Macro Environment Assignment Economic Changes Sony

Question

Task: Write a macro environment assignment discussing about the socio-economic and legal environment of Sony. Also, describe the drives of economic changes in the multinational company in detail.

Answer

Introduction
The socio-economic and legal framework of the company will be understood only if the background of the Sony Corporation is well known. Several socio-economic trends have also affected the growth and performance of the company. The impact of the knowledge-based economy of the company will also be discussed herein macro environment assignment. The macro environment assignmentwill also describe the drivers of economic changes for the Sony international company.

Background of the company
Sony Corporation is a Japanese multinational conglomerate corporation. The company has its headquarter in Tokyo, Japan. The largest music entertainment business in the world is owned by Sony Corporation. The company has made it possible to be one of the leading brands in the market by its seven components - Electronics, video games, motion pictures, music, semiconductors, financial services, and others. The company was started by MasariIbuka and Akio Morita in 1946 with an enthusiastic and dedicated team with a very small number of employees (Alhashash, Alshammari and Al-Mnaies, 2019). It has managed to generate over 75 billion U.S dollars in recent years. Revolution in the sound services and the best quality services in the audio segment are the main reasons for the increasing customer base of Sony Corporation.

Sony has an excellent model that has helped the company to attract a large customer base. Only making a large customer base is not enough, it is also important to make a healthy and long-term relationship with the customers. The dynamic business strategies of Sony have enhanced the business activities of the company. The company has a wide range of products and services. The main reason behind the popularity of the company is that one can get here almost everything. The first consumer product of the company was a rice cooker (Balcerzak and Pietrzak, 2016). The company at present provides high-quality products such as TV, smartphones, Home theatre, headphones, games and network services, laptops, financial services, and many more. The diversified business strategy of the company is very beneficial for the company in the long run. It limits the market risk and also helps to improve the stability of the company.

The main objective of the company selected in this context of macro environment assignment is to design and create the best quality products for consumers. It believes in providing high-quality products to the customers so that the customers can use the products for a long period. The products are available in the market at moderate prices as the company does not want to compromise with the quality of the products. LCD TV is one of the major revenue driver products of Sony Corporation (Skrodzka, 2016). Though there are many companies in the market which provide LCD TV at lower prices as compared to Sony. The brand image and high quality of the products attract the customers to buy LCD TVs of the brand. It can be said in this macro environment assignment that the sound quality of almost all the products of the company is better than any other company in the industry.

Socio-economic trends
No doubt an excellent business strategy helps to improve the performance of the company but socio-economic trends are also very effective for increased revenue of the company. The business activities of Sony Corporation are also affected by several socio-economic trends. Some of the trends that have helped to increase the growth of the company are discussed below:

The attraction of customers for high brand value
Most of the customers are attracted to the brands which have a good reputation in the market. High brand value helps business organizations to get the trust of the consumers. A long-term relationship is also created by customers when a good brand reputation is there. Sony Corporation has managed to make a brand reputation in the market and has also made it possible to attract a large customer base. It is a global company and has customers from all over the world (Olopade et al., 2020). The company has also a large customer base in the market of the UAE. Customers are prone to invest their valuable money on the products of a well-recognized company. Therefore, the high brand value and global recognition of the company has helped a lot to increase the sales volume of the company.

The economic stability of the countries
Sony Corporation is not able to provide high quality electronic and entertainment products at lower prices because of the super high quality of the products. Hence, it is stated in the macro environment assignment that the economic stability of the countries is also very important to attract customers to buy products. The economy of the UAE is one of the largest economies in the world. The GDP in the UAE was 405.771 billion USD in the year 2019 (Huják and Sik-Lányi, 2017). The economic stability of the nations has influenced the company to innovate more high quality and luxury products that can improve the lives of the people.

Change in lifestyle and increased demand for entertainment products
With the increased use of technology, the lifestyle of the people is also changing. People are becoming more dependent on technology and as a consequence, the demand for entertainment-related products is also increasing. Sony Corporation provides a large variety of products such as Home Theater, TV, Playstations, and many more. The products are not important for survival but the changed lifestyle has compelled people to invest in these products (Lešer et al., 2018). Moreover, the sound quality of the company is very much appealing to the customers and it is one of the major reasons that customers opt for the brand.

Increasing disposable income
An increase in the disposable income of the people has also affected the growth of various business organizations. People can invest in luxury products even after spending on their necessities. Sony Corporation has also made it possible to gain a large market share for the fair distribution of wealth. It has also helped the company to promote PlayStations aggressively in the market. The company can be assured about the fact that there are people in the market who have the capability of buying the products (Ahmadi and Taghizadeh, 2019). Maybe they are not important for the survival of people but extra income will make it easier to increase the sales volume of the company.

Literature review
Critical Path
As stated in the macro environment assignment, it is highly essential to determine the critical path for Sony Corporation. It calculates the shortest time to gain competitive advantage. Any delay in the activity of the business can directly impact the annual revenue of Sony. Sony has got huge economical support by the government, for that they can hold their economic stability of the developed markets in the UAE. This company has known the typical innovative marketing strategy and this strategy helps to increase their disposable incomes. All the social trends have been affected by the customers to buy sony's product. This company has some external factors which are relevant for their corruption in the business. This company has a great adoption power to increase the online gaming business which helps their wealth distribution to create more opportunities (Kotey and Abor, 2019). Sony is mainly a technological corporation where technologies lead the business. The technologies mainly facilitated the consumption of their product. The technological trends and conditions cause the effects on the macro environment, and this company must address their technological external factors, such as they have to increase their digital technology, and also omit their high rate adoption of mobile technology and they have to concentrate on their emphasis on their business sustainability.

Knowledge-based economy
According to Sazegar et al (2018), the knowledge-based economy is all about considering intellectual capabilities over physical attributes or natural resources. It helps to improve both the quality and performance of the goods and services by using knowledge. Increased amounts of information are also a major reason for the transition of the global economy towards a knowledge-based economy. The skills and intellectual capabilities of the workers play a major role to improve the business activities of a company. Therefore, it can be said that human capital is the most required capital nowadays and it can be a turning point for the success of business organizations. Herein this macro environment assignment, knowledge is the key asset and more valuable than any other key assets of the company. Besides increasing the product quality, it is also beneficial for the enhancement of customer satisfaction. It signifies a basic structural transformation where the main resource for greater efficiency, competitiveness, and novelty is the fact creation of new knowledge.

As opined by Sellers and Ebi(2018), products created with low knowledge can only provide a moderate value to the customers. Providing high value to the customers is possible by increasing the knowledge of the workers and the managers. People are living in an age where the value of ideas is more as compared to the value of products. It can be said that business organizations charge for the product based on the ideas and knowledge invested in those rather than the cost of the resources. Human capital has become the most expensive resource for the companies and is a determining factor in the price of the products. The theory of human capital states that it is possible to invest in human capital by providing formal education or training and workshops at the workplace. The more the workers are innovative and productive, the more business activities of the company are going to be improved. Innovation is the most required thing in the global market. Customers are always attracted to the company which always surprises them by launching new products in the market (van Vurren et al., 2017). Hunger for new technology is also a major reason for the attraction of the customers towards innovation.

As per the investigation carried on this macro environment assignment, Switzerland is at the top of the index of the knowledge-based economy. The concept of a knowledge-based economy has improved the economy of many countries all over the world. The economy of the UAE is almost improved due to a knowledge-based economy. Business organizations in the UK are working on improving their human capital and intellectual capabilities. Research and development were one of the sectors that were neglected by most of the organizations but the emergence of a knowledge-based economy has increased the value of the department in the business organizations.

Requirements for the transition towards a knowledge-based economy
As per Oliinyk et al (2018), there are several requirements for the changeover to an economy based on knowledge. Among all the requirements, education and human capital are more important than any other requirements. Investment in the education sector has become mandatory and it can be a turning point for the economy of the world. Research development organizations also require the attention of the government so that the business activities of organizations can be improved. The private sectors can collaborate with the universities to provide high-class training to the workers. The organizational culture of business organizations is also improved due to the emergence of a knowledge-based economy.

The Triple Helix Model of the knowledge-based economy
Roztocki, Soja and Weistroffer(2019) states that the main institutions that are mentioned in the Triple Helix Model of the knowledge-based economy are - University, Industry, and Government. It has become very important to implement the model in the nations to improve the education system of the nations. Implementation of the model will help to increase knowledge of human resources and it will be beneficial for the company. The innovation of the products is possible by following the model. It describes the role of universities to join hands with the government and industry for development. In the present context of macro environment assignment, it is stated that both economic and social development is possible if universities are ready to cooperate with business organizations and the government to spread education all over the world.

Figure 1: Economic and Social development
(Source: Dong et al., 2018)

Significance of knowledge-based economy for the improvement of Sony Corporation
Sony Corporation is known for its wide variety of products and the diversification of the products has become possible due to the excellent research & development of the company. The company has made it possible to provide a high value to the customers by a wide range of products. Even the quality of the products is excellent as compared to the price of the products. The company cannot provide the products at the lowest price due to a huge investment in the research and development sector. In Spite of the moderate prices of the products, the customers are encouraged to buy them only for the high quality of the products.

According to the views of Dong et al (2018) considered in the macro environment assignment, the company has spent more than 15 billion dollars on the research and development sector in 2018. The investment in the R&D of the company has proved to be beneficial for the business activities of the company. The innovation of the product has made it easier to increase the quality of the products. The company has established many research and development centers all over the world. It is also working to establish R&D centers in developing countries. It will help the company to attract human capital at a low budget. Establishing research and development centers all over the world indicates the preference of R&D for the company.

As per Buheji and Ahmed (2019), the company has adopted an open innovation system so that it can increase the quality of the products. The company examined in the macro environment assignment has realized that it can never be the best quality provider in the global market if it depends solely on its knowledge. Gaining knowledge from the business models of other companies is going to be very beneficial for both the company and the customers. If the product range of the company is analyzed, it can be found that Sound technology is the strength of the company. The sound quality of most of the products such as smartphones, headphones, home theatre is very much liked by the customers. It can compete with the leading brands of the world when it comes to sound quality. Not only in sound technology, but the company has also proved its excellence in camera technology. The camera of the company is the 2nd most sold camera brand followed by Canon. Sony Corporation has also invested in the software that will enhance the copyright protection of the music and movies available over the internet. OpenMG-X technology will be used to allow the distributors to control their content. The company has also made it possible to increase its revenue by record music. Streaming of music, physical, and downloads of music were the mediums of the revenue generation through music.

Figure 2: Revenue Sources
(Source: Grim and Grim, 2016)

Drivers of economic change
As opined by Grim and Grim (2016) with regards to the present case scenario of macro environment assignment, the key driving factors of economic change are variable costs, price, sales, and fixed costs. For any business, it is mainly undesirable to get attention on only one driver, and not to focus on other economic drivers. Besides, human capital can be considered as one of the major economic drivers of the economy. The skills and intellectual capabilities of human resources are very much important to cope up with the new challenges. As above mentioned, the knowledge-based economy is changing the perception of the products for the customers. It has become essential for every business organization to work on research and development of the products so that the quality of the products can be improved. The quality and efficiency of human resources can be increased with the help of proper formal education and training at the workplace. Sony Corporation is very famous in the global market for its innovation and innovative products. The diversified business of the company has helped the company to make high brand value in the market.

Improvement of human capital is one of the preferences for the company for many years.
Kien et al (2017) states that the technological advancement is another driver of economic change. With the advancement of technology, the lifestyle of people is being changed. People are depending on technology for their entertainment. Sony Corporation has a wide range of products such as smartphones, laptops, headphones, home theatre, TV, and video games. The large variety of products attracts customers who are in need of entertainment. The cost of doing business has also decreased due to technological advancement. The company has managed to attract a large number of customers all over the world as a result of its attractive advertisement. Social media, e-commerce, and many other digital media have made it easier for the company to get in touch with a large number of consumers. The lifestyle of people has improved to a great extent due to technological invasion. People are more likely to invest in technological products which will provide high-quality performance.

As per the words of Jamalova and Constantinovits(2019) undertaken in this section of macro environment assignment, the requirements of the customers are also a driver of economic change. The requirements of the customers change with time. Hence, it is very important to balance with the requirements of the customer to win the heart of the customers. The Younger generation is likely to be more attracted to video games, music entertainment, and other luxury products. Sony is one of the largest music entertainment businesses in the world. Moreover, the brand is very famous in the young generation as it provides high-quality play stations. The success of the Playstation 4 (PS4) has increased the revenue of Sony to a great extent. Sony had launched the PlayStation at $300 and it is one of the trending products for gamers. Music lovers are also very much appealed by the high-quality products of the company. It is found in this macro environment assignment that most of the customers have reviewed that the Audio services of the company are the best and worth the prices.

Figure 3: Drivers of Change
(Source: Kotey and Abor, 2019)

What are the benefits from political stabilitymentioned in the macro environment assignment?
As opined by Singh and Sehrawat(2019), Sony Corporation has benefited from the political stability of the biggest markets in the UAE. It shows their business majority and functional stability which corresponds to minimizing the political barriers into the macro environment. Sony has the business expansion to present their opportunities and also find the opportunity to grow there based and increase their data security with the support of the government in the UAE. The UAE government is also trying to increase its efforts on data security and it will support the Sony entertainment business to increase their growth even with the online operation. The government also developing there are additional measurements that support Sony widely. This company gets a lot of external factors to increase its growth and business strategy, by the UAE government. Sony's economic condition belongs to its environmental trends. They have already analysed their economic condition which helps to signify their ongoing business.

Kozubikova et al (2019) states that Sony Corporation has grown the opportunities to increase its business sustainability. This is an external factor that improves their potential success in their product. In the UAE market, this company increased its regulation about the additional efforts and tried to reduce the expenses about the environmental impact for electronics and gaming products. The UAE government repeatedly supports the growth of this business and this kind of external factor helps to create opportunities for Sony entertainment. Besides, the company can increase its market value by using its PlayStation and that is the more aggressive capability of buying products. The regular customers of this company are mainly affected by their social trends. It creates a great impact to facilitate all the social technologies in their business. Various notable opportunities satisfy all the legal requirements of the customers. Sony Corporation must try to consider all its legal external factors.

External Factors on Macro Environment
Various factors are identified in this macro environment assignment that can impact the macro environment of the Sony Corporation. The factors that impact the economical stability of the market would be considered as significant contributors in this regard. The macro-environment factors cannot be controlled or regulated, but their impact on the business process can be severe. The economical factor can be presented as a significant feature in this section. Inflation, recession, exchange rates and the interest rates act as the primary sources of the economical change. Demographic factors can also impact the macro environment of the organization. The buyers can be different as per their age and education level. The technological factors are always present in the macro environment of the company as a significant regulator. The quality and the performance of the products act as the primary influence in the profitability of it. Apart from all these features, the natural factors can also have a role in the macro-environment. The availability of the renewable and non-renewable resources, the climatic change and other natural disasters can severely affect the macro environment of Sony.

Impact of Legal framework and political factors
Influence of political factors on the economic growth of Sony
Political factors have a significant impact on any global brands. Political environments do not have the same structure for all over the globe. There is a deep relationship between the economic and political environment that has grown in a region. Political stability works as an indicator of economic stability. If a country is stable politically, then it has a high chance to enjoy the higher growth maintenance on the business in a friendly environment. In the UAE, where SONY's supply chain has been located in large part, there will be many kinds of disruption for SONY, such as there can be happiness the political and military disruption, and that results in business disruption(Majumder and SenGupta, 2020). This kind of disruption outlined in the macro environment assignment may have taken responsibility for the financial losses of the company. In the UAE, there is a high chance of conflicts in geopolitics, as well as there is a high chance of political discord and terrorist attacks. This adverse can also affect SONY's financial income and operating result. This is the way political factors affect SONY's business directly or indirectly. Sony is a retailing company that works worldwide, and the political factors influence their performance significantly. Therefore, it includes all the tax rates, legislation acts, and of course, the stability of the country (UAE) to operate it. In the UAE basically, Sony has been influenced by the government as their business could be classified. Sony has included all the government policy, political stability or instability, corruption, foreign rate policy, tax policy, environmental law, labour law, and also includes trade restrictions on their company.

In the UAE, Sony has been intervened by the government in the economy. Political factors segregate the areas and include all the policies and laws such as trade restrictions, tariffs, and so on. In the economic factors, Sony has included all the economic growths, exchange rates, interest rates, and inflation rates. Economic factors always make a Profound Impact on Sony as this company spreads its business globally. There is no long past in the economic recession in Sony at UAE. There was a period when the economic condition affected the company for a while, for that low economic activity, many people have lost their job in the UAE (Satrio, Priyanto and Nugraha, 2020). This time period of the Sony has been faced with a high level of unemployment, but the situation has been changed later, and the employees of Sony have translated the situation and grown employment into a lot better since then.

The rising employees of Sony consumed the confidence back, and then the spending level of the company has gone up. People of the UAE become more confident to spend on luxury items. The level of income is growing higher, and the situation is very much favorable for brands like Sony. Not only in the UAE but also worldwide, the company started performing better and increasing the economic condition day by day (Mahtar and Suki, 2020). The research on macro environment assignment signifies that last year in the UAE, the economic situation has grown most stable, and it is always better for a global business-like Sony. The economic condition always helps to higher sales and better profit. Thus, the relationship between economic factors and the business makes profitability on Sony.

The long-term implications for Sony entertainment PVT limited, UAE
Nearly 60 years back, Sony corporate culture was established, and from then, they have rooted their current financial difficulties. They made a healthy plan for a long time. These robust plans and strategies help to implement this large multinational corporation in the UAE. Sony is a large Corporation and communication department which creates a level of standards and is always concordant and corporate with its competitors. Sony has an aim at being the leader rather than being a rebel. This company makes fast and easy changing consumer goods in the UAE market (Chang, Gao and Lee, 2020). Sony has used highly intellectual technologies to acknowledge their development and try to make a perfect prosperous business in the UAE. Sony has the spirit of innovation that made an impact on the strategic structure to build the company strong. Sony has manufactured information technology globally, and this company has a belief about the power of technology that helps to produce all new ideas and also helps to create various experiences into their larger business in the UAE. This company examined in the macro environment assignment maintains an attitude that helps to explore all the possible developing ideas to glorify their business.

Sony always challenges the boundaries and rules all the surrounded entertainment throughout these 60 years in the UAE. Sony has created an innovation on multibillion electronic, multinational empires in the UAE. It has been emphasised on new products instead of concreting on the profit and loss statement (Bag et al., 2020). Their main motto is to produce volatile products in the UAE market. Sony is the international union company, and it is one of the most significant television mergers based in the UAE with an income of 78.2 billion. Sony very newly reformed their slogan from 'like no other' to ''make-believe'', and that's made a difference with their uncountable opponents and also enthralled the clients throughout the globe to enfold all that Sony is. This company has the world's top 20 Semiconductor sales leaders who impact their business to make a unity to run their business in the UAE.

This company started making their large business in the UK in the 1950s. In the year 1954, Sony started to make their progress when they got the certificate to develop from transistors, and they designed the first transistor in the UAE, and it was an all-transistor radio(Beitelspacher et al., 2018). In the year 1955, theorganisation had listed its stock on the market of Emirates and transformed its title to Sony Corporation. They launched the Sony United Kingdom in London in 1968, and Sony’s UAE history has been started then. The Queen's Award has rewarded Sony for export in the 80s and 90s.

Now the company has around 180,500 employees, who maintain the function in sales-marketing, manufacturing marketing. This company continually tries to create a new entertainment world, and that builds excitement throughout the customer's view on different products. Nowadays, Sony is leading the consumers in the electronic departments, and this company's primary aim is to get the largest market share in the UAE(Khan and Wuest, 2019). This company effectively contributes to the natural environment and focuses on the dreams for their future generation.

A review of the formal and informal legal systems and antitrust laws and their impact on Sony Entertainment Private Limited, UK
Sony helps the biggest producer of its image sensor by maintaining a 50% market share in the UAE. Various electronic brands help to grow and implement the image sensors with some brands such as Nikon, Apple, Samsung, LG, and so on. As per the sources considered in this section of macro environment assignment, Sony has been the fifth-largest television manufacturer among the world as per their annual sales figure in 2015. The organizational structure of Sony Entertainment Private Limited in the UAE division has been written and explained all the formal understand rules of work (Kobayashi, 2020). This formal documentation probably took the form of an organization that helps to depict each level of management works, which usually and helps to prevent misunderstandings. The formal organizational structure helps to make a hierarchy where the company implement their expected decision about staff employees and made the processes at the levels about them. This process has been solicited for the opinions and ideas of the employees, and they have mentioned how the company should operate.

There is also an informal organisation of structure made by Sony Entertainment Private Limited in the UAE. In these informal structures of the organisation maintain the guidelines about written documents and maintain the rules and regulation in a chain of command. This informal structure defined in this segment of macro environment assignment enhanced the relationship between staff members and cooperation, and also made communication between that team and the staff members. The company's main aim is achieving the shared goals and they only focus on their business growth. Sony has created a large market business in the UAE and the informal structure showcases their uniqueness towards the customer (Breckenridge, 2020). This company made a great impact on the formal or informal legal system. They have overviewed the formal legal system where they have mentioned the roles and responsibilities of every employee. Therefore, the company got the results about the to-do list and they made the structure exactly what they are supposed to do to achieve their goals. In the UAE they have made a large advantage about an informal legal system where their business structure made and highly adaptable change. Sony built a long time move down management system between there executives and staff, for that the employees do not make any interaction in very often (van Vuuren et al., 2017). There are also some disadvantages for this informal and formal legal system as if it is a centralised management structure for which the employees may have taken the advantages about to make any decision that probably is not well thought out, and also the employees may have built any confusion or misinterpreted which make an effect on the communication system.

This kind of growth shows its formal legal system and it has become the world's largest premium in the market. Sony has been registered in the Tokyo stock market in Japan for its overseas trending. They have a total of 423,556 shareholders and 1,261,058,781 shares issued as of 31st March 2020. It has capitalized the largest corporate market and operating profit as of July 2020. This company grew its profit throughout the year of 1990s to the early 2000s; it has made a new PlayStation for its success. Being a world white corporate sector, Sony has made all Systematic legal licenses for their company. In 2019, the UAE Government has stated an ordered issue under section 26(1) about the act against Sony Entertainment Private Limited. The rules and regulations have agreed with Sonny to stop geoblocking to show their films on Sony UAE. Therefore, it is stated herein macro environment assignment that the European Commission filed an antitrust complaint against approximately 6 studios which work over their license and made the deals with Sony UAE, in July 2015. This company has been committed to complying with all the applicable laws. This company maintained all the rules and regulations of the country. This company conducted its business and activities with honesty and ethical manner. The people of the UAE have taken the responsibility to understand the regulatory or legal and internal policies about this venture. Sony UAE is always ready to give their potential answer about legal requirements along with the applicable law(Amorello, 2020). This particular company of the UAE selected in the present context of macro environment assignmentnever forced involuntary labor and also made some self-made policies like child labour, workplace safety, no harassment, personal computer system, drug-free workplace, and so on. They also have some applicable antitrust policies which pair the trade laws and regulation of the United Kingdom. These antitrust laws and regulations have been designed for maintaining the agreement which undertakes the fixed prices. These policies make an awareness as a general counsel to produce their business with all legal approaches throughout the country.

Conclusion
This report on macro environment assignment has discussed the political and legal factors of Sony Corporation in the UAE, it has been considering all the external factors to remote the macro-environment about their business in electronics entertainment to the service market. Investors can analyse their evolution of Sony's strategies in the UAE. The political conditions can affect the market when this company operates their business. This report configured the research and development procedure for Sony in the UAE. This report has discussed the trade policies of Sony entertainment that are trending their overpriced range as per their expectation of the 2009 market bottom. Sony entertainment PVT ltd also faced major economic aspects such as unemployment, rising in spending of consumers, and wedges. These kinds of economic situations of Sony have been reported not in good condition and that is the main cause of their economic shrunk. This macro environment assignmentgives a rational idea about Sony Corporation in the UAE. This company always tried to focus on its business unit and they have maintained primarily conducted strategies to improve their business growth and development. One of the basic things about Sony is that its operating system helps to generate strong cash flow when Sony had already lost its positive generated cash flow in 2009. In the UAE, this company has been investing a lot in financing activities over the past 3 years. This report can be concluded by analysing the above forces with the low-risk company which invests their stock positively along with the correlated economy, for that the customers have been recommended Sony's stock to buy as a long-term selling company in the UAE.

Recommendations
Recommendation on the major firm of Sony
Sony Corporation has been created a major firm in gaming, electronics, entertainment, and financial market services. This company already has the necessary strength that pushed them to continue succeeding. They have maintained the SWOT model as a managerial tool which helps to determine the internal strategic factor as well as the strength and weaknesses to extract the opportunities and threats which affect their business. Therefore, they should analyse the global market value and should reveal the particular key numbers to reduce the market issues which affect the interaction in their business performance.

Recommendation on addressing critical issues
The UAE customers of Sony Entertainment have been pointing out some issues which the company should recover. They have addressed some issues as noted in the macro environment assignment which have affected their global business and it has become so crucial for the long-term validity of the company. Sony must have the strength to overcome these kinds of challenges and they should maintain their high market value throughout the UAE.

Eradicating Sony’s weakness
Weaknesses are mainly worked as a culprit who creates barriers to the growth of the business. Sony has been identified as its weaknesses through the internal strategic factor by analysing the aspect of the SWOT. Sony has to improve its internal strategic factor and measure the limitation to reduce the company's performance. They have a lack of dominant devices that they have to reorganize. They should reduce the vulnerability of databases and networks. They should spread their business throughout the UAE market and increase their stock thus people can purchase thoroughly. As the company has all legal licenses about global business, so they should not have any political problems to build their growth. UAE is such a developed country where Sony started their ongoing business. Therefore, the readings provided in the macro environment assignmentsignifies that they should maintain a high-class business strategy as per the customer's recommendation. The customers always want innovative tools for that Sony should implement its rapid innovation in product development so that they can expand their business, and it will help to increase the company's market share.

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