answer: Introduction The report provides an insight into the success faced by top business organisations in achieving its objectives. In order to understand the techniques, the examples of Sony and Nissan has been taken into consideration. The theories used by the organisations are also analysed in this report. About Sony Sony is a Japanese multinational company situated in Tokyo. Masaru Ibuka and Akio Morita set up the company in 1946. Sony manufactures electronic products for the satisfaction of customers. It is one of the leading manufacturers in the manufacturing industry and is ranked 113th on the Fortune Global 500 list. It not only provides electronic products but also provides gaming devices, equipment for entertainment and financial services. The managerial techniques of the company have kept it among the top brands for 71 years in the industry. Due to this Sony has been chosen in order to understand the ways to attain and maintain success for such a long time (Sony.net 2017). Achievement through innovation by Sony In order to achieve success in business, it is necessary for most companies to adopt theories and ethics that benefit the organisation (Burke 2017). Hence, changes are often required in the organisational structure and its setup. The changes are required to be implemented in order to accommodate space and time for innovation. The innovation can be in the form of manufacturing and selling of a product, a price set for the product, place of sells or promotion technique. This helps an organisation to understand the market environment and formulate strategies based on this analysis (Armstrong et al. 2015). For a company like Sony, the formulation of strategies is important to maintain a competitive edge over its rivals. Rival companies like Panasonic, Nintendo and Microsoft manufacture similar items as done by Sony. Hence, in order to maintain a firm foothold in the market, it is necessary that the company analyse the competitors and formulate innovative strategies. The application of in novative techniques in the products has helped Sony to become a household name. The fact that the company had taken initiative to change its products proved to be the first key point for the organisation. The idea developed because of this initiative was implemented in order to provide uniqueness to the product. For example, Sony manufactures PlayStation in order to satisfy the customers interested in games. However, other companies such as Nintendo and Microsoft also manufactures this type of product. Hence, according to Hanssens et al. (2014), in order to gain an edge over the rivals, Sony needs to develop the product in such a way that it makes the products the best in the market. Hence, the tactics adopted by the company was to manufacture joysticks required to play the game. This provided a recognisable change in the selling of the product. Customers got the PlayStation, games as well as a joystick to control the game. Hence, these innovation tactics of adding an extra product and the implementation of this tactics helped Sony maintain its reputation and become a fierce competitor in the manufacturing of this product. Thus, this is the reason behind the success of Sony in the international market. Due to this reason, Sony has been able to remain on the market for 71 years without receiv ing much threat from its competitors. About Nissan Nissan is a car manufacturing company headquartered in Japan. The company was founded in 1933 and is now a globally reputed organisation that manufactures stylish and innovative cars. Despite its many competitors, Nissan the production output and the revenue of the company have increased since its inception. One of the main reasons for the success of Nissan is the fact that the company believes in the innovation of products. It benchmarks its works and the works of its competitors in order to maintain the consistency of its success. The reason behind the choice of Nissan is based on its ability to innovate and provide satisfaction to the customers (Nissan-global.com 2017). Achievement through innovation by Nissan According to Kraus et al. (2016), in a car manufacturing company innovation is one of the essential aspects. This needs to be done keeping in mind the level of competitors and the customer satisfaction that exists in the market. Customers expect innovation based on the way by which a vehicle is presented. Hence, the innovation needs to be unique and can satisfy the customers. In order to achieve this, the implementation of changes in the organisation and the mindset of the employees are required. In the case of Nissan, the imitation to change or provide innovation to its product can help it to overcome its rivals (Lewin 2013). Nissan faces stiff competition from Chevrolet, Maruti Suzuki, Volkswagen and many others. Hence, it is necessary for the company to continuously make an innovation to its product and ensure that it is not similar to the rival companies. For example, Nissan can provide a benchmark for the employees. The benchmark product may be its own creation or from other companies. This can help it to understand the level needed to be achieved in order to improve reputation in the market. In the current scenario, Nissan has a continuous growth in the car market. With the increase of revenue and other taxes, the company have come up with many innovative ideas that can help in increasing the reputation of the company. Hence, the new products such as X-Trail Hybrid and Qashqai are innovative models that meet the requirements of the customers. With a reasonable price, these cars can help it to gain a competitive advantage over the rivals. Hence, the technique of benchmarking can help in the proper innovation of products based on customer satisfaction (Shirey 2013). The fact that the company operates under subsidiaries also provide a competitive edge for Nissan. Conclusion Thus, it can be concluded that every business organisation needs to implement proper managerial and innovative theories in order to gain a competitive advantage in the market. Successful companies like Sony and Nissan implement these techniques in order to maintain its reputation and satisfy customers with its innovative tactics. Bibliography Armstrong, G., Kotler, P., Harker, M., and Brennan, R. 2015.Marketing: an introduction. Pearson Education. Burke, W. W. 2017.Organization change: Theory and practice. Sage Publications. Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., and Yildirim, G. 2014. Consumer attitude metrics for guiding marketing mix decisions.Marketing Science,33(4), pp. 534-550. Kraus, S., Meier, F., Eggers, F., Bouncken, R. B., and Schuessler, F. 2016. Standardisation vs. adaption: a conjoint experiment on the influence of psychic, cultural and geographical distance on international marketing mix decisions.European Journal of International Management,10(2), pp. 127-156. Lewin, K. 2013.A dynamic theory of personality-selected papers. Read Books Ltd. Nissan-global.com, (2017).Nissan Motor Corporation Global Website. [online] Nissan-global.com. Available at: https://www.nissan-global.com/EN/index.html [Accessed 19 Aug. 2017]. Shirey, M. R. 2013. Lewins theory of planned change as a strategic resource.Journal of Nursing Administration,43(2), pp. 69-72. Sony.net. (2017).Sony Global - Sony Global Headquarters. [online] Available at: https://www.sony.net/ [Accessed 19 Aug. 2017].