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Topics: Mobile phone, Management, Sony Ericsson Pages: 3 (338 words) Published: November 23, 2008
1.0MISSION STATEMENT
‘Our mission is to establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry.’ Source: http://www.sonyericsson.com/cws/corporate/company/aboutus/mission

VISION
‘A sustainable future encompasses conscious design, ethics, energy, recycling, health and community involvement.’ Source: http://www.sonyericsson.com/cws/corporate/company/aboutus/mission

1.1purpose of report:
• Proposal of Management Strategy for Sony Ericsson
• Potential actions and its resources implications
• Limitations of strategies and recommendations

1.2scope of strategies:
• Environmental scanning
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Source: http://www.marketingteacher.com/IMAGES/environment.gif, accessed 20 November 2008, reviewed by Gilbert Appasamy.

Environmental scanning identifies the organisation’s assets, resources, capabilities, competitive advantages and disadvantages as well as boundaries to strategies formulation

1.2the internal environment (The 5 M’s)

1.2.1The micro environment

1.2.2the macro environment (pestle analysis)
1.2.2.1top competitors
• Alcatel-Lucent
• Motorola. Inc
• Nokia Corporation
• Panasonic Mobile Communications
• Samsung Electronics Co, Ltd.

1.2.3.1competiveness advantages
• A research and development unit for mobile phones in India • Ranked amongst the leading ‘green’ company by Greenpeace in 2007

1.2.3.2competiveness disadvantages

1.2.4possible strategies identified
• Be the first ‘green’ company eliminating completely the use of dangerous and toxic chemicals in all its business units and the products being sold as well 1.2.5limitations of strategies

2.0stakeholder analysis
2.1.1stakeholder mapping
2.2.2key stakeholder position under current strategies
2.2.3key stakeholder position under possible strategies
2.3observation and consideration

3.0...
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