Corporate and Customer Service Strategy of Sony and Apple in the UK - Dissertation Example

A well-crafted strategy assists organizations to marshal and dispense the resources into a viable and unique posture based on its relative competencies, deficiencies, anticipated environmental changes, and the conditional moves by the competitors. In the context of a business, strategy is often regarded as the activities or actions of the organization. This is the reason why the strategy of a company is regarded as the steps taken by organizations to stay ahead of the rivals and bring a new set of customers along with keeping the existing customer base (Coombs and Hull, 1998). A business consists of several resources in the form of skills of employees and managers, innovative capacity, as well as its brand image. There are different types of strategies that a company crafts and implements (Michael, Pride, and Ferrell, 2007). Some of the notable ones are the business strategy, which is often regarded as the general strategies of a firm that includes the way operations will be carried out, the human resources planning, the service strategy, and other business elements; corporate strategy which defines the business of the company as well as the market of the company in which it operates and also encompasses the mission and vision of the organization; competitive strategy, which defines the strategy adopted by affirming to outplay the rivals and attain a strong position in the market place. Among the different forms of the study mentioned above, this study will focus only on the corporate strategies and customer service strategies.
As business is becoming increasingly complex, managers and senior executives of organizations around the world are in the process of formulating various strategies so that efficient use of resources and superior overall performance of the organization can be achieved. Therefore it is evident that strategies are formulated for the principal purpose of enabling an organization to attain superior levels of performance and maintain that level of performance over a period of time. This is basically realized through surmounting the challenges of the business, determining the trends and drivers of the industry, and associating the visions of the organization with tangible actions. Strategies are needed in every context of business, be it for experiencing growth, driving efficiencies, augmenting profitability, bringing innovation, etc. A company requires strategic actions in every functional aspect. However, a company must be careful enough to ensure its formulated strategy has the ability to address the challenges and can be implemented without any complexities (Deloitte, 2013).