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Sony Ericsson
Assignment 1
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Introduction

• Sony Ericsson is one of the worlds leading
  multimedia device provider such as mobile phones,
  PC cards and accessories.
• A successful joint venture between Ericsson
  telecommunication and Sony corporation.
• Key presence in both developed and developing
  market.

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Mission and vision statement

• Vision ? To be Prime Driver in all
  communicating world
• Mission ? To provide quality communication
  service to both small and medium sized company

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Mission and vision statement

• Vision ? To be Prime Driver in all
  communicating world
• Mission ? To provide quality communication
  service to both small and medium sized company

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Goals and objectives

• Goals ? Reduce cost development of future
  generated products by developing an alliance.
• Objectives
• Optimize resource
• Implement fair trade standard.
• Enlarge to emerging markets
• Protect natural sources.

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Core competencies

• Concept of sustainability.
• Highly advance products.
• Cheap cell phones with enhanced quality.
• Viable products services.
• Robustness and reliability of mobile phones.

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Stakeholders

• External stakeholders
• Potential investors
• Government
• Clients
• Internal stakeholders
• Company
• Employees
• Creditors
• Managers
• Staff

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Importance of stakeholder analysis

• It helps Sony Ericson to identify
• Potential risk
• Individuals which needed to be informed of
  project while execution phase.
• Attention of stakeholder's
• Mechanism by which other stakeholder can be
  inclined
• Unpleasant affects of pessimistic stakeholders on
  project.

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Porter five force model
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PESTLE Analysis

• Political ? Different political factors such as
  political stability, government policy taxation
  policy ha affected operations activities of
  this company. Due to deregulating market of
  various countries this company is operating
  independently.
• Economic ? Demand of new products services is
  increasing with amount of disposable income
  rise in interest of young population.
• Social ? Sony Ericsson has brought a change in
  social life of customers by providing them
  inventive and striking handsets.

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Contd

• Technological ? Market share of Sony Ericson is
  decreasing rapidly with advancement in
  technological features of other companies such as
  touch screen, high resolution camera and new
  operating system.
• Legal ? Various legal issues like employment,
  E-commerce, antirust law and consumer protection
  has exaggerated operations activities of Sony
  Ericson.
• Environment ? This company has implied a global
  declaration for all its manufactured products.
  For safety of environment, company has taken
  various initiatives regarding recycling of their
  products

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SWOT Analysis
Strengths Weakness
Diversity in their products Global brand name. Variety of features in handsets. Lack of global brand awareness. Less technological advancement Lack in understanding customer preference. Issues related to button input failure and system freezing.
Opportunities Threats
Demand of customer for innovative product as disposable income has increased. Development in mobile phone market Due to low tariffs and better network capabilities, increase in mobile phone market. Intense competition from other companies. Bargaining power of customer. Losing market share due to poor after sales service.
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Financial Position
Sales and operating income
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Internal Audit
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Research Development
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Issues in strategic planning

• Too sophisticated approach
• Need of planning not clear.
• Inadequate focus on external factors like
  environment or competitors.
• Dampening of innovation
• Lack of ownership
• Baffling strategy with strategy plan.

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References

• Chang, L. W., 2009. Using multi-criteria decision
  aid to rank and select co-branding partners From
  a brand personality perspective. Kybernetes.
  38(6). pp.950 965.
• Hartman, L. and Pava, M., 2005. Sony Online
  Entertainment EverQuest or EverCrack? Oxford
  Style Debate Presented at Tenth Annual
  International Conference Promoting Business
  Ethics. Journal of Business Ethics. 58)1/3).pp.
  17-26.
• Linn, M., 2008. Planning strategically and
  strategic planning. Bottom Line. Managing Library
  Finances. 21(1). pp.20 23.
• Meldrum, M. and Atkinson, S., 2001.
  Meta-abilities and the implementation of
  strategy Knowing what to do is simply not
  enough. Journal of Management Development, 17(8).
  pp.564 575.
• Rensburg, J. D., 2012. Strategic brand venturing
  the corporation as entrepreneur. Journal of
  Business Strategy. 33 (3). pp.412.
• Steger, U., Somers, I. A. and Salzmann, O., 2007.
  The economic foundations of corporate
  sustainability. Corporate Governance. 7(2).
  pp.162177.
• Zakaria, M., Garanca, Z. and Sobeih, A., 2012.
  Cultural and legal challenges in implementing
  code of conduct in supply chain management of
  mobile phone industries Sony Ericsson case
  study. Social Responsibility Journal. 8(2).
  pp.227 241.

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