Strategic Analysis of Sony Mobile Communications Planning Process

This report provides an analysis of Sony Mobile Communications' strategic planning process, encompassing the company's vision, mission, and objectives. It explores various planning techniques, key strategic issues, stakeholder analysis, and environmental and organizational audits using PESTLE and SWOT frameworks. The report identifies core competencies and challenges, such as slow response to market changes and manufacturing inefficiencies. It also proposes a new strategy framework centered on growing core business activities, customer sub-segmentation, and adjacent opportunities through new product development and diversification. The analysis emphasizes the importance of stakeholder engagement and concludes with recommendations for strategic approaches to sustain growth and competitive advantage in the mobile communications market. Desklib offers a range of similar reports and solved assignments for students.

SONY MOBILE COMMUNICATION
STRATEGIC PLANNING PROCESS AND
FORMULATION

INTRODUCTION
Business strategy includes seeking a position in an industry or environment that produces a
sustainable competitive edge. The business strategy of Sony Mobile Communications shows
firm’s differentiation attributes in terms of main competencies and core values. Here, the
following presentation is inculcating about strategic contexts of company comprising mission,
vision, objectives, several planning techniques, key issues involves in planning strategically,
stakeholder analysis, environmental audit, organizational audit and at the end a new strategy
framework is being illustrated.

Strategic terminology and context for Sony
Mobile Communications
 Vision – It defined vigorous and fascinating outlook for the corporation in coming period.
The vision of company is to become the brand of communication entertainment. This is
achieve by firm through inspiring more to not communicate only but use mobile apps, like
imaging, games and entertainment.
 Mission – It is a function or commitment that an organization desires for satisfying
stakeholders expectations. The mission of Sony is to be an organization that fulfils and
inspires curiosity of people (Kokemuller, 2015).

CONTD.
Objectives: The long term objective of Sony mobile communications is to attain zero carbon
by the year 2050 as well as to become the biggest supplier in electronic industry. Due to this,
the organization maintain its main market segment by creating ground breaking services,
technologies and products (Kisilu, 2015). Additionally, some short term goals are set by
company in line with long term objectives:
To strengthen core areas of business in the market
To expand business in developing market
Target to redevelop the segment of television to ever changing plus growing technology
market
Accelerating innovative and developing new business
Optimizing resources and realizing business portfolio

CONTD.
Core competencies:
 Capacity to develop products with high quality standards
 Strong capabilities of research and development
 Innovative and smart designs that can be target to multiple segments

Issues involved in strategic planning for Sony
Mobile Communications
There are two main issues comprised in Sony’s strategic planning, such as:
Less response to changes in customers preferences – At some level, Sony mobile
communications cannot cope up with altering demands of the market, for instance gaming
market. It influences them in a manner that they missed the chances to gain through first
mover benefit.
Ineffective structure of manufacturing – The organization failed to execute effectively, the
Kaizen TQC at worldwide locations hence ineffectiveness of manufacturing system at such
locations cannot ensure production of good quality products at places other than current
network, thus the string brand identity or name reduce reputation and under damages that also
reduce competition position of business in the marketplace (Pirraglia, 2014).

DIFFERENT PLANNING TECHNIQUES
The procedure of strategic planning is a long term approach with which Sony Mobile
Communications is able to allocate effectively its resources to grab market opportunities
(Richardson, 2010). The levels of strategic planning in Sony can be defined as:
Corporate level – Sony Mobile Communications
Business level – Sony mobiles, Sony music, Sony electronics
Functional level – Finance department, HRM department, Sales department

CONTD.
On the basis of process objective, the planning techniques are separated into two wide
segments, i.e. whether to make a choice and assess the situation:
Techniques of assessing situation includes PESTLE, SWOT, Stakeholders, Competitors and
Gaps plus Need analysis
Techniques to make choice involves time budgeting, rank proposal, money value and impact
analysis

Sony Mobile Communications Organizational
audit
The organizational audit can be performed by conducting SWOT analysis:
Strengths
 Strong position in fast growing and developing economies;
 Well developed corporate brand identity;
 Culture of top quality and innovation;
 Good investment in R&D throughout the world (Aaker and McLoughlin, 2009).
Weaknesses
 Substantial delay in respond to shift of demand;
 Consumer and production facility are at long distance.

CONTD.
Opportunities
 Joint venture options by making strategic acquisition to manufacture other commodity
lines, such as LCD and TFT screens;
 Estimated growth in the market of consumer electronic and more demand for superior
quality products.
Threats
Rising quantity of duplicate and forged commodities in the market;
Negative influence of atmospheric compliance on returns (Chang, 2005).

Sony Mobile Communications Environmental
Audit
Environmental factors with which Sony Mobile Communications are influenced can be
evaluated by PESTLE analysis:
Political factors – It stand positive for the organization, as because of market deregulation like
other cell phone firms, Sony also enjoys to undertake independent business activities in every
nation where it operates.
Economical factors – The increasing in disposable income and rising young population
demands availability of huge choices to the customers. People are demanding more features in
a cell phone at less price. Also, an issue of instability further produce a huge back draw.
Social factors – Japan, the biggest market if Sony is witnessing increasing number of old age
population that can affect changes preference and tastes of customers. Sony Mobile
Communications should consider changes of consumers lifestyle during the product
development (Wootton, 2015).

CONTD.
Technological factors – Sony is operating its business activities in technological environment,
hence using updated and novel technology is important for the corporation.
Legal factors – Sony mobile communications is offering unique designs with smart features
but people choose other phones because of its bad reviews.
Environmental factors – Every product of Sony have worldwide declaration, which tales
initiative to provide solutions that enable individual to recycle commodities in an environment
friendly manner (Osterwalder and Pigneur, 2010).