2. 2
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 Chang
e
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 .”
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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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