Social Engagement at Sony Corporation

The Sony Group, a leading multinational and a world leader in electronics is one of the most prominent examples of social engagement. The company has a philosophy of adopting holistic approach to its business goals. It considers the social and environmental aspects of any business idea in addition to the economic aspects. The company as we see it today has faced several challenges during this entire journey of success. The company expanded by entering into newer countries and introducing newer products for its customers. But identifying the local market and connecting to the consumers was not easy. The company utilized various social engagement strategies to establish itself. Community engagement or social engagement is the culture at Sony and it has paid well to the company.

Utilizing Social Media

When the company made a move to India with its smartphone category, it faced tough competition from existing players in the market like Samsung and Blackberry. Creating brand awareness in Indian minds and differentiating itself from the existing brands was a challenge. Sony adopted the social engagement strategy for the purpose. Since the smartphone was targeted at the youth, the company utilized the platform of social networking website Facebook. The company launched a Facebook application where they asked the users for their reviews about the smartphone. This helped the company to analyze future demand in a better way and make technical and marketing decisions accordingly. The company got its offering visible among the target customers in an interesting manner and it further helped in enhancing the sales.

Localizing the Business Model

Another success story of Sony Corporation in the field of social engagement relates to its market entry into China. This was a major challenge because of the cross-cultural hostility in China. The political unrest led Chinese people to boycott Japanese products and refrain from investing in Japanese Enterprises.  The company resorted to social engagement in a different form to connect to the Chinese community. It developed a local business model and hired local manpower including the technicians to develop products that particularly suited the needs of Chinese market. The company also engaged itself in various social activities to benefit the community. This helped the company gain recognition for its brands and promoting among the target customers. Today, Sony is a well-known brand in China and has a strong customer base there.

Corporate Social Responsibility (CSR) at Sony

Another form of social engagement visible in Sony Corporation relates to Corporate Social Responsibility (CSR). The company categorizes its CSR activities into 7 broad sections: management, environment, product responsibility, responsible sourcing, training and development, community engagement, and innovation. The company has a well-designed system for CSR reporting which discloses the various CSR activities adopted by the company during the period.

Why we need Social Engagement today

Society forms an integral part of today’s business objectives. The financial activities of the firm should be pursued in conjunction with the social activities. Whether it’s a national firm or a big multinational, social engagement to a great extent acts as word-of-mouth publicity for the firm. The social activities carried out by a firm spread faster than any other activities and receive not only the attention but credibility of target market. This is perhaps the only way firms would be able to survive in the future.

References

  • D’Costa, A. (2012). Globalization and Economic Nationalism in Asia. UK: Oxford University Press.
  • www.sony.net

Ankita Agarwal

Analyst at Project Guru
Ankita is working with the editorial board of Project Guru as a Research Analyst and Writer. With Masters in Commerce and Business Studies, Ankita learned much of what she knows about management through experience. She has previously worked in various financial institutions like Birla Global, HDFC Ltd. and Citi Financial. She is self-motivated and writes for the Knowledge Tank section of Project Guru. She has authored more than 80 articles so far in Human Resources Management, Strategic Management, Finance and Marketing. She likes to pen her thoughts about the latest issues gripping these areas across the world.
Hire us for your research.

Related articles

  • The Concept of Social Engagement ‘Social Engagement’ is a new buzz in the field of marketing. Though the concept has existed for a long time, it has gained momentum only recently.
  • Role and importance of CSR in marketing Companies have realized the relevance of CSR in marketing for their short and long-term objectives and are developing stronger marketing strategies around sustainability agendas for beating the competition and safeguarding market position (D’Amato, Henderson and Florence, 2009).
  • Is Apple Inc. really a responsible corporate citizen? Apple Inc., the world leader in computers enjoys the status of being a premium and a trusted brand across the globe.
  • CSR practices at Tesco, UK TESCO is the biggest supermarket in UK and is the 4th biggest retailer in the whole world after Carrefour, Home Depot and Wal-Mart and the world’s biggest online grocery retailer.
  • Has Dunkin Donuts failed in India? Dunkin Donuts brand is owned by Dunkin Brands Group which is a well known pioneering brand of quick service restaurants. It has more than 18000 points of distribution in the world with presence in more than 60 countries (Dunkin Donuts, 2014).

Discuss

We are looking for candidates who have completed their master's degree or Ph.D. Click here to know more about our vacancies.