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Managing Change of Sony Store After-Sales Service System

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Managing Change of Sony Store After-Sales Service System
Table of Contents Introduction 1 Sony 1 Sony Store 3 Methodology 4 Interview with Sony Store Executive 4 Interview with Sony Care Executive 5 Interview with Sony Technical Department Executive 6 The operation of Sony Store After-sales Service 6 Diagnosis 7 Congruence model of Nadler/Tushman 8 Organisational diagnosis 9 Input 9 Output / Problems derived from diagnoses 11 Objectives 12 Recommended Implementation Action: "SONY Store +" Programme 12 Further Implementation Plan 14 Conclusion 18 Bibliography 18

Introduction
Sony
Sony is a renowned and reputable top global leading electronic company where the core business is mainly manufacture and sales of electronic products. Engineer Masaru Ibuka and Physicist Akio Morita were the two founders of Sony in year 1946, Tokyo. (Sony Electronics Inc., 2010)

Sony Singapore was established in year 1973 and its operation in Singapore consists of mainly two companies: Sony Electronic Asia Pacific Pte. Ltd. and Sony Electronics (Singapore) Pte. Ltd. At present, its operations include regional headquarters’ functions, sales and marketing, engineering and manufacturing, logistics, IT, treasury service as well as entertainment (Sony Singapore, 2012).

Sony mission is to develop champion products with innovative technologies to delivery a compelling entertainment experience (sony united, n.d.).

Organization Structure (Figure1)

Sony Store
Sony Store, which is also known as Sony Designated Store (SDS) is under the customer touchpoint department. The purpose of Sony Store: * Provides the best shopping experience for consumers * Integration services of * Retail operation * Effective retail marketing activities * Generate profit * Create happy customers * After-sales service assistance

Sony Team Value - “FAST” * F is the FOCUS we have on our customer’s needs and our business objectives * A is the ACCOUNTABLITY and commitment we


Bibliography: Sony Electronics Inc., 2010. Sony Electronics News and Information. [Online] Available at: https://news.sel.sony.com/en/corporate_information/sony_brand [Accessed 22 June 2012]. Sony Singapore, 2012. sony singapore. [Online] Available at: http://www.sony.com.sg/article/215942/section/overview [Accessed 22 June 2012]. businessdictionary, 2012. [Online] Available at: http://www.businessdictionary.com/definition/Organisation.html [Accessed 22 June 2012].
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