Sony Mobile Communication Business Strategy

BUSINESS STRATEGY SONY
MOBILE - COMMUNICATION
Presented By:
Paul Reffill
ISSUES IN THE CASE

Stiff Competition from rivals like Samsung and Apple
Lack of strategic planning leading to lower market
share
Lack of financial planning leading to looses
Product planning and diversification looks another
issue for this case
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CONTENTS
Introduction to Sony Mobile Communication
Role of Mission, Vision, Goals and Core competencies
Factors effecting SMC(Sony Mobile Communications) strategic planning
Techniques to be used by SMC for formulation of strategies
Organizational Audit-SWOT
Environmental Audit-Porters 5 forces, PESTLE analysis
Role of stakeholders in strategy formulation process
Recommended strategies for SMC
Conclusion
INTRODUCTION
SONY MOBILE COMMUNICATION
Formally known as Sonny Ericsson and was founded on 1st October,2001
Subsidiary of Sony Corporation, which is one of the best companies in the
world to provide personal, home and other electronics gadget,
Headquartered at Tokyo, Japan, Sweden and Lund
It is the fourth largest mobile seller in the world in terms of volumes
shipped per year
In 2012, Sony Ericsson was renamed as Sony Mobile Communication with
Sony buying Ericssons stake in the venture
Sells across 100+ countries worldwide with 7500 employees worldwide
working for it
MISSION, VISION, GOALS AND OBJECTIVES OF SMC

MISSION
To experience the joy of advancing and applying technology for the
benefit of the public.
Vision
To create exiting new digital entertainment experiences for
consumer by bringing together cutting edge product with latest
generation content and services.

Objectives
To increase stress on emerging markets like India, China etc by
increasing presence and having a rise in sale of 20% by 2015
Use promotional campaigns and have a global reach and thus not
limiting them to UK/USA etc
Create innovation and come up with newer and better devices for
usage with target of professionals etc

Core Competencies
Research and development
Team Work
Customer Services
Value Employee and customer relationships
HOW DOES MISSION AND VISION CONTRIBUTE TO

STRATEGIES PLANNING
They provide a framework on which plan are formed,
They give the areas for which plans are to be formed,
Give a direction to the organization and its resources which are
important for planning effectively,
How to adapt to the planned changes are also given by these statements
FACTORS EFFECTING SMCS STRATEGIC PLANNING
Innovation
Communication
Culture and Organizational Structure
Level of Engagement
TECHNIQUES FOR STRATEGIC PLANNING FOR SMC
Brainstorming
Expert opinions
Plan made in organization by the heads
Parenting Technique
EFFECTIVENESS OF TECHNIQUES
Applicability in the current business environment
Employee engagement level
Level of change initiated
Organizational AuditSWOT
Strengths:
Weakness:
Innovation
International
Quality
expansion
Product pricing
Brand
strength
Product differentiation
Opportunities:
Threats:
Asset Light strategy Competitors competition
Network initiative
Global economic recession
ENVIRONMENTAL AUDIT- PORTERS 5 FORCES MODEL

FOR SMC
RELEVANCE OF PORTERS MODEL ON SMC

Threats of new Entry is very Low
Bargaining Power of Buyer is very High
Bargaining Power of Supplier is Low
Threat of Substitute Products is Low
Intensity of Rivalry is the Highest
ENVIRONMENTAL AUDIT- PESTLE

Political Factors
Economical Factors
Social Factors
Technological Factors
Legal Factors
Environmental Factors
ROLE OF STAKEHOLDERS IN STRATEGY FORMULATION
Stakeholders for SMC
ROLE OF STAKEHOLDERS
Role
Role
Role
Role
Role
of
of
of
of
of
Owners
Employees
Customers
Society
Government
RECOMMENDED STRATEGIES FOR SMC

Focus on right segments
Refine Quality
Improve corporate governance
Use competitive pricing and promotional
strategies
Hedging international finical and other risks
CONCLUSION
Sony Mobile Communication is a organization driven by

innovation
Plans regarding more market share capturing should be
initiated
Corporate governance should be given more importance
Pricing and promotional strategies must be given more
importance
Learn from the parent organization and walk on there
path
Finally, focus on the right segment to reap the right
result
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Sony Mobile Communication Business Strategy

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BUSINESS STRATEGY SONY

ISSUES IN THE CASE

MISSION, VISION, GOALS AND OBJECTIVES OF SMC

MISSION, VISION, GOALS AND OBJECTIVES OF SMC

MISSION, VISION, GOALS AND OBJECTIVES OF SMC

HOW DOES MISSION AND VISION CONTRIBUTE TO

FACTORS EFFECTING SMCS STRATEGIC PLANNING

TECHNIQUES FOR STRATEGIC PLANNING FOR SMC

ENVIRONMENTAL AUDIT- PORTERS 5 FORCES MODEL

RELEVANCE OF PORTERS MODEL ON SMC

ENVIRONMENTAL AUDIT- PESTLE

ROLE OF STAKEHOLDERS IN STRATEGY FORMULATION

Stakeholders for SMC

RECOMMENDED STRATEGIES FOR SMC

Sony Mobile Communication is a organization driven by

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