SCM ASSIGNMENT

by – Saishyam D H 18BM60099
Shubhi Nim 18BM60113

SONY CORPORATION:

INTRODUCTION

One of the most recognized brand names in the world today, Sony Corporation, Japan,
established its India operations in November 1994, focusing on the sales and marketing of Sony
products in the country. In a span of 19 years, Sony India has exemplified the quest for excellence in
the world of digital lifestyle becoming the country’s foremost consumer electronics brand. Sony India
is recognized as a benchmark for new age technology, superior quality, digital concepts and
personalized service that has ensured loyal customers and nationwide acclaim in the industry.

Sony India is one of the most recognized consumer electronics brand in the country, with a
reputation for new age technology, digital concepts and excellent after sales service. In India, Sony
has its footprint across all major towns and cities in the country through a distribution network
comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25
branch locations. Sony India also has a strong service presence across the country with 365 service
outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony
Centre’ are fast becoming the most visible face of the company in India.

PRODUCTS
 Games and network services
 Music
 Pictures
 Electronics products & solutions
 Imaging and sensing solutions
 Financial services

LCD Televisions, Video and Digital Still Cameras, Notebooks and Business Projectors, Personal Audio,
Audio Video Accessories, Hi-fi Audios and Home Theatre systems, Car Audio and Visual Systems, Game
Consoles, Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products.
DISTRIBUTION NETWORK - INDIA
In India, Sony has its footprint across all major towns and cities in the country through a distribution
network of over 10,400 dealers and distributors, 270 exclusive Sony outlets and 23 direct branch
locations. Moreover, Sony's 19 sales branches cover a total of 450 cities. It has also developed a
network of 270 Sony Centre and established 30 warehouses across the country to manage its supply
chain effectively.

Branch Offices: Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Jaipur, Chandigarh,
Lucknow, Pune, Ahmedabad, Indore, Cochin, Coimbatore, Ghaziabad, Ranchi, Mangalore, Guwahati,
Gurgaon, Bhubansehwar, Vijaywada, Nagpur and Ludhiana (23 Direct Branch Locations)
CURRENT SUPPLY CHAIN MANAGEMENT - GLOBAL

Sony recognizes the increasing importance of global companies' responsibility to manage their supply
chains responsibly as diligent members of society and is taking a variety of steps to structure a
responsible supply chain. The Sony supply chain stretches across the entire globe. The Group has its
own electronics manufacturing facilities in Japan, China, South Korea, Singapore, Thailand, Malaysia,
the UK, Mexico, and Brazil. Also, 44% of the suppliers' manufacturing facilities are located in Japan,
while 6% are in the US, 3% are in Europe, 25% are in China, and the remaining 22% are in the Asia-
Pacific region.
SUPPLY CHAIN MANAGEMENT – SUGGESTIONS (INDIA)
The company ships finished products to dealers, distributors, and consumers in more than 200
countries and territories. Supporting a national operation of such vast scale, Sony requires total
efficiency in its supply chain connectivity and operations. One of the company’s leading technology
and business process initiatives is an industry standard software solution developed internally for
systematically rating air cargo and customs clearing companies. The company need to improve the
application by quickly integrating it with disparate systems.

The following are the some suggestions provided for Indian market,

Suggestions
1. Inventory management (FIFO, Demand Planning, Vendor management Inventory)
2. Total time reduction: Use of Radio Frequency Identification device (RFID)
3. Vendor/supplier management system
A. The number of supplies that have been tracked will be assessed based on the ease
of identifying suppliers
B. The number of categories of goods that are supplied to the business will also be
identified in this part of the report
C. The number of countries where the supplies are drawn will be identified
D. The companies or people who buy from the company will be discussed and their
role in other companies supply chains
4. Delivery performance improvement unit:
The supplies that are at risk will be identified and the reasons why the supplies are at risk
will be assessed and discussed
5. Ware house management system in tier 2/3 cities in India
6. For best E-Commerce supplies tie up with Logistics partner like Bluedart, DTDC (Ex- Flipkart and
Ekart)
7. Logistics: The transport of finished goods, Sony should incorporate modal shift, switching the
modes of transport it uses from air to sea and from truck to railroad.

MODIFIED SUPPLY CHAIN NETWORK