Analysing Strategic Planning, Objectives and Vision of Sony Corp

This report provides a comprehensive strategic analysis of Sony Corporation (SMC), evaluating its mission statement, vision, objectives, goals, and core competencies in relation to strategic planning. It analyzes factors SMC needs to consider when formulating strategic plans, such as consumer preferences, the political and legal environment, and competitor strategies. The report assesses the effectiveness of SWOT analysis and Porter's Five Forces model in developing strategic business plans and conducts an organizational and environmental audit using these techniques. Furthermore, it examines the role of key stakeholder groups in formulating new strategies and recommends a market entry strategy for SMC, highlighting its benefits in terms of increased market share, enhanced customer base, and brand awareness. The analysis incorporates various external factors, including political, economic, social, technological, legal, and environmental (PESTLE) considerations, to provide a holistic view of SMC's strategic position.

INTRODUCTION
Sony is a leading provider of phones, its accessories and
PC cards in the entire world.
Sony's biggest competitors are Apple, Samsung, LG and
Microsoft.
The company is the fourth largest producer of mobile
handsets in the world.
Sony showcased sales of Yen 622.7m in the year 2012.

A) Assess how mission statements, company visions, objectives, goals and core
competencies contribute to the strategic planning process.
Mission statement:
The mission statement helps to focuses on the production of
products abnd services. In order to contibute to stratgic
planning process the products and services must be
creative, innovative and provide value for money at the
same time.
Vision statement:
The Vision statemnt of Sony allow it to become world
leader in the area of mobile phone industry. The long term
objective of the company lets it to become the largest
entertainment company in the area of broadband.

Contd..
• Sony's Goals and Objectives are:
• Continue growth with respect to sales and profit.
• Creation of high valued products and services for the consumers.
• To focus on introducing continuous technological innovation in its product and
service offering.
• To contribute towards natural environment as well as meeting the dreams of future
generation.
• To reduce the overall carbon footprint.
• To enhance the market share by 7 percent.
These goals and objectives help the company in achieve
the strategies formulated by strategic planning. The goals and
objectives makes its easier for the company to achieve the
strategic planning.

Contd..
• Sony's Core Competencies are:
• Miniaturization in the area of electronic usage.
• Creating products with innovative designs
• Strong marketing through advertisement and promotional tactics.
• Deep technical know how.
• Immense focus on research and development.
• Brand image and consumer loyalty.
The core competencies of Sony helps the company to
facilitate strategic development. The exploration of core
competemncies helps the executives of the company to
understand its strengths and weakness.

B) Analyse the factors that SMC need to consider when
formulating their strategic plans.
Tastes and preferences of consumers.
Political and legal scenario of UK.
Strategies adopted by competitors like
Apple, Nokia and Microsoft.
Financial resources possessed by
company.

Contd..
• Climatic conditions of a nation – Earthquake prone areas
of India, Tsunami in Japan.
• Upcoming technologies.
• Technical and human resource expertise present with
Sony.

C) Evaluate the effectiveness of the techniques SMC
could use when developing strategic business plans
SWOT analysis and Porters five force model are
important techniques to develop strategic business
plans for an organization. Effectiveness of these
techniques are described as under:
The effectiveness of SWOT analysis:
 To identify the internal and external business environment
conditions.
 With this, company can come to know about its strengths and
opportunities.
 Further, the firm would come to know about its weaknesses and
threats so that company can work upon them to improve them.

The effectiveness of Porters' five forces :
 By this technique, impact of external and internal forces can be
determined on company.
 Sony can assess the bargaining power of its consumers.
 Also , it is beneficial to get information about new entrants.
 Will be able to determine the threat of substitute products .
 Determine the competitor’s strategies and marketing activities.

D) Analyse the strategic positioning of Sony
Corporation by conducting an organisational
audit
SWOT helps to determine the
internal capacity of an
organization To analyse the
strategic position SWOT is
been done as followed:
Strengths(S):
 First identified company to deal in
mobile technology.
 Well-built administration policy.
 Innovation.
 Quality.
 Brand image
 High specialized integrated services.
Weakness(W):
 High pricing.
 Inter-rivalry among departments.

Opportunities(O):
 Investment to gaming
segments
 Business expansion
internationally
 Better and increased number
of sales
Contd..
Threats (T):
• Major competitors Samsung and MI
• Economic recession
• Electronic network security

E) Conduct an environmental audit on SMC
Environmental audit is conducted with the help of Porters
five forces analysis and Pestle analysis.
(1) Porter’s five forces analysis
Intensity of competitive rivalry
 Is very high due to leading other competitors.
 Market segment are electronics, games financial services, pictures and
joint ventures.
 Sony leads the market by Bravia line LCD TV.
 They hold competitive cost over the rest of LCD market.
 The status of rivalry will not show any deteriorating mark in the
upcoming stages.
 Full focus on technological innovation high end design and product
differentiation from the rivalry.