Considering the existing opportunities which Sony will use to follow a more environmentally friendly policy, one must admit that the differences between the units which are sold in the new markets and the ones which are provided from the markets in the rest o0f the countries. Hence, a reasonable solution can be increasing the control over the units which are sold in new markets.
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Another good suggestion for the company will be to sell the newly developed TV sets in ample amounts, which will make the percentage of the units with high carbon emission levels lower. Finally, suggesting people to replace their old TV sets with new environmentally friendly models for a token fee can be rather costly, yet efficient and will most likely to pay off in the future.
In the light of the fact that SONY’s reputation is at stake and, therefore, its popularity among the general public is threatened (IMD), it is necessary to come up with other solutions which will help create the image of a company with a completely environmentally safe policy. Therefore, more productive ideas concerning the company products are required.
To start with, SONY can launch a new brand which will promote using environmentally safe technology and will help people become aware of the threats which commonly used technology poses to the world, while promoting the devices which are much safer and less threatening to the environment.
Hence, an action plan must be developed for the further course of the company. First of all, it will be necessary to get better control of the market and check that the technology which is nowadays considered harmful must be either eliminated to replace with its safer substitute. Then, the company must think through the advertising campaign for its further line of devices that will replace their usual harmful prototypes.
Finally, the rates of the CO2 emissions are to be recalculated and the data on the issue must be offered to the WWF. When putting the given plan into practice, the company must also take into account the competitiveness issue.
Before offering a certain product to the market, SONY must analyze carefully the technology which has already been established in the market and evaluate their chances, developing the devices which have not been introduced to the customers by any other company yet.
As for the devices which match what the rivals offer, specific marketing strategy must be developed; stressing the fact that the given technologies are completely environmentally friendly, in contrast to the ones offered ни the rivals, SONY is likely to win.
The issue of risks must be touched upon as well. It goes without saying that such radical change in SONY production as shifting from CO2-emitting to environmentally safe products will take a lot of time, resources and finances. In addition, the customers might not like the final product, preferring the traditional radiation-emitting devices to the environmentally safe technology offered by the company.
Moreover, calculating the exact amount of financial resources which the given venture is going to take is rather complicated, which means that the company will suffer considerable losses. However, in the light of the асе that SONY can improve its reputation and surpass the competitors, obtaining a reputation of an environmentally friendly company is well worth the risks.
IMD. “Lowering CO2 Emissions from Products: SONY’s Eco-Innovation for Televisions.” WWF Climate Savers 12 Jan. 2010: 1-2. Print.