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Sony Style

Prepared by: Sophilea Soloman, Ong Zhong Hong, Afizz b. Adlan and Sia Tin Jiu.

Background
Sony is established in 1946 Dealing with TVs, DVD players, and other electronics Small company owned Sony-Style Shop Sales reached $740 million in 2006 Annual revenues are in the range of $1 billion

Features: Sony Style Stores


Convenient Stores Location Can be located in up-scale shopping centers Small sized format retail Small if compared to other electronics retailers Targeting at Woman- aisles designed to accommodate strollers / opening stores near female-oriented firms Training and concierge services- each shoppers can be greeted

Sony Style Stores

Sony Style Stores

Sony Style Stores

Question 1
Identify the pros and cons of Sony small stores format.

Question 1 : Answers
PROS: o Shoppers friendly product display o Convenience / Store Location o Personalized Customer Service o Customer Feedback o Hands-on Experience o Well educated staffs

Question 1 : Answers
CONS: o Limited Product Range Focus on High Return Profit items oHigh operating costs o Limited size of stores Considering : Store layout, Merchandise assortment and fixtures o Lack of attention Consumer may not notice them

Question 2
a) Should sony use prototype stores?
b) Should it use rationalized retailing?

Question 2: Answers
Prototype Stores Defined :
Multiple outlets conforms to relatively uniform construction, layout and operations standards.

Question 2: Answers
Prototype Store

Question 2: Answers (a)


Should Sony use prototype stores?
Prototype stores can make: a) Centralized management control easier b) Reduce construction cost c) Standardized operation d) Facilitate the interchange of employees among outlets e) Allow fixtures and other materials to be bought in quantity. (Cost Saving) f) Display a consistent chain image

Question 2: Answers (a)


However, relying on prototypes may lead to: - Inflexibility - Failure to adapt to or capitalized on customers need - too little creativity

Question 2: Answers (b)


Rationalized Retailing Defined: combined a high degree of centralized management control with strict operating procedures for every phrase of business.

Question 2: Answers (b)


Should Sony use Rationalized Retailing?
- virtually identical - Rigid control and standardization (easy to enact and manage) - Add significant numbers of stores

Question 3
a) Pros and Cons of a top-down space management approach by Sony
b) Pros and Cons of a bottom-up space management approach by Sony

Question 3 : Answers (a)


Top down space management defined:
With a top down space management approach, a retailer starts with its total available store space (by outlet and for the overall firm, if a chain), divides the space into categories, and then works with the product layout.

Question 3 : Answers (a)


Top down space management

Question 3 : Answers (a)


Pros and cons of top down space management approach by Sony: PROs: -Quick and easy to implement -Easier to manage - Greater impact CONs: -Provides limited coverage in the first phases -The implementation costs is likely to be higher

Question 3 : Answers (b)


Bottom-up space management defined:
A bottom up space management approach begins at the individual product level and then proceeds to the category , total store and over-all company levels.

Question 3 : Answers (b)


Bottom-up space management

Question 3 : Answers (b)


Pros and Cons of a bottom-up space management approach by Sony:
PROs: -Higher impact to the organization - User and business awareness of the product (benefits are realized in the early phases) CONs: -Practicality :- Some consumers may prefer to have a showroom like the top-down space management. Its easier for them to get the whole concept of Sony product.

Question 4
Discuss the inventory management issues Sony needs to understand in managing its stores.

Question 4: Answers
Definitions:
Inventory : -goods or materials held available in stock by a business. Inventory management : -primarily about specifying the size and placement of stocked goods.

Question 4: Answers
Issues Sony Needs To Understand:
Purchasing Plan: -Hold products in stock at the moment products are needed. -Purchasing requires advance planning. -Avoid last minute panic orders. -Must determine how long the inventory will last.

Question 4: Answers
Issues Sony Needs To Understand:
Controlling Inventory: - Visual Control - Tickler Control - Click Sheet Control - Stub Control - Control Of Outside Agency

Question 4: Answers
Issues Sony Needs To Understand:
Developments In Inventory Management :
- Material Requirements Planning - Just-in-time

References
Wolf, Alan. 2007. Toys 'R' Us Opens Sony Shop.Twice. http://www.twice.com/article/260207 Toys_R_Us_Opens_Sony_Shop.php (accessed September 2)
Sony.2011.http://store.sony.com/webapp/wcs/stores/servlet/ContentDisplayView? hideHeaderFooter=false&storeId=10151&catalogId=10551&langId=1&cms Id=sony_retailer_landing (accessed September 2)

THANK YOU

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