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1. Introduction

2. Company Info

3. Context of business strategy

4. Stakeholders

5. Importance of stakeholders analysis

6. External Audit

7. Competitor Analysis

8. Internal Audit

9. Issues involved in strategic planning

10. Planning technioques

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This presentation is going to speak about the business strategy of Sony

Ericsson. It includes the identification of company's key

stakeholders, its mission, vision, goals and core competencies. The

next phase of this presentation includes the assessment of

company’s external environment as well competitiveness. Another

part provides the understanding about a range of issues involved in

strategic planning process.

The aim behind undertaking this study is to identify the effectiveness

of Sony Ericsson’s business strategies.

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Name: Sony Ericsson

Industry: Mobile and Smartphone

Establishment: October 1, 2001 as a joint venture between Sony and the

Swedish telecommunications equipment company Ericsson, under the

name Sony Ericsson.

Number of employees: 7,500

Expanded in around 40 countries.

Key Competitors:

Financials 2007 2008 Change

Revenue €3,108 €2,808 -10%

Gross Profit

-35%

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Mission

“To develop a wide range of innovative products and multimedia

services while improving the experience of customers through creating

new entertain world”

Vision

“To be the Prime Driver in an all communicating world.”

Core competencies

“ Human resource is the main core competency of Sony Ericsson.

They focused on the acquiring the innovative and creative people .”

1.1

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Core values

“Respect, professionalism and perseverance are the values that are the

foundation of the Ericsson culture, guiding us in our daily work – how

we relate to people and how we do business.”

Goals and objectives ❖To deliver world class services

❖Maintain leadership

❖Use of high class technology in the products

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1.2

For each company the approaches to strategic planning differ as per

the attitude and culture of the company. There is a range of issues

which can affect the strategic planning process of an organization. For

Sony Ericsson these issues are:

Commitment

Credibility

Communication

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1.3

In order to make effective business plan it is must for the companies to

use appreciate tools. The effectiveness of any strategy largely relies on

the information being used as base. Sony Ericsson can use following

techniques for strategic planning:

Market Research

Feasibility Study

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2.1 Organizational audit

Internal audit of any organization can be conducted by using SWOT analysis.

This tool includes four major dimensions for analyzing the ability of

company to attend opportunities and face the threats. These four major

dimensions are:

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STRENGTHS

Well expanded business

Innovative products

WEAKNESSES

High prices

Lack of customer support

OPPORTUNITIES

Increasing familiarity of people

with technology

Product differentiation

THREATS

Powerful competitors

High bragging power of customers

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2.2

The environmental audit includes the assessment of key external forces

which can make direct as well as indirect impact on the performance of any

organization. The factors of external environment can be identified on the

basis of PESTEL analysis. This tool analyzes six major factors of external

environment that are:

Political

Economic

Social

Technological

Environmental

Legal

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Threat of New Entrants Low

Bargaining Power of Buyers High

Bargaining Power of Suppliers Low

Competitive Rivalry High

Threat of Substitutes High

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This assessment is made to identify the competitive position of the company.

Porter's five force model is one of the most comprehensive ways of

analyzing the level of competition in market. This model evaluates the level

of competition on the basis of five key parameters that are:

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2.3

Stakeholders are all those firms and individuals that have direct or indirect

interest in an organization.

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Stakeholder analysis can be stated as the review and consideration of the impact

stakeholders have on a business.

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