Contribution of Mission, Vision, Objectives, Goals and Core Competencies in Strategic Planning Process

This presentation discusses the contribution of mission, vision, objectives, goals and core competencies in the strategic planning process. It also covers the factors to consider while formulating strategic plans and the effectiveness of various techniques. Additionally, it identifies and explains Sony Ericsson stakeholders and the importance of stakeholder analysis. The presentation further explores the position and market share of Sony, PESTLE analysis, Porter's Five Forces analysis, and internal audit of Sony.

Business strategy
1
Sony Ericsson

LO 1.1 contribution of mission, vision,
objectives, goals and core competencies
in strategic planning process
Mission– It will guide Sony to provide a well
defined career path in planning of strategies.
Vision–It will aid Sony to decide over the goal set
for strategic planning process
Objectives– It will help to ensure growth and
sustainability of business with respect to future
strategic planning.
Core competencies- It will assist in establishing
competitive advantage over rivals.

Internal and External Environment
•Organizational Culture
•Organizational Structure
•Financial Strength
•Human Resource
1.2 Factors that SMC needs to
consider while formulating its
strategic plans

1.3 Effectiveness of the techniques that SMC
could use while developing strategic business
plan
Boston Matrix – It is used to analyse existing product
portfolio of Sony to make the best return on investment.
Ansoff Matrix –It provides framework to the management of
Sony for helping executives, senior managers and marketers
while devising strategies for future growth.
Porters Five Forces –It is helpful in analysing the level of
industry competition and business strategy development.
SWOT Analysis - It is used to assess the strengths,
weaknesses, opportunities and threats involved in strategic
planning of Sony.
Pestle – It assists to analysis political, economic, social, and
technological factors being faced by Sony.

Identify and explain Sony
Ericsson Stake holders
SUPPLIERS:
 It provides raw materials.
 Sony is required to ensure timely payment to them for
maintaining cordial relationships.
CUSTOMERS:
• Sony should adhere with ethical advertisement
practices.
• They must ensure to give value for money services to
their consumers. 5

EMPLOYEES:
• The role of Sony towards employees is to provide
them with good working environment.
• Company needs to take care of their safety needs.
• Concern from company helps them to move further
in there career path.
GOVERNMENT:
• Sony is required to adhere with taxes and
employment law. 6

INVESTORS:
• They expect high rate of return on their investment.
7

IMPORTANCE OF STAKEHOLDER
ANALYSIS FOR SONY ERICSON
 It is helpful to meet the needs and demands of
stakeholders.
 It aids in finding out the exception of stakeholders
towards business.
 It assists Sony in formulating strategies for
stakeholders.
8

Position and market share of SONY
In electronics, VAIO (Video Audio Integrates Operation) was Sony's first
brand in the field of laptop and computer but later it faced issues in the field
of batteries.
In 2015, 16.15% sales of the firm increases due to the mobile products and
communication segment.
In the year of 2015, sales percent of home entertainment and sound is
14.05%.
Sony music entertainment (SME) is world's second largest music company
among the four record companies.
It has 1.5% of market share related to the box office movies. Along with it,
Sony movies is ranked at the 3rd position in the world among various movie
studios.

Continue
In the field of financial services, sales percentage of the company is 12.61%
in the year of 2015.
In 2015, Fortune Global 500 is ranked Sony at the 116th rank.
As per the Forbes, Sony is at the place of 79 in the list of world's most
valuable Brands. It is at position of 478 among the 2000 global companies
with the 97th position regarding sales, 193rd position in assets and 329th
position with respect to the market value.

PESTLE analysis of Sony
POLITICAL UK has been offering good political stability to Sony.
There is a presence of sound business policies in UK that is supporting
successful business operations of Sony.
ECONOMIC UK has got a stable rate of inflation.
There is no recession in the UK.
SOCIAL UK consumers are gadget friendly and expect innovative product ranges.
Consumers have high purchasing power.

Porter 5 Force analysis of
Sony
 High competitive rivalry: Competitors like Motorola
and Nokia etc. are posing to increase competition
for Sony.
 High bargaining power of substitute: There is
availability of close substitutes for all the products
offering by Sony.
 Low bargaining power of supplier: Sony has an12

 Low threat of new entry: Huge cost of initial
investment creates hurdles for small entrepreneur.
 High Threat of buyers : This is because of the
presence of many competitors in the mobile industry
13

Internal audit of Sony
STRENGTH
Reputed brand image.
 Presence in almost all the nations.
 Wide range of product offering
services.
 High consumer loyalty.
WEAKNESS
High debt ratio.
Lack of user centric approach.
OPPORTUNITY
Segment itself in new markets like
underdeveloped nations.
THREATS
Large number of competitors.
14

LO 2.3 Identify and explain Sony
Ericsson’s Stakeholders and explain the
importance of stakeholders analysis.
Government :
Directors/Managers:
Staff:
Customers:

Importance of stakeholders
Customers help in determining changing
trends in the market.
Employees lead to achieve the decided
objectives in an effective manner.
Society updates and aware business about
the negative and positive impact of their
products on it.
Government helps in executing work in a
legal form.

References
Woodcock, N., Green, A. and Starkey, M., 2011. Social CRM as
a business strategy. Journal of Database Marketing & Customer
Strategy Management. 18(1). pp.50-64.
Reich, B.H. and Benbasat, I., 2013. 10 Measuring the
Information Systems–Business Strategy Relationship. Strategic
Information Management. pp.265.
Verbeke, A., 2013. International business strategy. Cambridge
University Press.
Organisation data. 2016. Available Through
<http://www.sony.net/SonyInfo/CorporateInfo/Data/organization.
html>. [Accessed on 22nd February 2016]